• In both periods Bipa managed to attract the highest number of toothpaste shoppers out of analysed retailers. In 2002 compared to 2001, Bipa penetration remained stable.
• In the analysed periods, Billa was the only retailer that managed to widen its toothpaste shoppers base by more than 7,6% (on mature Austrian market). The retailer recorded growth in penetration of 1,7 p.p..
• Spar and Hofer attracted distinctively less toothpaste shoppers than dm, Bipa, Spar, Schlecker and Billa.
• In case of Bipa, high penetration level influenced retailers value share in toothpaste market. In both periods, Bipa recorded the highest value shares out of selected retailers (15,3% and 16,2% respectively).
• Remarkably, Hofer with penetration higher than Spar, recorded value share much lower than Spar. Poor performance of the retailer was caused mainly by lower frequency and expenditure per purchase act. As a result, loyalty of Hofer shoppers towards purchases of toothpaste in Hofer was low, at the level of around 20%.
• Schlecker, although attracted less shoppers than Bipa, managed to appeal with its toothpaste offer to more loyal shoppers. On average, each shopper of toothpaste in Schlecker satisfied over 40% of its category requirements by purchases at Schlecker.
• In 2002 compared to 2001, Spar recorded the highest increase in value per purchase act, which grew by 9%.
• The number of packages bought per purchase act fluctuated between 1,3 and 1,6 for analysed retailers.
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