VACCINATED SHOPPER SCORE

Know More About
Who's Winning With
Vaccinated Shoppers

The Numerator Vaccinated Shopper Score identifies the brands, retailers, and restaurants that most successfully engage shoppers who are vaccinated against COVID-19. The study leverages verified shopping behavior of 50k+ vaccinated consumers who have voluntarily shared their current vaccination status, and helps brands, retailers and restaurants better understand their shoppers. 

Explore the highlights below and download the full report for an expanded list of top brands, retailers and restaurants for vaccinated shoppers.

Vaccinated Shopper Score Methodology:

Who is included?

50k+ vaccinated shoppers were identified via a survey fielded to the entire Numerator OmniPanel between 5/1/21 and 5/31/21, and their behaviors are compared against the entire Numerator OmniPanel of over 100k shoppers.

How is it calculated?

The Vaccinated Shopper Score is calculated by dividing the percentage of a brand, retailer, or restaurant’s shoppers that identify as vaccinated by the overall percentage of US shoppers that identify as vaccinated, shown as an index.

What does it mean?

An index of 110 means this brand, retailer, or restaurant’s shoppers are 10% more likely to be vaccinated than the average shopper.

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Download the Full Vaccinated Shopper Score Report

Know the most about who's winning with vaccinated shoppers by downloading the full report. The expanded list of brands, retailers, and restaurants covered in the report include:

  • Top 25 National and Private Label Grocery Brands
  • Top 15 National and Private label Health & Beauty Brands
  • Top 15 FMD Retailers, Gas & Convenience Stores, and Restaurants

Key Findings

National Brands: Health-oriented grocery brands, from Beyond Meat to Dave’s Killer Bread, see high household penetration among vaccinated shoppers. Premium grocery brands, including Bob’s Red Mill and Stonefire Authentic Flatbreads, also resonate, as do skincare brands, from Neutrogena to Olay.

Private Label Brands: Private label brands owned by retailers with high Vaccinated Shopper Scores are more likely to resonate with vaccinated shoppers. Trader Joe’s and Whole Foods have a stronghold on this market, with many of their store brands making the list. 

Retailers (excluding Gas & Convenience): Retailers with a strong presence on the East Coast, where a higher percent of the total population is vaccinated, tend to have higher Vaccinated Shopper Scores. Specialty retailers that appeal to niche groups, including H Mart (Asian Americans) and Trader Joe’s (Health-conscious shoppers) are also more likely to resonate with vaccinated shoppers. 

Gas & Convenience Retailers: Similarly to FMD, Gas & Convenience stores with strong presence on the East Coast tend to have higher Vaccinated Shopper Scores. Convenience retailers within airports such as Paradies Airport Shops and Hudson Group over-index with vaccinated shoppers, suggesting these individuals are more likely to have passed through & shopped in airports in the past six months.

Fast Food Restaurants: Fast Casual restaurants are more likely to have high Vaccinated Shopper Scores than national fast food chains, given fast food chains’ wider customer base and greater distribution in rural areas that tend to have lower vaccination numbers.

National Brands

  • Health-oriented grocery brands, from Skinny Pop to Dave’s Killer Bread, see high household penetration among vaccinated shoppers. Vaccinated shoppers are also more likely to prefer healthy alternatives to traditional categories, including Beyond Meat and I Can’t Believe It’s Not Butter.
  • Premium grocery brands, including Bob’s Red Mill and Stonefire Authentic Flatbreads, also resonate with vaccinated shoppers.
  • Within Health & Beauty, multiple skincare brands — Neutrogena, Olay, and Cerave — are more likely to engage vaccinated shoppers.
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Private Label Brands

  • Private label brands owned by retailers with high Vaccinated Shopper Scores are more likely to resonate with vaccinated shoppers. 
  • Trader Joe’s private label brands Charles Shaw and Trader Ming’s hold the top two spots for Grocery private label brands over-indexing with vaccinated shoppers. Whole Foods and Wegmans also have multiple store brands within the Top 10 list.
  • Drug retailers CVS and RiteAid make up a third of the Top 15 private label Health & Beauty brands for vaccinated shoppers
  • Amazon brands Solimo and Basic Care both land in the Top 10 list for Health & Beauty private labels.
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Retailers & Restaurants

  • Retailers and Restaurants with a strong presence on the East Coast— where a higher percent of the total population is vaccinated— tend to have higher Vaccinated Shopper Scores. Wegmans, Lidl, Giant Eagle and Royal Farms all fall into this grouping.
  • Specialty retailers that appeal to specific groups, including H Mart (Asian Americans) and the Fresh Market and Trader Joe’s (Health-conscious shoppers) are also more likely to resonate with vaccinated shoppers. 
  • Fast Casual restaurants like Boston Market, Noodles & Company, and Panera are more likely to have high Vaccinated Shopper Scores than national fast food chains.
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