REGIONAL RETAIL DASHBOARD

Get the most complete view into regional shopper trends.

The Numerator Regional Retail Insights dashboard explores omnichannel purchase and promotional trends across the four US census regions. Leverage modern shopper insights to make smart marketing and merchandising decisions and drive growth.

Last Updated: 11/30/23

TRENDS

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TRENDS
MARKET SHARE SHIFTS
Ongoing inflationary pressures have driven market share shifts. Major retailers like Walmart and Costco have lost share across all census regions as consumers prioritize affordability and shift across retailers and channels.
RETAILER
PROMOTIONAL TRENDS
In the wake of major shakeups in the Drug space, Walgreens has increased its promotional share of voice across all census regions.
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CONSUMER SENTIMENT
Shoppers in the West are least likely to feel their financial situation is worse than the prior year (19.7%)— although the percentage has increased since July 2023— while shoppers in the Northeast are most likely (23.7%).

Regional Demographics & Psychographics

HOW TO READ
Shoppers in this region are more likely to align to certain demographic and psychographic attributes.
 
INSIGHTS TO ACTION
Ensure that you are targeting these demographics with advertising that resonates. 
Create detailed shopper segments and develop differentiated merchandising and marketing strategies.
Regional Retail Northeast

Did you know?

Dunkin’ Donuts has once again surged past McDonald’s to capture the highest percentage of Northeast LSR trips, at 26.7%.

While at least 1 in 5 consumers across all regions feel their financial situation is worse than last year, nearly 1 in 4 (23.6%) consumers in the Northeast feel worse off financially this year versus the last.

Amazon captures its greatest share of consumables spend in the Northeast, with 5.7% market share for the region— which has remained steady vs. the prior period.

Regional Market Share

HOW TO READ
Consumables* Omnichannel Market Share by Region
 
INSIGHTS TO ACTION
Understand which shopper groups, sectors, and categories are driving share changes. Dive deeper into the data to grow your omnichannel market share.
Regional Retail Southwest

Did you know?

Walmart captures its greatest consumables market share in the South, at 26.3% of the Southern shopper’s consumables spend.

Southern shoppers are most likely to find online shopping very enjoyable— higher than shoppers on the West Coast, who previously rated online shopping most highly.

Walgreens promotes most frequently in the South, generating 17.6% of FMCG promotional voice in the region.

Top Performing Retailers by % of Regional Trips

HOW TO READ
What percentage of consumables trips made by shoppers in this region are captured by retailers.
 
INSIGHTS TO ACTION
Identify which retailers are capturing trips made by your shoppers. Revamp your merchandising strategies to stop leakage.

Top Performing Restaurants by % of Regional Trips

HOW TO READ
What percentage of restaurant trips made by shoppers in this region are captured by restaurants
 
INSIGHTS TO ACTION
Identify which restaurants are capturing trips made by your guests. Determine which products, marketing, and messaging resonate to capture trips and drive check size.
Regional Retail Midwest

Did you know?

Convenience stores capture more consumables trips in the Midwest. The top C-stores capture 11.7% of consumables trips in the region— a minor decrease from the prior period.

Sam’s Club performs the best in the Midwest, capturing 5.1% of Midwestern consumables spend.

Midwestern shoppers are the least likely to rate Private Label quality as excellent— only 18.7% of Midwesterners do.

Consumable Category Index

HOW TO READ
Which categories regional shoppers are more likely to purchase. 
The percentage of regional households buying the category is compared to the percentage of all US shoppers buying the category.
 
INSIGHTS TO ACTION
Determine the brands and categories that capture spend and drive trips.
Regional Retail West

Did you know?

Shoppers in the West are most likely to consider their financial situation as better than the prior year. 28.4% feel better off versus 2022.

Starbucks competes most fiercely with McDonald’s in the West, capturing 15.1% of the Western shopper’s restaurant trips— a continued increase from the prior period.

Costco has overtaken Walmart in the West to capture the highest share of regional shopper FMCG spend. Costco captures 16.3% of the Western shopper’s FMCG dollars.

Retailer Share of Consumable Promotions

HOW TO READ
Which retailers in each region promote the most, looking at share of promotional voice.
 
INSIGHTS TO ACTION
Adjust your promotional strategies to compete effectively in key categories. React quickly to competitive promotional shifts.

Top Promoted Categories, Indexed to National

HOW TO READ
Which FMCG categories are more frequently promoted in each region. 
The count of category promotions for each region is indexed to the national average.
 
INSIGHTS TO ACTION
Meet changing consumer needs in each region.

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