Amazon is set to top the cooking & baking market for the first time in 2019, according to new research by data and analytics company GlobalData.
GlobalData’s report – ‘UK Cooking & Baking 2019-2024’ – shows that Amazon’s share of the market will increase to 6.2% in 2019, up by 0.9ppts on last year, leaving former market leader Sainsbury’s behind with a share of 5.3%.
Amy Higginbotham, Retail Analyst at GlobalData commented: “Amazon has come a long way in the cooking & baking market since 2016, when it had a share of only 2.7%. Competitive prices and wide range are the two most important drivers of retailer choice for cooking & baking shoppers, according to GlobalData’s cooking & baking survey. Amazon has clearly benefitted from this, tempting shoppers away from bricks & mortar competitors such as Sainsbury’s with low prices on an unparalleled choice of branded items, along with its attractive fulfilment options.
“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 the Sainsbury’s Group, including fifth place Argos, has a collective market share of 9.4%, some way ahead of Amazon for now.”
GlobalData’s report also reveals that Amazon is now the third most considered retailer for cooking & baking purchases with 25.8% of shoppers considering it, compared to only 8.8% in 2017.
Higginbotham concluded: “Amazon’s profile was boosted in 2018 by its sponsorship of The Great British Bake Off on Channel 4 while its collaboration with baking bloggers such as Instagram’s Jane Dunn also helped it become more considered, especially among young cooking & baking shoppers: 17.4% of cooking & baking shoppers aged 16-24 purchased from Amazon in 2018, compared to 10.1% in 2017, according to GlobalData.”
