• Colodent managed to attract 59,6% of buyers in 2001.
• Out of all households that purchased the brand, 39,6% were classified as First Choice Buyers (Colodent had the highest volume share in their portfolio of category purchases).
• First Choice Buyers generated 62,8% of Colodent’s volume.
• The loyalty level towards Colodent was highly differentiated between FCB’s and non FCB’s. FCB’s covered their requirements for category in 61,3% by purchases of Colodent, compared to 16,6% for non FCB’s and 33,3% for all Colodent buyers.
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