{
  "period": {
    "start": "2025-09-15",
    "end": "2026-09-13",
    "comparison": "Year ago",
    "scope": "Total Commerce"
  },
  "cohorts": [
    {
      "name": "Maruchan",
      "lapsedPriorBuyers": 0.3263972634431758,
      "retainedFrequencyChange": -0.03761281085255164,
      "retainedSpendPerTripChange": 0.09308736327452993,
      "combinedUniverseMix": {
        "new": 0.2289099106603508,
        "retained": 0.5194083943110338,
        "lapsed": 0.2516816950286155
      }
    },
    {
      "name": "Category",
      "lapsedPriorBuyers": 0.2030762193126015,
      "retainedFrequencyChange": -0.0259266690233293,
      "retainedSpendPerTripChange": 0.05875935989457992,
      "combinedUniverseMix": {
        "new": 0.1608080783656486,
        "retained": 0.6687719989111703,
        "lapsed": 0.1704199227231812
      }
    }
  ],
  "formats": [
    {
      "name": "Total Maruchan Ramen",
      "householdPenetration": 0.4846525585029713,
      "purchaseCycleDays": 74.091091382397,
      "repeatRate": 0.6054846930312018,
      "sample": 92172
    },
    {
      "name": "Maruchan - pillow pack",
      "householdPenetration": 0.3054872923387243,
      "purchaseCycleDays": 80.335984095496,
      "repeatRate": 0.4929256956403094,
      "sample": 59026
    },
    {
      "name": "Maruchan - cup",
      "householdPenetration": 0.216197354343522,
      "purchaseCycleDays": 72.50765732791,
      "repeatRate": 0.4676668451272061,
      "sample": 37658
    },
    {
      "name": "Nissin - cup",
      "householdPenetration": 0.158886873139807,
      "purchaseCycleDays": 73.330700630632,
      "repeatRate": 0.3602816637502629,
      "sample": 26888
    },
    {
      "name": "Nissin - pillow pack",
      "householdPenetration": 0.1348490448035735,
      "purchaseCycleDays": 88.405784202254,
      "repeatRate": 0.2931020788896055,
      "sample": 21260
    },
    {
      "name": "Nissin - bowl",
      "householdPenetration": 0.1244019925424968,
      "purchaseCycleDays": 67.142773756712,
      "repeatRate": 0.3479291381106206,
      "sample": 20748
    },
    {
      "name": "Nissin - specialty",
      "householdPenetration": 0.08467664407939908,
      "purchaseCycleDays": 72.079607583174,
      "repeatRate": 0.3132356449555356,
      "sample": 14440
    },
    {
      "name": "Maruchan - specialty",
      "householdPenetration": 0.07179641922447404,
      "purchaseCycleDays": 70.042514105515,
      "repeatRate": 0.3284584451778982,
      "sample": 11830
    },
    {
      "name": "Maruchan - bowl",
      "householdPenetration": 0.02585564794012723,
      "purchaseCycleDays": 63.876587439858,
      "repeatRate": 0.1977666901074562,
      "sample": 4164
    }
  ],
  "retailers": [
    {
      "name": "Walmart",
      "presenceAmongLapsed": 0.4734630369777569
    },
    {
      "name": "Kroger",
      "presenceAmongLapsed": 0.1409862043580409
    },
    {
      "name": "Albertsons",
      "presenceAmongLapsed": 0.0752417249077428
    },
    {
      "name": "Target",
      "presenceAmongLapsed": 0.04478013124490571
    },
    {
      "name": "Amazon",
      "presenceAmongLapsed": 0.02491751662817199
    }
  ],
  "definitions": {
    "lapse": "Weighted share of prior-period buying households that did not buy in the current period. Brand lapse and category lapse are structurally different.",
    "combinedUniverseMix": "Composition of the combined new, retained and lapsed household universe; not a current-buyer share or acquisition growth rate.",
    "repeat": "Within-period repeat purchase; distinct from retention between periods.",
    "retailer": "Prior retailer presence among lapsed Maruchan households. Audiences overlap; this is not a retailer churn rate.",
    "causality": "The reports describe purchasing behavior. They do not establish that cultural relevance, advertising, price or distribution caused the changes."
  },
  "recommendation": {
    "status": "Proposed test, not an approved program",
    "hypothesis": "Build desire for Maruchan through creators, influencers and cultural partnerships.",
    "pilot": "Six to eight weeks, one audience, one cultural idea, recurring creator appearances and paid usage rights.",
    "comparison": "Creator-led versus current product-led creative under comparable paid conditions; add a valid business-as-usual holdout where feasible.",
    "brandOutcome": "Consideration and relevance measured with an appropriate study.",
    "behaviorOutcome": "Incremental purchases and subsequent brand purchase among verified prior buyers. A roughly 90-day read is a proposal to validate with the measurement partner.",
    "limitations": [
      "Public organic posts may reach controls; a paid experiment measures the incremental paid component.",
      "Walmart-only measurement describes purchases there, not all-retailer retention.",
      "Validate sample size, baseline, costs, availability and SKU mapping before launch.",
      "Creative engagement and add-to-cart activity do not establish retention."
    ]
  }
}