Nielsen Examines CPG Dollar Sales Data During Covid-19 Pandemic

Nielsen has released its latest total U.S. weekly dollar sales data, reflecting the one- and eight-week periods ending April 25, compared to those same time periods in 2019.

In-store CPG is broken out by the top five growing categories this week, store department comparisons, early load-ups/basics, meat and dairy and others, as well as some high-level e-commerce data. Also included are some price increase break-outs for meat, eggs, cheese and milk.

Everything below reflects total U.S. in-store measurement, except the total CPG online sales and online department-level break-outs.

Some key takeaways:

• Overall U.S. in-store CPG sales growth has bounced back, at +20.4% for the latest one-week period ending 4/25/20 vs. the same week in 2019.
  • Comparatively, total U.S. online CPG sales growth has stayed about the same at +60.3% for the latest one-week period ending 4/25/20 vs. the same week in 2019.
• Frozen is again the top growing in-store department, followed by meat and dairy, as consumers continue to load up on food staples.
  • Fresh bison at No. 2 growth fresh meat (after fresh plant-based meat alternatives), with consumers looking beyond on chicken, beef and pork…whether by choice or necessity with shortages.
• Hand sanitizer takes the No. 1 in-store week-over-week growth spot (+420%), following its No. 3 position, as people reload on health and safety products. Oat milk (+307.8%) moves from No. 1 to No. 2, and fresh meat alternatives (+224.3%) moves from No. 2 to No. 3 this week.
• Prices have escalated for fresh meat (+8.1%), eggs (+30.9%), cheese (+11.2%) and cow’s milk (+10.3%).
• Online CPG growth was led by food (+86.1%), with a big drop to household care (+50.9%) and health and beauty care (+49.4%).

Online Breakouts

Source: Nielsen e-commerce measurement powered by Rakuten Intelligence, for one-week period ending April 25, 2020, compared to the same time period in 2019.

Total U.S. CPG online sales: +60.3% for the one-week period ending 4/25/20 vs. same week previous year

Online department breakdown

• Food: +86.1% for the one-week period ending 4/25/20 vs. same week previous year
• Household care: +50.9% for the one-week period ending 4/25/20 vs. same week previous year
• Health and beauty care: +49.4% for the one-week period ending 4/25/20 vs. same week previous year
• Pet care: +24.4% for the one-week period ending 4/25/20 vs. same week previous year
• Baby care: +23.2% for the one-week period ending 4/25/20 vs. same week previous year

In-Store Breakouts

Nielsen Total U.S. xAOC, for the one- and eight-week periods ending April 25, 2020 and April 18, 2020, compared to the same time periods in 2019

Total U.S. CPG in-store sales: +20.4% for the one-week period ending 4/25/20 vs. same week previous year

Top 5 growing categories of the week

• Hand sanitizer: +420.9% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +229.2%
  • Was +166.9% dollar growth for the week ending 4/18/20 vs. same week previous year
• Oat milk: +307.8% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +350.1%
  • Was +269% for the week ending 4/18/20 vs. same week previous year
• Fresh meat alternatives: +224.3% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +269.5%
  • Was +200.4% for the week ending 4/18/20 vs. same week previous year
• Baking powder: +169.7% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +132.7%
  • Was +116.4% for the week ending 4/18/20 vs. same week previous year
• Aerosol disinfectants: +157.9% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +245.2%
  • Was +128.3% dollar growth for the week ending 4/18/20 vs. same week previous year

Department breakdown

• Frozen: +46.8% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +42.3%
  • Was +24.2% for the week ending 4/18/20 vs. same week previous year
• Meat: +41% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +43%
  • Was +22.4% for the week ending 4/18/20 vs. same week previous year
• Dairy: +32% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +30.3%
  • Was +15% for the week ending 4/18/20 vs. same week previous year
• Household care: +31.4% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +45.6%
  • Was +19.8% for the week ending 4/18/20 vs. same week previous year
• Seafood: +21.9% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +12.7%
  • Was +7.6% for the week ending 4/18/20 vs. same week previous year
• Produce: +21.8% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +18.7%
  • Was +6.8% for the week ending 4/18/20 vs. same week previous year
• Grocery: +20.7% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +31.2%
  • Was +3.6% for the week ending 4/18/20 vs. same week previous year
• Pet care: +3.5% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +8.7%
  • Was -7.1% for the week ending 4/18/20 vs. same week previous year
• Deli: even % for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +3.2%
  • Was -14.7% for the week ending 4/18/20 vs. same week previous year
• Health and beauty care: -0.4% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +11.2%
  • Was -11.3% for the week ending 4/18/20 vs. same week previous year
• Baby care: -11.1% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +7.5%
  • Was -17.5% for the week ending 4/18/20 vs. same week previous year
• Bakery: -15.4% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): -5%
  • Was -18.9% for the week ending 4/18/20 vs. same week previous year

