Despite Recent Improvement in Scans, Craft Still Hurting

Dear Client: If you’re privy to NielsenIQ scans, you might have noticed that craft dollars have been inching close to flat in the latest four-week cuts. The segment’s dollars declined 0.7% in the four weeks to October 15, and were down only 0.6% in the four weeks to October 22. Do these trends suggest that craft -- a segment that hasn’t posted a positive dollar trend over any four-week frame this year – might finally be on the mend? Unfortunately,