COVID-19 Marketing National Nonfood

Nielsen Reports Covid-19 Impacted Health/Safety, Food/Bev Categories

Nielsen data

The latest Nielsen total U.S. dollar sales data is available for several categories, reflecting the one- and four-week periods ending March 14, 2020, vs. those same timeframes one year prior, in 2019, according to Nielsen Communications Manager Greg Doonan. He also has compared the data to the one-week ending March 7, 2020.

Some high-level key takeaways include:

  • Core health and safety products, like bath tissue and aerosol disinfectants, continue to perform very well. And while hand sanitizer sales growth is still extremely high, it’s less than the 470 percent year over year growth from the week ending March 7—as consumers increasingly shift to soap.
  • For food, in addition to anything shelf-stable/packaged/dried, consumers are gravitating toward indulgent snacks.
  • Fruits/vegetables are experiencing sales growth after previous declines.
  • While most categories are seeing increases in sales, some are not. Notable examples include perfume, sunscreen and vegetable party platters. 

Below is an extensive list of categories highlighted by Nielsen:

 

Health and safety products

  • Bath tissue (toilet paper): +212.7% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +68.7%

Was +60% for the week ending 3/7/20 vs. same week previous year

  • Facial tissue: +195% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +63.7%

Was +51.5% for the week ending 3/7/20 vs. same week previous year

  • Paper towels: +154.4% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +49.8%

Was +40.8% for the week ending 3/7/20 vs. same week previous year

  • Hand sanitizer: +207.5% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +265.7%

Was +470% dollar growth for the week ending 3/7/20 vs. same week previous year

  • Bath & shower soap (includes both liquid and bar, hand and body): +183.3% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +66.1%

Was +69.6% for the week ending 3/7/20 vs. same week previous year

  • Dish soap: +135% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +44.5%

  • Aerosol disinfectants: +518.9% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +251.5%

Was +385.3% dollar growth for the week ending 3/7/20 vs. same week previous year

  • Bath & shower wipes: +221.6% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +119% 

Was +180% for the week ending 3/7/20 vs. same week previous year

  • Multi-purpose cleaners: +242.9% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +107.6%

Was +148.2% for the week ending 3/7/20 vs. same week previous year

  • Thermometers: +497.7% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +189.9%

Was +172.3% dollar growth for the week ending 3/7/20 vs. same week previous year

  • First aid kits: +163.3% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +88.6%

Was +111.9% for the week ending 3/7/20 vs. same week previous year

  • Rubbing alcohol: +277% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +151.8%

Was +253.8% for the week ending 3/7/20 vs. same week previous year

  • Hydrogen peroxide: +212.2% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +97%

Was +109.8% for the week ending 3/7/20 vs. same week previous year

  • Antiseptic: +196.4% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +78.5%

Was +80.7% for the week ending 3/7/20 vs. same week previous year

  • Cold & flu remedies: +158.8% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +54.2%

Was +55.5% for the week ending 3/7/20 vs. same week previous year

  • Cough remedies: +120.2% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +42.5%

Was +37.1% for the week ending 3/7/20 vs. same week previous year

  • Antibiotics: +64.7% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +29.9%

Was +32.8% for the week ending 3/7/20 vs. same week previous year

  • Vitamins: +93.2% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +34.5%

Was +32.3% for the week ending 3/7/20 vs. same week previous year

 

Food—Dried/shelf-stable/packaged

  • Dried beans: +230.5% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +83.8%

Was +62.9% for the week ending 3/7/20 vs. same week previous year

  • Black beans: +150.4% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +52.2%

Was +41% for the week ending 3/7/20 vs. same week previous year

  • Rice: +166.1% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +64.2%

Was +57.5% for the week ending 3/7/20 vs. same week previous year

  • Tuna: +142.3% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +51.4%

Was +31.2% for the week ending 3/7/20 vs. same week previous year

  • Chickpeas/garbanzos: +156.8% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +58.7%

Was +47.3% for the week ending 3/7/20 vs. same week previous year

  • Soup: +126.6% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +35.2%

 

Meat/alternatives

  • Canned meat: +187.8% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +71.9%

Was +57.9% for the week ending 3/7/20 vs. same week previous year

 

Chicken

  • Fresh chicken: +51.8% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +15%

Was +4.5% for the week ending 3/7/20 vs. same week previous year

  • Fully cooked chicken: +35% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +12.1%

Was +4.8% for the week ending 3/7/20 vs. same week previous year

  • Chicken eggs: +44% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +7%

Was -0.4% for the week ending 3/7/20 vs. same week previous year

  • Fresh meat alternatives: +279.8% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +204.1%

Was +206.4% for the week ending 3/7/20 vs. same week previous year

  • Fully cooked meat alternatives: +84.6% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +39.2%

Was +27.1% for the week ending 3/7/20 vs. same week previous year

 

Indulgent snacks

  • Popcorn: +47.7% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): 16.2%

Was +9.5% for the week ending 3/7/20 vs. same week previous year

  • Pretzels: +46.7% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +20%

Was +14.8% for the week ending 3/7/20 vs. same week previous year

  • Potato chips: +29.6% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +8.7%

Was +2.3% for the week ending 3/7/20 vs. same week previous year

  • Chocolate: +19% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +7.7%

Was +3.2% for the week ending 3/7/20 vs. same week previous year

  • Ice cream: +23.1% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +8.5%

Was +4.7% for the week ending 3/7/20 vs. same week previous year

  • Pastries: +23.6% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +28.8%

Was +18.5% for the week ending 3/7/20 vs. same week previous year

 

Fruits/vegetables (have turned from negative to positive)

  • Apples: +19.8% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +2.2%

Was -3.2% for the week ending 3/7/20 vs. same week previous year

  • Bananas: +16.6% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +7.2%

  • Papayas: +2.8% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): -5.4%

Was -6.5% for the week ending 3/7/20 vs. same week previous year

  • Celery: +2.7% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): -12.2%

Was -18.7% for the week ending 3/7/20 vs. same week previous year

 

Beverages

  • Oat milk: +476.7% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +370.3%

Was +347.3% for the week ending 3/7/20 vs. same week previous year

  • Powdered milk products: +245% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +116.7%

Was +126.3% for the week ending 3/7/20 vs. same week previous year

  • Cow’s milk: +32.4% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +9.5%

Was +3.8% for the week ending 3/7/20 vs. same week previous year

  • Water: +99.4% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +40%

Was +42% for the week ending 3/7/20 vs. same week previous year

  • Soft drinks: +26.1% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +9.1%

  • Kombucha: +25.9% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): +13.6%

Was +10.1% for the week ending 3/7/20 vs. same week previous year

 

Declining categories

  • Perfume: -17.7% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): -14.6%

  • Sunscreen: -17% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): -9.2%

  • Vegetable party platter: -7.4% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): -4.5%

Was -6.7% for the week ending 3/7/20 vs. same week previous year

  • Pet toys: -5.8% for the one-week period ending 3/14/20 vs. same week previous year

Latest 4-weeks (ending 3/14/20): -6.5%  

Was -5.9% for the week ending 3/7/20 vs. same week previous year.

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