How Americans Are Shopping During COVID-19

Check in here for updated infographics and insights on the latest trends happening in the United States due to COVID-19.

Shifting Trends Among U.S. Shoppers

Pantry loading increased this week both online and offline. Many states with rising COVID cases led to Brick & Mortar dollar growth. Frozen took back the top department spot. Online growth was driven by Beverages and Dairy categories.

Penetration and baskets values remained strong in Brick & Mortar and Online, while trips moved closer to pre-COVID level.

Center store

Consumer demand for frozen foods grows.

Stores

Penetration gains two weeks in a row.

E-Commerce

More buyers fueling growth this week while basket values continue to grow.

Departments

Baby Care, Health & Beauty and Pet supplies continue trend upward.

Department and category Dynamics

Above we highlighted one of this week’s departments. Below you can see how all departments are doing.

Rank of departments this week

*Source: Nielsen RMS xAOC, WE 6/20/20 vs. YAGO week

Change in department performance

*Source: Nielsen RMS xAOC, WE 6/20/20 vs. YAGO week

What’s driving Top Performance?

Take a look at category performance.

Top and bottom ranked Categories, U.S.

Top categories by state and channel

Distribution and promotion performance

Total distribution points rebounded from recent-week trends.

Distribution

*Source: Nielsen RMS xAOC, W/E 6/20/20

Promotion

*Source: Nielsen RMS xAOC, W/E 6/20/20

E-commerce Spotlight

Speaking of channels, Grocery department contributed most to online growth this week.

52% online growth since start

17% Increase in buyers

0% Change in trips

14% Increase in basket value

*Source: Nielsen E-commerce, W/E 6/20/20 vs YAG week

Pick up at store or delivered to your door?

The battle between click and collect and home delivery has heated up since stay-at-home orders have swept the United states. Today, this is how things are shaking out.

Shopper Behavior Dynamics

Channel also plays a role when it comes to how consumers are shopping. This week, trip consolidation continues to diminish.

*Source: Nielsen Homescan Panel, W/E 6/20/20

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