Consumers are still focused on boosting their immunity and keeping their daily routines as stable as possible. Products that assist them in these efforts, such as OTC sleep products, vitamin C and vitamin D for those who still need to stay inside resonate with those who are still sheltering in place.
Center of Store
Center of store sales have exploded versus the prior year, as consumers look for meal inspiration from trusted brands and search for new solutions. Multi-serving products, indulgent treats and products with a health halo are all gainers.
Dairy products used in baking, such as butter, cheese, cream cheese, milk and sour cream, have seen large increases, as have ice cream and frozen novelties as consumers look for comfort.
More consumers are focused on wellness, which is key for fresh food, but affordability is critical, particularly in the current economic environment. Grocery has gained the most share in fresh, with specialty retail being the hardest hit since the virus began. Fresh is also seeing the highest growth year-over-year in e-commerce compared to the rest of the store.
Meat sales continue to skyrocket as consumers continue to cook at home. High-demand has led to short-term out-of-stocks, but is also the impetus consumers need to try new cuts of meat and even plant-based offerings. About 60% of meat’s year-over-year gain is due to increased spend per customer, and millennial households are driving the biggest increases in meat spending since the pandemic began.
Consumers are seeking products that bring comfort and joy, and those that have been increasing in sales include salty snacks, chocolate, ice cream and frozen novelties. Half of the American food dollar was spent outside the home pre-pandemic, so most of that has shifted to in-home, including snacking.
Cleaning supplies continue to be in high demand, with a focus on attributes that support disinfecting.
Nail care is a bright spot in dull color cosmetics sales. Grocery continues to garner greater beauty sales, given that shoppers prefer purchase as many items as possible in one trip.