Category Deepdive: November 2023

While November saw a surge in demand for traditional holiday season items such as pie filling, flours & meals, baking mixes, and hot cocoa, store trips and sales volume across key categories continues to be down YoY.

Ibotta is a leading data source for both incentivized and organic purchases from in-store and online sales across all major US retail channels. Ibotta's first-party SKU-level data provides insights into shopper behavior across 4B purchases annually.

Explore the aggregate YoY category trends below and drill down into your sub-category by getting in touch with an Ibotta rep today.

	General Food -3.0% store trips vs. 1 year ago -5.9% dollar spend vs. 1 year ago -8.1% units moved vs. 1 year ago +5.0% share of purchases shifted to private label
	Beverage -4.0% store trips vs. 1 year ago -2.9% dollar spend vs. 1 year ago -7.7% units moved vs. 1 year ago +1.1% share of purchases shifted to branded
	Household Needs -1.0% store trips vs. 1 year ago +4.7% dollar spend vs. 1 year ago - 1.7% units moved vs. 1 year ago +5.5% share of purchases shifted to branded
	Health & Beauty -3.9% store trips vs. 1 year ago -0.7% dollar spend vs. 1 year ago -9.0% units moved vs. 1 year ago +14.0% share of purchases shifted to private label
	General Merchandise -8.9% store trips vs. 1 year ago -14.0% dollar spend vs. 1 year ago -13.1% units moved vs. 1 year ago +13.4% share of purchases shifted to branded