How much growth is hiding in your market?
Your core sustains your business. See the opportunity among everyone who buys your category.
See your growth potential.
Start with the example below, then replace it with your own annual estimates. Include only people who buy your category, and put each person in one group.
Estimated annual headroom
17,700category purchases not yet captured by your brand
Where is the opportunity?
97.2% of headroom is among light and non-buyers.
Headroom = people × (annual category purchases per person − annual brand purchases per person). This is available purchase potential, not a forecast, guaranteed growth or a measure of cost or return. Actual results depend on your market and your ability to win those purchases.
The bigger pool matters.
Research by Trinh, Dawes and Sharp found that, on average, 66% of growth potential lay with current non-buyers, 25% with light buyers and 9% with heavy buyers. These are study averages, not universal figures for every brand.
Non-buyers here are people who buy the category but did not buy the brand during the measured period. Heavy buyers are defined by purchasing and may not be the same as your attitudinal core.
Read the researchReady to capture more of your market?
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