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Percent Unduplicated Category Buyers
Definition
The percentage of category buyers who are unique to a specific brand or segment, meaning they do not overlap with buyers of other defined brands or segments. This metric is used to understand unique reach and incremental audience contribution within a category.
How It's Calculated
(Number of unduplicated category buyers ÷ Total category buyers) × 100
Example
A snack brand finds that 15% of its buyers do not purchase any competing brands in the category, resulting in 15% unduplicated category buyers, indicating a segment of uniquely captured consumers.
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