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04/06/2022

The top omnichannel CPG retailer is…

Dan Berthiaume
Senior Editor, Technology
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CPG shoppers frequent one retailer most of all.

There are some regional differences in consumer retail preferences, but the country agrees on where to shop for CPG products.

According to Regional Retail Insights data from Numerator, Walmart has the most omnichannel CPG market share in all major U.S. regions, including 13.2% of Northeast, 20.9% of Midwest, 22.2% of South, and 15.1% of West. Shoppers in different regions do not agree on their second choices, which include Ahold Delhaize (12.5% Northeast), Kroger (8.1% Midwest), Publix (9.4% South), and Costco (13% West).

Walmart also leads all U.S. regions in share of regional trips, including 15.2% in Northeast and South, 12.5% in Midwest, and 10.5% in the West. Amazon comes in second in Northeast (6.1%) and Midwest (5.4%), while Dollar General is number two in the South (5.4%) and 7-Eleven places second in the West (6.6%).

Target captures the highest retailer share of consumable promotions in the Midwest (11.3%), South (13.6%), and West (13.1%), while regional Eastern U.S. retailer Ahold Delhaize (10.6%) promotes most frequently to Northeastern shoppers.

The top 10 consumables for Northeastern and Western shoppers are all grocery items. However, the third top consumable item in the Midwest region is small animal supplies.

Other interesting findings include:

  • McDonald’s is the top-performing quick-service restaurant chain by percentage of regional trips in all regions except the Northeast. There, Massachusetts-based local favorite Dunkin Donuts captured 29.2% of trips, while McDonald’s only captured 28.6%. 
  • Western shoppers are most likely to say they enjoy online shopping, with 22.1% finding online shopping “very enjoyable.” According to Numerator analysis, one reason may be that shoppers are younger in the West than other regions – 33.5% are Gen X, 32.4% are millennials, and 6.8% are Gen Z.
  • The West is also the region where shoppers are most likely to eat out six or more times per week (4.9%).
  • Convenience stores capture more consumables trips (10.8%) in the Midwest than any other region.

Amazon ‘showroomers’ take sales
According to another recent study from Numerator, many consumers are visiting stores with the result of later buying products they browse on the Amazon e-commerce site.

Data from Numerator indicates that roughly three-quarters of major retailers’ shoppers also shop at Amazon. This includes 76% of Walmart shoppers, 77% of Target shoppers, and 75% of Costco shoppers. And over half (53%) of Walmart shoppers made an Amazon purchase within a day of shopping in-store at Walmart, compared to 38% of both Target and Costco shoppers.

The top four categories for in-store sales “leaked” to Amazon - home & garden, electronics, health & beauty, and apparel - accounted for over half of all leaked dollars at each retailer. Home & garden products at Walmart had the highest percentage of leaked sales (18.5%) among all categories and retailers. 

Target has the largest opportunity to capture lost day-of sales to Amazon, according to Numerator data. By preventing leaked same-day trips to Amazon, Target has the potential to capture 10.3% in incremental sales, followed by Walmart (+7.2%) and Costco (+4.7%). 

Click here to see the complete Numerator Regional Retail Dashboard.