The percentage of a brand's sales that come from repeat purchasers (visible in Customer Loyalty Analytics (Brand Analytics Dashboard)) indicates how consumable a product is:
Classification determines how much of LACoS (Lifetime ACOS) and Lifetime TACOS's "shift budget toward new-to-brand acquisition" advice applies — the advice is strongest for consumable/semi-consumable brands, where new customers reliably convert into repeat buyers.
Study Key's flashcards are non-consumable — nothing runs out and needs replacing — yet the brand saw a high repeat purchase rate anyway, tracked via Consumer Behavior Analytics (Repeat Purchase Behavior Report). For a non-consumable product, repeat purchases can't be explained by a replenishment cycle, so a high rate instead reads as a customer-satisfaction and brand-loyalty signal — repeat buyers, gifters, or customers expanding into new product lines — rather than the reorder-cycle signal it represents for consumables.