COVID-19 National

Nielsen Looks At CPG Dollar Sales Data For Week Ending May 23

Nielsen data

The information below, reported by Nielsen, reflects total U.S. weekly dollar sales data, reflecting the one- and 12-week periods ending May 23, compared to those same time periods in 2019. This includes a variety of in-store and online CPG breakouts, tracking both sales and pricing data.

Everything below reflects total U.S. in-store measurement, except the total CPG online sales and online department-level breakouts. 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 high-level key takeaways:

  • Total U.S. in-store CPG growth again slowed slightly vs. previous week, but with still strong overall growth vs. year ago (+13.9% for the latest one-week period ending 5/23/20 vs. the same week in 2019).
    • Total U.S. online CPG growth also slowed slightly vs. previous week but is still impressive vs. year ago (+30.2% for the latest one-week period ending 5/23/20 vs. the same week in 2019).
  • The in-store seafood department almost doubled the year-over-year growth of any other in-store department for this latest week. Frozen and meat maintain their #2 and #3 growth positions.
  • Hand sanitizer (+691.5%), baking yeast (+258.5%) and oat milk (+254%) lead in-store categories in year-over-year growth.
  • With this week representing the primary lead-up to Memorial Day weekend, summer-skewed food products performed well, while non-food items like sunscreen and insect repellent did not.
  • In-store prices remained high and continued similar year-over-year growth from the previous year, with total CPG +5.8%. Total in-store food and beverage prices are +17.1%.
  • Within online CPG, food is still up significantly (+44.0%), while the health and beauty care department (+20.8%) also rose, with over a 3% jump from the previous week’s year-over-year growth.

 

Online Breakouts

Source: Nielsen e-commerce measurement powered by Rakuten Intelligence, for one- and 12-week periods ending May 23, 2020, compared to the same time period in 2019.

Total U.S. CPG online sales: (comparing one-week period ending 5/23/20 vs. same week previous year): 30.2%

  • 12-week period ending 5/23/20: +53.9%

Online department breakdown (comparing one-week period ending 5/23/20 vs. same week previous year)

  • Food: +44%
  • Household care: +30.1%
  • Health and beauty care: +20.8%
  • Pet care: +15.1%
  • Baby care: +9%

Online categories of note (comparing one-week period ending 5/23/20 vs. same week previous year)

  • Ice cream and frozen novelty: +114.5%
  • Rolls and buns: +34%
  • Lemonade: +38%
  • Pet flea & tick product: +13.3%

 

In-Store Breakouts

Nielsen Total U.S. xAOC, for the one- and 12-week periods ending May 23, 2020 and May 16, 2020, compared to the same time periods in 2019

Pricing

  • Total U.S. CPG
    • One-week period ending 5/23/20: +5.8%
    • 12-week period ending 5/23/20: +4.1%
  • Total edibles (food/beverage) (this all falls within total CPG)
    • One-week period ending 5/23/20: +7.3%
    • 12-week period ending 5/23/20: +5.7% c

All of the below reflects year-over-year dollar sales shifts, unless otherwise noted.

Total CPG & Food/Beverage

  • Total U.S. CPG: +13.9% for the one-week period ending 5/23/20 vs. same week previous year
    • 12-week period ending 5/23/20: +22.9%
  • Total edibles (food/beverage) (this all falls within total CPG): +17.1% for the one-week period ending 5/23/20 vs. same week previous year
    • 12-week period ending 5/23/20: +26.5%

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

  • Branded
    • One-week period ending 5/23/20: +14.1%
    • 12-week period ending 5/23/20: +22.5%
  • Private label
    • One-week period ending 5/23/20: +12.9%
    • 12-week period ending 5/23/20: +25%

Top 5 growing categories of the week

  • Hand sanitizer: +691.5% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +394.2%
  • Baking yeast: +258.5% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +226.8%
  • Oat milk: +254% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +318.3%
  • Fresh meat alternatives: +178.5% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +247.9%
  • Crab: +120.1% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +66.3%
    • Average unit price: +18.7% for the one-week period ending 5/23/20 vs. same week previous year

