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.
