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CPG DICTIONARY

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Share of Wallet

Shopper Metrics

Definition

The percentage of a shopper’s total category spending that goes to a specific brand (Share of Wallet)

How It's Calculated

(Brand spend ÷ Shopper’s total category spend) × 100

Example

A shopper spends $30 monthly on cereal, $10 on Cheerios → Share of Wallet = 33%.

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