To access the Premium Categories: Segment Details dashboard, expand the Premium Categories module, and select Segment Details.
The Segment Details dashboard is similar to the Category Details dashboard and adds a ‘SEGMENT’ filter to the array of filters available. Note that you can choose to compare multiple segments from the Segment filter. To do this, simply open the SEGMENT filter and select the checkboxes from the available choices.
When / How to use this dashboard
How do you assess what’s likely driving growth within a category? When a category is very strong, several segments might be surging at once. Typically, one or two segments will be leading the way.
The top line numbers will reflect the selections made in the filters on this dashboard. Below we can see that Washington (WA) was selected for the Market, and Flower was selected for the category. The Average Item Price shown reflects the selections in the SEGMENT filter. The ‘% Mkt Share of Category’ reflects the combined share of the selected segments if multiple segments are selected, and a single segment if only one is selected.
The ‘Selected Segment Sales $’ reflects the combines sales of the selected segments if multiple segments are selected. And the ‘Selected Units’ value is the combined unit volume of the selected segments.
The ‘Sales x Market Share Over Time’ graph shows the combined market share of the selected segments within the category in question. The Segment Sales metric shows either the combined sales of the selected segments if more than one segment is selected, or a single segment’s sales if only one is selected. So this graph will tell us whether the percentage of a category segment or set of segments is growing or shrinking, and tell us the combined sales over time. Hover over either one of the lines to see the specifics details of a particular time frame.
What is the relationship between unit volume and Average Item Price? The ‘Total Units and AIP’ shows this to us. In the example below we see AIP shifting upward in late February of 2020 as unit volume increases. And unit volume appears to be putting enough upward pressure through April to keep AIP at elevated levels. It can be especially revealing to compare Total Units and AIP to the Sales X Market Share Over Time. Viewed together, they should help you better understand demand within the segment in question.
What about price and costs? Now that we’ve seen sales and market share along with AIP and unit volume for our segment (or segments) in question, what might we predict about EQ pricing? Surely as demand increases we can expect to see upward pressure on prices. The EQ pricing and cost graph will illustrate this for us. Consumer prices (less discounts and before taxes) are shown in the lighter colored line below, and costs (paid by the retailer to his distributor) are shown in the darker line. And as described on the Pricing dashboard, the EQ price and cost are the price per gram regardless of package size for inhalable products, and price per milligram for the non-inhalable products.
What are the top products in this segment (or combined segments)? These are shown in the graph below. You can disable the line for any product by clicking on it in the legend to the right. This will help you study the sales over time of the other products.
The Top 15 Brands are ranked by sales, and are shown with Total Units and # of Products as separate columns. Click on any column to sort by the column, and refresh your browser to return to the default rankings. These rankings are reflective of the date range in your DATE RANGE filter.
How do the segment sales and units in our DATE RANGE filter compare to the same range for the previous year? These are displayed for you in the Segment Brand Sales Current vs YA table. Again, note that if you are studying multiple segments, this table will combine segments in this table.
What are the most popular package sized in your selected segment (or segments)? How many brands produce a product of a particular package size? How many products are available in a particular size? For each of these packages sizes, what percentage of the overall sales and units for these segments do they comprise? The Sales by Package Size will answer this question for you. Note also the AIP, Avg. EQ Cost, and Avg EQ Prices are provided for easy comparison.
The Segment Ranking table shows Total Sales, Total Units, and Sales Rank for the segments you selected in the Segment filter at the top of the dashboard. In the table below, we’re addressing the question of how flower segments compare across the ‘Popcorn’ segments. Notice the Hybrid - Popcorn segment shows the highest number of units and the most sales.
- Insights Premium Overview: Market Overview reveals many high-level metrics about a particular market using a configurable time frame.
- Insights Premium Overview: New Products shows what new products have come into the market by category and segment and brand over the last 90 and 180 days.
- Insights Premium Overview: Pricing Overview will help you learn about pricing trends.