As the novel coronavirus (Covid-19) sweeps the world, consumers are being forced to dramatically change their purchase and viewing behaviors. Nielsen is tracking these changes and establishing clear navigation beacons for companies trying to understand the changes and plan for what comes next.
The following information was updated for the week ending April 11.
Everything below reflects total U.S. in-store measurement, except the total CPG online sales and online department-level break-outs.
Some high-level key takeaways:
- Spiral hams again maintain the top in-store week-over-week growth spot, though with slightly slowing growth at +379.2%. Following are oat milk and then baking yeast.
- Meat is still the top growing in-store department, widening the lead over frozen (No. 2) and dairy (No. 3).
- Baby care and pet care: big disparity in in-store vs. e-comm.
- Baby care: -18.3% in-store, vs. +38.2% online
- Pet care: -6.4% in-store, vs. +32.8% online
Online Breakouts
Source: Nielsen e-commerce measurement powered by Rakuten Intelligence, for one-week period ending April 11, 2020, compared to the same time period in 2019.
Total U.S. CPG online sales: +59.1% for the one-week period ending April 11 vs. same week previous year
Online department breakdown
- Food: +103.5% for the one-week period ending 4/11/20 vs. same week previous year
- Household care: +58.9% for the one-week period ending 4/11/20 vs. same week previous year
- Baby care: +38.2% for the one-week period ending 4/11/20 vs. same week previous year
- Pet care: +32.8% for the one-week period ending 4/11/20 vs. same week previous year
- Health and beauty care: +32.5% for the one-week period ending 4/11/20 vs. same week previous year
In-Store Breakouts
Nielsen Total U.S. xAOC, for the one- and four-week periods ending April 11, 2020 and April 4, 2020, compared to the same time periods in 2019
Total U.S. CPG in-store sales: +19.4% for the one-week period ending April 11 vs. same week previous year
Top 10 Movers of the week (top 5 growth, top 5 decline)
- Spiral hams: +379.2% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +408.7%
- Was +424.4% for the week ending 4/4/20 vs. same week previous year
- Oat milk: +314.2% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +356.4%
- Was +296.9% for the week ending 4/4/20 vs. same week previous year
- Baking yeast: +245% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +409.6%
- Was +302.5% for the week ending 4/4/20 vs. same week previous year
- Fresh meat alternatives: +188.1% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/1/20): +272.2%
- Was +205.4% for the week ending 4/4/20 vs. same week previous year
- Baking powder: +186.1% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +180.2%
- Was +162.3% for the week ending 4/4/20 vs. same week previous year
- Bulk doughnuts: -68.7% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): -58.2%
- Was -65.3% for the week ending 4/4/20 vs. same week previous year
- Sunscreen: -64.9% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): -58.6%
- Was -60.3% for the week ending 4/4/20 vs. same week previous year
- Lip cosmetics: -61.7% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): -60.5%
- Was -62.4% for the week ending 4/4/20 vs. same week previous year
- Orthotics (footcare): -60.3% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): -56.3%
- Was -59% for the week ending 4/4/20 vs. same week previous year
- Vegetable party platters: -50% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): -41.5%
- Was -54.1% for the week ending 4/4/20 vs. same week previous year
Department breakdown
- Meat: +45.5% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +58.6%
- Was +37.3% for the week ending 4/4/20 vs. same week previous year
- Frozen: +35.2% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +54%
- Was +33% for the week ending 4/4/20 vs. same week previous year
- Dairy: +33.3% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +38.9%
- Was +26.4% for the week ending 4/4/20 vs. same week previous year
- Grocery: +27.8% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +41.4%
- Was +22% for the week ending 4/4/20 vs. same week previous year
- Household care: +23.3% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +42.3%
- Was +22.5% for the week ending 4/4/20 vs. same week previous year
- Produce: +21.9% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +23.9%
- Was +16% for the week ending 4/4/20 vs. same week previous year
- Seafood: +14.9% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +14.3%
- Was +4.8% for the week ending 4/4/20 vs. same week previous year
- Pet care: -6.4% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +7.9%
- Was -6% for the week ending 4/4/20 vs. same week previous year
- Deli: -6.6% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +3.3%
- Was -6.4% for the week ending 4/4/20 vs. same week previous year
- Bakery: -8.5% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): -3.8%
- Was -13.4% for the week ending 4/4/20 vs. same week previous year
- Health and beauty care: -10.4% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +8%
- Was -6.2% for the week ending 4/4/20 vs. same week previous year
- Baby care: -18.3% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +1.9%
- Was -22.9% for the week ending 4/4/20 vs. same week previous year
Early Load-ups/Basics
- Hand sanitizer: +136.2% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +129.4%
- Was +98.3% dollar growth for the week ending 4/4/20 vs. same week previous year
- Bath tissue (toilet paper): +46.4% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +65.1%
- Was +41.1% for the week ending 4/4/20 vs. same week previous year
- Paper towels: +43.7% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +59.1%
- Was +29.6% for the week ending 4/4/20 vs. same week previous year
- Aerosol disinfectants: +87.1% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +154.5%
- Was +104.2% dollar growth for the week ending 4/4/20 vs. same week previous year
