How to Analyse a Category (FMCG)

This is a detailed video that explains the 33 metrics needed to analyse a FMCG category in the short to medium term.
The value share of segment +/- vs YA has 3 incorrect numbers within Standard Powders. This is between the 6 and 7 minute mark. For brand B,C and D the numbers are showing -78.9. +3.8 and -16.3. These should read as -1.6, +1.5, -2.7. Apologies for this error.