Reading Marketing Tables

Reading and Understanding Marketing Tables.

This guide will give you information on how to analyze the marketing tables. This includes information on market values, market forecasts, market segments/sectors, CAGR, market dollar values.

Each marketing table consists of numbers and figures from prior years. Figures are represented in millions and billion dollars. When a market table has a figure such as the folowing:

Digital Cameras - Market Value ( Year 2002 ) = $ 2,400

The dollar figure above indicates billion dollars ( 4 digits) and should be read as "the digital camera market was a $2.4 billion dollar market in North America in 2002 ". When a figure such the one above is in the thousands (with the comma), this is an indication the market is computed in billions of dollars.

When a figure is in the hundreds ( 000 ) such as the one below:

Telephone Headset Market - Market Value ( Year 2001 ) = $ 575.0

is an indication the market has a value of $575 million (not billion). This should be read as " the telephone headset market was a $575 million dollar market in 2001".

Another useful way to quickly analyze market data is when a number or figure is four digits ( $2,400 ) is an indication of billions. When a figure has 3 digits ($ 575.0) or less is an indication of millions of dollars.

CATEGORY DEFINITIONS

Market Size by Volume

The category definitions section allows the reader to determine what product segment categories the data covers. This allows the reader to view an exact snapshot of a market size. The "Total Market" category definition includes the value of projected total U.S. retail sales for each category in millions of dollars. For instance, the bottled water market value data includes the entire market for bottled water which includes 2.5 gallon sizes , 1 gallon, and 1.5 liter sizes. In general, when the market title is followed by "( Total Market )", this is an indication that data is included from multiple market segments within a specific category.

The "Sector Market"shows sales in U.S. supermarkets. Supermarkets are defined in terms of the following formats: limited assortment, warehouse, conventional, combination, Superstore, and Supercenter. However, Supercenters operated by mass merchants are omitted due to a lack of data.

Distribution Channels by Value

Market data is broken down by retail channel where applicable. Data may be included from different sales channels to offer information of where sales are growing the fastest and the least. In general, you may see both a dollar value by channel or a percentage of sales by each sales channel within different market capsules.

Horizontal Sales Categories

Food categories are broken down by their share of total U.S. supermarket sales.

Time Series Sales Changes

The percentage (%) in category dollar sales in supermarkets for one year versus another year.