Share Basis

All shares are calculated within your chosen market. Your chosen market is defined by the selected product group, country and time frame plus any additional filters you apply. Keep in mind that a market is limited to the channels that GfK is tracking for a product group within a country.   

Market Share 

This is the share an element (such as a brand or a feature) has of your chosen market. 

For example, Brand A has 1000 sales in a Market of 10,000 sales, giving it a Market Share of 10%. 

This is a ‘vertical share’ – the sum of all individual element shares (including any Others line) will add to 100%. 

It can also refer to your share, as a retailer, of an element such as a brand or feature. This is more precisely known as ‘Retailer Share’ but is often colloquially called Market Share as well. 

For example, if you sold 500 of Brand As 1000 sales, then you would have a Market/Retailer Share of 50% of Brand A. 

This variant is a ‘horizontal share’ – each individual element share is unrelated to the others and summing them does not give any meaningful insight. 

Retailer Mix 

This is the share an element (such as a brand or a feature) has of your own sales within your chosen market. 

For example, Brand B has 50 sales our of your total 1000 across all brands. Brand B therefore makes up 5% of your ‘Retailer Mix’. 

This is a ‘vertical share’ – the sum of all individual element shares (including any Others line) will add to 100%.