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Incremental to Brand
Definition
A measure of the extent to which sales or volume generated by an activity are new to the brand, rather than coming from existing buyers, product switching within the brand, or timing shifts. Incremental to brand isolates true brand growth.
How It's Calculated
Varies by methodology; typically based on analysis of new buyers, increased consumption, or shifts from outside the brand, excluding cannibalization or forward buying
Example
A snack brand runs a promotion that increases sales by 500 units. Analysis shows that 300 units came from new buyers or increased category consumption, while 200 units came from existing buyers switching SKUs. The promotion is 60% incremental to brand.
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