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CONSUMER
SPENDING
TRACKER
March 19, 2020
Executive Summary
• As the COVID-19 outbreak accelerates in Europe and the United States, governments, businesses,
and consumers are changing behaviors rapidly – this is reflected in consumer purchases in Italy,
France, U.S., and UK
• Paper Products, Home Care and OTC Healthcare purchases have spiked dramatically across all
markets as have Packaged Food
• Trends from Italy (~3 weeks earlier to COVID-19 crisis than the U.S.) and France (~2 weeks earlier)
suggest continuing heightened consumer demand; although the demand shows signs of stabilizing
• In the United States, we see an inflection point in the week ending 1 March, when significant
stockpiling began
• These trends have most strongly impacted MULO1 retailers, but have also impacted convenience
players in the U.S.
• Certain sub-categories have seen particularly high spikes, particularly in Home Care and OTC
Healthcare
1. MULO includes Grocery, Drug, Mass, Club (excluding Costco), Dollar and DeCA retailers.
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Countries are at Different Points in the Crisis, with Italy About ~3
Weeks Ahead and France About 2 Weeks Ahead of the U.S. and UK
AS OF: 03.17.2020
Cumulative # of Confirmed Cases
U.S. | Mar 16
Many restaurants,
schools, businesses
close in impacted areas
Cases Confirmed Deaths
France | Mar 13
50,000 Ban gatherings of
100+ people Total Past 24 hrs
0
2/1/2020 3/1/2020 3/7/2020 3/16/2020
Non Edible
areas where the outbreak is more OTC Healthcare 100.2% 40.6% 54.7% 24.8%
developed, there are higher increase Personal Care 10.4% 6.7% 20.2% 19.0%
in Fresh Food Pet Food + Care 7.4% 13.4% 10.9% 6.7%
General Merchandise -11.6% NA -7.1% 4.2%
General Merchandise (e.g. cookware,
light bulbs, fertilizers) is not seeing Cosmetics -4.0% -3.9% 3.4% 3.1%
the same impact Beverage 6.2% 6.3% 9.3% 10.3%
Packaged Food 16.3% 17.0% 15.7% 10.0%
Source: IRI POS data Week Ending March 8, 2020 vs year ago Note: Exact product categorization varies slightly by country
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A Few Weeks Further into the Crisis, Italy & France are Still Showing
High Consumer Spending, Though Italy is Beginning to Stabilize Italy France
Italy
0%
France
-5%
-10%
-15%
1/5 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/1 3/8
Packaged Food
20%
Frozen Foods
16%
15%
13% Dairy
10% 10% Fresh Foods
8% Alcohol
5%
6%
Baby Food + Care
0%
Beverage
-5%
-10%
-15%
1/5 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/1 3/8
-10%
-15%
1/5 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/1 3/8
0%
-5%
-10%
-15%
1/5 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/1 3/8
Source: IRI POS data Week Ending March 8, 2020 Note: MULO includes Grocery, Drug, Mass, Club (excluding Costco), Dollar and DeCA retailers.
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Backup
Alcohol (denatured) 246.7% Parapharmacy Accessories 124.7% Household Cleaning 101.3% Hand Sanitizers 454.5%
Hygienic Products/ Wipes 192.7% Bath Soaps 109.0% Personal Wash 100.8% Spray disinfectant 389.6%
Parapharma / First Aid Cleaning Gloves 99.9% Facial Tissues 96.6% Cloth all-purpose cleaner 343.3%
119.6%
Medication
Accessories / Gloves 111.6% Poultry Sausage 92.9% Toilet Tissue 87.6% Disposable gloves 175.5%
Mandarins - Packaged 111.4% Pasta 77.5% Canned Meats 72.5% Liquid hand soap 150.2%
Parapharma / Diagnostic 92.7% Rice 71.2% Vitamins 63.7% Personal thermometers 145.6%
Small Surfaces Detergents 85.5% Dried Vegetables 63.5% Soup 59.7% Powdered milk 127.6%
Personal Hygiene / Soaps 68.3% Flours 61.7% Non-Pharmacy Medicines 59.2% First aid kits 107.3%
Dehydrated Potato Puree 50.7% Specialty Asian Foods First aid ointments/
Dried Legumes 60.5% 52.1%
antiseptics
93.7%
Fermented Milk & Kefir 55.7% Cooked Pasta Dishes 49.6% Canned Beans & Pasta 51.9% Moist towelettes 82.9%
Source: IRI POS data Week Ending March 8, 2020 vs year ago.
