COVID-19 IMPACT

The Fastest, Most Complete View Into Promotional Shifts, Period

The Numerator Promotions Index

Numerator is now publishing a weekly Promotions Index to provide needed visibility to shifts that are occurring in grocery, general merchandise, and health & personal care stores' promotional tactics driven by Coronavirus. 

The Numerator Promotions Index leverages Numerator Promotions Intel’s comprehensive breadth of coverage and granular detail to track total promoted products versus a year ago across media types, categories, and offer types. This provides visibility into how promotions are shifting in reaction to the spread of Coronavirus, and which categories are rising or falling during this time. This report will be available during the duration of the outbreak only.

Bonus Pages continue to promote more products than this time last year, and circulars have matched their promotions from last year

  • Circular promotions over-indexed in week-ending Sept. 5 for only the second time since mid-March
  • Email promotions over-indexed for two weeks in a row
coronavirus promotions impact

The Beverage category over-indexes for two weeks in a row

  • The Beverage category group is led in promotions by Coca Cola, Pepsi, 7 Up, and Dr. Pepper
  • The Condiments and Dressings category was led in promotions by Heinz, Clover Valley, Hellmann’s and Kraft
coronavirus promotions impact

Writing Instruments, Dogs, and Office Supplies jockey position in the top three over the last two weeks

  • The Electrical category group enters the top-10 for the first time in three weeks and was led in promotions by Energizer Max, Duracell, and Duracell Coppertop
  • The Writing Instruments category group was led in promotions by Sharpie, Bic, Crayola, and TUL
coronavirus promotions impact

This is the eighteenth week in a row the Hair Care category group led the health & personal care and Non-Food Grocery departments

  • The top three retailers running promotions in the Baby category were CVS, Walgreens, and Sam’s Club
  • Only 3% of promotions in the Hair Care category group were private label
coronavirus promotions impact

Sales Price, X/For, and BOGO offer types over-index in week 36

  • BOGO offer types were led in promotions by Crayola, Bic, Sharpie, and Zarbee’s Natural
  • X/For offer types were led in promotions by Fresh Grocery, Coca Cola, Pepsi, and Pantene
coronavirus promotions impact

Walgreens leads all retailers in number of Private Label promotions

  • While Walgreens leads all retailers in total number of private-label promotions, H.E.B. Plus!, Aldi, and Save-A-Lot have the highest percentage of private label promotions
coronavirus promotions impact
coronavirus impact on consumer behavior

Update: The Impact of COVID-19 on Consumer Behavior

We’re analyzing Numerator Insights data and surveying verified shoppers to understand how COVID-19 (Coronavirus) is impacting consumer behavior.

Get weekly updates on how consumers are shifting their buying behavior in response to the Coronavirus

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NUM-WR-2020 Coronavirus Updates