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Nielsen Looks At CPG Dollar Sales Data For Week Ending May 9

Nielsen data

The information below, reported by Nielsen, reflects total U.S. in-store measurement, except the total CPG online sales, online department and category break-outs. Unless otherwise noted (where price changes are included), every percentage reflects year-over-year shifts in dollar sales.

More details at Nielsen.com microsite: “How Americans Are Shopping During COVID-19

Some key takeaways:

  • At an overall U.S. in-store CPG level, year-over-year sales growth (+19.1% for the latest one-week period ending 5/9/20 vs. the same week in 2019) maintained a similar pace to that of the previous week.
    • The gap between total U.S. in-store and online CPG growth that narrowed the previous week also sustained a similar differential, with online CPG growth at +27.2% for the one-week period ending 5/9/20 vs. same week previous year.
  • Seafood takes over the No. 1 spot from meat (now No. 2) for the top growing in-store department, as meat encounters continued supply chain hurdles and price hikes; this shift is also possibly driven by seafood’s correlation with summer and warmer weather. Frozen retains the No. 3 spot.
    • The success of seafood manifested particularly through lobster, which cracked the top 5 growing in-store categories overall, at +122.4%.
  • Hand sanitizer again had the highest in-store year-over-year category growth, by far (+553.2%). Then there was a big jump to, yet again, oat milk (+281.7%) and fresh meat alternatives (+219.3%).
  • Price escalation continued at a similar year-over-year pace for in-store total CPG (+6.1%) and specifically fresh meat (+12.3%), fresh meat alternatives (+25.2%) and eggs (+26.1%).
  • Traditional brands experienced year-over-year in-store growth (+19.3%) that surpassed that of private label products (+18.5%).
  • Within online CPG, there is continued high growth in food (+57%), while pet care (+25.5%) had close to a 20% jump from the previous week’s year-over-year growth. Summer-correlated purchases are heating up.

 

Online Breakouts

Source: Nielsen e-commerce measurement powered by Rakuten Intelligence, for one- and 10-week periods ending May 9, 2020, compared to the same time period in 2019.

 

Total U.S. CPG online sales: (comparing one-week period ending 5/9/20 vs. same week previous year): +27.2%

  • 10-week period ending 5/9/20: +60%

 

Online department breakdown (comparing one-week period ending 5/9/20 vs. same week previous year)

  • Food: +57%
  • Household care: +25.1%
  • Baby care: +21.8%
  • Pet care: +25.5%
  • Health and beauty care: +4.4%

 

Online categories of note (comparing one-week period ending 5/9/20 vs. same week previous year)

  • Potato chips: +63.4%
  • Rolls and buns: +77.4%
  • Sunscreen: +16.4%
  • Pet flea & tick product: +46.6%

 

In-Store Breakouts

Nielsen Total U.S. xAOC, for the one- and 10-week periods ending May 9, 2020 and May 2, 2020, compared to the same time periods in 2019

 

Total U.S. CPG in-store sales: +19.1% for the one-week period ending 5/9/20 vs. same week previous year

  • 10-week period ending 5/9/20: +24.3%

 

Pricing (across total in-store CPG)

  • For the one-week period ending 5/9/20 vs. the same week previous year, average unit price for total in-store CPG is +6.1%.

 

Branded vs. Private Label (across total in-store CPG)

  • Branded
    • One-week period ending 5/9/20: +19.3%
    • 10-week period ending 5/9/20: +23.7%
  • Private label
    • One-week period ending 5/9/20: +18.5%
    • 10-week period ending 5/9/20: +27.1%

 

Top 5 growing categories of the week

  • Hand sanitizer: +553.2% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +298.3%
    • Was +377.5% dollar growth for the week ending 5/2/20 vs. same week previous year
  • Oat milk: +281.7% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +333.3%
    • Was +271.9% for the week ending 5/2/20 vs. same week previous year
  • Fresh meat alternatives: +219.3% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +258.8%
    • Was +227.5% for the week ending 5/2/20 vs. same week previous year
  • Baking yeast: +164% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +226.1%
    • Was +128.1% for the week ending 5/2/20 vs. same week previous year
  • Lobsters: +122.4% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +47.3%
    • Was +117.6% for the week ending 5/2/20 vs. same week previous year

