Fragmentation Analysis


Exhibit 30.9   Fragmentation analysis for cleansers, moisturizers and toners.

Fragmentation analysis (Exhibit 30.9) depicts the build-up of cumulative share with each additional SKU, starting from the largest to the smallest. It reveals the level of fragmentation/concentration within the category, and may be conducted at SKU or brand level.

In the exhibited example the toner category, where the top three SKUs account for close to 50% of market share, is highly concentrated. In contrast, it takes 14 SKUs in the fragmented facial cleansers category to touch 50% share.

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