Beer, First Aid Among Summer Category Winners

Sales of beer, first-aid and coloring and office supplies spiked this summer as shoppers prepped for back-to-school and enjoyed outdoor grilling and recreational activities. While sunscreen/tanning SKUs topped the list of category pacesetters as it did in May, first aid SKUs began to index significantly higher in June, according to Ibotta’s first-party, SKU-level receipt data reflecting purchases made in-store and online across all major U.S. retail channels. (Click here to download the June PDF or click on the chart on the right to expand.) First Aid Considering warmer, sunnier weather is more ideal for outdoor recreational activities and sports, an increase in sales for first-aid SKUs in June is not a surprise. Among the notable co-op activity in the category, Target and Johnson & Johnson ran their long-running annual promotion promising shoppers an exclusive first-aid bag with purchase of three select health care items. As usual, first-aid bags were merchandised on an endcap in the pharmacy department in June alongside qualifying items, such as J&J's Band-Aid adhesive bandages. Beer In July, first-aid SKUs continued to index higher alongside other categories, including value and premium beer. Multiple beer manufacturers enjoyed seasonal secondary merchandising space via spectaculars or endcap displays at various retailers. At Kroger stores, an endcap display from Seattle-based brewer Reuben's Brews merchandised the brand's pilsner and IPAs alongside a branded camp chair. At Kroger's QFC chain, an endcap display for Anheuser-Busch InBev's Bud Light merchandised 24-packs under a "Brewed In Texas" banner with a branded pool float and neon sign tying in to summer. (Click here to download the July PDF or click on the chart on the right to expand.) Coloring & Office Supplies Coloring and office supplies began to index significantly higher and led all categories, respectively, in July. Bic and Hallmark's Crayola are among the brands that enjoyed extensive secondary merchandising space as shoppers prepared for the start of the school year, including at retailers such as Walmart (see Crayola pallet display below on the left) and Meijer (see Bic endcap below on the right). Personal Care Coloring and office supplies continued to top of the list of category pacesetters in August. Personal care was among the categories that also fared well in July and August. (Click here to download the August PDF.) Walmart and Target specifically have been expanding the category with recent launches of new, exclusive lines. Developed by social media personalities and identical twins Brooklyn and Bailey McKnight, ITK skincare SKUs rolled out to Walmart in August while Target welcomed Being Frenshe personal care items from former Disney Channel star Ashley Tisdale in July.

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