Report: COVID Market Shifts by Generation

Numerator’s latest report highlights COVID market changes for multiple generations.
License Global

May 11, 2021

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Data and tech company Numerator has published a new report on omnichannel market share growth by generation during the COVID-19 pandemic. The research uses data from Numerator's new omnichannel market share solution, TruView. All reporting reflects market share for consumer packaged goods.

"While brands and retailers routinely market to specific consumer segments, they've historically not had access to the data that would allow them to track market share shifts by consumer groups,” says Eric Belcher, chief executive officer, Numerator. “Numerator TruView fills this gap, allowing for meaningfully improved targeting and promotional campaigns.”

Key finding include:

  • Online CPG market share increased by 2.4 percentage points during the pandemic, growing from 4.6 percent of online CPG sales pre-COVID to 7.0 percent throughout year one of COVID;

    • Millennials had the highest point increase in market share during this time (up 2.5 points), and emerged as having the highest online market share among generations at 8.7 percent;

      • Prior to COVID, Gen Z had the largest online market share at 6.3 percent -- but Gen Z's 1.2 point growth was outpaced by all other generations;

        • Boomers+ online share increased by 2.3 points, but still lags other generations at a 5.6 percent online share;

          • Online saw the greatest percentage point increase in market share for each generation with the exception of Gen Z;

            • Online market share increased 2.5 percentage points among Millennials and 2.3 percentage points each for Gen X and Boomers+; and

              • Gen Z, many residing with parents during COVID, saw the highest share point increases in food and club stores at 2.6 and 1.5 points, respectively.

                Gas & Convenience stores took the hardest hit in market share for each generation, down 2.0, 2.2, 1.8 and 1.5 percentage points for Gen Z, Millennials, Gen X and Boomers+, respectively.

                The top five banners by share change (Pre COVID vs During COVID) were Amazon.com (+.82 percentage points), Grocery.Walmart.com (+.54 pts), Kroger (+.35

                pts), Costco (+.26 pts) and Chewy.com (+.25 pts).

                Amazon.com and Grocery.Walmart.com also saw the greatest share increases among Millennials (+.77 pts, +.65 pts), Gen X (+.81 pts, +.59 pts) and Boomers and older (+.82 pts, +.54 pts).

                Among Gen Z, the top five retailers seeing share increases were Costco (+.92 pts), Target stores (+.82 pts), Kroger (+.63 pts), 7-Eleven (+.56 pts) and Sam's Club (+.44 pts).

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