 

Department breakdown

  • Seafood: +46.2% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +18.9%
    • Was +47.3% for the week ending 5/2/20 vs. same week previous year
  • Meat: +40.8% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +43.1%
    • Was +49.6% for the week ending 5/2/20 vs. same week previous year
  • Frozen: +34.2% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +41.1%
    • Was +37.7% for the week ending 5/2/20 vs. same week previous year
  • Dairy: +25.1% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +29.5%
    • Was +27.6% for the week ending 5/2/20 vs. same week previous year
  • Grocery: +19.7% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +29.1%
    • Was +20.6% for the week ending 5/2/20 vs. same week previous year
  • Produce: +19.4% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +19.1%
    • Was +21% for the week ending 5/2/20 vs. same week previous year
  • Household care: +18.5% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +40.1%
    • Was +18.4% for the week ending 5/2/20 vs. same week previous year
  • Pet care: +1.3% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +7%
    • Was -0.8% for the week ending 5/2/20 vs. same week previous year
  • Health and beauty care: +0.9% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +9%
    • Was -2.8% for the week ending 5/2/20 vs. same week previous year
  • Deli: -0.9% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +1.9%
    • Was -2% for the week ending 5/2/20 vs. same week previous year
  • Bakery: -6.7% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): -5.2%
    • Was -5.9% for the week ending 5/2/20 vs. same week previous year
  • Baby care: -7.4% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +3.7%
    • Was -15.4% for the week ending 5/2/20 vs. same week previous year

 

Early Load-ups/Basics

  • Bath tissue (toilet paper): +14.8% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +65%
    • Was +16.2% for the week ending 5/2/20 vs. same week previous year
  • Paper towels: +27.5% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +57%
    • Was +27.9% for the week ending 5/2/20 vs. same week previous year
  • Multi-purpose cleaners: +43.3% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +101.6%
    • Was +46% for the week ending 5/2/20 vs. same week previous year
  • Aerosol disinfectants: +75.3% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +217.5%
    • Was +77.9% dollar growth for the week ending 5/2/20 vs. same week previous year
  • Dried beans: +55% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +131.1%
    • Was +62.7% for the one-week period ending 5/2/20 vs. same week previous year
  • Pasta: +34.6% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +72.8%
    • Was +41.1% for the week ending 5/2/20 vs. same week previous year
  • Rice: +22% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +78.1%
    • Was +31.8% for the week ending 5/2/20 vs. same week previous year
  • Salty snacks: +16.8% for the one-week period ending 5/9/20 vs. same week previous year (was +17.2% for the one-week period ending 5/2/20)
  • Ice cream: +28.7% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +30.2%
    • Was +37.2% for the week ending 5/2/20 vs. same week previous year

 