Department breakdown

  • Seafood: +49.2% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +24%
    • Average unit price: +5.2% for the one-week period ending 5/23/20 vs. same week previous year
  • Frozen: +28.3% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +39.2%
    • Average unit price: +10.9% for the one-week period ending 5/23/20 vs. same week previous year
  • Meat: +22.2% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +40.3%
    • Average unit price: +14.8% for the one-week period ending 5/23/20 vs. same week previous year
  • Dairy: +20.5% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +28.1%
    • Average unit price: +9.3% for the one-week period ending 5/23/20 vs. same week previous year
  • Produce: +16.4% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +19%
    • Average unit price: +2.7% for the one-week period ending 5/23/20 vs. same week previous year
  • Grocery: +16% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +27.1%
    • Average unit price: +6.3% for the one-week period ending 5/23/20 vs. same week previous year
  • Household care: +14.9% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +36.2%
    • Average unit price: +7.9% for the one-week period ending 5/23/20 vs. same week previous year
  • Pet care: +0.9% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +6%
    • Average unit price: +5% for the one-week period ending 5/23/20 vs. same week previous year
  • Deli: -0.6% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +1.6%
    • Average unit price: +3.9% for the one-week period ending 5/23/20 vs. same week previous year
  • Health and beauty care: -2.2% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +7.3%
    • Average unit price: +4.1% for the one-week period ending 5/23/20 vs. same week previous year
  • Baby care: -7.5% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +1.9%
    • Average unit price: +3.3% for the one-week period ending 5/23/20 vs. same week previous year
  • Bakery: -8.2% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): -5.1%
    • Average unit price: +14.5% for the one-week period ending 5/23/20 vs. same week previous year

Early Load-ups/Basics

  • Bath tissue (toilet paper): +10.5% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +56.5%
  • Paper towels: +18.3% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +50.8%
  • Multi-purpose cleaners: +60.3% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +95.8%
  • Aerosol disinfectants: +62.6% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +196.2%
  • Dried beans: +45.4% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +118.5%
  • Pasta: +24.9% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +65.2%
  • Rice: +19.7% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +69%
  • Ice cream: +21.9% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +29.1%

Meat, Dairy and Alternatives

  • Fresh meat: +24.4% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +42.8%
    • Average unit price: +16.4% for the one-week period ending 5/23/20 vs. same week previous year
  • Fresh beef: +24.9% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +45.7%
    • Average unit price: +21.7% for the one-week period ending 5/23/20 vs. same week previous year
  • Fresh chicken: +19.3% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +36.5%
    • Average unit price: +10.5% for the one-week period ending 5/23/20 vs. same week previous year
  • Fresh pork: +27.6% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +42.3%
    • Average unit price: +17.7% for the one-week period ending 5/23/20 vs. same week previous year
  • Fresh meat alternatives: +178.5% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +247.9%
    • Average unit price: +23.8% for the one-week period ending 5/23/20 vs. same week previous year
  • Fully cooked meat: +10.5% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +17.5%
    • Average unit price: +4.9% for the one-week period ending 5/23/20 vs. same week previous year
  • Fully cooked meat alternatives: +35% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +53.1%
    • Average unit price: +7.6% for the one-week period ending 5/23/20 vs. same week previous year
  • Processed meat: +24.2% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +45%
    • Average unit price: +12.8% for the one-week period ending 5/23/20 vs. same week previous year
  • Bacon: +24.3% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +45%
    • Average unit price: +4.6% for the one-week period ending 5/23/20 vs. same week previous year
  • Chicken eggs: +39% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +46.9%
    • Average unit price: +25.6% for the one-week period ending 5/23/20 vs. same week previous year
  • Cow’s milk: +8% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +19.1%
    • Average unit price: +6.7% for the one-week period ending 5/23/20 vs. same week previous year

Seafood (inclusive of ALL seafood within Seafood, Frozen and Grocery departments)

