Industries
25-34-year-olds are
21%
more likely to drink pumpkin coffees than the average consumer
Quick Insight
It's that time of year again... pumpkin spice is back. 🎃☕
According to Circana, 25–34-year-olds are the most likely to enjoy pumpkin-flavored coffee, proving the season's signature sip is going strong.
Are you team “too early” or “right on time”?
Company
Solutions
Track business performance against key competitors at every stage of the product lifecycle.
SOLUTIONS
We help our clients accelerate demand by focusing on the best opportunities for the greatest impact on their business.
SOLUTIONS
Our Liquid Data® technology provides cross-industry data and advanced analytics in a single, open platform.
SOLUTIONS
Resources
Suggested solutions
TERM
Cannibalization
Sales gained on one SKU that are offset by losses on your other SKUs.
Definition
Cannibalization measures how much a new item or promotion moves sales away from existing items within the same brand, reducing net gain.
How to Calculate
Subtract lost units or dollars on existing SKUs from the gain on the focal SKU. Percent cannibalization equals losses on other SKUs divided by gains on the focal SKU times 100.
Why it Matters
Prevents overstating results and helps optimize the lineup for total brand growth.
Key Advantages
Clarifies net impact of launches, guides pack and flavor mix, and improves promo design by limiting internal shifts.
Example
A sparkling water launch gains 1,000 units, but classic lime loses 600 units, so cannibalization is 60 percent.
Use it to
Measure sales lost on existing SKUs when a new item or promotion gains volume to determine net effect. Reduce internal switching by adjusting price, pack, or timing so total brand sales increase.
