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UK Retail Grocery and Food - PPC Market Share Analysis April 2025

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

Market Exposure

Share of Clicks for top 10 UK 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
Domain Share of clicks
sainsburys.co.uk 15.95
amazon.co.uk 11.16
moonpig.com 7.3
hotelchocolat.com 6.17
ocado.com 5.32
waitrose.com 4.76
huel.com 3.47
myprotein.com 2.71
patisserie-valerie.co.uk 2.51
marksandspencer.com 2.37
others 38.28

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In the PPC landscape, Sainsbury’s leads with 15.95% click share, followed by Amazon at 11.16%. Moonpig and Hotel Chocolat trail behind. Notably, ‘others’ dominate with 38.28%.

Market Exposure

Share of Spend for the top 10 UK 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
Date amazon.co.uk waitrose.com ocado.com moonpig.com bloomandwild.com interflora.co.uk sainsburys.co.uk hotelchocolat.com patisserie-valerie.co.uk huel.com
2025/04/01 11.54% 7.39% 4.29% 7.04% 1.77% 3.31% 3.07% 3.05% 2.55% 4.03%
2025/04/02 11.11% 7.42% 4.7% 7.46% 0.89% 3.83% 2.63% 3.28% 2.73% 3.76%
2025/04/03 12.13% 6.56% 4.67% 7.34% 1.56% 2.32% 2.82% 4.83% 2.58% 4.27%
2025/04/04 13.88% 5.36% 4.06% 6.6% 2.58% 2.61% 2.85% 6.23% 2.55% 4.48%
2025/04/05 13.2% 4.82% 4.91% 6.69% 3.01% 4% 2.4% 5.84% 2.59% 4.18%
2025/04/06 13.22% 4.78% 5.85% 6.52% 4.03% 5.2% 2.92% 4.36% 2.18% 3.61%
2025/04/07 11.81% 4.98% 5.6% 8.56% 2.99% 4.77% 3.01% 5.31% 2.63% 3.94%
2025/04/08 12.21% 4.5% 5.13% 7.64% 3.42% 4.49% 2.26% 4.13% 2.39% 3.49%
2025/04/09 12.1% 4.29% 4.44% 8.02% 5.69% 4.18% 2.31% 4.31% 2.69% 3.29%
2025/04/10 11.64% 4.64% 4.11% 8.19% 5.9% 4.77% 2.22% 4.77% 2.29% 2.89%
2025/04/11 12.13% 5.06% 4.45% 7.14% 4.22% 4.37% 3.25% 5.95% 2.85% 3.29%
2025/04/12 10.89% 5.54% 4.28% 8.82% 2.22% 5.24% 2.42% 5.43% 2.95% 2.94%
2025/04/13 12.21% 6.26% 4.34% 8.3% 3.53% 4.2% 2.64% 2.59% 2.86% 3.37%
2025/04/14 12.57% 6.06% 4.08% 8.18% 3.17% 4.15% 3.19% 4.3% 2.31% 3.9%
2025/04/15 13.75% 6.51% 3.98% 8.38% 3.02% 4.4% 3.38% 2.98% 2.24% 3.32%
2025/04/16 13.17% 7.44% 3.99% 8.07% 4.9% 3.58% 1.97% 3.91% 2.37% 3.06%
2025/04/17 11.96% 8.32% 3.6% 7.7% 2.72% 4.03% 2.87% 5.33% 2.58% 3.62%
2025/04/18 11.72% 5.07% 4.84% 12.17% 2.92% 4.15% 4.48% 4.41% 2.04% 3.97%
2025/04/19 11.65% 6.17% 4.58% 8.46% 4.27% 5.1% 3.05% 4.59% 2.56% 3.55%
2025/04/20 12.24% 5.84% 5.21% 8.35% 4.17% 4.82% 2.18% 4.38% 2.38% 3.14%
2025/04/21 12.92% 5.9% 5.35% 7.23% 3.82% 2.93% 2.44% 2.25% 3.04% 3.68%
2025/04/22 13.26% 6.17% 5.28% 6.99% 4.03% 2.9% 3.08% 1.5% 4.16% 3.62%
2025/04/23 12.01% 4.65% 7.98% 4.65% 4.33% 4.82% 1.29% 0.7% 3.69% 3.66%
2025/04/24 13.16% 2.99% 6.51% 6.49% 3.75% 4.81% 2.88% 3.11% 4.18% 3.81%
2025/04/25 12.68% 2.27% 5.96% 6.55% 3.39% 4.71% 3.5% 2.8% 4.12% 3.81%
2025/04/26 12.63% 3.45% 7.36% 3.85% 3.73% 3.88% 3.67% 1.96% 4.12% 3.44%
2025/04/27 13.88% 2.57% 6.52% 6.36% 4.86% 2.39% 3.45% 2.21% 3.27% 3.89%
2025/04/28 13.33% 3.78% 6.54% 7.24% 4.59% 3.66% 3.61% 2.58% 2.5% 2.41%
2025/04/29 12.68% 5.68% 6.04% 5.38% 5.29% 3.41% 3.79% 1.57% 2.29% 2.49%
2025/04/30 12.12% 8% 6.88% 6.5% 5.8% 4.22% 2.79% 2.62% 1.99% 1.49%

