Category trends and momentum

What is moving in your category, and what is each one worth?

Claims, ingredients and occasions are counted from the products that carry them and joined to sales. A trend arrives with a rate and a number attached, rather than as a headline you still have to size yourself.

Twenty-one claims, one scale

Ready to drink coffeeCategory trends and momentum

Fastest growing claim in the category

+3,700%

Real Sugar, counted from the products that carry the claim and joined to the sales behind them. It is the fast end of twenty-one claims read the same way, and the slow end matters too.

One category · twenty-one claims · cans and multi-serve

Three kinds of movementI · III

What moved · how much · what kind

IEmerging claims21

+100% +1,000% +15% +3,700%

Growth, log scale. The band holds all twenty-one

Sustainable sits at the slow end, Real Sugar at the fast end, and the other nineteen fall between them.

Claim momentum

IIClean ingredient profiles+20 to 30%

Brands with zero to minimal flagged ingredients grew in that band. Brands carrying more of them declined over the same period.

Formulation

IIIAfternoon and night160%+

Some brands index more than 160% above the category average in the afternoon, and above 2,000 at night, in a category that reports as a morning business.

Occasion

One category, three different movements underneath a single number. Ranking them on one scale is what keeps the slow ones visible.

Figures from one published engagement in ready to drink coffee. The claims sit on the products themselves, so the same read runs on any category.

Why the movement is real

A trend is easy to name and hard to size. These are counted off the products themselves, ranked against each other, and handed back with the sales behind them.

Read off the product

claims on pack, not a survey

A claim is counted from the products that actually carry it, across every UPC in the category. The rate is a count of the market rather than a projection from a sample of shoppers.

Joined to sales

a rate and a number

Every claim carries the sales behind the products making it. A claim growing fast on a very small base shows up as exactly that, which is the difference between a trend list and a plan.

Ranked on one scale

the whole set, not the winners

Claims are ranked against each other in the same category on the same measure. That keeps the slow ones visible, and it makes the spread between fastest and slowest a finding in its own right.

How much of the category is already there

Three reads with three different denominators. Trends, products and reviews, each one counted rather than estimated.

Counted, not estimatedThree more engagements

Trends still early in one category

66%

of the trends found there were in introduction or growth, so most of the movement had not yet reached what the category sells today.

Cross category growth trends →

Products carrying a fiber tag

in a frozen meals category where interest was high and the few products that qualified were declining. The threshold shoppers actually use is 5 grams.

Fiber in frozen meals →

Reviews naming clean label

of tortilla chip reviews mentioned natural ingredients, non-GMO corn or avocado oil, which is the kind of small, specific signal a category number hides.

Tortilla chip category →

Figures as reported in the linked case studies

Harmonya Helps You Make Faster, More Confident Decisions

A claim that is moving is only useful once it reaches a plan. Which ones are accelerating, and what each is worth, is what the next calendar runs on.

Promotion Planning

Put spend behind the claims and occasions actually moving in the category, by market and by moment.

See the use case