Numerator’s CPG Normalization Index provides omnichannel visibility into consumer behavioral shifts and resets as the pandemic draws on. The tracker leverages monthly surveys of verified buyers to provide insights into how and why behaviors are evolving, particularly as it relates in-home and out-of-home consumption. It also tracks the purchase behavior of COVID Power Buyers— those with elevated at-home spend throughout the pandemic— in five key kitchen categories: Frozen Foods, Meat, Baking & Cooking, Herbs & Spices, and Paper & Plastic, to see how these buyers' behaviors evolve throughout reopening and beyond.
The findings leverage RBC Capital’s Should Packaged Food Valuations be Reassessed report to also provide insights into how Wall Street is thinking about the future of CPG.
The combination of omnichannel purchase data and verified buyer surveys provides unique visibility and a deeper understanding of which pandemic-era buying behaviors have staying power, which are fading, and which are normalizing as some consumers resume pre-COVID behaviors & activities.