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CHICAGO, Feb. 2, 2021 /PRNewswire/ — Numerator, a data and tech company serving the market research space, has released a new analysis on consumer shopping trips in tracked and untracked channels for 200 major CPG product categories. Tracked channels typically include brick and mortar stores in the food, drug and mass retail channels. Untracked channels include convenience, health, beauty, pet, liquor, dollar and specialty stores, as well as all online shopping.
Tracked channels have been the historic standard for understanding CPG market dynamics, defined by Point of Sale data from participating retailers. Legacy consumer panels are typically aligned to Point of Sale data.
Because Point of Sale data has contracted to less than half of CPG shopping trips, this means that brands are making major investment decisions without visibility into