Segment Details 

Now that you've analyzed the different product categories in the market, you can go a layer deeper. Segment Details allows you to dive into the various segments of each category. To view Categories and Segments as defined by Headset visit this article. 

To find Segment Details, navigate to the Categories section of your menu. Click on Segment Details. 

The Segment Details dashboard is similar to the Category Details dashboard and adds a ‘Segment’ filter to the array of filters available. Note that you can choose to compare multiple segments from the Segment filter. To do this, simply open the SEGMENT filter and select the checkboxes from the available choices.




When / How to use this dashboard

How do you assess what’s likely driving growth within a category? When a category is very strong, several segments might be surging at once. Typically, one or two segments will be leading the way.

The top-line numbers will reflect the selections made in the filters on this dashboard. In this example, we're looking at the Sativa, Indica, and Hybrid segments of Flower. 

The ‘Sales x Market Share Over Time’ graph shows the combined market share of the selected segments within the category in question. The Segment Sales metric shows either the combined sales of the selected segments if more than one segment is selected or a single segment’s sales if only one is selected. So this graph will tell us whether the percentage of a category segment or set of segments is growing or shrinking, and tell us the combined sales over time. Hover over either one of the lines to see the specific details of a particular time frame.






What is the relationship between unit volume and Average Item Price? The ‘Total Units and AIP’ shows us. In the example below we see AIP shifting upward in late February 2020 as unit volume increases. And unit volume appears to be putting enough upward pressure through April to keep AIP at elevated levels. It can be especially revealing to compare Total Units and AIP to the Sales X Market Share Over Time. Viewed together, they should help you better understand demand within the segment in question.





What about price and costs? Now that we’ve seen sales and market share along with AIP and unit volume for our segment (or segments) in question, what might we predict about EQ pricing? Surely as demand increases, we can expect to see upward pressure on prices. The EQ pricing and cost graph will illustrate this for us. Consumer prices (minus discounts and before taxes) are shown in the lighter-colored line below, and costs (paid by the retailer to his distributor) are shown in the darker line. And as described on the Pricing dashboard, the EQ price and cost is the price per gram regardless of package size for inhalable products, and the price per milligram for non-inhalable products.





What are the top products in this segment (or combined segments)? These are shown in the graph below. You can disable the line for any product by clicking on it in the legend to the right. This will help you study the sales over time of the other products.






The Top 15 Brands are ranked by sales and are shown with Total Units and # of Products as separate columns. Click on any column to sort by the column, and refresh your browser to return to the default rankings. These rankings are reflective of the date range in your time frame filter.






How do the segment sales and units in our time frame filter compare to the same range for the previous year? These are displayed for you in the Segment Brand Sales Current vs YA table. Again, note that if you are studying multiple segments, this table will combine segments in this table.





What are the most popular package sizes in your selected segment (or segments)? How many brands produce a product of a particular package size? How many products are available in a particular size? For each of these package sizes, what percentage of the overall sales and units for these segments do they comprise? The Sales by Package Size will answer this question for you. Note also the AIP, Avg. EQ Cost and Avg EQ Prices are provided for easy comparison.






The Segment Ranking table shows Total Sales, Total Units, and Sales Rank for the segments you selected in the Segment filter at the top of the dashboard. In the table below, we’re addressing the question of how flower segments compare across the ‘Popcorn’ segments. Notice the Hybrid-Popcorn segment shows the highest number of units and the most sales.