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
- Potatoes: +40.8% for the one-week period ending 5/9/20 vs. same week previous year
- Flour: +91% for the one-week period ending 5/9/20 vs. same week previous year
- Fresh chicken wings: +53.3% for the one-week period ending 5/9/20 vs. same week previous year
