Fragmentation Analysis


Fragmentation analysis of brands in category

Exhibit 30.11   Fragmentation analysis for cleansers, moisturizers and toners.

Fragmentation analysis (Exhibit 30.11) depicts the build-up of cumulative share with each additional item (SKU), starting from the largest to the smallest. It reveals the level of fragmentation or concentration within the category and may be conducted at item or brand level.

In this example pertaining to some facial care categories, the toner category, where the top three items account for close to 50% of market share, is highly concentrated. In contrast, it takes 14 items in the fragmented facial cleansers category to cross 50% share of sales.


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