What does the Product Category Volume measure?

The Product Category Volume measures the total category sales of stores that carry a specific brand divided by the total category sales of all outlets. This metric provides insight into the brand's performance relative to other products within the same category, highlighting its market share and overall presence. By evaluating this volume, marketers can assess how well the brand is performing compared to competitors and identify trends in consumer preferences within that specific category.

This measure is important for understanding the brand's role in the market and can inform strategic decisions related to product positioning, pricing, and promotional activities in order to enhance market performance.