While October saw a surge in demand for comfort items such as soups, chilis, stocks & broths, and instant potatoes, 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.
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General Food
-7.9% store trips vs. 1 year ago
-9.5% dollar spend vs. 1 year ago
-11.0% units moved vs. 1 year ago
+7.7% share of purchases shifted to private label
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Beverage
-8.4% store trips vs. 1 year ago
-9.2% dollar spend vs. 1 year ago
-11.5% units moved vs. 1 year ago
+0.8% share of purchases shifted to private label
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Household Needs
-8.1% store trips vs. 1 year ago
-6.3% dollar spend vs. 1 year ago
-9.5% units moved vs. 1 year ago
+4.1% share of purchases shifted to branded
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Health & Beauty
-14.7% store trips vs. 1 year ago
-12.8% dollar spend vs. 1 year ago
-19.9% units moved vs. 1 year ago
+11.4% share of purchases shifted to private label
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General Merchandise
-18.8% store trips vs. 1 year ago
-23.2% dollar spend vs. 1 year ago
-20.3% units moved vs. 1 year ago
+5.7% share of purchases shifted to private label
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Planning Ahead?
Identify over-indexing categories and track seasonal buying behavior by month with the Category Pacesetters web tool.
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