NUMERATOR PRICE PULSE

Track the changing prices of everyday goods.

Numerator’s Price Pulse leverages verified purchase data to track observed changes in the prices consumers are paying for everyday goods. Updated weekly, it provides the most timely look at rising prices available in the market, with channel-specific views and added cuts for consumer demographic segments including urbanicity, ethnicity, generation and income level.

Latest Update: 5/23/22

Consumers are paying more for their everyday goods.

Consumers are paying more for grocery, household, and health & beauty items than they were last year. While the rate of inflation for both health & beauty and household products has slowed or declined in recent weeks, grocery prices continue to rise. 

Highlights for the four week period ending May 8:

  • Grocery prices were up 12.0% vs. YA, a rate that has steadily increased from around 7-8% at the turn of the year. 
  • Health & beauty prices were up 9.4% vs. YA. While this is down from inflationary rates seen in late 2021 and early 2022, it is still above rates seen earlier in 2021.
  • Prices for household items were up 14.7% vs. YA, a rate that is up from prior weeks and on-par with what we saw at the turn of the year
     
 

Inflation varies across channels.

While grocery prices have continued to rise across all tracked channels, the rate inflation is most significant online and in the dollar channel. Both channels have significantly pulled away from food, mass and club since the beginning of 2022 and have inflation rates higher than grocery as a whole (online +20.8% & dollar +17.0%, vs. +12.0% for all grocery). The club channel continues to see the lowest levels of grocery inflation overall.

Rising prices are affecting consumers differently.

While all consumer groups have experienced a steady increase in prices over the past 52 weeks, select cohorts have been more heavily impacted, particularly Gen Z, Black and low income shoppers. In recent weeks, many gaps between groups have closed slightly, bringing all consumers closer to the same level of impact.

  • Urbanicity (NEW): Suburban consumers have been most heavily impacted by rising prices since the turn of the year, though the gap has closed in recent weeks, with urban, suburban and rural consumers all experiencing similar rates of inflation throughout the month of April.
  • Generation: Gen Z continues to be the most heavily impacted by price increases, though rates of inflation among this group have slowed in the past few weeks, while other generations continue to rise. 
  • Ethnicity: Overall, Black consumers are facing the highest levels of inflation across all consumer groups, overtaking Asian consumers who were previously the most heavily impacted.
  • Income Level: Low income consumers are consistently experiencing the highest levels of inflation compared to middle or high income consumers, and are the second most-impacted consumer group overall.
     
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Get custom inflation insights.

Do you have the visibility you need to adapt effectively in this inflationary environment? Numerator is here to help you know more about the impact of inflation on your business. How are paid prices changing within your own categories across channels, and how will your shoppers shift their buying behavior in response to rising prices? Reach out to our team today for custom inflation insights for your brand or category.

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