SNAP Shoppers

SNAP Shoppers



SNAP households are extremely important to CPG retail. As of December 2020, 43 million Americans (13% of the population) across 20.5 million households participated in the Supplemental Nutrition Assistance Program (SNAP) – this is an increase of 20% from 2019. SNAP households purchased $74 billion (12%) of Total Food & Beverage (excluding produce, bakery and deli) in calendar year 2020, a dramatic increase from the $55 billion spent for the 52 wks. ended August 2020.

This report shares how CPG brands and retailers can attract and retain SNAP shoppers in the current competitive environment, and shares the latest data on these shoppers including:

  • Who the SNAP shopper is today
  • What SNAP households are buying and where
  • Their dollar share of national and private label brands
  • The categories that are winning with them
  • How these households’ behavior is expected to change in 2021

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