Wegmans, Trader Joe's, Whole Foods private brands perform well with vaccinated shoppers
Retailers have new insight into what private brands shoppers vaccinated against COVID-19 are buying thanks to a new study. Numerator, a data and tech market research company, has published a Vaccinated Shopper Score report to identify and rank brands and retailers by percentage of vaccinated shoppers.
“Brands now have the opportunity to connect consumer buying behavior to much more detailed, individual information — in this case vaccination status,” said Eric Belcher, CEO of Numerator. “230,000 of the consumers in our panel have already shared their vaccination status with us in addition to their purchasing data, demographics and psychographics. This gives brands a more complete understanding of how their specific consumers are relating to the Delta variant and to design marketing and advertising that better resonates with them.”
Some key findings from the survey related to demographics and psychographics include East Coast consumers being 13% more likely to be vaccinated than the average consumer, high-income households being more likely to be vaccinated, and consumers who say they live “very active” lifestyles having the highest vaccination score.
For private label grocery brands, Trader Joe’s led with three brands in the top 10, followed by Whole Foods and Wegman’s with two each in the top 10. The top five includes Charles Shaw/Trader Joe’s (128 Vaccinated Shopper Score), Trader Ming’s/Trader Joe’s (124), Food You Feel Good About/Wegmans (123), Whole Foods Market (122), and Hannaford (120). Retailers with higher Vaccinated Shopper Scores tended to have more private label brands in the Top 10, like Trader Joe’s, Wegmans, Whole Foods, etc. Noticeable exceptions are private label brands from Safeway, Hannaford, and ShopRite, where the retailer itself did not make the top 10 list.
In the health and beauty realm, skin care name brands like CeraVe, Neutrogena, and Olay were most likely to be purchased by vaccinated shoppers. However, Amazon private label brands claim two of the top 10 slots — Basic Care with a score of 114 and Solimo with 112. Two CVS private label lines, CVS Health and CVS Pharmacy, also cracked the top 10.
The full report can be read here.