These slides are from Martin Weigel at Wieden+Kennedy Amsterdam, who writes a lot of great stuff over at his blog: https://martinweigel.org/. These are from his slideshare (link below).
They do a fantastic job of illustrating why targeting ‘light buyers’ is the primary route to growth for most brands. Most of this theory is built on Byron Sharp’s work, especially his book, How Brands Grow, which is required reading for any marketer.
The pattern is the NBD-Dirilecht pattern of brand choice. It shows the distribution of a brand’s customer base in terms of ‘loyalty’. This pattern has been found across brands, categories and countries, and illustrates why trying to create ‘passionate loyalty’ is not a great route to growth, nor targeting increased loyalty at all for that matter.