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April saw Amazon.co.uk maintain a steady lead in PPC spend share, peaking at 13.88%. Waitrose.com experienced fluctuations, ending at 8.00%. Ocado.com showed consistent growth, closing at 6.88%. Moonpig.com had a notable spike mid-month, finishing at 6.50%. Bloomandwild.com and Interflora.co.uk had modest increases, while Sainsburys.co.uk and Hotelchocolat.com saw varied trends. Patisserie-valerie.co.uk and Huel.com ended the month with declines.

Market Exposure

Competitor Count for UK 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
Date Competitor Count
2025/04/01 2086
2025/04/02 2108
2025/04/03 2131
2025/04/04 2188
2025/04/05 2196
2025/04/06 2212
2025/04/07 2189
2025/04/08 2185
2025/04/09 2176
2025/04/10 2154
2025/04/11 2109
2025/04/12 2145
2025/04/13 2132
2025/04/14 2142
2025/04/15 2103
2025/04/16 2081
2025/04/17 2100
2025/04/18 2026
2025/04/19 2123
2025/04/20 2134
2025/04/21 2111
2025/04/22 2123
2025/04/23 2094
2025/04/24 2155
2025/04/25 2130
2025/04/26 2147
2025/04/27 2075
2025/04/28 2101
2025/04/29 2053
2025/04/30 2069

Copyright © Adthena. All rights reserved.

April saw a dynamic shift in distinct advertisers, peaking at 2,212 on April 6. A decline followed, ending the month at 2,069.

Campaign Efficiency

Market Loss & Market Gains for UK 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
Name Market Trend
ocado.com 1.16%
whittard.co.uk 0.98%
amazon.co.uk 0.94%
patisserie-valerie.co.uk 0.68%
iceland.co.uk 0.56%
marksandspencer.com -0.52%
moonpig.com -1.17%
sainsburys.co.uk -1.45%
just-eat.co.uk -1.81%
hotelchocolat.com -2.1%

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Ocado.com leads with a 1.16% click share rise, while hotelchocolat.com drops by 2.1%. Whittard.co.uk and amazon.co.uk also see gains, contrasting with declines for just-eat.co.uk and sainsburys.co.uk.

