Nielsen has issued a year-end look at the most popular trends among Americans during 2008, covering everything from the top TV programs to the most popular consumer packaged goods.
It’s official: Americans love their carbs. The Bread and Baked Goods category ranked number one for 2008 — both in terms of consumer purchases and retail sales. According to Nielsen, 99% of U.S. homes purchased bread/baked goods at least once during the 52 weeks ending June 28, 2008. The Bread/Baked Goods category raked in $18.3 billion in sales through November 1. Other popular CPG categories include paper products, snacks, and carbonated beverages.
Scarborough Research, a joint partnership with Nielsen and Arbitron, also reported on the top U.S. markets for online shopping. Washington, D.C. and San Francisco ranked first and second, respectively, with 39% and 35% of adults spending $500 or more online in the past year. Nationwide, 25% of adults reported spending $500 or more online in the past year.
Top 10 Consumer Packaged Goods Purchased by U.S. Homes
| Rank | Category | % U.S. Homes Who Purchased Each Category Within Past Year |
|---|---|---|
| 1 | Bread and Baked Goods | 99% |
| 2 | Paper Products | 99% |
| 3 | Snacks | 98% |
| 4 | Condiments, Gravies, and Sauces | 98% |
| 5 | Candy | 97% |
| 6 | Milk, Cream, Eggnog, Shakes & Drinks | 97% |
| 7 | Cheese | 97% |
| 8 | Fresh Produce | 96% |
| 9 | Packaged Meat-Refrigerated | 96% |
| 10 | Carbonated Beverages | 96% |
| Source: The Nielsen Company. | ||
| Note: Data reflects the percentage of U.S. households who purchased at least once during 52-weeks ending June 28, 2008. Data includes manufacturer prepackaged, UPC items only. | ||
Top 10 Consumer Packaged Goods Sold in U.S. Retail Stores
| Rank | Category | Dollars Sold (in Billions) |
|---|---|---|
| 1 | Bread and Baked Goods | $18.3 |
| 2 | Carbonated Beverages | $18.2 |
| 3 | Fresh Produce | $16.5 |
| 4 | Milk, Cream, Eggnog, Shakes & Drinks | $16.3 |
| 5 | Paper Products | $14.8 |
| 6 | Snacks | $14.6 |
| 7 | Packaged Meat-Refrigerated | $13.2 |
| 8 | Cheese | $13.1 |
| 9 | Prepared Foods-Frozen | $11.3 |
| 10 | Pet Food | $10.9 |
| Source: The Nielsen Company (52-weeks ending November 1, 2008). | ||
| Note: Data includes manufacturer prepackaged, UPC items only. Data includes sales from food, drug, mass merchandiser stores, including Wal-Mart. | ||
Top U.S. Markets For Adults Who Spent More Than $500+ Online Last Year
| Rank | Market | % Adults Who Spent $500+ Online In The Past Year |
|---|---|---|
| 1 | Washington, D.C. DMA | 39% |
| 2 | San Francisco/Oakland/San Jose DMA | 35% |
| 3 | Seattle/Tacoma DMA | 34% |
| 4 | Honolulu DMA | 33% |
| 5 | Phoenix DMA | 32% |
| 6 | Boston DMA | 32% |
| 7 | San Diego DMA | 32% |
| 8 | Austin DMA | 31% |
| 9 | Baltimore DMA | 31% |
| 10 | Denver DMA | 31% |
| National Average | 25% | |
| Source: Scarborough Research, Scarborough USA+ Release 1 2008. | ||
View the press release.
Relive the greatest hits of 2008 — stay tuned on Nielsen Wire for more Tops In 2008 coverage.
Look ahead to the new year with Nielsen Wire’s 2009 Industry Outlook series.
