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Trip Incidence
Percentage of trips that include the category or brand.
Definition
Trip incidence measures how often a product appears in baskets compared to total trips.
How to Calculate
Divide basket trips by total trips and multiply by 100.
Why it Matters
Shows penetration at the trip level and category relevance.
Key Advantages
Simple metric for comparing across categories.
Example
If 2,000 of 10,000 trips include cereal, trip incidence is 20 percent.
Use it to
Measure percent of trips containing the item to assess how often it enters baskets. Compare trip incidence by banner to identify where placement or pricing can improve inclusion.
