{"id":71,"date":"2021-04-20T20:05:26","date_gmt":"2021-04-20T20:05:26","guid":{"rendered":"https:\/\/microsites.nielseniq.com\/cpg-dictionary\/dictionary\/heavy-medium-and-light-shoppers\/"},"modified":"2021-04-20T20:05:26","modified_gmt":"2021-04-20T20:05:26","slug":"heavy-medium-and-light-shoppers","status":"publish","type":"dictionary","link":"https:\/\/microsites.nielseniq.com\/cpg-dictionary\/dictionary\/heavy-medium-and-light-shoppers\/","title":{"rendered":"Heavy, medium and light shoppers"},"content":{"rendered":"<p>The categorization of shoppers by frequency of purchase help CPG manufacturers better identify retail and marketing tactics that work (and those that don&#8217;t).<\/p>\n<p><b>Heavy:<\/b><span style=\"font-weight: 400;\"> The highest spending 15% of households in a given category excluding non-buyers of the category. Heavy Buyers are typically highly engaged in a category and are the most frequent buyers that are critical to win for the success of a retailer or brand.<\/span><\/p>\n<p><b>Medium:<\/b><span style=\"font-weight: 400;\"> The 15th to 75th percentile of households based on a rank of annual product spend per household. Medium buyers are likely buying the product multiple times but are not highly engaged like the more routine Heavy Buyers.<\/span><\/p>\n<p><b>Light:<\/b><span style=\"font-weight: 400;\"> The bottom spending 25% of households in a given category, excluding non-buyers of the category. In many categories light buyers might only buy the category once and represent a small portion of overall sales.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The categorization of shoppers by frequency of purchase help CPG manufacturers better identify retail and marketing tactics that work (and those that don&#8217;t).<\/p>\n","protected":false},"author":0,"featured_media":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"glossary":[15],"class_list":["post-71","dictionary","type-dictionary","status-publish","hentry","glossary-h"],"acf":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/microsites.nielseniq.com\/cpg-dictionary\/wp-json\/wp\/v2\/dictionary\/71","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/microsites.nielseniq.com\/cpg-dictionary\/wp-json\/wp\/v2\/dictionary"}],"about":[{"href":"https:\/\/microsites.nielseniq.com\/cpg-dictionary\/wp-json\/wp\/v2\/types\/dictionary"}],"version-history":[{"count":0,"href":"https:\/\/microsites.nielseniq.com\/cpg-dictionary\/wp-json\/wp\/v2\/dictionary\/71\/revisions"}],"wp:attachment":[{"href":"https:\/\/microsites.nielseniq.com\/cpg-dictionary\/wp-json\/wp\/v2\/media?parent=71"}],"wp:term":[{"taxonomy":"glossary","embeddable":true,"href":"https:\/\/microsites.nielseniq.com\/cpg-dictionary\/wp-json\/wp\/v2\/glossary?post=71"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}