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Retailers per Household (HH)
Definition
The average number of different retailers a household shops for a given category within a defined period, indicating how widely shoppers spread their purchases across retailers.
How It's Calculated
Total retailer visits (or unique retailers shopped) ÷ Number of households
Example
Households purchasing snacks shop at an average of 3 different retailers over a year, indicating cross-retailer shopping behavior within the category.
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