Signal

Energy is growing. NOVA is losing share.

Energy category value grew +48.4% while NOVA share moved from +29.0% to +22.0%.

highhigh confidence

What is driving this change?

Preparing visual.

What changed

Energy category value grew +48.4% while NOVA share moved from +29.0% to +22.0%.

Business implication

A growing category where the company is under-growing is a right-to-win problem, not a demand problem.

Volume +13.1 pts. Price/mix −0.4 pts.

Evidence

Interpretation

A growing category where the company is under-growing is a right-to-win problem, not a demand problem.

Recommended next step

Build Pulse where rate of sale is already high before buying share with discounting.

Why am I seeing this?

Metric. Mix: Share of parent revenue represented by the slice. Formula: slice_revenue / parent_revenue.

Comparison. +22.0% versus +29.0%

Calculation. Latest month versus the same month last year, using the semantic metric definition.

Major contributors

Pulse Energy 250 ml Can: +4.7 pts (+50.0% of explained movement)
Pulse Energy 330 ml Can: −3.4 pts (+36.4% of explained movement)
General Trade: −2.9 pts (+37.9% of explained movement)
Quick Commerce: +1.8 pts (+23.3% of explained movement)
Pulse Energy 250 ml PET: −0.9 pts (+9.6% of explained movement)

Assumptions

Year-ago month is the comparison base.
Expected growth for a slowdown is the prior-window YoY, held constant.
Child contributions are additive on the parent year-ago revenue base.
Realization is a residual of revenue and volume — it includes price, pack mix and discounting.

Data limitations

Outlet counts are numeric distribution points, not unique outlets.
Promotion and category-share facts exist in the NOVA warehouse; this diagnosis still explains the parent movement from volume and mix first.
SKU and channel cuts overlap. They explain the same movement from different angles.