Behavior & market
Channel Choices
Where are consumers buying, and which channel drives the most purchases?
Where and how do shoppers choose?
Awareness doesn't show where the sale is won. Without channel and retailer data, range and trade decisions are guesses.
BrightLeafWhere they shopN = 10,000Error margin ±1.0
Purchases by channel · Germany · % of purchases
- Supermarket 46%58%
- Discounter Biggest gap22%9%
- Online 17%21%
- Convenience 15%12%
- Whole category
- BrightLeaf
Discounters carry 22% of category purchases in Germany, but only 9% of BrightLeaf's. That matches retail availability as a top barrier.
Illustrative data · BrightLeaf, Sparkling Tea · Wave 06-2026
The metrics behind it
What answers “Where and how do shoppers choose?”
The metrics that answer this question.
Behavior & market
Retailer Choices
Which retailer drives the most sales and is chosen most often?
Behavior & market
Purchase Frequency
How often are consumers buying, and how do segments differ?
All part of the 30-metric framework:
Channels, Value & CompetitionPurchase & Conversion
How it works
From the question to the next wave.
Three steps. The dashboard updates when the wave is in — one-time, or on the cadence you set.
- 01
Define the channels
Choose the channels and retailers that matter in the category.
- 02
Field the wave
Cleria's global panel and vetted recruitment sources, with quotas, screening, and quality checks.
- 03
See where you win
The channels and retailers driving purchase, and where to focus trade investment.
Also
Other questions, same tracker.
Brand health trackingIs our brand getting healthier?Competitor benchmarkingWhere do we lead, and where do we trail?Ad & awareness trackingWhich channels drive our awareness?Purchase funnel trackingWhere does our funnel leak?Brand strategy & planningWhere should the brand position itself?Audience & segmentationWho are our buyers, really?Usage & occasionsWhen and why do people choose us?
Put the brand where shoppers buy.
A 30-minute call, or just let us know what you need.