Meat, Dairy and Alternatives

  • Fresh meat: +45.8% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +45.4%
    • Was +54.3% for the week ending 5/2/20 vs. same week previous year
    • Average unit price: +12.3% for the one-week period ending 5/9/20 vs. same week previous year
      • Was +11.8% for the one-week period ending 5/2/20 vs. same week previous year
  • Fresh beef: +53.6% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +48.6%
    • Was +60.4% for the one-week period ending 5/2/20 same week previous year
    • Average unit price: +11.9% for the one-week period ending 5/9/20 vs. same week previous year
    • Was +10.9% for the one-week period ending 5/2/20 vs. same week previous year
  • Fresh chicken: +32.7% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +38.8%
    • Was +39.6% for the one-week period ending 5/2/20 same week previous year
    • Average unit price: +7.5% for the one-week period ending 5/9/20 vs. same week previous year
    • Was +10.5% for the one-week period ending 5/2/20 vs. same week previous year
  • Fresh pork: +38.8% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +45.3%
    • Was +63.1% for the one-week period ending 5/2/20 same week previous year
    • Average unit price: +10.1% for the one-week period ending 5/9/20 vs. same week previous year
    • Was +8.8% for the one-week period ending 5/2/20 vs. same week previous year
  • Fresh meat alternatives: +219.3% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +258.8%
    • Was +227.5% for the week ending 5/2/20 vs. same week previous year
    • Average unit price: +25.2% for the one-week period ending 5/9/20 vs. same week previous year
    • Was +26.3% for the one-week period ending 5/2/20 vs. same week previous year
  • Fully cooked meat: +12.1% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +18.8%
    • Was +10.3% for the week ending 5/2/20 vs. same week previous year
    • Average unit price: +5.1% for the one-week period ending 5/9/20 vs. same week previous year
    • Was +4.5% for the one-week period ending 5/2/20 vs. same week previous year
  • Fully cooked meat alternatives: +46% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +56%
    • Was +45.1% for the week ending 5/2/20 vs. same week previous year
    • Average unit price: +7% for the one-week period ending 5/9/20 vs. same week previous year
    • Was +6.9% for the one-week period ending 5/2/20 vs. same week previous year
  • Processed meat: +40.3% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +49%
    • Was +51% for the week ending 5/2/20 vs. same week previous year
    • Average unit price: +11.6% for the one-week period ending 5/9/20 vs. same week previous year
    • Was +12.1% for the one-week period ending 5/2/20 vs. same week previous year
  • Bacon: +44.4% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +48.8%
    • Was +60% for the week ending 5/2/20 vs. same week previous year
    • Average unit price: +3.3% for the one-week period ending 5/9/20 vs. same week previous year
    • Was +3.4% for the one-week period ending 5/2/20 vs. same week previous year
  • Chicken eggs: +44.5% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +48%
    • Was +52.1% for the week ending 5/2/20 vs. same week previous year
    • Average unit price: +26.1% for the one-week period ending 5/9/20 vs. same week previous year
    • Was +26.9% for the one-week period ending 5/2/20 vs. same week previous year
  • Cow’s milk: +13.6% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +21%
    • Was +15% for the week ending 5/2/20 vs. same week previous year
    • Average unit price: +8.4% for the one-week period ending 5/9/20 vs. same week previous year
    • Was +10.9% for the one-week period ending 5/2/20 vs. same week previous year
  • Cheese: +32.7% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +37%
    • Was +36.1% for the week ending 5/2/20 vs. same week previous year
    • Average unit price: +8.4% for the one-week period ending 5/9/20 vs. same week previous year
    • Was +8.7% for the one-week period ending 5/2/20 vs. same week previous year

 

Seafood (across the store/departments)

Average unit price: +13.8% for the one-week period ending 5/9/20 vs. same week previous year

  • Crab: +112.3% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +56.5%
    • Was +127.2% for the week ending 5/2/20 vs. same week previous year
  • Crawfish + crayfish: +70.3% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +6%
    • Was +97.4% for the week ending 5/2/20 vs. same week previous year
  • Shrimp: +61.5% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +36.8%
    • Was +55.6% for the week ending 5/2/20 vs. same week previous year
  • Oysters: +38.4% for the one-week period ending 5/9/20 vs. same week previous year
    • Latest 10-weeks (ending 5/9/20): +30.5%
    • Was +% for the week ending 5/2/20 vs. same week previous year

 

