Top 10 CPG Leaderboard Q1 2021 Data Reveal Latest Industry Trends

SUMMARY

TOP 10 CPG LEADERBOARD Q1 2021 – EMERGING GROWTH POCKETS

As COVID-19 continues to impact consumers, the IRI Leaderboard (a feature in IRI Unify) tracks new and emerging trends, providing automated and updated consumption info for the U.S. The data reveals what's happening with consumption and how consumer mobility, the macroeconomic environment, dining out and summer travel plans will impact what happens next.

As of this writing, nearly 30% of the U.S. population has received at least one dose of a COVID-19 vaccine, and the CPG demand curve continues to shift.

Observations:

• At-home consumption remains elevated to a similar level through Q1. As mobility improves, this elevation may erode but will remain higher compared to pre-COVID-19 levels.
• Improving mobility is impacting categories like breakfast cereal, as the elevated at-home consumption "right-sizes," with higher-than-normal at-home consumption easing from pandemic levels and shifting back to away-from-home consumption.
• Boosted by stimulus and improved SNAP benefits, low-income consumers are increasingly important, as are high-income households and other growing cohorts, such as Gen Z and millennials.

Opportunities:

• Engage consumers with personalized solutions, offers and variety.
• Build greater price differentiation and premiumization to capture demand for small luxuries across cohorts.
• Drive in-store versus online differentiation and trip drivers in collaboration with retailers.

This report shares more about what's happening in the market and the additional opportunities you can leverage for your CPG or retail business.

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