Superconsumers: What are They? How Do They Help You Spot and Ride 20-Year Trends?
Per McKinsey, over 60 percent of a brand’s growth is driven by the underlying tailwind or headwind of the category. No amount of talent, resources and strategy can overcome a 20-year category headwind. Perhaps the greatest move you and your business can make is to choose a category with strong momentum.
That begins by understanding your superconsumers. These are the top 10% of consumers who drive 30% to 70% of category sales. Even more important–they drive category profit. They spend more because they have figured out multiple ways to use a category to help them achieve a critical life quest. And they hold the key to the critical “what if” questions that the average consumer—and typical executive for that matter—struggle to imagine. They are the smartest and most strategically valuable consumers.
Identifying them is the best way to spot a great wave to ride or huge risk to avoid.
When it comes to superconsumers, it’s all about f.u.e.l. You must find superconsumers, understand their origin stories and cross-category superconsumer behavior, engage them to help and lean into profitable, two-way relationships with them to f.u.e.l. your company’s growth. Whether your company is large and looking to explain odd consumer shifts, or small and lacking the resources to really understand your consumers, I will share with you five actions to take to make the most of your superconsumers.