AUS Retail Grocery and Food - PPC Market Share Analysis December 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Grocery and Food category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Google AI Overview visibility for Retail Grocery and Food AUS

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency	Percentage
Frequency	13.9020247323
	86.0979752677

13%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency	Percentage
Frequency	19
	81

19%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	5%
Transactional	15%
Navigational	1%
Seasonal	2%
Local	4%
Problem Solving	2%

Market Exposure

Share of Clicks for top 10 AUS Retail Grocery and Food brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
woolworths.com.au	47.25
coles.com.au	21.5
danmurphys.com.au	9.24
amazon.com.au	2.35
bws.com.au	1.23
doordash.com	1.07
liquorland.com.au	0.82
kfc.com.au	0.81
liteneasy.com.au	0.79
youfoodz.com	0.62
others	14.32

woolworths.com.au - 47.25%
coles.com.au - 21.5%
danmurphys.com.au - 9.24%
amazon.com.au - 2.35%
bws.com.au - 1.23%
doordash.com - 1.07%
liquorland.com.au - 0.82%
kfc.com.au - 0.81%
liteneasy.com.au - 0.79%
youfoodz.com - 0.62%
others - 14.32%

In the competitive landscape of Google PPC, Woolworths leads with a 47.25% click share, followed by Coles at 21.5%. Dan Murphy’s captures 9.24%, while ‘others’ collectively hold 14.32%.

Market Exposure

Share of Spend for the top 10 AUS Retail Grocery and Food brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last Month

Share of Spend - Last Month
Date	woolworths.com.au	coles.com.au	amazon.com.au	youfoodz.com	doordash.com	hellofresh.com.au	mymusclechef.com	liteneasy.com.au	danmurphys.com.au	bulknutrients.com.au
2025/12/01	27.72%	16.69%	6.66%	2.17%	2.36%	1.33%	1.29%	2.38%	2.25%	1.15%
2025/12/02	28.2%	18.21%	5.52%	1.9%	2.96%	1.33%	1.34%	1.79%	0.81%	1.3%
2025/12/03	27.9%	16.64%	4.97%	2.31%	1.75%	1.76%	0.7%	1.84%	1.36%	1.36%
2025/12/04	29.68%	19.17%	5.61%	3.34%	1.87%	1.83%	0.69%	2.13%	0.57%	1.06%
2025/12/05	28.85%	17.34%	4.89%	2.45%	3.26%	2.33%	1.57%	2.25%	5.36%	1.02%
2025/12/06	27.99%	18.59%	5.01%	3.67%	2.53%	1.6%	1.44%	1.75%	4.6%	1.35%
2025/12/07	26.2%	17.65%	4.4%	3.41%	3.15%	2.13%	1.34%	1.63%	7.79%	1.21%
2025/12/08	26.55%	17.96%	4.48%	3.12%	2.9%	2.88%	1.8%	1.7%	6.11%	1.23%
2025/12/09	26.75%	17.85%	3.29%	3.06%	2.96%	2.16%	2.04%	1.5%	6.43%	1.15%
2025/12/10	26.88%	16.92%	3.78%	3.46%	2.89%	1.84%	2.18%	1.63%	5.91%	1.6%
2025/12/11	27.29%	18.18%	3.95%	3.65%	2.71%	2.73%	0.83%	2.2%	4.86%	1.27%
2025/12/12	26.46%	20.31%	2.74%	3.07%	3.63%	2.04%	1.92%	1.83%	5.07%	1.2%
2025/12/13	28.52%	19.08%	3.19%	2.79%	4.72%	1.54%	0.63%	1.43%	1.76%	1.92%
2025/12/14	25.82%	16.75%	3.42%	3.64%	3.78%	1.44%	1.45%	1.67%	3.19%	1.77%
2025/12/15	25.92%	17.1%	3.43%	3.45%	4.47%	2.94%	1.66%	2.02%	5.03%	1.33%
2025/12/16	25.86%	18.2%	3.86%	3.6%	3.36%	1.62%	1.9%	2.6%	6.85%	1.63%
2025/12/17	27.34%	19.02%	3.76%	4.12%	3.39%	1.62%	1.58%	2.19%	6.92%	1.58%
2025/12/18	24.64%	16.16%	3.88%	2.66%	3.44%	1.27%	0.9%	2.87%	6.88%	1.78%
2025/12/19	25.94%	17.37%	3.75%	2.69%	2.46%	1.6%	0.94%	1.61%	5.99%	1.94%
2025/12/20	27.26%	17.52%	3.81%	2.48%	3.44%	2.85%	2.11%	1.84%	3.56%	1.9%
2025/12/21	26.65%	15.92%	3.46%	3.42%	4.12%	2.45%	1.62%	1.85%	4.34%	1.45%
2025/12/22	26.85%	15.76%	4.35%	3.34%	2.8%	3.21%	1.68%	1.72%	2.26%	2.29%
2025/12/23	28.38%	15.43%	4.28%	3%	3.5%	2.98%	1.01%	1.56%	2.25%	2.26%
2025/12/24	30.36%	16.34%	4.17%	2.56%	3.87%	2.94%	1.66%	1.43%	1.37%	1.86%
2025/12/25	26.7%	20.73%	3.33%	2.71%	4.31%	1.84%	1.8%	2.67%	1.91%	2.29%
2025/12/26	23.78%	16.37%	4.07%	3.25%	4.43%	2.18%	1.78%	3.01%	1.59%	1.64%
2025/12/27	25.06%	16.33%	3.49%	3.36%	4.73%	1.98%	1.25%	2.12%	2.68%	2.01%
2025/12/28	24.64%	15.54%	3.87%	3.44%	4.3%	2.18%	1.39%	1.56%	1.93%	2.24%
2025/12/29	24.49%	17.06%	3.86%	3.32%	3.22%	2.49%	1.96%	1.96%	2.28%	1.98%
2025/12/30	22.46%	15.97%	3.9%	3.46%	3.43%	1.84%	3.3%	2.03%	2.84%	2.42%
2025/12/31	22.2%	18.85%	4.47%	3.62%	2.84%	2.7%	2.27%	2.23%	2.16%	1.72%

