Nielsen has issued a year-end look at the most popular trends among Americans during 2008, covering everything from the top TV programs to the most popular consumer packaged goods.
It’s official: Americans love their carbs. The Bread and Baked Goods category ranked number one for 2008 — both in terms of consumer purchases and retail sales. According to Nielsen, 99% of U.S. homes purchased bread/baked goods at least once during the 52 weeks ending June 28, 2008. The Bread/Baked Goods category raked in $18.3 billion in sales through November 1. Other popular CPG categories include paper products, snacks, and carbonated beverages.
Scarborough Research, a joint partnership with Nielsen and Arbitron, also reported on the top U.S. markets for online shopping. Washington, D.C. and San Francisco ranked first and second, respectively, with 39% and 35% of adults spending $500 or more online in the past year. Nationwide, 25% of adults reported spending $500 or more online in the past year.
Top 10 Consumer Packaged Goods Purchased by U.S. Homes
|Rank||Category||% U.S. Homes
Within Past Year
|1||Bread and Baked Goods||99%|
|4||Condiments, Gravies, and Sauces||98%|
|6||Milk, Cream, Eggnog, Shakes & Drinks||97%|
|Source: The Nielsen Company.|
|Note: Data reflects the percentage of U.S. households who purchased at least once during 52-weeks ending June 28, 2008. Data includes manufacturer prepackaged, UPC items only.|
Top 10 Consumer Packaged Goods Sold in U.S. Retail Stores
|1||Bread and Baked Goods||$18.3|
|4||Milk, Cream, Eggnog, Shakes & Drinks||$16.3|
|Source: The Nielsen Company (52-weeks ending November 1, 2008).|
|Note: Data includes manufacturer prepackaged, UPC items only. Data includes sales from food, drug, mass merchandiser stores, including Wal-Mart.|
Top U.S. Markets For Adults Who Spent More Than $500+ Online Last Year
|Rank||Market||% Adults Who Spent $500+ Online
In The Past Year
|1||Washington, D.C. DMA||39%|
|2||San Francisco/Oakland/San Jose DMA||35%|
|7||San Diego DMA||32%|
|Source: Scarborough Research, Scarborough USA+ Release 1 2008.|
View the press release.
Relive the greatest hits of 2008 — stay tuned on Nielsen Wire for more Tops In 2008 coverage.
Look ahead to the new year with Nielsen Wire’s 2009 Industry Outlook series.