To access the Premium: Overview - Pricing Details dashboard, expand the Premium Overview module and select the Pricing Details Link
When / How to use this dashboard
Use this dashboard to understand the trends in pricing for your selected category, and to learn more about changes in pricing by category year over year. This ‘Details’ dashboard is designed for the advanced user looking to complete detailed analysis by strategically varying the filter values at the top of the dashboard and carefully iterating over the data. Notice that there are several additional filters at the top.
- The ‘SLICE DATA BY’ filter allows you to choose whether to focus on ‘Segment’, ‘Brand’, or ‘Package Size’.
- The ‘SEGMENT’ filter defaults to ALL segments in your category of interest, and it also allows you to select individual segments.
- The ‘BRAND’ filter provides the ability to focus on a subset of brands. It defaults to ALL brands. Note that if you slice data by brand using the SLICE DATA BY filter, this can give you messy results. Best Practices would suggestion identifying the brands to compare first, and then selecting them in the BRAND filter.
- The ‘PACKAGE SIZE’ filter allows you to select the package size that interests you.
Selected Category Pricing Statistics (Last 90 Days) & Selected Category Pricing Statistics (Last 90 Days from Last Year)
These metrics reflect your filter selections and will be limited to the segments selected. How are 4 key metrics looking for the past 90 days for your selected category and metrics, and how do they compare to the same period from a year ago? The Average Item Price (defined at the top of the dashboard) shows as lower in our example below. Why might that be?
Average Item Price
How do the Average Item Prices of our selected segments compare over time? Whereas the top line numbers for our selected category cover a 90 day period year over year, the Average Item Price reflects the DATE RANGE filter selection. Note there is a horizontal line showing the average of the combined segments over time. Each segment is represented by its own colored line. Click on a line in the legend to enable or disable the display of a particular segment. DATE GRANULARITY selection from the filter determines the display of data points across the horizontal axis. Hover over any single dot on any of the segment’s lines to see additional data for a single point in time.
If you selected ‘Brand’ in the ‘SLICE DATA BY’ filter without specifying the brands in the BRAND filter, there could be a very large number of results on this graph. You can re-set your filters, or disable the brands to focus on a few at a time. It might be best to slice data by brand once you know which brands should get your attention. To find the strongest brands in a segment, use the Premium: Categories module and review the top brands either by category or by segment.
Average EQ Price
How is the price of a gram or milligram of THC in our products of interest changing over time? What might this tell us? Here the Average EQ Price scale shows along the left axis, and the legend allows you to disable any of the items to reduce noise if desired. The time range is a function of your DATA RANGE filter here as well.
AIP and Average Unit Cost (with Margins)
Does one segment tend to have higher margins than another? In our example below, margins range from a low of 49% (cookies) to a high of 52% (gummies). When you subtract the Average Unit Cost from the Average Item Price you get the Margin. And margins are displayed here as green dots. Hover over any of the green dots to see specific margin values, or compare them visually against the right vertical axis where you can see the scale of values.
Average EQ vs Avg Item Price
Do consumers always reward low prices with their purchases? Compare the size of the sales of your selected segments by looking at the size of the different bubbles. Hover over a bubble for the exact Average Item Prices, Average EQ Price, and Total Sales values. In our example, Mints have the highest Average Item Price (bottom axis) and the highest Average EQ Price (left axis), but the lowest sales (smallest bubble).
The Pricing Landscape shows us the range of prices consumers are willing to pay for each segment. In our example below, 21.4% of total units of ‘Caramels, Chews and Taffy’ are sold between $15-$20.
Pricing Bands Over Time
What are the most common price ranges consumers are willing to pay for a product? How are these ranges changing in size over time? The Price Bands Over Time will help you see Total Units (left axis) by price band (as described in the legend) over the time period you select in the DATE RANGE filter.
Distribution of Unit Volume By Price Band
What is the range of unit volume over the various price bands? These circular charts will help you understand the larger influences over Average Item Price. Once you have a sense of where the price bands are changing, you can update your filter settings to determine which brands might be leading the way.
Unit Volume Growth
This chart does not reflect your selections in the DATE RANGE filter. Rather, it compares unit volume over the last 90 days to growth over last year. Hover over any of the dots to see the precise ‘Last Year’ value, also referenced by the horizontal axis. The larger the bubble, the more units sold in the last 90 days. Of course, growth can be negative. Reference the vertical line at the ‘0’ level near the left of the chart. Items to the left of this line will reflect negative growth year over year. Notice also the left vertical axis reflects your selection in the ‘SLICE DATA BY’ filter at the top of dashboard. Once you’ve gathered new data on your area of interest, change up this filters to approach the data from a fresh direction!
Pricing Downloadable Tables (All & Selected Dimensions)
Slice the data even further by pulling down the data into a file format of your choice. Click the three dots in the upper right corner of this visualization and follow the prompts to save the data for your own external analysis.
- Insights Premium Overview: Pricing Details
- Insights Premium: Categories