End of April Nielsen numbers show more category spikes

Nielsen has updated sales data through April 25, reporting in-store CPG sales up 20.4%, compared to the same week a year ago, and online CPG sales were up 60.3%. 

Essential categories continue to see triple-digit sales increases for the end of April, just as they were early during the coronavirus pandemic. For example, hand sanitizer saw the biggest differential comparing same-week sales ended April 25, up nearly 421%, and the product is up nearly 230% for the last eight weeks.

Fresh meat alternatives, such bison or plant-based meat alternatives, also saw a huge increase in sales, likely because there are shortages in chicken, beef and pork, with meat plants closing. But that category saw an increase in sales by 224.3%, comparing the same-week sales. Oat milk is another category with huge numbers, seeing a 307.8% increase for the week vs. same week previous year (up 350% comparing the last eight weeks).

Nielsen has also reported that prices have escalated for fresh meat (+8.1%), eggs (+30.9%), cheese (+11.2%) and cow’s milk (+10.3%), as the meat and farming communities continue to struggle during the pandemic.

Breaking out categories by online CPG growth, food saw huge bump for the week (+86.1%), as did household care (+50.9%) and health and beauty care (+49.4%). 

In a recent webinar available to listen here, sponsored by Mold-Rite Plastics, Lori Mills, vice president of retail effectiveness at Nielsen, was featured on the panel and explained some recent numbers they’re seeing during the coronavirus pandemic.