Last year's channel migration update revealed a moderating channel migration trend, with nominal supercenter gains. How times have changed. Over the past year, channel migration has accelerated as consumers face skyrocketing gas, energy and CPG costs all at the same time.
Supercenters secured sizable share gains over the past year, across every major CPG department. Further, gains occurred across income segments, as channel penetration extends beyond core lower-income consumers to middle and upper-income groups.