Others to Watch

  • Summer/Memorial Day preparation
    • Fresh chicken wings: +53.3% for the one-week period ending 5/9/20 vs. same week previous year
      • Latest 10-weeks (ending 5/9/20): +62.8%
      • Was +65.3% for the week ending 5/2/20 vs. same week previous year
    • Potato chips: +18.1% for the one-week period ending 5/9/20 vs. same week previous year
      • Latest 10-weeks (ending 5/9/20): +23.6%
      • Was +21% for the week ending 5/2/20 vs. same week previous year
    • Fully cooked beef patties: +71.9% for the one-week period ending 5/9/20 vs. same week previous year
      • Latest 10-weeks (ending 5/9/20): +52%
      • Was +48.4% for the week ending 5/2/20 vs. same week previous year
    • Frankfurters (hot dogs): +29.6% for the one-week period ending 5/9/20 vs. same week previous year
      • Latest 10-weeks (ending 5/9/20): +46.7%
      • Was +33.6% for the week ending 5/2/20 vs. same week previous year
    • Hot dog buns: +27.3% for the one-week period ending 5/9/20 vs. same week previous year
      • Latest 10-weeks (ending 5/9/20): +37.7%
      • Was +32.8% for the week ending 5/2/20 vs. same week previous year
    • American cheese: +21.1% for the one-week period ending 5/9/20 vs. same week previous year
      • Latest 10-weeks (ending 5/9/20): +47.3%
      • Was +12% for the week ending 5/2/20 vs. same week previous year
    • Marshmallows: +89.1% for the one-week period ending 5/9/20 vs. same week previous year
      • Latest 10-weeks (ending 5/9/20): +66.4%
      • Was +102.4% for the week ending 5/2/20 vs. same week previous year
    • Sunscreen: -5.7% for the one-week period ending 5/9/20 vs. same week previous year
      • Latest 10-weeks (ending 5/9/20): -42.1%
      • Was -27.5% for the one-week period ending 5/2/20 vs. same week previous year
    • Insect repellent: +28% for the one-week period ending 5/9/20 vs. same week previous year
      • Latest 10-weeks (ending 5/9/20): +13.5%
      • Was +17.7% for the week ending 5/2/20 vs. same week previous year
    • Frozen pizza: +30.6% for the one-week period ending 5/9/20 vs. same week previous year
      • Latest 10-weeks (ending 5/9/20): +57.1%
      • Was +35.4% for the week ending 5/2/20 vs. same week previous year
    • Frozen french fries: +55.6% for the one-week period ending 5/9/20 vs. same week previous year
      • Latest 10-weeks (ending 5/9/20): +61.8%
      • Was +60.8% for the week ending 5/2/20 vs. same week previous year
    • Baking products/supplies
      • Flour: +91% for the one-week period ending 5/9/20 vs. same week previous year
        • Latest 10-weeks (ending 5/9/20): +112.5%
        • Was +105.2% for the week ending 5/2/20 vs. same week previous year
      • Baking powder: +130.2% for the one-week period ending 5/9/20 vs. same week previous year
        • Latest 10-weeks (ending 5/9/20): +135.7%
        • Was +168.9% for the week ending 5/2/20 vs. same week previous year
      • Fruits and vegetables
        • Potatoes: +40.8% for the one-week period ending 5/9/20 vs. same week previous year
          • Latest 10-weeks (ending 5/9/20): +51.8%
          • Was +48% for the week ending 5/2/20 vs. same week previous year
        • Lemons: +41.1% for the one-week period ending 5/9/20 vs. same week previous year
          • Latest 10-weeks (ending 5/9/20): +34.6%
          • Was +41.7% for the week ending 5/2/20 vs. same week previous year
        • Tonic water (No. 1 nonalcoholic beverage in year-over-year growth): +59.8% for the one-week period ending 5/9/20 vs. same week previous year
          • Latest 10-weeks (ending 5/9/20): +66.9%
          • Was +63.2% for the one-week period ending 5/2/20 vs. same week previous year
        • Hair coloring: +34.6% for the one-week period ending 5/9/20 vs. same week previous year
          • Latest 10-weeks (ending 5/9/20): +24.6%
          • Was +39.1% for the week ending 5/2/20 vs. same week previous year
        • Nail polish remover: +41.9% for the one-week period ending 5/9/20 vs. same week previous year
          • Latest 10-weeks (ending 5/9/20): +57.2%
          • Was +40.7% for the week ending 5/2/20 vs. same week previous year

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