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

Brick and Mortar growth slowed considerably since COVID start. Household Care and Meat dropped out of the top growing categories this week and Alcohol growth slowest since COVID start.

Center store

Shopping patterns stay focused on food staples: Frozen, Produce and Dairy.

Categories

Slow down in Beer and Frankfurters is driving the slower growth in Alcohol and Meat overall.

Channels

Club penetration remains consistently above average for last three months.

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

*Source: Nielsen RMS xAOC, 4WE 7/25/20 vs YAGO

Change in department performance

*Source:
Brick & Mortar, Nielsen RMS xAOC, WE 8/29/20 vs. YAGO.
Online, Nielsen E-com 4WE July 31, 2020 vs YAGO

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

The new normal: shoppers continue to buy at stores despite historically low promotion and less variety in stores.

Distribution

*Source: Nielsen RMS xAOC, W/E 8/29/20

Promotion

*Source: Nielsen RMS xAOC, W/E 8/29/20

E-commerce Spotlight

Speaking of channels, Click and collect continues to outpace home delivery.

49% online growth since start

67% Increase in trips

21% More items in basket

13% lower item value

*Source: Nielsen E-commerce, 4 WE 7/31/20 vs YA

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. For the last month, weekly basket sizes have been 10+% larger since the start of COVID.

*Source: Nielsen Homescan Panel, W/E 8/29/20

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