ROLLUP is a powerful tool for generating summary reports in SQL. It's used to create subtotals and grand totals from grouped data in a single query. Imagine you have sales data grouped by region and product. Using ROLLUP, you can quickly see the sales for each product in each region, the total sales for each region, and the overall grand total of sales across all regions. This avoids the need for multiple queries or complex subqueries. ROLLUP is especially helpful when you need to analyze data at different levels of granularity in a single report. It's a concise way to get a comprehensive view of your data, making it easier to identify trends and patterns.