Campaign Efficiency

UK 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 amazon.co.uk waitrose.com ocado.com sainsburys.co.uk patisserie-valerie.co.uk bloomandwild.com moonpig.com hotelchocolat.com hollandandbarrett.com huel.com
2025/04/01 16.49% 12.52% 5.63% 6.46% 3.53% 0.74% 2.29% 2.54% 2.29% 2.21%
2025/04/02 16.04% 12.63% 6.01% 5.94% 3.85% 0.38% 2.32% 2.73% 1.53% 2.1%
2025/04/03 16.81% 10.44% 5.97% 6.52% 3.77% 0.61% 2.2% 4.48% 1.87% 2.24%
2025/04/04 19.33% 8.73% 5.3% 5.81% 3.59% 1.03% 2.01% 6.02% 1.7% 2.41%
2025/04/05 18.36% 7.89% 6.55% 5.3% 3.7% 1.37% 2.25% 5.85% 1.79% 2.39%
2025/04/06 18.35% 8.07% 8.03% 5.36% 3.23% 1.69% 2.31% 4.37% 1.56% 2.11%
2025/04/07 17.1% 8.53% 7.56% 6.84% 3.76% 1.27% 2.65% 5.16% 1.79% 2.22%
2025/04/08 17.68% 7.63% 6.81% 4.7% 3.38% 1.5% 2.56% 4.91% 1.64% 2.04%
2025/04/09 18.12% 7.42% 5.94% 4.91% 3.91% 2.54% 2.78% 4.68% 1.99% 1.92%
2025/04/10 17.75% 8.04% 5.67% 5.12% 3.42% 2.75% 2.77% 5.07% 1.64% 1.73%
2025/04/11 17.04% 8.65% 5.92% 5.46% 3.95% 1.79% 2.71% 5.99% 1.63% 1.89%
2025/04/12 15.94% 9.68% 5.65% 5.6% 4.23% 0.9% 3.06% 5.68% 1.56% 1.64%
2025/04/13 17.37% 10.48% 5.53% 5.01% 4% 1.5% 2.98% 2.6% 1.62% 1.93%
2025/04/14 18.06% 10.53% 5.29% 5.36% 3.35% 1.4% 2.83% 4.12% 1.53% 2.24%
2025/04/15 20.07% 11.06% 4.9% 6.05% 3.2% 1.3% 2.77% 3.15% 1.5% 1.91%
2025/04/16 18.71% 12.73% 5.25% 4.04% 3.49% 2.16% 3.1% 4.08% 1.58% 1.72%
2025/04/17 17.66% 14.23% 4.4% 6.35% 3.4% 1.09% 2.59% 5.04% 1.31% 2.06%
2025/04/18 17.56% 8.6% 6.33% 9.83% 2.95% 1.2% 3.84% 4.02% 1.9% 2.27%
2025/04/19 17.18% 11.11% 6.17% 4.87% 4.27% 1.94% 2.75% 4.38% 1.74% 2%
2025/04/20 17.93% 10.36% 7.47% 3.21% 3.73% 2.01% 2.67% 3.72% 1.81% 1.85%
2025/04/21 18.32% 10.2% 7.05% 4.44% 4.69% 1.79% 2.21% 1.49% 1.6% 2.13%
2025/04/22 18.81% 10.34% 6.76% 4.88% 5.95% 1.81% 2.21% 1.49% 1.86% 2.05%
2025/04/23 17.93% 8.12% 10.5% 2.36% 5.64% 1.82% 1.59% 0.57% 1.98% 2.15%
2025/04/24 19.47% 4.91% 8.5% 4.96% 6.31% 1.7% 2.02% 2.72% 1.67% 2.21%
2025/04/25 18.92% 3.67% 8.02% 5.16% 6.16% 1.49% 2.14% 2.2% 2.56% 2.29%
2025/04/26 17.82% 5.56% 9.42% 5.62% 6.07% 1.72% 1.17% 1.51% 2.5% 1.99%
2025/04/27 19.38% 4.12% 8.26% 5.3% 4.86% 2.23% 2.11% 1.69% 2.6% 2.27%
2025/04/28 18.56% 6.13% 8.7% 5.04% 3.67% 2.01% 2.42% 2.05% 2.02% 1.39%
2025/04/29 18.13% 9.47% 7.65% 5.16% 3.26% 2.39% 1.71% 1.2% 1.73% 1.38%
2025/04/30 16.77% 13.26% 8.7% 4.71% 2.82% 2.52% 2.1% 2.02% 1.64% 0.86%

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April saw Amazon.co.uk maintain dominance, peaking mid-month at 20.07%. Waitrose.com fluctuated, ending strong at 13.26%. Ocado.com and Sainsburys.co.uk showed steady trends, while Patisserie-Valerie.co.uk and Bloomandwild.com had modest shares. Moonpig.com and Hotelchocolat.com experienced varied performances. Hollandandbarrett.com and Huel.com remained consistent, with slight dips.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK 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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  1. 1
    ASDA Groceries - Shop Online With Asda https://groceries.asda.com › groceries › asda

    Shop Online With Asda & Get £1.50 Delivery Slots! Book Now! Low Prices That Stay Low At Asda! Shop Online Now.

  2. 2
    Just Eat https://www.just-eat.co.uk › london

    Just Eat.co.uk — Forget Coming Home To An Empty Fridge. Come Home To Something Tasty With Just Eat. The...

  3. 3
    Myprotein™ Official Site https://www.myprotein.com

    The UK's No.1 Sports Nutrition — Elevate Your Fitness Journey with Myprotein's Premium Sports Nutrition. Premium Quality.

  4. 4
    Ocado Online Groceries https://www.ocado.com › ocado › groceries

    Grocery delivery with a smile — 25% off your 1st £60 shop + free deliveries. Max reward: £20. Full terms at ocado.com. Ocado delivers outstanding value. Just look for the value symbol as you shop. Sign up now.

  5. 5
    Sainsbury's Groceries Online https://www.sainsburys.co.uk

    Home Delivery at Sainsbury's — Get high value deals today! Shop a wide variety of quality products at affordable prices. Same high-value deals you're used to in-store, ordered from the convenience of your home.

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In the bustling world of online groceries, ASDA entices with low prices and convenient £1.50 delivery slots. Just Eat promises a tasty welcome home, while Myprotein elevates fitness with premium nutrition. Ocado offers 25% off first orders, and Sainsbury’s delivers high-value deals straight to your door.

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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.