As inflation reaches double-digits, consumers continue to make trade-offs.
- As of mid-May, unit and dollar switching are sticking for food staples, including Canned Fruits and Vegetables and Frozen Sandwiches. Frozen Dinners and Grains, Rice & Pasta dishes also signal potential switching with increased dollar and unit share.
- Household categories that are highly penetrated by private label such as Bath Tissue and Paper Towels are maintaining overall flat levels of dollar share.
- Private label baby care penetration is trending up, with Disposable Diapers outpacing 2021 levels and Wipes tracking back up in the past two months.