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Incremental to Category
Definition
A measure of the extent to which sales or volume generated by an activity are new to the overall category, rather than shifting share between brands. Incremental to category reflects true category growth, not competitive switching.
How It's Calculated
Varies by methodology; typically based on analysis of category expansion vs. brand switching, excluding volume gained from competitors within the category
Example
A yogurt brand runs a promotion that drives an additional 1,000 units in sales. Analysis shows that 600 units came from consumers buying more yogurt overall, while 400 units came from competitors. The promotion is 60% incremental to category.
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