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Asda Sainsbury's Tesco

Survey shows confectionary brands struggling to grow digital sales

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By John Glenday, Reporter

October 3, 2013 | 2 min read

Kantar Media’s latest Online Shopper Intelligence report has pointed the finger at confectionary manufacturers for failing to capitalise on digital opportunities, with hardly any confectionary being bought online compared to offline.

This discrepancy is borne out by figures indicating that just 12 per cent of seven million UK grocery shoppers visited a confectionary website – despite the fact that a whopping 91 per cent of adults purchase confectionary whilst out and about. In the online world that figure plummets to just six per cent.

The big three supermarkets lead the way currently in terms of market capitalisation with 59 per cent of Tesco shoppers visiting its confectionary section, compared with 42 per cent at Asda and 19 per cent at Sainsburys.

Despite offering similar products wildly different search behaviour was noted at each retailer, with 38 and 25 per cent of shoppers using the search bar at Tesco and Asda respectively whilst just 4 per cent did so at Sainsbury’s.

Kantar Media Compete’s client services director and report author Sandy Livingstone said: “With so many forces driving total online shopping frequency, impulse categories are set to grow. But at the moment Confectionery is harder to find online and easier to miss if it’s not on the shopping list. There is a huge opportunity for confectionery manufacturers to make a greater appearance in online grocery baskets.”

Asda Sainsbury's Tesco

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