Category Buyer Analysis

One of the most enjoyable tables I run in a Hillstrom's Profit analysis is the Category Buyer Analysis table. Here it is:

Yeah, I know, that's a table with a lot of numbers ... and that'll cause some in the audience to tune out. The rest of you earn a competitive advantage over that audience. Congrats!

Tomorrow we'll begin to dissect the information. There's a lot here and it means a lot when determining why a category is performing well or performing poorly.