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Make smarter assortment decisions
Every assortment decision creates winners and losers. Whether you're assessing a potential delisting, defending a SKU listing, optimizing shelf space, or evaluating portfolio performance, Market Share Simulator helps quantify the likely commercial impact before action is taken.
Built on real household purchase data from YouGov Shopper consumer panels, the solution reveals how shoppers are likely to respond when products become unavailable, helping manufacturers, brands, and retailers make evidence-based decisions with greater confidence.
Model real shopper behavior
Market Share Simulator analyzes individual household purchasing patterns tracked over time to recreate realistic market scenarios. By simulating the removal of a product, SKU, brand, or retailer, it predicts how demand will be redistributed across competing products, brands, and retailers.
The approach accounts for shopper loyalty, retailer loyalty, cross-purchasing behavior, and product substitution patterns. This provides a more accurate view of future outcomes than relying on assumptions, historical trends, or survey-based responses alone.
Quantify risk, value, and opportunity
The solution measures the impact of assortment changes on volume, value, and market share across the entire category ecosystem. Understand which products contribute unique incremental value, identify the financial risks of delisting decisions, and uncover where sales are likely to migrate.
From supporting retailer negotiations and category reviews to identifying high-value products within a portfolio, Market Share Simulator provides clear evidence to guide strategic decisions and strengthen commercial discussions.
Real-world shopper data
Estimate future outcomes using real household purchase behavior.
Quantify future impact
Measure expected changes in volume, value, and market share before making assortment decisions.
Negotiate better outcomes
Bring evidence-based insights into retailer discussions, ranging from listing reviews to category optimization and portfolio planning.
FAQs
What is Market Share Simulator?
Market Share Simulator is a simulation solution that uses YouGov Shopper purchase data to predict how shoppers will respond to assortment changes such as SKU delistings, portfolio optimization, or retailer exits. It quantifies the impact on volume, value, and market share.
Who uses Market Share Simulator?
The solution is designed for FMCG manufacturers, consumer brands, category teams, and retailers. It supports assortment planning, category management, retailer negotiations, and portfolio optimization decisions.
How does Market Share Simulator calculate outcomes?
The model analyzes individual household purchase baskets and shopping behavior. When a product or brand is removed from a simulated scenario, demand is redistributed according to observed shopper loyalty, switching behavior, and retailer preferences.
What business questions can it answer?
Market Share Simulator helps answer questions such as: What happens if a retailer delists my SKU or brand? Which products add the most unique value to my portfolio? Which SKUs could be rationalized with the lowest commercial risk? Which competitors or retailers would benefit from a delisting? How would category and market shares change following assortment changes?
What outputs are delivered?
Outputs typically include projected impacts on volume, value, market share, category performance, retailer performance, brand retention, shopper switching, and incremental product value. Results can be viewed at SKU, brand, retailer, and category level.