Week of Mar 9, 2026 HOUST 1,404K ↑ +6.2% PERMIT 1,448K ↑ +4.3% NAHB HMI 42 ↓ −2.1% MORT30 6.04% ↑ +0.2pp HSN1F 657K ↓ −1.7% MBA PURCHASE 152.3 ↓ −0.8% MSACSR 7.6mo ↓ −1.3% CENSUS:4441 $12.1B ↑ +1.1% Week of Mar 9, 2026 HOUST 1,404K ↑ +6.2% PERMIT 1,448K ↑ +4.3% NAHB HMI 42 ↓ −2.1% MORT30 6.04% ↑ +0.2pp HSN1F 657K ↓ −1.7% MBA PURCHASE 152.3 ↓ −0.8% MSACSR 7.6mo ↓ −1.3% CENSUS:4441 $12.1B ↑ +1.1%
Market Share Analysis

Know where you're winning.
Know where you're leaking.

Market share data without context is just a scoreboard. Senex pairs hard unit and dollar share by category, channel, and geography with the macro signals that explain the trend — so you understand not just where you're losing share but why, and what the market conditions mean for where it goes next.

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The Senex Approach

How we build your
share picture.

Three phases. Every engagement.

01 — Discovery
Define the share universe
We start by establishing the competitive set — who you're actually competing against for share in each channel and geography, and what data sources provide the most reliable view of total category volume.
  • Competitive set definition by channel
  • Category volume baseline (MARTS, AHAM, proprietary)
  • Channel decomposition: dealer, distributor, big box, pro
  • Geographic granularity scoping (national, regional, MSA)
02 — Analysis
Contextualize share against demand signals
Share data becomes useful when you can explain it. We overlay your share trend against the macro signals driving category volume — separating share gains from market tailwinds, and share losses from market headwinds.
  • Share trend vs. category volume decomposition
  • Signal-adjusted share performance (market vs. execution)
  • Competitive share movement by geography
  • Channel-specific share concentration risk
03 — Deliverables
A signal-contextualized share view
Share reporting that distinguishes between what the market did and what your team did — so leadership can make the right call about where to invest and where to defend.
  • Share by channel, geography, and category
  • Competitive share movement analysis
  • Market-adjusted share performance scorecard
  • Priority defense and growth opportunity summary
Our Data Layer

The data sources behind
our share analysis.

Market share analysis requires both category-level volume data and the macro context to explain it. These are the series we use.

Key Data Series — Market Share Analysis
CENSUS:MARTS
Monthly Retail Trade Survey
The Census MARTS report provides total retail sales by NAICS building products category — the denominator for share calculations in retail and wholesale channels.
AHAM:SHIPMENTS
Appliance Shipments by Category
For appliance and HVAC categories, AHAM monthly shipment data provides the most granular view of total category volume — essential for calculating share at the product level.
FRED:HOUST + PERMIT
New Construction Activity
When housing starts move, category volume moves with it. We use starts and permit data to contextualize share changes — distinguishing between share gains and category tailwinds.
Client Work

What it looks like
in practice.

Columbus McKinnon
Market Share Analysis
Separating share loss from market contraction during a construction slowdown.
When Columbus McKinnon's category volumes declined, the question was whether the company was losing share or the market was contracting. Senex overlaid their sales data against MARTS and construction starts to separate the two — showing that most of the decline was market-driven, not competitive, and shifting the conversation from defensive action to market timing.
Fluidmaster
Market Share Analysis
Identifying channel concentration risk before it became a revenue problem.
Fluidmaster's share was holding nationally, but the channel mix was shifting. Senex's analysis of share by channel revealed a growing concentration in one retail segment — creating vulnerability if that segment's buying patterns changed. The finding prompted a proactive diversification of the channel mix.
Related Services

Often paired with market share analysis.

Competitive Analysis
Share data tells you where you stand. Competitive analysis explains what the other side is doing.
Learn more →
Distribution Strategy
Share gaps by geography point directly to distribution gaps that need to be closed.
Learn more →
Demand Forecasting
Pair your share view with a forward demand outlook to know where volume will be won or lost next.
Learn more →

Know where your share is — and why.

We'll build you a signal-contextualized share view that shows not just the scoreboard but the macro conditions driving it.

Schedule a Briefing