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Unit Share
Percentage of category unit sales captured by a brand.
Definition
Unit share equals brand unit sales divided by total category unit sales times 100.
How to Calculate
Divide brand units by category units and multiply by 100.
Why it Matters
Shows volume share independent of price.
Key Advantages
Highlights true consumption trends.
Example
Brand sold 50,000 units of 500,000 category units, so unit share is 10 percent.
Use it to
Calculate a brand or item’s percent of category units to size competitive position. Track changes to attribute share movement to execution differences.
