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Percent Category Growth
Percent change in category sales versus a prior period.
Definition
Measures how much the category increased or decreased compared with the baseline period.
How to Calculate
Subtract prior category sales from current, divide by prior, multiply by 100.
Why it Matters
Sets context for brand performance.
Key Advantages
Normalizes growth rates across markets.
Example
Category up 4 percent year over year.
Use it to
Measure the category’s rate of change to understand whether headwinds or tailwinds affect performance. Separate category growth from brand actions to interpret results correctly.
