Features and Insights
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      First activity page: User guide

      Here’s how you can explore the performance of product line-ups from different years

      Understanding this page  

      This page helps you understand, for example, the age structure of your portfolio and your competitors’ portfolio, as well as how your new product lineup is performing across different channels.

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      In this section, the legends of all analyses are split by First Activity.  

      First Activity is the period when a product first appears in the market, specifically when it is first recorded by GfK, across all tracked channels. For example, sales showing ‘Since 2023’ refer to the sales of all products that were first recorded within 2023.

      All analyses in this page refer to the overall market, i.e. across all brands. If you wish to see how different First Activity years developed within your own brand’s sales, set a filter to your brand in the filter tray on the right.  

      Click on one of the page tabs to choose between three types of analysis: 

      • Scorecard – for analysis across different KPIs  
      • Time series – for development over time  
      • Segmentation – for comparison by a second dimension  

      The Scorecard tab

      Here, you’ll find a summary of how product line-ups from different years have developed across the KPIs that are important to you.  

      Click the settings button on the right to define your preferred KPIs. 

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      You will see a menu like this:  

      First-activity_KPI list_2

      Distribution KPIs are now available across the platform thanks to the enhanced gfknewron Market experience.    

      The KPIs presented depend on your subscription and the data available for your selected market.

      To configure the displayed information, click on the orange-highlighted element in the interactive card title.  

      The Time Series tab  

      This tab shows how product line-ups from different years have developed over time for a specific KPI, such as how your current year’s line-up or your key competitor's line-up is performing.  

      To configure the displayed information, click on the orange-highlighted element in the interactive card title. You can select which KPI and time periods to display.  

      When selecting the time period, note that the chosen focus period (the context you set in the top bar of the page) will always appear as the last value on the chart. Use the orange dropdown in the interactive card title to define what back data appears before this chosen focus period.

      You can also choose to show a Year-to-Date (YTD) or a Moving Annual Total (MAT) summary to the left of the chart, or hide the summary altogether.  

      The Segmentation tab  

      Analyze how line-ups from different years developed across different segments, such as across brands or countries.  

      The horizontal breakdown dimension (such as brands, in the below example) can be defined by clicking the first orange dropdown in the interactive card title, which will open a window with all the possible selections.   

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      After exploring ‘First Activity’ across brands, you may want to see brand shares across the different ‘First Activity’ years. To do this, simply select “Brands” in the side menu, navigate to the Segmentation tab, and choose “First Activity” from the second dropdown in the interactive chart title.  

      Remember, you can also change the KPIs or comparison periods via the orange dropdowns in the interactive card title.