Articles from Numerator

New Brand Reflects Growing Demand For Permissioned, First-Party Consumer Data

Tariff Approval Rating Drops Over Past Two Weeks from 32% to 30% of Consumers; 81% Plan to Make Adjustments to Finances or Shopping Habits in Response

86% of SNAP Recipients Say Benefits Do Not Last Entire Month; 63% Concerned About Financial Situation

Products That Depend on Plastic from China Most at Risk for Tariff Disruption; May 12th Tariff Policy Announcements Increased Risk for Frozen Beef, Sparkling Wine, Olive Oil

27% of Private Label Buyers Unaware of Retailer Affiliation; Premium Store Brands Now Represent 40% of Private Label Spend

52% of Egg Buyers Report Seeing Egg Surcharges at Restaurants; 27% Now Opting for Least Expensive Eggs

February 28 Blackout Caused 2.2 Point Drop in Household Penetration at Amazon, Target, and Walmart; Penetration Declines Most Significant Among Black Consumers and LGBTQ+ Consumers

72% of Consumers Concerned About Rising Prices on Everyday Goods (vs. 64% in Feb 2025); 83% Plan to Change Shopping Behaviors in Response to Tariffs

Introduces In-market Promo Dampening, Delivering the Most Accurate View of Natural Consumer Buying Behavior

Consumer Rewards App to Drive Market Research Innovation for German Brands and Retailers

Chiefs Fans Prefer Michelob Ultra and Coors, Eagles Fans Reach for Miller and Corona; Viewers Mixed on Taylor Swift: 28% Dislike Attention She Receives, 21% Say She Brings New Fans to NFL

High-Income Households Driving 2x Growth vs. Low-Income Households across CPG, General Merchandise, and Limited-Service Restaurants; Amazon Under-performs vs. Costco and Mass Retailers with 2024 Top Brands

Consumers Willing to Pay Up to $4.90 per Dozen; 40% Skip the Purchase Altogether and 26% Trade up to Premium Brands When Standard Eggs are Sold Out

Melinda’s and Poppi Top Fastest Growing List; Premier Protein and Kentucky Legend Win with GLP-1 Users; Samyang and Owala Win with Gen Alpha Households

Combined Entity Creates Powerful New View of Global Consumer Trends

93% Used Cyber Weekend Sales to Buy Gifts; 67% Said Rising Prices Impacted their Holiday Shopping

Stove Top, Cool Whip, French’s, Jiffy See 3x+ Boost in Penetration in Weeks Leading Up to Thanksgiving

Consumers Willing to Wait for Locked-Up Electronics and Over-the-Counter Meds, Unwilling to Wait for Bath & Body Products

Brands Can Now Measure CRM Marketing Lift on Buy Rate, Purchase Frequency, and More

Introduces a New Level of Clarity to the Market Research Community

64% Prefer to Shop In-Store for Halloween Items; 15% Plan to Decorate with Giant Skeletons and Other Large-Scale Decor

Precision Targeting, Fast Survey Creation, Flexible Reporting in a Single Platform

Over 50% of Consumers Forget the Brands They Buy

Single-Sourced, Omnipanel Data Provides Visibility into Family Meal Occasions, Including Grocery Trips, Restaurant Visits, and Pet Food Purchases

Further Analysis Shows Buy Rate 1.5X Higher Across 500+ Major Categories with Full Market View

45+ Online, In-app, and Loyalty Account Options Available for Streaming of Purchase Data

Advancements in Digital Collection, Data Processing and User Engagement Doubled the Speed of Data Capture

Consumers Affected by June 2024 Heat Wave Increased Ice Spend by +15%, Alcoholic Beverage Spend by +27%; Southern U.S. Consumers 27% More Likely to Restock Emergency Supply Kits Multiple Times per Year

Walmart Captures 34% of Back-to-School Spending; 9 in 10 Students Now Using Technology in the Classroom

Aldi, Trader Joe’s, Costco Lead in Store-Brand Share; Nearly all U.S. Households Now Buying Private Label Grocery and Health & Beauty Products

Visibility into Online & In-Store Channels Helps Contribute to Agility in Changing Market

60% Plan to Watch Via Streaming Services; Gen Z Consumers More Likely to Purchase Products Endorsed by Olympians

Automated Access to Verified Buyer Research Tool, AskWhy, Now Available in 11 Numerator Insights Reports

68% of Prime Day Shoppers Extremely or Very Satisfied With Deals, 53% Compared Amazon Prices with Other Retailers; Average Order Size Up from Prime Day 2023

50% Increase in Panel Size YOY, New Survey and Insights Capabilities for Canadian Brands and Retailers

New Retail Sales Analysis Shows Amazon Dominating July Events; Target and Walmart See Double Digit Boosts in October Events

Lays, Hellmann’s, Ball Park, Sweet Baby Ray’s, and Bush’s Best Poised for Pre-Fourth of July Spikes

30% of EV Owners Reside in Pacific US, 46% Own a Tesla Vehicle; Savings on Fuel & Maintenance Top Environmental Concerns in EV Purchase Decisions

