When / How to use this dashboard

Use this dashboard to look deeply into a single category and its segments. Look at demographic details over various time frames by selecting different months in your Date Range filter at the top of this dashboard. Seek to answer questions like:
 

How popular is this category across the different demographic groups?’, ‘Is this popularity changing over time?’, ‘Which segments are most popular with each group?’, and ‘What level of discounting is required to encourage a demographic group to buy?’

Note that the filters on the top of this dashboard strongly affect how the data is displayed. For example, you can look at a particular segment or investigate them all at the same time. Alternatively, you can look by Package Size instead of Segment. And, like many of the Demographics dashboards, you can select to filter by Gender, Generation, or Gender + Generation.

 

Percent of Customers Purchasing the Selected Category

This single metric reflects your selection(s) in the Date Range filter and tells you what percent of customers purchased anything from the selected category over the time frame. In this example, we’re using Pre-Rolls. This is a popular category and roughly 1 in 3 consumers went home with one of these.

 

 

Selected Category Year Over Year Growth

Is our selected category growing or shrinking for each of these groups? Notice we can examine both the percentage change, where Gen Z shows 212.4% growth from July 2019 to July 2020; and the net change, where Millennials show 4.4 million dollars in net growth over this time period.

 

 

Selected Category Month Over Month

Which group(s) lead the way in this category’s expansion or contraction month over month? In the illustration below, it was the Silent Generation buying many more Pre-Rolls between April and May. But, by June they had faded once more. Typically, at least since March 2020, Gen Z led the way in the Pre-Rolls category.

 

 

Segment/Package Size Sales (Segments)

What segment is most popular with each demographic group? While the Millennials like all of them, 60.9% of the spending for Cannagars/Blunts is done by them.

 

 

Segment/Package Size Sales (Package Size)

Also notice that the larger Package Sizes are popular with Gen X’ers. They’re doing 25% of the buying (their largest proportion in this time frame) of the 3.5 g. packages.

 

 

Sales Index by Segment/Package Size

Once again, how you set your filter preferences impacts the display of the Index table below. However, indexing itself can be used to understand a strong or weak preference by a group. For example, the Gen Z group strongly over-indexes for Cannagars/Blunts with a score of 175, while they under-index for CBD - Single Strain pre-rolls. So this group might politely refuse if you offered them a CBD pre-roll but ask for seconds if you hand them a cannagar. Similarly, members of the Baby Boomers might refuse a Cannagar entirely, but express a preference for an Indica - Single Strain Pre-Roll.

 

 

Average Item Price of Segment/Package Size

How price sensitive is each demographic group to a particular segment or package size? Once again vary your filters at the top of this dashboard to switch from Segment to Package size. In the image below, notice that Gen Z (light blue dot) tends to be at or near the top for each of the segments. They want what they want are willing to pay slightly more for it if necessary.
 

 

 

Discounts of Segments/Package Size

This chart shows the Silent Generation is holding out for a good deal wherever they can get it. Gen X’ers and Gen Z people are going to spend a little more freely and are less likely to be looking for a discount when making purchasing decisions.

 

 

Selected Category/Segment Wallet Spend

If we gave a typical member of each of these age groups a $100 dollar bill, what Pre-Roll segments would they spend it on. These donuts help us understand this.

 

 

% of Customers Purchasing the Category in the Trailing 6 Months

How are each group’s preferences for this category changing over time? Gen Z and Millennials have backed off just slightly in the last half-year. And, what percentage of each age group purchased something from this category in the last 6 months? Note that this question goes to anything in the Pre-Roll category and doesn't consider the different segments.

 

 

Category/Segment Deep Dive Data Table

Click the 3 dots to the right of the table to download a raw data dump for review inside the tool of your choice. The dialog will present you with various choices for formatting the data.