The Most Detailed Insights on Consumer Demand, Period

Household Penetration Acceleration Score

COVID-19 and the economic fallout has dramatically shifted consumer behavior. Marketers need to go beyond topline sales and understand the underlying changes in consumer behavior (household penetration, buy rate, spend per trip and trips per household) to project future sales and plan for the future.

In the Numerator Household Penetration Acceleration Score, we decompose sales for sixteen center-store food and non-food categories to help brands understand how demand is building for a brand or category over time. Numerator is uniquely able to look across consumer buying behavior to provide omnichannel insights, and harder to track, non-traditional channels like ecommerce. The Numerator view seamlessly integrates data for each panelist across channels and includes all brick & mortar and online.


Approximate # of Weeks Penetration Build is Ahead in COVID Period


Canned Soups brought buyers into the category earlier due to COVID; penetration level is ~12 weeks ahead of a typical year

% hh penetration

Directly apply findings from the HH % Acceleration Score to your brand or category today

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