The consumer panel study is based on a sample group of over 500 consumers whose buying behavior is believed to be representative of the entire market. It provides market share by consumer segment as well as industry sales in the product category. The market share figures represent the proportion of individuals who have purchased a given product during the simulated period. The report gives the information for each product currently on the market in total and by consumer segment; see Figure 19.
Figure 19 – Market Research – Consumer Panel – Market shares
Additional charts give the unit product category sales by consumer segment and in total. The relative sizes of the consumer segments are provided as well in Figure 20.
Figure 20 – Market Research – Consumer Panel – Market shares