This is the decomposition of total volume in what drives shoppers. Total sales is a function of the number of households buying the product (penetration) multiplied by the spend per household. We can further decompose spend per household into number of trips (frequency) multiplied by spend per trip. Understanding purchase drivers can help pinpoint specific actions to take and gain insight into drivers of volume change.
This is the decomposition of total volume in what drives shoppers to buy CPG products.