To access the PREMIUM: CATEGORIES Category Details Dashboard, expand the PREMIUM: CATEGORIES module and select the Category Details link.
When / How to use this dashboard
Understanding the cannabis world requires that we analyze one piece, or category at a time. Is this category gaining or losing its share of the entire cannabis market? Is sales in dollars moving in tandem with market share? And what can we learn from EQ pricing and package sizing? How do you assess what’s likely driving growth within a category? Having this Insights data at your fingertips will help you understand consumer trends, category by category.
The top line numbers will reflect the selections made in the filters on this dashboard. Below we can see that Washington (WA) was selected for the Market, and Flower was selected for the category. In Washington, Flower is the #1 selling category of cannabis according to the ‘Rank Within Market’ metric. The Category Market Share reflects the average percentage of the total cannabis market attributed to Flower over the time frame selected in the Date Range filter. Category Sales (in the currency of the state or province) and Category Units Sold both display their values according to the date range selected.
‘Sales x Market Share Over Time’ shows how sales in the selected category have been contracting or expanding over the time period selected. Sales are shown in the lighter colored line. Notice the ‘Category Sales $’ scale on the left hand side. Are sales rising or falling? The darker line shows us the category market share. This category shown below appears to be trending gently upward. Hover over any point of either line to see the precise metrics for the week in question.
The ‘Segment Breakdown’ graph displays sales by segment. Notice in the graph below the sales for Hybrid flower appear to be leading the way for Flower with sales breaking above the 10 million dollar line for many of the last weeks. Click on Hybrids on the right in the legend to disable it to better view how the rest of the segments relate to each other. You can also see precise metrics to the nearest dollar in the table below.
How do sales and units for the time frame in question compare to that same time frame from a year ago (YA)? The ‘Segment Sales Current vs Year Ago (YA) compares segment sales for the time frame selected in the DATE RANGE filter along with units. The table shows a line item for each segment. First you see Sales, Sales ’year ago’ (YA), and then YoY% to show the difference whether positive or negative. Then there are 3 columns related to units—Units YA, Units Current, and Units YoY% which will display either as a positive or negative percentage value.
The Pricing graph shows Average EQ Price in the lighter color, with Average EQ Cost in the darker color. In this case, we’re looking at Flower and asking, ‘What is the average consumer price (after discounts and before taxes) for a gram of flower regardless of package size?’, and then, ‘What is the average cost to the retailer for a gram of flower regardless of package size?’. As explained on the Pricing Dashboard, this gives us a clear basis for comparing price against cost and enables us to consistently monitor those changes over time.
What package sizes sell best? What are the total sales and units for each package size? As the package size changes, how does this affect the price per gram? And what percent of the total sales and units can be attributed to each package size? The Sales Totals by Package Size answers these questions.
To study how consumer preferences for different package sizes change over time, examine the ‘Unit Volume by Package Size’ visualization to the right of the table. Disable any of the items in the legend by clicking on them to better compare the remaining package sizes and how they expand and contract over time.
The ‘Top 15 Brands’ table shows the top 15 brands in this category ranked by sales. Notice the rankings in the far right column. You can sort this table by any of these columns. To sort by # of Products, simply click on the ‘# of Products’ column. This will order all brands by number of products.
What are the top products and who makes them? The ‘Top 15 Products’ table will answer this question. Notice that for Flower we put the package size in the name of the product. Are any of the top 15 showing as something other than an eighth of an ounce?
- Insights Premium: Pricing Overview will define EQ and Average Item Prices and show pricing trends by category.
- Insights Premium: Categories Segment Details will explain how a segment within a category is performing. Typically one or more segments will drive growth of a category.
- Insights Premium Overview: Market Overview reveals many high-level metrics about a particular market using a configurable time frame.
- Insights Premium Overview: New Products shows what new products have come into the market by category and segment and brand over the last 90 and 180 days.
- Insights Premium Overview: Pricing Overview will help you learn about pricing trends.