Spring is in the air, and it seems to have driven at least some consumer behavior in March as shoppers prepared to do their annual spring cleaning. Household needs — which include items like cleaning sprays, paper towels, and air fresheners — saw a 1.5% increase in store trips and a 4.5% increase in dollars spent compared to the same month in 2023. This is a promising increase from the month of February, when both trips and dollars spent were down more than 3% year over year.
Across other key grocery categories, store trips, dollars spent, and units moved all remained down — though they recovered a bit from February. And while private labels continued to gain market share in the food, health & beauty, and general merchandise categories, both household needs and beverages shifted further toward branded products — by 10% and 5.4% YoY, respectively.
Ibotta is a leading data source for both incentivized and organic purchases from in-store and online sales across all major U.S. retail channels. Ibotta’s first-party SKU-level data provides insights into shopper behavior across over 3 billion lines of purchase data annually.
Explore the March YoY trends below and drill down into your sub-category by getting in touch with an Ibotta rep today.
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