  • Lobsters: +73.7% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +57.2%
    • Average unit price: +4.6% for the one-week period ending 5/23/20 vs. same week previous year
  • Catfish: +64.1% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +41.2%
    • Average unit price: +5.9% for the one-week period ending 5/23/20 vs. same week previous year
  • Shrimp: +58.2% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +40.1%
    • Average unit price: +7.5% for the one-week period ending 5/23/20 vs. same week previous year
  • Oysters: +53.5% for the one-week period ending 5/23/20 vs. same week previous year
    • Latest 12-weeks (ending 5/23/20): +33%
    • Average unit price: +15.8% for the one-week period ending 5/23/20 vs. same week previous year

Others to Watch

  • Summer/Memorial Day preparation
    • Fresh chicken wings: +54% for the one-week period ending 5/23/20 vs. same week previous year
      • Latest 12-weeks (ending 5/23/20): +63.9%
    • Potato chips: +12.7% for the one-week period ending 5/23/20 vs. same week previous year
      • Latest 12-weeks (ending 5/23/20): +22.3%
    • Fully cooked beef patties: +37.3% for the one-week period ending 5/23/20 vs. same week previous year
      • Latest 12-weeks (ending 5/23/20): +52.1%
    • Hamburger buns: +17.9% for the one-week period ending 5/23/20 vs. same week previous year
      • Latest 12-weeks (ending 5/23/20): +34.9%
    • Frankfurters (hot dogs): +11% for the one-week period ending 5/23/20 vs. same week previous year
      • Latest 12-weeks (ending 5/23/20): +39.7%
    • American cheese: +25.9% for the one-week period ending 5/23/20 vs. same week previous year
      • Latest 12-weeks (ending 5/23/20): +43.7%
    • Marshmallows: +51.1% for the one-week period ending 5/23/20 vs. same week previous year
      • Latest 12-weeks (ending 5/23/20): +63.7%
    • Salad dressing: +21.2% for the one-week period ending 5/23/20 vs. same week previous year
      • Latest 12-weeks (ending 5/23/20): +21.9%
    • Sunscreen: -34% for the one-week period ending 5/23/20 vs. same week previous year
      • Latest 12-weeks (ending 5/23/20): -39.1%
    • Insect repellent: -4.1% for the one-week period ending 5/23/20 vs. same week previous year
      • Latest 12-weeks (ending 5/23/20): +8.6%
    • Frozen pizza: +24.5% for the one-week period ending 5/23/20 vs. same week previous year
      • Latest 12-weeks (ending 5/23/20): +52.1%
    • Frozen french fries: +48.6% for the one-week period ending 5/23/20 vs. same week previous year
      • Latest 12-weeks (ending 5/23/20): +59.9%
    • Baking products/supplies
      • Flour: +63.6% for the one-week period ending 5/23/20 vs. same week previous year
        • Latest 12-weeks (ending 5/23/20): +105.8%
      • Baking powder: +88% for the one-week period ending 5/23/20 vs. same week previous year
        • Latest 12-weeks (ending 5/23/20): +130.1%
      • Fresh fruit (total from produce department): +11.1% for the one-week period ending 5/23/20 vs. same week previous year
        • Latest 12-weeks (ending 5/23/20): +12.1%
      • Fresh vegetables (total from produce department): +21.9% for the one-week period ending 5/23/20 vs. same week previous year
        • Latest 12-weeks (ending 5/23/20): +25.8%
      • Hair coloring: +19.5% for the one-week period ending 5/23/20 vs. same week previous year
        • Latest 12-weeks (ending 5/23/20): +24.2%
      • Nail polish: +31.2% for the one-week period ending 5/23/20 vs. same week previous year
        • Latest 12-weeks (ending 5/23/20): +22%
      • Scented candles: +61.4% for the one-week period ending 5/23/20 vs. same week previous year
        • Latest 12-weeks (ending 5/23/20): +47.4%
      • Dish soap: +30% for the one-week period ending 5/23/20 vs. same week previous year
        • Latest 12-weeks (ending 5/23/20): +57.9%

 

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