This chart nails the 80/20 rule in consumer goods. It shows which products are used evenly across the population and which ones have heavy users driving most sales. Detergent? Everyone uses about the same. Cigarettes or beer? A small group drives the bulk of consumption.
Marketing analysis
If you sell a product where the top 20% of users dominate usage, your marketing should focus on those power users. But if consumption is pretty even, like toilet paper, you’ll need mass appeal and broad reach.
Why it works
- Focus on your highest-value customers
- Tailor messaging, loyalty, and pricing to heavy users
- Mass-market products need brand trust over deep relationship
- Segment campaigns by consumption pattern
Examples
- Coca-Cola targets both heavy drinkers and casual buyers through brand ubiquity.
- Marlboro built loyalty programs for daily smokers.
- P&G runs broad “every home” ads for detergents.
- Starbucks rewards high-frequency visitors with app perks.
Analyzed by Swipebot
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