Numerator has released new data looking at retailer CPG share across the U.S. The Regional Retail Dashboard explores omnichannel purchase and promotional trends across the four US census regions (Northeast, Midwest, South, and West).
Here are some learns from the update:
- Across the U.S., the top five retailers for CPG spending are Walmart (21.2%), Costco (7.8%), Kroger (6.9%), Amazon (5.3%), and Albertsons (4.3%)
- Walmart is the most popular retailer in three of the four regions; however, it falls to Costco (16.4% vs. 15.5% of CPG spending) in the West
- For the entire U.S., 56% of CPG spend goes to food and mass retailers
- In the Western U.S., 19% of CPG spend goes to the Club channel
- Southerners over-index at dollar stores (Index 132 vs. Total U.S.)
- Consumers in the Northwest spend 7% of their dollars at liquor stores
- Regional grocers showcase distinct behaviors across regions–Publix is the #2 retailer in the South (Index 243), and Ahold Delhaize is the #2 retailer in the Northeast
- Walgreens is the top promoter of CPG products nationally, accounting for 16.4% of promotional voice. CVS comes in second in all regions except the West, where Kroger takes the second spot
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