Ann Arbor, Michigan-based AdAdapted has identified which consumer packaged goods and BevAlc items marketers can expect shoppers to gravitate toward this holiday season in a new report titled "The Holiday Mobile List Builder 2021."
Leveraging its mobile shopping list data, AdAdapted provided insights on predicted category and individual item performance in the grocery channel based on previous holiday seasons (from Nov. 1 through Dec. 31).
The report focused on holiday drinking, baking, entertaining and dieting product categories, of which some have been significantly impacted by COVID-19 effects on shopping behavior. Using year-over-year comparisons to gauge what to expect this holiday season, some highlights include:
- Adult beverages will experience annual highs. Diageo's Baileys was by far the most popular liquor brand in November and December of 2020, with Fifth Generation’s Tito’s Handmade Vodka and Brown-Forman's Jack Daniel’s following behind.
- Diet products will see a decline. Marketers should expect diet products, such as shakes and ketogenic diet items, to see a decline toward the end of the year, followed by an immediate rise at the beginning of 2022.
- Party supplies will experience a lift. While cups and plastic cutlery suffered significant declines in the second half of 2020 due to the ongoing COVID-19 pandemic, AdAdapted expects to see a boost in these products being added to shopping lists in 2021 as more gatherings are planned.
- Baking products will see strong add-to-list performance. In November 2020, consumers added more baking items like cranberry, pie crust and crescent rolls to their lists, while cake mix performance actually fell.
Path to Purchase Institute members can access the full report from AdAdapted on p2pi.org.