Amazon to top UK cooking and baking market, taking Sainsbury’s glory

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Amazon are set to top UK cooking and baking market this year, leaving the former market leader Sainsbury’s behind, says new data released today from GlobalData.

According to the report UK Cooking & Baking 2019-2024, Amazon’s share of the cooking and baking market will increase 6.2% in 2019. That’s up by 0.9 percentage points on last year, taking Sainsbury’s glory of 5.3% share.

Amazon are currently the third most considered platform for cooking and baking purchases. Some 25.8% of shoppers say that Amazon is their go-to-place for cooking and baking product discovery. That’s up from 8.8% in 2017.

In 2016, Amazon started gaining momentum in the cooking and baking market, securing a share of 2.7%. The analysis attributes their success as a platform of choice for cooking and baking shoppers to the competitive prices and wide product range. Amazon have managed to attract consumers away from brick-and-mortar rivals such as Sainsbury’s with low prices and fast fulfilment options.

In 2018, Amazon’s profile was boosted by social media influencers and TV advertising. This includes their sponsorhsip of The Great British Bake Off on Channel 4 and collaboration with a baking blogger such as Instagram’s Jane Dunn. As a result, Amazon became more considered among young cooking and baking enthusiasts. The year saw a share of cooking and baking shoppers aged 16-24 increase to 17.4 %. That’s up from 10.1% in 2017.

Among the most-used cooking & baking retailers including Tesco, ASDA and Wilko, Amazon over-indexes with consumers looking for a wide range, free delivery, speed of delivery and range of delivery options. However, it should be noted that Sainsbury’s Group, including fifth place Argos, has a collective market share of 9.4%, some way ahead of Amazon for now.”
– Amy Higginbotham, retail analyst, GlobalData


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