CPG Leaderboard Data Q2 2021 Reveal Trends

SUMMARY

CPG LEADERBOARD Q2 2021 – EMERGING GROWTH POCKETS

As inflation rises and vaccination levels stall, the CPG marketplace is seesawing between increasing mobility and fear of the Delta variant. The new IRI Leaderboard report highlights the emerging trends of Q2 2021 and opportunities for brands and retailers in this unpredictable environment.

Observations:

• At home, food and beverage consumption levels remain elevated in Q2 2021 compared to 2019 levels, while nonedible sales were down.
• COVID-19 cases eased until the end of Q2 2021, and increased mobility was reflected in increased activity in retail and recreation, transit and workplaces.
• E-commerce’s total store dollar sales gains slipped in Q2 2021 as consumers regained confidence in shopping in-store.

Implications:

• Fluctuations in mobility due to the Delta variant will lead to variations in category demand.
• The 46% of the working population indicating they’ll continue to work from home at least one day a week will help keep food and beverage CPG sales elevated, particularly for breakfast and lunch occasions. Continue to deliver ideas for affordable, wholesome and easy-to-prepare family meals.
• Retailers and brands should answer the call of consumers seeking to socialize. Amp up occasion-based merchandising and promote party trays, desserts and beverages as a convenient way to elevate gatherings. Continue to promote cost savings vs. restaurant meals.

This report digs into additional details on what’s trending in CPG. It also provides guidance on how businesses can successfully navigate this fast-changing landscape through a continued focus on omnichannel shoppers, digital media investments, faster product innovation and several other tactics.

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