Data Purl
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    • Coverage400+ retailers across the US, UK, Europe and Asia, history back to 2013
    • Shelf IndicesFree monthly price and discount indices by category and country
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  • Platform
    • Coverage400+ retailers, history back to 2013
    • Shelf IndicesFree monthly price and discount indices
    • Brand headlinesQuarterly prices for 84 consumer brands
    • Custom dataExtracts scoped to your sectors and dates
    • How we build it
      MethodologyHow we collect, classify and map brands
    • ValidationQuality screens and backtests
  • Solutions
  • Pricing
    • Research
    • Blog
    • Glossary
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  1. Home
  2. /Glossary
  3. /New-product share (new entrants)
Glossary

What is new-product share (new entrants)?

The percentage of a brand's live assortment that was first seen within a recent window, such as the last 13 weeks.

Definition

New-product share, sometimes called newness, measures how much of an assortment is recently launched.

How Data Purl measures it

Every product carries a first-seen date. New-product share is the share of active products whose first-seen date falls inside the chosen window.

Why it matters

Brands that keep a healthy flow of new product tend to sustain full-price selling. A falling newness share can indicate cost cutting or a stalled product pipeline.

Related

Assortment countFull-price availability
  • Using markdowns as an early inventory and gross-margin signal
  • Monitoring portfolio companies and competitors after the deal
  • Detecting assortment cuts and SKU rationalization
  • Tracking product launches and newness

See the data for your coverage

Start free in the analytics portal, or talk to the founders about the full dataset delivered to Snowflake or S3.

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Data Purl

Data Purl is an eCommerce pricing and assortment data provider that follows every brand across the retailers that sell it: SKU-level price, discount, availability and assortment history across 400+ retailers back to 2013, compared like for like, with brands resolved to their owners, public or private, and listed owners mapped to tickers.

+44 20 8125 3010 (UK)+1 212-660-0780 (US / International)

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400+
retailers
1,900+
public companies mapped
4,000
product categories
2013
history back to

© 2026 Data Purl. All rights reserved. Data Purl is a trading name of Cleveland Alternative Data Limited, a company registered in the United Kingdom with company number 16234509. Registered office: Basement, 52 Cleveland Square, London W2 6DB. Contact: support@data-purl.com.