Nielsen Data Reveals Fresh Produce Sales Gains

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New data from Nielsen shows how COVID-19 has impacted food and beverages categories. Noteworthy: While shelf-stable products and meat continue to perform well, consumers have increasingly been reaching for fresh produce. The overall poduce deptartment is up +26.4% for the week ending 3/28/20; and up +20.9% for the four-week period ending 3/28/20. And that is after being up +40.3% for week ending 3/21/20.

Nielsen noted that overall CPG sales were +21.5% for the week ending 3/28/20, vs. the same week in 2019. For the week ending 3/21/20 vs. the same week in 2019, overall CPG sales were +67.9%.

A closer look:

Produce:

  • The category overall has been trending up, as people choose healthy options that support wellbeing. Potatoes topped the category for growth, at +77.7% for the one-week period ending 3/28/20 vs. same week previous year; and +110.8% for the latest 4-week period. Next is Garlic, up +69.3% for the 1-week period. Carrots (+26.8%) and asparagus (+2.1%) were also on the list of top gainers.

  • For fruit, oranges (+41.6%), avocado (+22.8%), and bananas (+11.7%) , and apples (+6.2%) saw the most growth.

Meat and meat alternatives:

  • Fresh meat alternatives didn’t top the list, but did show major growth–+255.3% for the one-week period ending 3/28/20 vs. same week previous year; +298.2% for the latest 4-week period, while fully cooked meat alternatives were up +50.2% for the one-week period.

Dairy & alternatives (inclusive of beverages):

  • Oat milk was up +317% for the one-week period ending 3/28/20 vs. same week previous year; and +413.2% for the latest 4-week period.

Beverages:

  • Vitamin C-rich orange juice topped the list, up +39.4% for the one-week period ending 3/28/20 vs. same week previous year; and +38.3% for the latest 4-week period.

Dried/shelf-stable/packaged/other staples:

  • Baking yeast was up +456.7% for the one-week period ending 3/28/20 vs. same week previous year; and +335.5% for the latest 4-week period.

Indulgent snacks:

  • Ice cream (+29.8%), popcorn (+29.4%), and potato chips (+23%) rounded out the top three gainers.
Related: COVID-19 Drives Consumers to Online Shopping, Delivery
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