Search rank is the new shelf space as major grocery and CPG retailers expand online. Independent and conglomerate brands alike are fighting for premium spots in search results on sites like Walmart, Amazon, Target and Costco. Based on the analysis of 78 brands studied in L2’s Home Care study, this interactive map looks at the percentage of shelf space owned by each. Dots are connected for brands that own digital shelf space on more than one retailer, making it easy to compare. As shown in the graph, retailer-owned labels like Kirkland and up & up may be getting outsized visibility on their owners’ sites. Small, independent brands have outsized visibility on digital shelves relative to their position in offline grocery stores. See full interactive here.

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