“Super-light” buyers who purchase a brand only five times in a five-year period are central to driving long-term success in the consumer packaged goods (CPG) sector.

That finding emerged from a study – entitled “Quantifying the target market for advertisers” and published in the Journal of Consumer Behaviour – covering 55 brands that were advertising in 12 categories (like shampoo, laundry detergent, dog food, nappies and toothpaste) in the UK.

Why it matters