Working example — Competitive & Category Benchmarking

Not "how did we do this year." How much of the category is actually ours.

A performance nutrition brand's own YoY numbers looked healthy. Benchmarked against what a customer could realistically spend in the category each year, the picture changes completely.

£35

Actual average annual spend per customer

£480

Realistic category annual benchmark

7.3% of realistic category wallet share captured — 92.7% is leaving the brand entirely, every year, invisible in a standard YoY report.