New category buyers

These are buyers who purchased the category in the latest period in a given geography but did not purchase the category in the prior period in the same geography.

These are buyers who purchased the category in the latest period in a given geography but did not purchase the category in the prior period in the same geography. New category buyers drive net new incremental category growth.

Related Terms

Incremental to category

The amount of volume that will be lost from the category if an item were to be delisted or the amount of volume that a category would grow by if a product were added.

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