Every brand has significant opportunities to gain buyers – even the biggest

Following up from last week’s blog we examine the percentage of one- and two time buyers for all, leading and #3 brands.

3 out of 4 brand buyers buy only once

For all brands, however large, the majority of their buyers buy infrequently. The percentage of infrequent buyers varies by brand size and category frequency but it is the number of buyers that only purchase once a year that is the key difference: 58% for #1 brands and 72% for #5 brands.

Higher frequency reduces share of one-time buyers for #1 brands

For #1 brands in categories with different purchase frequencies the percentage of one-time buyers varies a lot: 42% in frequently purchased categories (more than ten occasions per year), versus 66% in infrequently purchased categories.

Higher frequency reduces share of one-time buyers for #3 brands

#3 brands have substantially more one time buyers than #1 brands (67% versus 58%). But the differences between categories shows the same pattern: In frequent categories about one half of buyers buys only once, whereas almost three quarters of buyers are one-time buyers in infrequent categories.