Here is an overview of the basic measures used within Kantar market data. A list of this nature could be almost endless, however here are the most common and often most misunderstood measures used – ‘Kantar Consumer Panel Data Terms Explained’:
Penetration ~ %age of shoppers buying
The percentage of GB households purchasing in the specified market at least once in that time period.
Frequency ~ How often
The average number of occasions that the specified market was purchased by a market buyer in that time period.
AWP (Average Weight of Purchase) ~ Average amount bought
The average amount bought by each household which purchased the Market/Brand in that time period.
This can be expressed in terms of Spend (Expenditure), Volume (Kgs) or Units (Packs).
Trip Spend (£) / Trip Volume (Kg) ~ Amount spent /volume brought
The average sterling value per transaction / The average purchase weight per transaction.
Loyalty ~ %age or £ to a retailer vs. the others
The proportion of category spend Retailer A’s customers spend in Retailer A. Can be either a value or a percentage.