A classification of households based on their change in purchase behavior on a given product across two time periods. New HHs bought in the current period but didn’t buy in the prior period, lost HHs bough last year but didn’t buy anything this year and retained are households that bought something in both periods. Retained households can also be broken down into expanded, which are HHs that bought more in the current period versus prior, and decreasing HHs are those that are buying less in the current period.