Brand frequency rates stable over time – aim for more buyers!

Across ten years, it is very uncommon for brand buying frequency to change by more than one occasion per year

For 8 of 10 brands, frequency moves by less than one occasion over ten years

From 2014 to 2024, brand purchase frequency changed by less than one occasion for 8 in 10 brands. Larger changes are not unheard of, yet rare, and are more likely to happen in categories that were more frequently purchased in 2014 – both for declining and increasing brand frequency.

Brands‘ relative penetration can move substantially over ten years

Big changes in brand penetration are quite common: 2 in 3 brands see their penetration grow or decline by more than 1% and 1 in 3 by more than 4% over ten years. Brand penetration changes are more pronounced in categories that are more widely purchased.

Most brands that grow frequency also gain penetration

Less than 10% of brands increase frequency over ten years more than the average brand without gaining more category buyers. Again, as for categories, increases in frequency are typically fuelled by winning buyers in all frequency tiers. These exceptional brands (that grow frequency but not penetration) tend to be small and infrequently bought.