As goes the Walmart shopper, so goes the American consumer. Walmart (wmt), after all, is the largest retailer in the U.S. with some 140 million weekly customers. To better understand its customers, the company recently partnered with market researcher Quid to parse and analyze the data on how they spend. Here's a quick look at some of the most interesting findings:
- Pre-cooked rotisserie chicken sales are up almost 10% in the past two years. The rise is a result of a growing desire for a combination of nutrition and convenience. The same trend drove a 10% growth in 2016 versus 2015 in the sale of slow cookers—what the report called “one of the easiest ways to quickly make meals for a family.”
- Foods with healthful properties like turmeric and garlic supplements are up 30% over the last 24 months. Why? Families can’t afford to get sick so instead they’re turning to preventative methods. As a result, sales in Walmart’s over-the-counter department are up nearly 10% over the past two years, with probiotics leading the way.
- Sales of scientific and educational toys are up 24% over the past year. STEM-focused digital products for kids seem to be the compromise for parents who are trying to navigate the issue of screen time and technology for their children. Robotic toys, like Hatchimals, are benefiting with sales up 14% over the past 12 months.
- Smart thermostats and security devices have skyrocketed 500% over the past two years. It’s a way for people to stay connected to their homes as they spend more time away from them, Walmart says. Expect this trend to only increase.
- Sales of home improvement hardware, including power tools, are up 7% versus last year. Families are investing in their homes as confidence in the housing market has been restored post-financial crisis.