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Dollar Share
Percentage of category dollar sales captured by a brand.
Definition
Dollar share equals brand dollar sales divided by total category dollar sales times 100.
How to Calculate
Divide brand dollars by category dollars and multiply by 100.
Why it Matters
Shows competitive position and growth opportunities.
Key Advantages
Comparable across markets and time periods.
Example
Brand has $200,000 of $2,000,000 category sales, so dollar share is 10 percent.
Use it to
Calculate the brand’s percent of category dollars to establish competitive position. Track share shifts by retailer and region and relate them to changes in price, distribution, or support.
