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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.

Further Resources:

For further tips and information, you can take a look at our Ultimate Guide to Category Management and our Category Management YouTube Channel. Also, check out our award-winning blog to see more Category Management tips and articles.

Interested in training? See how our full Category Management Training or our e learning Category Management courses could be of help to you.

Andy Palmer

About Andy Palmer

Andy started at the coal face with eight years in food retailing. Prior to joining MBM he then spent five years in the supply base in positions of category analysis, category management and account management. He works as part of the team enabling suppliers to UK supermarkets to secure more profitable wins through people development. He specialises in Category Management Training and is a qualified HBDI practitioner.


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