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Appendix
U.S. Data
• Represents transaction
POS database (accounts Italy Data
for 80%+ of FMCG sales) • Excludes Open Air Markets
• Data collected in Multi- estimated at 6% of total
Outlet + Convenience FMCG sales
(MULOC) channels:
Grocery, Drug,
Convenience, Mass,
Walmart, Club, Dollar,
and DECA Stores
• Excludes Costco
PAPER PRODUCTS Hygienic Products/ Toilet Paper 17.7% PERSONAL CARE Oral Hygiene / Toothpaste 13.8%
Hygienic Products/ Female
PAPER PRODUCTS Disposable / Kitchen Rolls 23.8% PERSONAL CARE 7.3%
Sanitary Towels External
Hygienic Products/ Napkins & Personal Hygiene / Bath &
PAPER PRODUCTS 28.5% PERSONAL CARE 9.7%
Tissue Shower Gel
Laundry - Washing Machine
HOME CARE 7.4% PET FOOD + CARE Pet Care Cats - Nutrition 8.7%
Detergents 2
HOME CARE Small Surfaces Detergents 85.5% PET FOOD + CARE Pet Care Dog - Nutrition 6.0%
HOME CARE Auto Dishwasher Detergent 19.9% PET FOOD + CARE Pet Care Cats - Litters 14.9%
HOME CARE Laundry Softeners 10.3% GEN MERCH Cell Phones And Accessories -2.6%
HOME CARE Disposable / Table Accessories 3.1% GEN MERCH Gardening -43.4%
Parapharma / First Aid
OTC HEALTHCARE 119.6% GEN MERCH Leisure Products 37.5%
Medication
OTC HEALTHCARE Parapharma / Other 75.3% COSMETICS Hair Shampoo 3.7%
Source: IRI POS data Week Ending March 8, 2020 vs year ago.
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 15
Top Subcategories by Latest Week Sales – Edible Italy
BEVERAGE Coffee Ground 15.4% BABY CARE Baby Care / Diapers 5.1%
PACKAGED FOOD Extra Olive Oil 15.0% FROZEN FOODS Natural Vegs & Fruits 20.8%
ALCOHOL Wine - Italian Doc 11.8% FRESH FOODS Red Meat - Rw 16.1%
ALCOHOL Wine - Italian Igp 4.4% FRESH FOODS Sliced Cold Cuts 9.7%
Source: IRI POS data Week Ending March 8, 2020 vs year ago.
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Top Subcategories by Latest Week Sales – Non Edible France
PAPER PRODUCTS Toilet Paper 20.9% PERSONAL CARE Shower Gels -2.9%
PAPER PRODUCTS All-purpose Paper Towels 23.7% PERSONAL CARE Toothpastes 11.3%
PAPER PRODUCTS Tissues and Paper 42.9% PERSONAL CARE Shampoos 4.0%
HOME CARE Laundry Cleaners Normal -6.0% PET FOOD + CARE Humid Food For Cat 16.1%
Multipurpose Household
HOME CARE 15.8% PET FOOD + CARE Dry Cat Food 15.3%
Cleaners
HOME CARE Garbage Bags 6.6% PET FOOD + CARE Dry Food For Dogs 8.3%
Source: IRI POS data Week Ending March 8, 2020 vs year ago.
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Top Subcategories by Latest Week Sales – Edible France
BEVERAGE Fruit juice 4.9% BABY CARE Milk For Baby 13.1%
PACKAGED FOOD Industrial Viennoiserie 4.9% FROZEN FOODS Frozen meats 18.2%
PACKAGED FOOD Chocolate Confectionery -2.1% FROZEN FOODS Frozen Fish 25.5%
ALCOHOL Specialty Blonde Beers -8.2% FRESH FOODS Fresh desserts 3.0%
ALCOHOL Specialty Beers 2.2% FRESH FOODS Cooked ham and shoulder 8.3%
Source: IRI POS data Week Ending March 8, 2020 vs year ago.
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Top Subcategories by Latest Week Sales – Non Edible United Kingdom
PAPER PRODUCTS Household Paper 78.2% PERSONAL CARE Deos & Personal Wash 73.5%
HOME CARE Cleaning Products 79.2% PET FOOD + CARE Pet food 11.2%
OTC HEALTHCARE Medicines 55.2% PET FOOD + CARE Pet Non Food 8.2%
OTC HEALTHCARE Vms & Nutrition 52.6% GEN MERCH Housewares -1.6%
Source: IRI POS data Week Ending March 8, 2020 vs year ago.
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Top Subcategories by Latest Week Sales – Edible United Kingdom
PACKAGED FOOD Crisps, Snacks & Nuts 5.3% DAIRY Cheese 7.2%
PACKAGED FOOD Biscuits 8.7% DAIRY Butters, Fats & Margarines 7.4%
PACKAGED FOOD Cooking Products 20.5% DAIRY Milk, Topping & Whiteners 36.0%
ALCOHOL Beer 3.0% FROZEN FOODS Ice Cream & Desserts -3.3%
Source: IRI POS data Week Ending March 8, 2020 vs year ago.
