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Catalina’s data also shows a 40% drop in alcoholic beverage sales during the dry month of January.

PETERSBURG, FL, 29. January. 2021 – While the COVID-19 pandemic continues to affect shopping behavior across the country, consumers still see the start of the new year as an opportunity to commit to a new set of weight loss and health resolutions, albeit not with the same level of commitment as in 2020, according to market research firm Catalina, which compared retail sales in dollars for the first three weeks of 2021 to sales in the last half of December 2020 and in the same period a year ago.

In the first three weeks of January 2021, sales of alcoholic beverages in U.S. grocery and drug stores declined 40% compared to the last two weeks of December 2020. While this likely underscores the continued popularity of dry January, in which one-third of American adults now pledge to abstain from beer, wine, and cocktails for an entire month, alcoholic beverage sales fell 46% in the first three weeks of January 2020, demonstrating how COVID-19 continues to influence purchasing behaviors and decisions.

Including the categories with the highest sales growth, likely due to New Year’s resolutions to lose weight and/or the desire to stay healthy during the VIDOC pandemic 19 :

CATEGORY Change in sales for the 3 weeks ending 1/23/21 compared to the same period last year.

The last two weeks of December 2020

Change in sales for 3 weeks ending 1/23/20 compared to 1/23/20.

The last two weeks in December 2019.

Rice/corn cakes +66% +74%
Nutritional favours / Snack bars +62% +76%
Consumption of frozen food/food +58% +76%
Baby food bars +57% +73%
Bars for adults +38% +46%
Appetite suppressant +36% +34%

In the first three weeks of 2021, sales of petroleum products and omegas increased 25% (vs. +26% in 2020), sales of adult beverages increased 26% (vs. +31% in 2020) and sales of multivitamins increased 20% (vs. +26% in 2020).

Although the dry month of January resulted in a 40% drop in total alcoholic beverage sales from the 23rd quarter, the company’s sales fell by more than half. In January 2021, some categories suffered more from the decline than others. It should be noted that the decline in January 2021 is not as pronounced as in January 2020 :

CATEGORY Change in sales for the 3 weeks ending 1/23/21 compared to the same period last year.

The last two weeks of December 2020

Change in sales for 3 weeks ending 1/23/20 compared to 1/23/20.

The last two weeks in December 2019.

Perfume -47% -53%
Cocktails/Mixed refrigerators -45% -57%
Imported beer/age -37% -46%
Alcoholic ciders -36% -45%
Imported tables/non-imported wines -34% -39%
Table wine / change of house wine -32% -38%
Eigenbau/Ale -29% -35%

The unprecedented data warehouse of our Buyer Intelligence Database, which captures up to three years of purchase history and over two billion universal product codes scanned daily in the US, is like candy for our scientists and advanced analysts. This enables them to segment the right customers and identify their rapidly changing behavior, so our retail and brand customers can focus on them and provide them with the most relevant information when they are looking for it – in real time, said Marta Cyhan, Director of Sales Management at Catalina.

About Catalina

Catalina is a leader in purchase intelligence and highly targeted digital media in-store and on TV that personalizes the customer journey. Catalina leverages the world’s most comprehensive real-time buyer database to help brands, retailers and GIC agencies optimize every stage of media planning, execution and measurement to generate $6.1 billion in customer value annually. For Catalina, there is no higher priority than ensuring the confidentiality and security of the data entrusted to the company and maintaining consumer confidence. Catalina has offices in the United States, Costa Rica, Europe and Japan. For more information, visit www.catalina.com or follow us on Twitter @Catalina.

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