woolworths.com.au
coles.com.au
amazon.com.au
youfoodz.com
doordash.com
hellofresh.com.au
mymusclechef.com
liteneasy.com.au
danmurphys.com.au
bulknutrients.com.au

Woolworths led December with fluctuating spend, peaking at 30.36% on the 24th. Coles followed, ending strong at 18.85%. Amazon’s share dipped, while Dan Murphy’s surged mid-month. The month closed with varied trends.

Market Exposure

Competitor Count for AUS Retail Grocery and Food

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

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Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2025/12/01	1584
2025/12/02	1588
2025/12/03	1659
2025/12/04	1608
2025/12/05	1633
2025/12/06	1641
2025/12/07	1621
2025/12/08	1619
2025/12/09	1612
2025/12/10	1613
2025/12/11	1585
2025/12/12	1599
2025/12/13	1594
2025/12/14	1590
2025/12/15	1589
2025/12/16	1534
2025/12/17	1545
2025/12/18	1592
2025/12/19	1648
2025/12/20	1634
2025/12/21	1642
2025/12/22	1650
2025/12/23	1647
2025/12/24	1667
2025/12/25	1637
2025/12/26	1665
2025/12/27	1642
2025/12/28	1646
2025/12/29	1638
2025/12/30	1631
2025/12/31	1634

December saw fluctuating advertiser numbers, peaking at 1,667 on the 24th. The month concluded with 1,634 advertisers, reflecting a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for AUS Retail Grocery and Food

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
coles.com.au	1.14%
kfc.com.au	0.55%
amazon.com.au	0.37%
nutraorganics.com.au	0.23%
bulknutrients.com.au	0.2%
harrisfarm.com.au	-0.1%
aldi.com.au	-0.22%
blackvelvetcakes.com.au	-0.23%
woolworths.com.au	-1.3%
danmurphys.com.au	-4.23%

Coles.com.au surged with a 1.14% click share increase, while DanMurphys.com.au faced a 4.23% decline. KFC.com.au and Amazon.com.au also saw positive growth, contrasting with Woolworths.com.au’s drop.