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Top Subcategories by Latest Week Sales – Non Edible United States
PAPER PRODUCTS FACIAL TISSUE 49.2% PERSONAL CARE LIQUID BODY WASH/ALL OTHER 18.1%
HOME CARE LIQUID LAUNDRY DETERGENT 21.4% PET FOOD + CARE DRY DOG FOOD 6.0%
DOG
HOME CARE CLOTH ALL PURPOSE CLEANER 343.3% PET FOOD + CARE 12.0%
BISCUITS/TREATS/BEVERAGES
CLEANING
HOME CARE 14.8% PET FOOD + CARE DRY CAT FOOD 6.7%
TOOLS/MOPS/BROOMS
GARBAGE/TRASH/LAWN&LEAF
HOME CARE HOME AIR FRESHENERS 17.0% GEN MERCH 18.2%
BAGS
ALL PURPOSE
HOME CARE 74.7% GEN MERCH DISPOSABLE PLATES/BOWLS 8.8%
CLEANER/DISINFECTANT
COLD/ALLERGY/SINUS
OTC HEALTHCARE 39.0% GEN MERCH HOUSEHOLD/KITCHEN STORAGE 5.2%
TABLETS/PACKETS
OTC HEALTHCARE INTERNAL ANALGESIC TABLETS 29.0% COSMETICS REGULAR SHAMPOO 9.1%
HAIR CONDITIONER/CREME
OTC HEALTHCARE MINERAL SUPPLEMENTS 18.6% COSMETICS 7.7%
RINSE
WEIGHT
COSMETICS WOMEN'S HAIR COLORING 0.2%
OTC HEALTHCARE CONTROL/NUTRITIONALS 11.2%
LIQ/PWD
OTC HEALTHCARE MULTI-VITAMINS 41.6%
Source: IRI POS data Week Ending March 8, 2020 vs year ago.
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Top Subcategories by Latest Week Sales – Edible United States
BEVERAGE REGULAR SOFT DRINKS 1.8% BABY CARE DISPOSABLE DIAPER 10.6%
CONVENIENCE/PET STILL
BEVERAGE 32.5% BABY CARE BABY WIPES 29.5%
WATER
SS ENERGY DRINKS NON-
BEVERAGE 10.4% BABY CARE DISPOSABLE TRAINING PANTS 12.2%
ASEPTIC
BEVERAGE LOW CALORIE SOFT DRINKS 10.1% DAIRY RFG YOGURT 4.1%
BEVERAGE SS SPORTS DRINKS NON-ASEPTIC 21.6% DAIRY RFG SKIM/LOWFAT MILK 3.3%
PACKAGED FOOD POTATO CHIPS 2.7% DAIRY RFG WHOLE MILK 7.1%
PACKAGED FOOD ALL OTHER CRACKERS 9.8% FROZEN FOODS ICE CREAM 6.8%
Source: IRI POS data Week Ending March 8, 2020 vs year ago.
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COVID-19 People Dashboard | Italy Italy
AS OF: 03.17.2020
Sources: https://ourworldindata.org/coronavirus ; The Italian Times; UNI Global Union; Ministero della Salute
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COVID-19 People Dashboard | France France
AS OF: 03.17.2020
Sources: https://ourworldindata.org/coronavirus; IMF; France 3; La Tribune; Dossier Familial; Droit-Finances; La Voix du Nord
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COVID-19 People Dashboard | United Kingdom United Kingdom
AS OF: 03.17.2020
Sources: https://ourworldindata.org/coronavirus; HM Treasury; The Guardian; BBC; ACAS (Advisory, Conciliation and Arbitration Services) UK
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COVID-19 People Dashboard | United States United States
AS OF: 03.17.2020
Sources: https://ourworldindata.org/coronavirus; U.S. Employment Security Department; CBS News; Merkur; Radio France Internationale; Reason.com
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Deep Dive U.S.: New Case Detection Continues to Accelerate United States
AS OF: 03.17.2020
1,000 3,000
US
Test carried out1 2,000
500
1,000
0 0
26-Jan 2-Feb 9-Feb 16-Feb 23-Feb 1-Mar 8-Mar 15-Mar
1. Testing numbers based on publication on CDC website. Data for 3/9-3/12 labelled as preliminary with final numbers pending 2. Travel ban for all residents of 26 EU countries for 30 days
and foreign nationals who have been physically present time in one of the countries in the last 14 days Source: Johns Hopkins CSSE, CDC, BCG Henderson Institute analysis
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