Since mid-March, CPGs and their measurement partners have reported various disruptions to year-over-year consumption by grocery shoppers. While some products have seen drops in popularity, others have seen significant booms as consumers adjust to a home-centered lifestyle.
Grocery list data offers the opportunity to confirm whether the shopping habits of mobile app users reflect sales data and answer questions about what’s happening in categories as a whole.
Unilever recently announced that demand for personal care items had dropped, but that the decrease had been offset by ice cream and prepared food consumption.
Within AdAdapted’s network of grocery list apps, shoppers add-to-list behavior reflects the observed sales data announced by Unilever. Deodorant consumption remains below 2019 levels, while ice cream is still enjoying a significant boost.
Following the July 4 holiday week, Nielsen announced that the hard seltzer category had its strongest sales week ever. Off-premise dollar sales were reported to be up 134%, with White Claw and Truly making up 70% of the category growth.
These leading brands experienced visible growth over the holiday in AdAdapted’s grocery list app network; both White Claw and Truly saw a holiday spike and increased Add-to-List activity over 2019 levels.
In April, Mondelez revealed that shoppers were buying more chips, popcorn, cheese, and bakery products, and that consumers had been indulging in both chocolate and soda at heightened rates.
Not only does grocery list data confirm the April trends observed by Mondelez, but it also indicates that shoppers have continued to add these items to their lists in lieu of out-of-home consumption at work or restaurants.
Considering that the add-to-list habits of grocery list app users closely reflect purchase data, advertisers can consider using insights like these in the following ways.
AdAdapted’s real-time trends can help you develop your brand strategy to be as flexible as is needed to meet the demands of our ever-changing 2020 outlook.
For more information on how to use list behavior to evaluate current trends and predict future category performance visit https://www.adadapted.com and request a demo.