L2’s Digital IQ Index: Beverages found that beverage brands don’t invest in online visibility as much as they do in physical stores. Even though e-tailers such as Fresh Direct and BevMo stock more than half of beverage brands, few brands appear in first page search results. For example, 80% of Index brands are stocked on BevMo but just 2% appear in first page results of category searches. Similarly, 80% are stocked on Amazon Fresh but just 33% appear in first page results of category searches.
Beverage brands have yet to influence search results, and the time has come to change that. Even though just 1% of US beverage sales are attributed to e-commerce, that number is on track to grow. A third of US households will shop for groceries for the first time next year, and 25% of products that make to these first baskets will remain there. As of now, the majority of beverage brands have not positioned themselves to win that race. For example, just 28% have a distribution relationship with Amazon Prime Pantry.