Numerator Launches SNAP Consumer Insights Center

US-based agency Numerator has launched the SNAP Consumer Insights Center, to provide information about shopping trips connected with the SNAP and WIC nutrition programs - and the households using them.

Chicago-based Numerator combines first-party data from more than one million US households with proprietary technology to provide 360-degree consumer understanding for the market research industry. The Supplemental Nutrition Assistance Program (SNAP) and the Special Supplemental Nutrition Program for Women, Infants and Children (WIC) are federally funded nutrition programs to help low-income families and their children; and Numerator collects and analyzes SNAP consumer behavior through verified payment methods at the time of purchase, regardless of where purchases are made.

During the pandemic, the US government provided a temporary boost to SNAP household benefits, but this support is coming to an end. According to Numerator, as a result of the closure of the SNAP Emergency Allotments (EA) program, SNAP recipients have changed their buying behavior, creating different pressures for consumers, brands and retailers alike. For instance, findings have shown that grocery units purchased by SNAP recipients in states that recently dropped the EA program decreased by 12% in March 2023 vs a year ago - twice the rate of decline for non-recipients in those states.

With the new SNAP Consumer Insights Center, Numerator is analyzing these purchasing shifts, as well as changes in consumer sentiment, and qualitative perspectives directly from SNAP consumers. The SNAP Consumer Insights Center will release new SNAP-based analyses throughout the month of May, including shopper profiles, retailer vulnerability, and channel, category, and geographic impact.

Web site: www.numerator.com .