Dec 20, 2021

The December Skuup - Ho Ho Holy Category Growth!

The December Skuup - Ho Ho Holy Category Growth!

For this month's "Skuup," we'll hear from one of our data analysts, Sid Toriggino.

This month’s Retailer Market Update will be in the holiday spirit, so no Scrooges' allowed. So hold onto your hats and aaaaallllllll aboard the Polar Express!

Ho ho ho-ly category growth!

  • Overall, in-store revenue has increased year-over-year. Up 6% from 2020, the industry has pulled through the pandemic. Outside of fuel, some of the fastest growing categories this year were premium water, sports drinks, juice, and alternative snacks.
  • Looking back to the days before the pandemic, stores are performing better even than they were in 2019. In-store revenue is up 14% this year compared to 2019. 
  • Fuel is probably the biggest item to highlight. Fuel revenue is up only 3% from 2019, compared to 43% from 2020.

Code word, “Santa’s got a brand new bag” 

Santa just double checked his c-store shopping list, and it looks like his bag is going to be extra full this year. In 2021, 47.4% of in-store market baskets contained only one item. But the important thing to highlight here is that nearly one-quarter of market baskets contain 3 or more items, and that share is only growing!

While elves try to stick to the four main food groups: candy, candy canes, candy corns, and syrup, c-store shoppers are a little bit different. The top 5 market basket combos below (excluding multi-purchases) contain either a packaged beverage item or tobacco.

Decking the halls last, sparkling water

Increased consumption of sparkling water is actually a part of a larger trend that was kicked off before 2020. Categorical distribution grew 8 percentage points (pp) through the beginning of 2020, leveling out around 72-73% distribution. Since then, sparkling water distribution has fluctuated between 69% and 71%, holding steady on an average of 70% distribution.

Talking Rain is currently the #1 Sparkling Water brand in independent convenience, with Coca-Cola’s Topo Chico, and Wis-Pak’s Bubbl’r closely behind. These three brands sell between 47 and 49 units per store per month.

  • As a whole, unit sales in the Sparkling Water category declined 4% in 2021
  • Talking Rain increased monthly unit sales per store by 10% in 2021
  • Nestle’s Perrier also had a nice year-over-year jump of 12%, positioning themselves in the #4 spot for the sparkling water category in independent convenience
  • Topo Chico’s monthly unit sales per store declined by 2.4% in 2021
  • Bubbl’r’s monthly unit sales per store declined by 9.6% in 2021 

Wishing everyone a happy and safe holiday season - we are excited for all that is to come in 2022. Until next year!

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