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  2. Competitive Market Analysis
  3. Understanding and Leveraging CWD and Sales per Point

Why Don't Filters for Attributes like Package Size Change CWD% at the Brand Family or Brand Levels?

Due to the format in which CWD% is delivered to InfoSource from Circana, attribute filters will not affect a Brand Family or Brand's CWD%. 

Using attribute filters like the PACKAGE SIZE and PACKAGE TYPE with CWD% only works at the “SKU” brand level. For each Circana week, we receive a unique CWD % in the extracts Circana sends us for each Brand Family, each Brand, and each Item/SKU. Since these unique weekly percentages arrive in our extracts pre-calculated by Circana, we have no way of dissecting them at the Brand Family or Brand Levels, and we can only get accurate CWD % for different package sizes, package types, etc., at the Item/SKU level (with the BRAND LEVELS parameter set to “SKU”). This means we can't get CWD% for all of a brand family or brands' 12pks combined (because we do not aggregate the SKU level CWD% data that Circana sends us, at their insistence), but we can get CWD% for the 12pk version of each brand by setting the BRAND LEVELS parameter set to "SKU" and then filtering by PACKAGE SIZE.

For this reason, with the BRAND LEVELS parameter set to Brand Family or Brand, the CWD% doesn’t change/isn’t affected by attribute filters like PACKAGE SIZE. Instead, it will continue to show the CWD% for the entire Brand Family or Brand.