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: 7/26/23
TRENDS
This series will cover...
ECONOMIC PRESSURE
Ongoing inflationary pressures have driven market share shifts. Walmart and Costco have gained market share across all regions versus our 2022 analysis as budget-focused consumers search for value.
CATEGORY COMPETITION
Drug stores, typically high promoters across all regions, are facing the most competition from grocers in terms of promotional share of voice in the Northeast and West.
CONSUMER SENTIMENT
Roughly 1 in 5 consumers in each region feel their financial situation is worse than last year. Shoppers in the West are least likely to feel worse off (19.5%), while shoppers in the Northeast are most likely (23.7%).
Regional Demographics & Psychographics
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Drug retailers capture the greatest share of FMCG trips in the Northeast. CVS, Walgreens, and Rite Aid capture 6.6% of the Northeastern shopper’s consumables trips.
While at least 1 in 5 consumers across all regions feel their financial situation is worse than last year, nearly 1 in 4 (23.7) 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 5.8% market share for the region— an increase versus the prior period.
Regional Market Share
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Walmart captures its greatest consumables market share in the South, at 24.1% of the Southern shopper’s consumables spend — an increase from the prior time period.
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 16.8% of FMCG promotional voice in the region.
Top Performing Retailers by % of Regional Trips
Top Performing Restaurants by % of Regional Trips
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Convenience stores capture more consumables trips in the Midwest. The top C-stores capture 12% of consumables trips in the region — a 1.2 point increase from the prior period.
Sam’s Club performs the best in the Midwest, capturing 5.5% of Midwestern consumables spend.
Midwestern shoppers are the least likely to rate Private Label quality as excellent — only 18.6% of Midwesterners do.
Consumable Category Index
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Shoppers in the West are most likely to consider their financial situation as better than the prior year. 28.7% feel better off versus 2022.
Starbucks competes most fiercely with McDonald’s in the West, capturing 14.6% of the Western shopper’s restaurant trips — an increase from the prior period.
Costco has overtaken Walmart in the West to capture the highest share of regional shopper FMCG spend. Costco captures 17% of the Western shopper’s FMCG dollars.