public DataTemplateSelector FieldCellTemplateSelector { get; set; }

Public Property FieldCellTemplateSelector As DataTemplateSelector

<Window x:Class="DXPivotGrid_SelectingCellTemplate.MainWindow"
        xmlns:dxpg="http://schemas.devexpress.com/winfx/2008/xaml/pivotgrid"
        xmlns="http://schemas.microsoft.com/winfx/2006/xaml/presentation"
        xmlns:core="http://schemas.devexpress.com/winfx/2008/xaml/core"
        xmlns:local="clr-namespace:DXPivotGrid_SelectingCellTemplate"
        xmlns:x="http://schemas.microsoft.com/winfx/2006/xaml"
        Title="MainWindow" Height="230" Width="725">
    <Window.Resources>
        <DataTemplate x:Key="NormalCellTemplate">
            <ProgressBar Foreground="Blue" VerticalAlignment="Stretch" HorizontalAlignment="Stretch"  
             Maximum="{Binding Path=RowTotalValue, Mode=OneWay, Converter={local:RoundConverter}}"
             Value="{Binding Path=Value, Mode=OneWay, Converter={local:RoundConverter}}"
             core:ThemeManager.ThemeName="Office2007Silver" Minimum="0" Margin="3"/>
        </DataTemplate>
        <DataTemplate x:Key="HighlightedCellTemplate">
            <ProgressBar Foreground="Red" VerticalAlignment="Stretch" HorizontalAlignment="Stretch"  
             Maximum="{Binding Path=RowTotalValue, Mode=OneWay, Converter={local:RoundConverter}}"
             Value="{Binding Path=Value, Mode=OneWay, Converter={local:RoundConverter}}"
             core:ThemeManager.ThemeName="Office2007Silver" Minimum="0" Margin="3"/>
        </DataTemplate>
        <DataTemplate x:Key="DefaultCellTemplate">
            <TextBlock Text="{Binding Path=Value}" HorizontalAlignment="Right"
                       VerticalAlignment="Center" Margin="5"/>
        </DataTemplate>
    </Window.Resources>
    <Grid>
        <dxpg:PivotGridControl x:Name="picotGridControl1" FieldCellTemplate="{x:Null}">
            <dxpg:PivotGridControl.Fields>
                <dxpg:PivotGridField Name="fieldCountry" FieldName="Country" Area="RowArea"/>
                <dxpg:PivotGridField Name="fieldYear" FieldName="OrderDate" Area="ColumnArea"
                                     Caption="Year" GroupInterval="DateYear"/>
                <dxpg:PivotGridField Name="fieldMonth" FieldName="OrderDate" Area="ColumnArea"
                                     Caption="Month" GroupInterval="DateMonth"/>
                <dxpg:PivotGridField Name="fieldQuantity" FieldName="Quantity" Area="DataArea"/>
            </dxpg:PivotGridControl.Fields>
            <dxpg:PivotGridControl.FieldCellTemplateSelector>
                <local:CellTemplateSelector/>
            </dxpg:PivotGridControl.FieldCellTemplateSelector>
        </dxpg:PivotGridControl>
    </Grid>
</Window>

using System;
using System.Globalization;
using System.Windows;
using System.Windows.Controls;
using System.Windows.Data;
using System.Windows.Markup;
using DevExpress.Xpf.PivotGrid.Internal;

namespace DXPivotGrid_SelectingCellTemplate {
    public partial class MainWindow : Window {
        public MainWindow() {
            InitializeComponent();
            picotGridControl1.DataSource =
                new nwindDataSetTableAdapters.SalesPersonTableAdapter().GetData();
        }
    }
    public class CellTemplateSelector : DataTemplateSelector {
        public override DataTemplate SelectTemplate(object item, DependencyObject container) {
            Window mainWindow = Application.Current.MainWindow;
            CellsAreaItem cell = (CellsAreaItem)item;

            // Calculates the share of a cell value in the Row Grand Total value.
            double share = Convert.ToDouble(cell.Value) / Convert.ToDouble(cell.RowTotalValue);

            // Applies the Default template to the Row Grand Total cells.
            if (cell.RowValue == null)
                return mainWindow.FindResource("DefaultCellTemplate") as DataTemplate;

            // If the share is too far from 50%, the Highlighted template is selected.
            // Otherwise, the Normal template is applied to the cell.
            if (share > 0.7 || share < 0.3)
                return mainWindow.FindResource("HighlightedCellTemplate") as DataTemplate;
            else
                return mainWindow.FindResource("NormalCellTemplate") as DataTemplate;
        }
    }
    public class RoundConverter : MarkupExtension, IValueConverter {
        #region IValueConverter Members
        public object Convert(object value, Type targetType,
                              object parameter, CultureInfo culture) {
            return System.Convert.ToInt32(value);
        }
        public object ConvertBack(object value, Type targetType,
                                  object parameter, CultureInfo culture) {
            throw new NotImplementedException();
        }
        #endregion
        public override object ProvideValue(IServiceProvider serviceProvider) {
            return this;
        }
    }
}

Imports Microsoft.VisualBasic
Imports System
Imports System.Globalization
Imports System.Windows
Imports System.Windows.Controls
Imports System.Windows.Data
Imports System.Windows.Markup
Imports DevExpress.Xpf.PivotGrid.Internal

Namespace DXPivotGrid_SelectingCellTemplate
    Partial Public Class MainWindow
        Inherits Window
        Public Sub New()
            InitializeComponent()
            picotGridControl1.DataSource = _
                New nwindDataSetTableAdapters.SalesPersonTableAdapter().GetData()
        End Sub
    End Class
    Public Class CellTemplateSelector
        Inherits DataTemplateSelector
        Public Overrides Function SelectTemplate(ByVal item As Object, _
                ByVal container As DependencyObject) As DataTemplate
            Dim mainWindow As Window = Application.Current.MainWindow
            Dim cell As CellsAreaItem = CType(item, CellsAreaItem)

            ' Calculates the share of a cell value in the Row Grand Total value.
            Dim share As Double = Convert.ToDouble(cell.Value) / Convert.ToDouble(cell.RowTotalValue)

            ' Applies the Default template to the Row Grand Total cells.
            If cell.RowValue Is Nothing Then
                Return TryCast(mainWindow.FindResource("DefaultCellTemplate"), DataTemplate)
            End If

            ' If the share is too far from 50%, the Highlighted template is selected.
            ' Otherwise, the Normal template is applied to the cell.
            If share > 0.7 OrElse share < 0.3 Then
                Return TryCast(mainWindow.FindResource("HighlightedCellTemplate"), DataTemplate)
            Else
                Return TryCast(mainWindow.FindResource("NormalCellTemplate"), DataTemplate)
            End If
        End Function
    End Class
    Public Class RoundConverter
        Inherits MarkupExtension
        Implements IValueConverter
        #Region "IValueConverter Members"
        Public Function Convert(ByVal value As Object, ByVal targetType As Type, _
                ByVal parameter As Object, ByVal culture As CultureInfo) As Object _
                Implements IValueConverter.Convert
            Return System.Convert.ToInt32(value)
        End Function
        Public Function ConvertBack(ByVal value As Object, ByVal targetType As Type, _
                ByVal parameter As Object, ByVal culture As CultureInfo) As Object _
                Implements IValueConverter.ConvertBack
            Throw New NotImplementedException()
        End Function
        #End Region
        Public Overrides Function ProvideValue(ByVal serviceProvider As IServiceProvider) As Object
            Return Me
        End Function
    End Class
End Namespace