Gen Z More Likely to Shop at Dollar Stores, Gen X More Likely to Purchase Alcoholic Beverages for Holiday Weekend; Goose Island, New Glarus, Guinness Poised for Memorial Day Spike in Unit Sales

17% of Allergy Med Buyers Are More Likely to Consider a Brand After Seeing Ads; Zyrtec, Claritin, Equate (Walmart) Capture Highest Share of Spend

36% of Consumers Plan to Give Mother’s Day Gifts, 34% Plan to Dine Out; 54% of Mother’s Day Alcohol Buyers Opt for Wine

Fenty Beauty (Rihanna), Haus Laboratories (Lady Gaga), KYLIE (Kylie Jenner) Buyers Show Highest Awareness of Celebrity Affiliation; Consumers Less Likely to Recommend Influencer Brands than Mainstream Brands

31% Say they Spend $100+ Per Month on THC Products; Users Over Index with Doordash, Uber Eats, Little Caesars, Energy Drinks, and Snacking Categories

Gen Z Three Times as Likely to Order Takeout on Easter; Millennials Most Likely to Give Gifts

Single-Sourced, Verified Consumer Purchasing Data Available As Soon As One Day After Trip

Single-Sourced Consumer Data Shows Majority of Shoppers Buy Major Categories Both Inside and Outside of FDM

Amazon Prime Members Spend 12% More than the Average Amazon Shopper

Single-sourced Data Scales Shopper Strategy and Drives Product Innovation

49% of Celebrators Intend to Purchase Candy, 47% Plan to Purchase Gifts, 39% Plan to Dine Out

Taylor Swift to Draw New Gen Z and Millennial Viewers; Michelob Ultra Wins with Chiefs Fans, Modelo with 49ers Fans

Feastables and PRIME Top Fastest Growing List; T.J. Farms and AquaStar Win with GLP-1 Users, Olipop and Poppi Win with Gen-Z Consumers

74% Plan to Make Physical Health Resolutions; 55% Opt for Financial Goals

Users Embrace Tools That Unlock Advanced Analytics At Scale; Customized Results Based on Retailers Shopped, Demographics, GLP-1 Usage and More

Buy Rates are Down -5% to -20% Across Key Grocery Departments for Consumers Using GLP-1 for Weight Loss

Buy Rates are Down -5% to -20% Across Key Grocery Departments for Consumers Using GLP-1 for Weight Loss

42% of Users Planning to Lose <15 Pounds Are Millennials or Gen Z; Boomers Make Up 60% of People Using for Diabetes While Millennials and Gen Z Comprise 8%

Apple, Samsung, Bath & Body Works Top Black Friday Sales; Walmart and Dollar Tree Private Label Brands Win in Household Penetration

Stove Top, Cool Whip, Jiffy, Butterball, French’s See 3X+ Boost in Penetration; Number of Turkey Buyers Drops Back to Pre-Pandemic Norms

Households Using GLP-1 for Weight Loss Average 33 Food & Beverage Shopping Trips Per Month vs. 29 Trips Across All Households

31% of Consumers Opt for Private Label Candy for Trick-or-Treaters, 20% Choose it for Themselves; Costco’s Kirkland Signature Leads October Store Brand Candy Sales

Brands Leading Top Items List: Premier, Amazon, Liquid I.V., ThisWorx; 28% of Shoppers Buying Holiday Gifts, 58% Highly Satisfied with Deals

Verified Amazon Purchase and Survey Data Updated Throughout the Sale

Nearly One-Third of US Consumers Expected to Shop the Event; Toys & Barbie Likely to See Boosts, Electronics Likely to Show Declines

Numerator Enables Joint Customers to Build Leading Solutions on Snowflake’s Data Cloud That Power Business Intelligence

Beer Sales Up 11.7% vs. Summer 2022; Miller, Coors and Modelo See Growth

30% of Shoppers Consider Name Brand Important in School Supplies; 34% Plan to Finish Back-to-School Shopping in One Day

68% of Prime Day Shoppers Extremely or Very Satisfied With Deals; Average Order Size and Household Spend Up From 2022

Verified Amazon Purchase and Survey Data Updated Throughout Prime Day 2023

44% Say LGBTQ+ Representation is Important: Higher Among Gen Z, Black Consumers, Asian Consumers

Consumers Look for Savings this 4th of July – 27% Say They Will Increase Coupon Usage, 20% Will Shop Dollar Stores, 16% Will Switch to Store Brands

New Capabilities Include Digital-First Qualitative Solutions, In-Report Voice of the Consumer, Instant Survey Responses Available in Hours

Gas & Convenience SNAP Trips Up 17% vs YA; Proteins and Prepared Foods Most Impacted by End of Emergency Allotment Program

Beer is Top Alcohol Choice; Hard Seltzer and Spirits Jump in Popularity vs Year Ago

80% of Limited Service Restaurant Sales Covered; Includes Third-Party Delivery Services

Walmart Captures 26% of SNAP Shopper Grocery Spend; 7-Eleven, Dollar General, Dollar Tree to Also See Significant Impact from End of Emergency Allotments