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Trial and Repeat
Definition
A measure of consumer purchasing behavior that evaluates how many shoppers try a product for the first time (trial) and how many of those shoppers go on to purchase it again (repeat), indicating both initial appeal and ongoing product satisfaction.
How It's Calculated
Trial Rate = % of target consumers who purchase the product at least once
Repeat Rate = % of trial purchasers who buy the product again
Example
A new frozen meal brand is purchased by 10% of households in its first quarter (trial). Of those households, 40% purchase the product again within the next two months (repeat), signaling strong product acceptance and potential for sustained growth.
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