Early Load-ups/Basics

• Bath tissue (toilet paper): +40% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +78%
  • Was +44.2% for the week ending 4/18/20 vs. same week previous year
• Paper towels: +47.7% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +64.7%
  • Was +36% for the week ending 4/18/20 vs. same week previous year
• Multi-purpose cleaners: +74.8% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +115.6%
  • Was +59.4% for the week ending 4/18/20 vs. same week previous year
• Total beans: +54.8% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +80.8%
  • Was +39.7% for the week ending 4/18/20 vs. same week previous year
• Dried beans: +67.4% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +148.9%
  • Was +78.9% for the one-week period ending 4/18/20 vs. same week previous year
• Chickpeas/garbanzos: +71.3% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +96.1%
  • Was +54.5% for the week ending 4/18/20 vs. same week previous year
• Pasta: +52% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +81.1%
  • Was +26.6% for the week ending 4/18/20 vs. same week previous year
• Rice: +45.3% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +90.8%
  • Was +28.8% for the week ending 4/18/20 vs. same week previous year
• Shelf-stable (canned, pouched) tuna: +38.2% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +78.8%
  • Was +20.6% for the one-week period ending 4/18/20 vs. same week previous year
• Orange juice: +44.6% for the one-week period ending 4/28/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +33.5%
  • Was +28.9% for the week ending 4/18/20 vs. same week previous year
• Salty snacks: +24.7% for the one-week period ending 4/25/20 vs. same week previous year (was +7.9% for the one-week period ending 4/18/20)
  • Popcorn: +40.4% for the one-week period ending 4/25/20 vs. same week previous year
    • Latest 8-weeks (ending 4/25/20): +35.8%
    • Was +20.2% for the week ending 4/18/20 vs. same week previous year
  • Pretzels: +33.2% for the one-week period ending 4/25/20 vs. same week previous year
    • Latest 8-weeks (ending 4/25/20): +29.9%
    • Was +9.8% for the week ending 4/18/20 vs. same week previous year
  • Ice cream: +42.5% for the one-week period ending 4/25/20 vs. same week previous year
    • Latest 8-weeks (ending 4/25/20): +29.5%
    • Was +20.7% for the week ending 4/18/20 vs. same week previous year

Meat, Dairy and Alternatives

• Fresh meat: +49.3% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +38.8%
  • Was +30.2% for the week ending 4/18/20 vs. same week previous year
  • AVERAGE UNIT PRICE: +8.1% for the one-week period ending 4/25/20 vs. same week previous year
• Fresh beef: +53.2% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +47.1%
  • Was +33% for the one-week period ending 4/18/20 same week previous year
• Fresh chicken: +43.7% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +39.8%
  • Was +27.2% for the one-week period ending 4/18/20 same week previous year
• Fresh pork: +60.6% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +44.1%
  • Was +37.8% for the one-week period ending 4/18/20 same week previous year
• Fresh bison: +71.5% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +46.3%
  • Was +36.2% for the week ending 4/18/20 vs. same week previous year
• Fresh meat alternatives: +224.3% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +269.5%
  • Was +200.4% for the week ending 4/18/20 vs. same week previous year
• Fully cooked meat: +15.9% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +19.1%
  • Was +0.2% for the week ending 4/18/20 vs. same week previous year
• Fully cooked meat alternatives: +55.1% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +57.8%
  • Was +39.4% for the week ending 4/18/20 vs. same week previous year
• Processed meat: +48.9% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +43.9%
  • Was +28.2% for the week ending 4/18/20 vs. same week previous year
  • AVERAGE UNIT PRICE: +12.2% for the one-week period ending 4/25/20 vs. same week previous year
• Bacon: +57.6% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +48%
  • Was +31.9% for the week ending 4/18/20 vs. same week previous year
• Dinner sausage: +46.9% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +52.5%
  • Was +28.9% for the week ending 4/18/20 vs. same week previous year
• Breakfast sausage: +51.6% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +46.3%
  • Was +25.8% for the week ending 4/18/20 vs. same week previous year
• Canned meat: +64% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +109.9%
  • Was +42% for the week ending 4/18/20 vs. same week previous year
• Chicken eggs: +49.7% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +47.9%
  • Was +35.5% for the week ending 4/18/20 vs. same week previous year
  • AVERAGE UNIT PRICE: +30.9% for the one-week period ending 4/25/20 vs. same week previous year
• Cow’s milk: +21.6% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +22.6%
  • Was +12.2% for the week ending 4/18/20 vs. same week previous year
  • AVERAGE UNIT PRICE: +10.3% for the one-week period ending 4/25/20 vs. same week previous year
• Milk/dairy alternatives: +33.8% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +32.1%
  • Was +20.3% for the week ending 4/18/20 vs. same week previous year
• Cheese: +39.9% for the one-week period ending 4/25/20 vs. same week previous year
  • Latest 8-weeks (ending 4/25/20): +37.8%
  • Was +18.8% for the week ending 4/18/20 vs. same week previous year
  • AVERAGE UNIT PRICE: +11.2% for the one-week period ending 4/25/20 vs. same week previous year

