Numerator Promotions Index to Monitor COVID-19 Impact

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

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

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

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

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

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

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.

Read the Blog >>

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