🧢 Coach T’s Recap
A category can look stable on the surface while shifting underneath. Sub-category data helps you see where demand actually lives.
Your overall category numbers tell you the size of the pie. But categories are rarely just one thing. They are made up of different product types, and those segments do not always move together.
Some grow. Some shrink. Some attract completely different buyers.
If you only look at the total category, you can miss where your brand competes or where momentum is building. That is where sub-category filtering comes in.
What is sub-category filtering?
Sub-category questions ask consumers which specific product types they have purchased within the broader category.
This lets you filter brand health by purchase segment, so you can see where your brand is strong, where it is underperforming, and where there may be opportunity to grow within high-demand segments.
What does this look like in practice?
Let’s say you are measuring brand health in the Makeup & Cosmetics category.
Makeup is not one uniform purchase behavior. Someone who buys foundation regularly is not the same as someone who mainly buys lipstick or mascara.
By asking:
Which of the following makeup products have you purchased in the past 3 months?
Bronzer
Primer
Concealer
Eye shadow
Highlighter
Foundation
Mascara
Lip gloss
Lipstick
Blush
Eyeliner
Other
You can then view your brand health within each of these purchase segments.
Are you more known among complexion buyers than eye product buyers?
Does consideration look stronger among mascara purchasers than lipstick purchasers?
Are you underperforming in a segment that represents a large share of buyers?
Where to find this in Tracksuit
Sub-category data appears as a filter in the Demographics dropdown across the platform. It sits alongside age, gender, and region.
When is this useful?
Sub-category filtering is most powerful when you want to make strategic decisions about where to compete and how to grow.
What you can do | What this unlocks for you |
Map brand health across purchase segments | Spot opportunities for expansion or strengthen presence where you’re already winning |
Align brand to purchase behavior | Ensure your brand plays where demand is strongest, reducing the risk of missing key segments |
Assess messaging impact | Ensure your brand is top of mind across different buying occasions, making it more competitive |
Learn from bigger players | Apply these insights to guide your own expansion and build a stronger category presence |
Want to add a sub-category filter to your dashboard?
This is a paid add-on. Reach out to your Brand Champ to chat through which sub-category filters are right for your reporting and business goals.