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Heavy, Medium and Light Shoppers
Definition
A consumer segmentation framework that groups shoppers based on their purchase frequency or volume within a category or brand. Heavy, medium, and light shoppers are used to understand who drives sales and where growth opportunities exist.
How It's Calculated
Shoppers are segmented into groups based on purchase frequency, volume, or spend thresholds within a defined period (methodology may vary by dataset or company).
Example
A snack brand analyzes shopper segments and finds that heavy shoppers represent 25% of buyers but contribute 60% of total sales, while light shoppers account for the majority of households but a smaller share of volume.
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