Campaign Efficiency

AUS Retail Grocery and Food Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	woolworths.com.au	coles.com.au	amazon.com.au	danmurphys.com.au	doordash.com	youfoodz.com	bws.com.au	bulknutrients.com.au	liquorland.com.au	iherb.com
2025/12/01	38.26%	20.41%	8.7%	2.61%	2.09%	0.74%	0.64%	0.71%	0.23%	0.68%
2025/12/02	40.22%	21.91%	6.63%	0.86%	2.39%	0.78%	0.57%	0.69%	0.25%	0.93%
2025/12/03	39.21%	19.67%	6.61%	2.42%	1.74%	1.13%	0.88%	0.79%	0.12%	1.05%
2025/12/04	41%	21.96%	7.14%	0.91%	1.68%	1.32%	0.76%	0.54%	0.22%	0.64%
2025/12/05	40.96%	20.02%	6.28%	5.21%	3.12%	0.91%	1.17%	0.51%	0.61%	0.52%
2025/12/06	40.04%	21.6%	6.42%	4.17%	2.43%	1.61%	1.06%	0.8%	0.33%	0.5%
2025/12/07	37.52%	19.9%	5.37%	8.21%	3%	1.37%	1.11%	0.71%	0.75%	0.47%
2025/12/08	37.8%	21.26%	5.59%	7.3%	2.75%	1.21%	1%	0.71%	0.59%	0.46%
2025/12/09	39.53%	21.28%	3.9%	7.38%	2.45%	1.29%	1.31%	0.66%	0.97%	0.36%
2025/12/10	39.4%	20.39%	4.51%	6.69%	2.75%	1.43%	1.29%	0.91%	0.68%	0.39%
2025/12/11	39.38%	21.38%	4.84%	5.74%	2.29%	1.6%	1.5%	0.71%	1.49%	0.4%
2025/12/12	38.73%	23.95%	3.25%	5.69%	3.65%	1.31%	1.13%	0.73%	0.46%	0.5%
2025/12/13	40.26%	22.71%	3.73%	3.08%	4.63%	1.12%	1.03%	1.05%	1.43%	0.5%
2025/12/14	38.1%	20.35%	4.15%	5.41%	3.57%	1.63%	1.28%	1.02%	0.63%	0.48%
2025/12/15	39.25%	20.51%	4.58%	5.8%	4.44%	1.54%	1.08%	0.76%	0.54%	0.49%
2025/12/16	38.78%	20%	4.35%	8.64%	2.47%	1.6%	1.65%	0.96%	0.9%	0.55%
2025/12/17	38.02%	21.84%	4.37%	8%	3.25%	1.66%	1.82%	0.91%	0.31%	0.42%
2025/12/18	36.19%	20.09%	4.89%	8.49%	2.94%	1.08%	1.71%	1.05%	1.1%	0.73%
2025/12/19	36.63%	20.74%	4.96%	6.9%	2.04%	0.96%	1.26%	1.1%	0.72%	0.67%
2025/12/20	37.28%	20.79%	4.95%	3.88%	3.04%	0.97%	1.74%	1.03%	0.86%	0.59%
2025/12/21	39.01%	18.45%	4.7%	4.59%	3.69%	1.28%	1.73%	0.8%	0.89%	0.56%
2025/12/22	39.14%	18.09%	5.85%	3.58%	2.74%	1.23%	1.17%	1.42%	1.04%	0.76%
2025/12/23	40.37%	17.63%	5.77%	4.1%	3.11%	1.1%	0.85%	1.35%	0.4%	0.89%
2025/12/24	43.48%	20.59%	5.42%	1.43%	3.02%	0.94%	0.76%	1.03%	0.25%	0.57%
2025/12/25	38.35%	26.22%	4.34%	1.87%	3.5%	1.01%	0.77%	1.26%	0.43%	0.58%
2025/12/26	36.16%	20.89%	5.33%	2.46%	3.6%	1.15%	0.7%	1.06%	0.76%	1%
2025/12/27	35.7%	20.98%	4.83%	2.98%	4.65%	1.36%	1.1%	1.22%	1.4%	1.23%
2025/12/28	36.19%	19.79%	5.18%	2.42%	3.16%	1.47%	1.3%	1.41%	0.92%	1.64%
2025/12/29	36.24%	20.56%	5.16%	2.34%	3.2%	1.34%	1.46%	1.12%	1.18%	0.6%
2025/12/30	34.89%	19.67%	5.34%	3.31%	3.41%	1.36%	1.43%	1.36%	1.11%	0.15%
2025/12/31	31.43%	23.67%	6.12%	2.81%	2.08%	1.39%	1.13%	1.01%	0.6%	0.13%

woolworths.com.au
coles.com.au
amazon.com.au
danmurphys.com.au
doordash.com
youfoodz.com
bws.com.au
bulknutrients.com.au
liquorland.com.au
iherb.com

