Nielsen's new May data shows store brand sales up 25%

Nielsen’s latest numbers in May show private label sales up 25% for the 12 weeks ended May 23, and branded consumer goods up 22.5%, versus the same period a year ago. For the week ended May 23, private label sales are up 13%, branded at 14.1%.

Early in the month, both branded and private brand sales were nearing 20% increases for the week ended May 9, so sales slightly tapered toward the end of the month, but both are still generating impressive gains.

Hand sanitizer, oat milk and fresh meat alternatives are still generating eye-popping gains year-over-year. Hand sanitizer was up 691.5% for the week ended May 23 and 394% for the 12 weeks. Oat milk was up 318% for the 12 weeks. and fresh meat alternatives was up 247.9% for the 12 weeks.

As meat like chicken and beef was tougher to get, the seafood department stood out in Nielsen’s latest report, nearly doubling the year-over-year growth of any other in-store department.

Also, the latest Nielsen release shows that in-store prices of goods are still high, comparing year-over-year, with total CPG (including private label) up 5.8% for the week. Total in-store food and beverage prices  were up 17.1%.

As for a category that didn’t do well, particularly factoring in Memorial Day preparation and with less people going outside: the sunscreen category was down 34% for the week ended May 23 and down nearly 40% for the 12 weeks.