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.