Demand and whitespace sizing

How big is the theme, and how much of it is not yours?

Demand themes are built from the attributes already sitting on the products, and every attribute is joined to sales. So a theme can be sized in dollars, and the share of it you hold measured against the whole category.

One category, sized theme by theme

Salty snacksDemand & whitespace sizing
Quantified revenue opportunity
$300M+

Take the sales behind every product in a theme, take out the products you already own, and what is left is the gap.

One manufacturer · more than 5,000 products read
Where the gap sitsI · III
Demand theme · gap · signal
IBold & Spicy$130M+

A $1.7B theme, with minimal share across about 35 UPCs.

Capture
IILime & Latin Flavors$80M+

A handful of UPCs with any presence at all.

Capture
IIIPlant Based & VeganNot yet sized

A $475M theme growing 4.5% a year, and barely entered.

Early mover

Two of the three are flavor territories the portfolio never entered, not products that underperformed. The third is still early enough to lead rather than follow.

Figures from one published engagement in salty snacks. Every theme carries a signal, and the themes are standard across the business, so the same read runs on any category.

Why the number holds up

A sizing is only as good as the definition underneath it. Themes are defined once and applied the same way everywhere, which is what makes one category comparable to the next and your portfolio comparable to anyone else's.

Built from the product
attributes, not a panel

A theme is a rule over attributes that already sit on every UPC. Nothing is asked of a panel and nothing is projected from a sample, so the theme applies to every product in the category at once rather than to the ones someone had time to code.

The same everywhere
one definition, every category

Themes are standardised across the business, so a theme means the same thing in snacks as it does in beverages. Teams stop regrouping products by hand for every deck, and two analyses stop disagreeing because they cut the set differently.

Counted in dollars
sales joined to every attribute

A theme is a claim until it carries a number. Every attribute is joined to sales dollars, so the size of a theme and the share of it you hold come back as money rather than as an index or a direction.

Other categories, sized the same way

The worked example above is one category. Here are three more, each sized from attributes the products already carry.

Sized with HarmonyaThree more engagements
01

A ready to drink coffee segment

$1.2B

of category sales read brand by brand, which explained why some grew while others fell double digits.

Ready to drink coffee →
02

A fiber segment inside frozen meals

$421M

sitting in a segment that sizing showed was shrinking, not growing.

Global food manufacturer →
03

Emerging demands in one category

21

high growth consumer demands mapped across one category, each one carrying a number rather than only a name.

Daypart intelligence →
Figures as reported in the linked case studies

Harmonya Helps You Make Faster, More Confident Decisions

A sized theme is only useful if someone acts on it. The gap tells you what to expand, what to delist and where to put the next launch.

Assortment Optimization

Decide what to expand, delist or localize from the demand themes actually driving the category.

See the use case

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Thirty minutes on your categories. How the record gets built, what it holds, and the questions your team could put to it.

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