Numerator

Getting Ready to Shop (with Caution) 🛒 72% of U.S. consumers plan to shop Cyber Weekend 2025. Nearly 8 in 10 shoppers (79%) plan to take the economy into consideration when shopping the holiday sales. 😟 35% say they will be more cautious with spending because of the current economic climate 😟 32% say they will limit spending because of inflation or cost-of-living concerns 😟 27% say they will use holiday sales to offset price increases related to tariffs 😟 24% say they will delay purchasing certain items until the sales due to rising prices 😟 13% say they will buy different types of items due to concerns about tariffs. Check out the Q4 Holiday Preview: https://bit.ly/4i25ya2 #Numerator #Thanksgiving #Thanksgiving2025 #TurkeyTime #consumersurvey #consumerbehavior #holiday

The Numerator Home Improvement Tracker provides quarterly insight into omnichannel consumer buying behavior in select home improvement categories. Here’s what we learned in the latest update: 🏬 Home Depot and Lowe’s maintained their positions as category leaders into Q3 2025, capturing an average of 29% and 17% share of consumer spend, respectively, in tracked home improvement categories. Amazon rose to the #2 spot briefly in December, January, and February. 🧰 Categories that saw the most growth in household penetration over the last 12 months were power tools (41.2% of US households purchased) and outdoor power equipment (39%). 🚽 Most home improvement categories are still dominated by name brand products, and private label brands show steady share across categories. Hand tools have the largest private label share (42.9% private label, 57.1% name brand) followed by lawn and garden supplies (22.5% private label, 77.5% name brand). View the tracker: https://bit.ly/4ctnAyw #Numerator #homeimprovement #consumersentiment #shoppingbehavior

Numerator's Germany team recently set up shop at Merlien Institute's #MRMWEU - Europe's leading market research conference. Laura Schiller, Jonas Rebmann-Christensen, and Luca Darius Salehi were able to connect with fellow researchers as well as brands, all while showcasing the power of Verified Voices with data about verified ginger shot buyers. Learn more: https://www.numerator.de/ #Numerator #NumeratorGermany #VerifiedVoices #consumersurvey

The Numerator Consumer Sentiment Tracker gives us a look at how consumers are feeling in today’s economy. Here’s what we learned in the October survey: 💲 38% of consumers are very or somewhat comfortable spending money on discretionary purchases right now. 💲 Consumers with spare cash say they’re putting it in savings (35%) and paying down debts (33%). 13% of consumers say they do not have any spare cash. 🥫 To save money, consumers are using coupons / discount codes (41%), shopping for items on sale (41%), and cooking at home (39%). Learn more: https://bit.ly/3vFIlGR #Numerator #consumersentiment #financialoutlook #inflation

Make every data point part of a bigger, smarter story with Narratives Powered by the same trusted data behind Numerator Insights’ suite of reports, Narratives offers guided flows that help users answer key business questions. These flows seamlessly unify data from multiple reports, delivering actionable insights when you need them – so you can make confident, informed decisions with speed and ease. Learn more: https://bit.ly/3LDYFj0 #Numerator #consumerbehavior #consumerinsights

🥤 Water is In 🥤 Changes have happened in the beverage landscape over the past five years, with consumers prioritizing wellness, shifting routines, and reacting to economic pressures. Our recent report leverages Numerator’s 200K Total Commerce Panel and a March 2025 Verified Voices survey of over 2,000 receipt-verified purchasers of beverages to better understand what people are drinking, why they’re drinking it, and what they plan to drink in the future. Consumers said over the coming months, they plan to drink more: 🥤 Tap water (34%) 🥤 Bottled/canned water (26%) 🥤 Coconut water (23%) 🥤 Kombucha (20%) 🥤 Prebiotic & probiotic drinks (20%) 🧃 They plan to drink less soda (30%), energy drinks (27%), and sports drinks (23%). 📈 Beverage enhancers Liquid I.V. (+29%), Sonic (+19%), and Jolly Rancher (+14%) all saw double-digit growth in the past year, with Jolly Rancher and Sonic being traditional food/snack brands that have extended into this space. 🍓 76% of consumers say they add flavoring to their water, 49% say they add or infuse water with fruit or herbs, 49% use specific water bottles to make water drinking more enjoyable / easier, and 48% add electrolytes. Among the top reasons for drinking flavored water, consumers say it: 🥤 Helps them drink more water throughout the day (58%) 🙂 Makes drinking water more exciting (48%) 🙂 Brings enjoyment when trying different flavors (43%) 💪 Is healthier than other beverages (40%) 🥤 Is a substitute to other beverages (34%) Read the article: https://bit.ly/3IZdcF1 Download the report: https://bit.ly/4h9eVE8 #Numerator #CPG #Beverage #BeverageTrends #BeverageBehaviors #consumerinsights #consumersurvey #consumerbehavior

💉 13% of Canadian households have at least one member on GLP-1s— and 18% more are open to using a GLP-1 medication in the future. 🍁 Join us on Tuesday, November 18th, 2025 at 11 AM ET for an exclusive webinar as Numerator's Brian Ettkin, Head of Strategy and Solutions, Canada, explores how brands and retailers can quantify their risk and adapt to win with GLP-1 users. Register now: https://bit.ly/49UjBw5 #Numerator #webinar #Canada #GLP1 #consumerbehavior #consumerinsights

🍫😃 Chocolate is Life 😃🍫 Numerator surveyed 500 verified buyers of chocolate and cocoa products in September 2025 to better understand how the global cocoa shortage is reshaping the confectionery aisle. Here’s what we learned: 🍫 If costs rise further, 57% of shoppers say they are more likely to purchase non-premium chocolate over premium brands. Buyers said the main reasons they would choose premium chocolate over non-premium chocolate are: 👍 Better taste/flavor (55%) 👍 Higher quality ingredients (39%) 👍 Indulgence (35%) 👍 Brand reputation / trust (29%) 👍 Health benefits (e.g., less sugar, organic) (24%) 💲 83% (+10 points vs. the initial March 2025 survey) of verified buyers said their maximum price per chocolate bar is between $1–$3. 👂 75% (+15 points) of verified buyers say it is important for brands to communicate the reasons behind price increases. Read the article: https://bit.ly/4nZFE8T #Numerator #chocolate #cocoa #cocoashortage #consumerinsights #consumersurvey

Inflation remains elevated for everyday essentials. Numerator’s October Consumer Price Index shows prices on everyday household goods rose 2.68% year over year, marking another month of steady increases. In a fast-changing market, Numerator’s CPI offers reliable, timely insight into retail price trends and evolving consumer behavior. To learn more, visit https://bit.ly/4nRHE2c #Numerator #inflation #CPI #economy #consumerbehavior

Tomorrow, Numerator will introduce a new, consumer-centric measure of inflation powered by its verified, item-level retail purchase data. Similar to the U.S. Bureau of Economic Analysis’ published indexes, this measure tracks price changes over time and captures how consumer buying behavior evolves alongside them. Available at 8:30AM ET tomorrow (Thursday 11/13), the data release will include: - Month-over-month inflation change through October 2025 - Year-over-year inflation change through October 2025 - Cumulative inflation index since 2018 - Expenditure and product shares by sector covered in Numerator’s Consumer Price Index (CPI) Read the press release: https://bit.ly/4hVsxmM #Numerator #inflation #CPI #economy #consumerdata