"It's understandable, given the uncertainty around coronavirus, that vulnerable populations are avoiding physical environments that increase the chance of exposure," said Andrew Lipsman, principal analyst at eMarketer. "But their household needs don't simply go away and may even increase with many looking to stockpile resources."
As more consumers will likely turn to online shopping to buy the products they need, they could expect shipment delays. Amazon customers, for example, have received notifications stating: “We’re very sorry your delivery is late. Most late packages arrive in a day. If you have not received your package by tomorrow, you can come back here the next day for a refund or a replacement.” What’s more, those hoping to order household items and groceries from Amazon Prime Now can also expect a delay. The site and mobile app inform consumers that “at this time, delivery availability may be limited.”
By and large, sales of consumer packaged goods (CPG) staples are surging. Surprisingly though, more consumers are stocking up the unexpected, like oat milk—yes oat milk—rather than water. According to data from Nielsen, oat milk sales were up 305.5% in the week ending on February 22. In contrast, water sales were up just 5.1%—below dried beans, energy beverages and pretzels.
Unsurprisingly, Nielsen also found that health-related CPG items are on the rise. Sales of medical masks, for example, grew 78% during the first week of a four-week period ending on February 22, compared with the same period last year. By week four, sales were up by 319%.