As more than half of the U.S. will begin to partially re-open in the coming days after COVID-19 related stay-at-home orders, shopping behavior will begin to shift toward a new normal. But through the month of April, we continued to see abnormal buying behavior in grocery, convenience, and mass-market retail stores.

Across the board, CPG products that fall under sweets, canned goods, frozen food, baking ingredients, and cleaning supplies are still claiming a more important place in the American shopping basket, while hygiene and personal care items have moved way down the list.

As for the top ten categories, they’ve started to level out. It appears that some items are essential to the American diet, and that’s not easily changed. Still, items like beer, wine, and cheese seem to be a bigger priority than the same time last year.

Check out the top CPG categories for the week ending April 25th and stay tuned for more data and analysis as we move through the Home-Confined phase of consumer buying.

Top 10 CPG subcategories by total U.S. spend for the week ending 4/25/20 include vegetables, salty snacks, cheese, soft drinks and fruit.