Others to Watch

• Pizza products
  • Pizza crusts: +97.5% for the one-week period ending 4/25/20 vs. same week previous year
    • Latest 8-weeks (ending 4/25/20): +66.4%
    • Was +66.4% for the week ending 4/18/20 vs. same week previous year
  • Pizza sauce: +105.8% for the one-week period ending 4/25/20 vs. same week previous year
    • Latest 8-weeks (ending 4/25/20): +82.1%
    • Was +70.8% for the week ending 4/18/20 vs. same week previous year
  • Frozen pizza: +57.1% for the one-week period ending 4/25/20 vs. same week previous year
    • Latest 8-weeks (ending 4/25/20): +63.2%
    • Was +43.3% for the week ending 4/18/20 vs. same week previous year
  • Baking products/supplies
    • Parchment paper: +131% for the one-week period ending 4/25/20 vs. same week previous year
      • Latest 8-weeks (ending 4/25/20): +75.4%
      • Was +73.3% for the week ending 4/18/20 vs. same week previous year
    • Baking yeast: +73.3% for the one-week period ending 4/25/20 vs. same week previous year
      • Latest 8-weeks (ending 4/25/20): +242.7%
      • Was +62.1% for the week ending 4/18/20 vs. same week previous year
    • Flour: +101.4% for the one-week period ending 4/25/20 vs. same week previous year
      • Latest 8-weeks (ending 4/25/20): +115.8%
      • Was +66.9% for the week ending 4/18/20 vs. same week previous year
    • Bread mix: +115.4% for the one-week period ending 4/25/20 vs. same week previous year
      • Latest 8-weeks (ending 4/25/20): +100.8%
      • Was +68.5% for the week ending 4/18/20 vs. same week previous year
    • Breakfast cereal: +34.5% for the one-week period ending 4/25/20 vs. same week previous year
      • Latest 8-weeks (ending 4/25/20): +33.6%
      • Was +13.2% for the week ending 4/18/20 vs. same week previous year
    • Frozen french fries: +79.3% for the one-week period ending 4/25/20 vs. same week previous year
      • Latest 8-weeks (ending 4/25/20): +62.7%
      • Was +48.8% for the week ending 4/18/20 vs. same week previous year
    • Fruits and vegetables
      • Oranges: +63.3% for the one-week period ending 4/25/20 vs. same week previous year
        • Latest 8-weeks (ending 4/25/20): +44.5%
        • Was +51.5% for the week ending 4/18/20 vs. same week previous year
      • Potatoes: +34.2% for the one-week period ending 4/25/20 vs. same week previous year
        • Latest 8-weeks (ending 4/25/20): +53.4%
        • Was +21.3% for the week ending 4/18/20 vs. same week previous year
      • Cabbage: +36.7% for the one-week period ending 4/25/20 vs. same week previous year
        • Latest 8-weeks (ending 4/25/20): +23.7%
        • Was +21% for the week ending 4/18/20 vs. same week previous year
      • Bananas: +17.4% for the one-week period ending 4/25/20 vs. same week previous year
        • Latest 8-weeks (ending 4/25/20): +14%
        • Was +10.8% for the week ending 4/18/20 vs. same week previous year
      • Lemons: +38.4% for the one-week period ending 4/25/20 vs. same week previous year
        • Latest 8-weeks (ending 4/25/20): +32.4%
        • Was +22% for the week ending 4/18/20 vs. same week previous year
      • Limes: +31.5% for the one-week period ending 4/25/20 vs. same week previous year
        • Latest 8-weeks (ending 4/25/20): +25.5%
        • Was +17.3% for the week ending 4/18/20 vs. same week previous year
      • Shelf stable meal kits (prepared foods): +58.6% for the one-week period ending 4/25/20 vs. same week previous year
        • Latest 8-weeks (ending 4/25/20): +72.8%
        • Was +37.9% for the week ending 4/18/20 vs. same week previous year
      • Tonic water: +68.7% for the one-week period ending 4/25/20 vs. same week previous year
        • Latest 8-weeks (ending 4/25/20): +68.4%
        • Was +81% for the one-week period ending 4/18/20 vs. same week previous year
      • Nail polish remover: +64.9% for the one-week period ending 4/25/20 vs. same week previous year
        • Latest 8-weeks (ending 4/25/20): +60.5%
        • Was +66.5% for the week ending 4/18/20 vs. same week previous year
      • Hair coloring: +50.7% for the one-week period ending 4/25/20 vs. same week previous year
        • Latest 8-weeks (ending 4/25/20): +21.2%
        • Was +37.1% for the week ending 4/18/20 vs. same week previous year
      • Vitamins: +35.6% for the one-week period ending 4/25/20 vs. same week previous year
        • Latest 8-weeks (ending 4/25/20): +52.7%
        • Was +22.9% for the week ending 4/18/20 vs. same week previous year

 More details at Nielsen.com microsite: “How Americans Are Shopping During COVID-19”