The food industry has been reshaped by evolving consumer preferences for healthy food, which disruptor brands have capitalized on to steal share. Our new Digital Share of Shelf tool provides a comprehensive view of this trend. Using the tool, you’ll be able to see how both established and disruptor brands fare on popular grocery e-tailers including Amazon, Kroger, and Whole Foods.
In the above example, Genius brand Quaker Oats has 28% ownership of the Oats category on Prime Now; all search results not owned by the 139 brands analyzed in Gartner L2’s Digital IQ Index: Food or 18 additional private label brands are bucketed into the Other category, broadly representing the long-tail. Quaker leads the Oats category, claiming the top share of Amazon’s Prime Now digital shelf. Yet while the second position’s share represents less than half of Quaker Oats’ share, it’s held by a private label brand, illustrating the threat that established brands face from their private label counterparts.
The same is true on Walmart Grocery. Quaker Oats commands 35% of the category, but Walmart’s private label brand, Great Value, comes in second at 13%. This makes clear that even top brands should keep an eye on their position relative to the competition.
To see where your brand sits on e-tailer shelves, check out the interactive tool here.