Benchmark the Evolution of Brands & Products Across Categories
To bring even greater clarity to brand and product performance, we've expanded the ranges for the Category Evolution Gap metric. This enhancement makes it easier to pinpoint precisely where your brand/product stands within the competitive landscape, allowing you to identify strong gains and improvement areas relative to the broader category.
🔍 Why This Update Matters
With these additional ranges, brands can now more accurately assess how their performance stacks up against the overall category evolution, providing a clearer picture of market share movement. Previously, understanding growth momentum or loss of traction required more general estimates. Now, each range tells a finer story of how brand-specific growth compares to category-wide growth.
🆕 New Category Evolution Gap Ranges
These expanded ranges enable a more granular view of your brand’s position:
Significant Advantage: Evolution higher than +50pp
Strong Advantage: +30pp to +50pp
Moderate Advantage: +15pp to +30pp
Slight Advantage: +5pp to +15pp
Aligned with Category: -5pp to +5pp
Slight Disadvantage: -5pp to -15pp
Moderate Disadvantage: -15pp to -30pp
Strong Disadvantage: -30pp to -50pp
Significant Disadvantage: Lower by at least -50pp
✨ How It Works
The Category Evolution Gap metric benchmarks your brand’s/product’s growth against the category’s growth, using these ranges to highlight performance gaps. For instance, if a brand grew slower than the category with a Category Evolution Gap between -15pp and -30pp, it indicates a Moderate Disadvantage and a potential need for strategic adjustments.