countering the confusion of consumer packaged goods


Penetration refers to the proportion of possible buyers who actually buy something.

The penetration of a category is the proportion of the whole population who buy a product in that category. Toilet roll, for example, has ~100% household penetration in the UK.

The penetration of a brand is the proportion of people who buy a product from that brand (in any category). So Heinz’s penetration in the UK is ~80%.

Category: Marketing