- Multi-purpose cleaners: +55.3% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +93.7%
- Was +54.2% for the week ending 4/4/20 vs. same week previous year
- Total beans: +56.2% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +113.5%
- Was +60% for the week ending 4/4/20 vs. same week previous year
- Chickpeas/garbanzos: +68.9% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +109.3%
- Was +65.6% for the week ending 4/4/20 vs. same week previous year
- Rice: +45.6% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +106.3%
- Was +56.2% for the week ending 4/4/20 vs. same week previous year
- Pasta: +53.5% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +104.3%
- Was +57.6% for the week ending 4/4/20 vs. same week previous year
- Shelf-stable seafood (canned/pouched): +38.1% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +98.4%
- Was +46.8% for the week ending 4/4/20 vs. same week previous year
- Soup: +36.8% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +99.8%
- Was +40.1% for the week ending 4/4/20 vs. same week previous year
- Orange juice: +46.8% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +50.5%
- Was +43.4% for the week ending 4/4/20 vs. same week previous year
- Instant coffee: +32% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +42.5%
- Was +26.9% for the one-week period ending 4/4/20 same week previous year
Meat and alternatives
- Canned meat: +60.2% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +135.1%
- Was +76.6% for the week ending 4/4/20 vs. same week previous year
- Processed meat: +46.5% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +66.6%
- Was +43% for the week ending 4/4/20 vs. same week previous year
- Fresh meat: +41.2% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +57.3%
- Was +36.5% for the week ending 4/4/20 vs. same week previous year
- Fully cooked meat: +2.9% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +25.9%
- Was +7.9% for the week ending 4/4/20 vs. same week previous year
- Fresh chicken wings: +35.9% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +86.9%
- Was +59.1% for the week ending 4/4/20 vs. same week previous year
- Fully cooked chicken wings: -10.7% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +9.3%
- Was -5.1% for the week ending 4/4/20 vs. same week previous year
- Fresh meat alternatives: +188.1% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/1/20): +272.2%
- Was +205.4% for the week ending 4/4/20 vs. same week previous year
- Fully cooked meat alternatives: +42.6% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +66.4%
- Was +44.6% for the week ending 4/4/20 vs. same week previous year
- Chicken eggs: +78.6% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +65.3%
- Was +50.2% for the week ending 4/4/20 vs. same week previous year
- Dairy & alternatives (inclusive of beverages)
- Cow’s milk: +23.8% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +27.9%
- Was +19.2% for the week ending 4/4/20 vs. same week previous year
- Powdered milk products: +66.9% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +155%
- Was +114.8% for the week ending 4/4/20 vs. same week previous year
- Milk/dairy alternatives: +26.3% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +38.8%
- Was +20.8% for the week ending 4/4/20 vs. same week previous year
- Salty snacks: +17.7% for the one-week period ending 4/11/20 vs. same week previous year
- Popcorn: +30.5% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +42.3%
- Was +26.4% for the week ending 4/4/20 vs. same week previous year
- Potato chips: +22.8% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +32.4%
- Was +20.6% for the week ending 4/4/20 vs. same week previous year
- Pretzels: +23.1% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +32.7%
- Was +18.3% for the week ending 4/4/20 vs. same week previous year
- Desserts: +17.2% for the one-week period ending 4/11/20 vs. same week previous year
- Ice cream: +34.3% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +36.4%
- Was +32.8% for the week ending 4/4/20 vs. same week previous year
- Chocolate: +59.6% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +25.8%
- Was +11.3% for the week ending 4/4/20 vs. same week previous year
Others to Watch
- Frozen french fries: +59.4% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +77.9%
- Was +56.3% for the week ending 4/4/20 vs. same week previous year
- Frozen pizza: +51.3% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +84%
- Was +54.4% for the week ending 4/4/20 vs. same week previous year
Long shelf-life fruits and vegetables
- Potatoes: +77.4% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +83.2%
- Was +59.4% for the week ending 4/4/20 vs. same week previous year
- Cabbage: +37.9% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +40.3%
- Was +31.7% for the week ending 4/4/20 vs. same week previous year
- Oranges: +55.6% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +51.8%
- Was +48.1% for the week ending 4/4/20 vs. same week previous year
- Nail polish remover: +92.9% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +80.5%
- Was +96.8% for the week ending 4/4/20 vs. same week previous year
- Facial cleanser: -8.7% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): -4.2%
- Was -10.6% for the week ending 4/4/20 vs. same week previous year
- Hair coloring: +20.2% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +19.7%
- Was +22.8% for the week ending 4/4/20 vs. same week previous year
- Men’s hair clippers: +138.5% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +104.7%
- Was +166.2% for the week ending 4/4/20 vs. same week previous year
- Gum: -34% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): -30.9%
- Was -41.7% for the one-week period ending 4/4/20 vs. same week previous year
- Shelf stable meal kits (prepared foods): +39.2% for the one-week period ending 4/11/20 vs. same week previous year
- Latest 4-weeks (ending 4/11/20): +90.6%
- Was +53.3% for the week ending 4/4/20 vs. same week previous year