Woolworths led December with fluctuating impressions, peaking at 43.48% on the 24th. Coles saw a spike on the 25th at 26.22%. Amazon’s share was steady, ending at 6.12%. Dan Murphy’s peaked mid-month, while DoorDash and others maintained lower shares.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Retail Grocery and Food

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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Google Text Ad Copy Insights & Creative Trends for AUS Retail Grocery and Food - Last month

1
Weekly Specials Catalogue https://www.coles.com.au › coles › catalogue
Coles® Digital Catalogue — Browse This Week's Catalogue Online For All The Latest Specials & Offers. Shop Catalogue Products Online Or Head To Your Nearest Coles Supermarket.
2
Dan Murphy's | Lowest Liquor Price Guarantee https://www.danmurphys.com.au
Order Online Now And We'll Have Your Drinks Ready To Pick Up In 30 Minutes. Shop Now. There's Always More To Discover At Dan Murphy's With Our Special Selections Of Drinks. Low Prices.
3
ALDI groceries to Your Door https://www.doordash.com
Fresh ALDI Groceries Delivered — Whether you need a stock-up or just a top-up, get ALDI delivered on-demand with DoorDash®
4
Woolworths https://www.woolworths.com.au
Shop at Woolworths — Shop your way this Christmas with Woolworths delivery and pick-up options. Discover weekly...
5
Meals for the week delivered - Youfoodz meals from $5.79 each https://www.youfoodz.com
Planning your week just got easier - save on meals with Youfoodz, the ultimate time-saver. Elevate...

Coles entices with weekly specials, while Dan Murphy’s promises the lowest liquor prices. DoorDash delivers ALDI groceries, Woolworths offers festive convenience, and Youfoodz simplifies meal planning with affordable options. Each ad highlights convenience and savings, appealing to diverse consumer needs.

Frequently Asked Questions

Why is the AUS Retail Grocery and Food December 2025 Report useful and how should I use it?

Why is the AUS Retail Grocery and Food December 2025 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the AUS Retail Grocery and Food December 2025 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the AUS Retail Grocery and Food December 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the AUS Retail Grocery and Food December 2025 Report?

The AUS Retail Grocery and Food December 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Retail Grocery and Food December 2025 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Retail Grocery and Food December 2025 Report for?

The AUS Retail Grocery and Food December 2025 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Can I get a custom report for my brand?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

Customer Success Stories

Coles | OMD | Smith St Adthena Case Study

Paid search optimization in action: Smith St and Coles with Adthena insights

Smith St. and Coles partnered with Adthena to gain a clear view of their paid search landscape, monitoring Woolworths and the wider market to ensure Coles remained front of mind for shoppers through strategic paid search optimization.

By leveraging competitor insights and market trend data, the team optimized seasonal demand capture, boosting paid search traffic growth by 10% year-over-year while maintaining the same level of marketing budget.Read case study

PPC case study: How Circus PPC and Roman delivered smarter brand spend and a 15X ROAS with Adthena

Online fashion retailer Roman needed to improve paid search efficiency without compromising revenue.

With guidance from digital agency partner Circus PPC, they turned to Adthena’s Brand Activator to reduce wasted brand spend.Read case study

PPC Case Study: Capital on Tap doubles PMax conversions and cuts CPL by 37%

Capital on Tap partnered with Adthena to streamline their paid search efforts, driving measurable improvements in efficiency, spend optimization, and brand protection.

The results showcase how strategic automation and search intelligence deliver real business impact.Read case study

Get the full picture

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The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

AUS Retail Grocery and Food - PPC Market Share Analysis December 2025