What does the $ share point change represent?

The change in share point represents the shift in share of market from one time period to another. This metric provides insight into how a brand or product's market presence has changed relative to competitors over a specified period. A positive change in share points indicates that a brand has gained market share, potentially outperforming its rivals, while a negative change suggests a loss of market share.

This is crucial for category management as it allows for a better understanding of competitive dynamics and consumer preferences in the market. Analyzing share point changes can inform marketing strategies, product positioning, and inventory decisions to capitalize on trends or address weaknesses in a brand's market performance. In contrast, the other options focus on different aspects, such as total sales (which looks at overall revenue rather than market positioning), sales value differences between brands, or overall category growth, none of which directly measure a brand's share of the market change.