UK Retail Grocery and Food - PPC Market Share Analysis September 2026

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.

Grocery and Food – UK

Google AI Overview visibility for Retail Grocery and Food UK

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

AIO Frequency

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

Frequency Percentage
Frequency 36.0438132368
63.9561867632
36%

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 23
77
23%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 9%
Transactional 21%
Navigational 12%
Seasonal 5%
Local 5%
Problem Solving 2%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
sainsburys.co.uk 7.77
just-eat.co.uk 6.81
ocado.com 6.22
wowcher.co.uk 5.31
tesco.com 4.07
moonpig.com 3.92
myprotein.com 3.53
fortnumandmason.com 3.18
marksandspencer.com 3.03
huel.com 2.88
others 53.28
  • sainsburys.co.uk - 7.77%
  • just-eat.co.uk - 6.81%
  • ocado.com - 6.22%
  • wowcher.co.uk - 5.31%
  • tesco.com - 4.07%
  • moonpig.com - 3.92%
  • myprotein.com - 3.53%
  • fortnumandmason.com - 3.18%
  • marksandspencer.com - 3.03%
  • huel.com - 2.88%
  • others - 53.28%

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In the competitive landscape, ‘others’ dominate with 53.28% click share, while Sainsbury’s leads individual advertisers at 7.77%.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date bloomandwild.com just-eat.co.uk ocado.com interflora.co.uk fortnumandmason.com amazon.co.uk sainsburys.co.uk huel.com moonpig.com marksandspencer.com
2026/09/01 9.63% 4.23% 4.25% 3.91% 1.12% 4.1% 2.13% 2.88% 2.88% 2.16%
2026/09/02 9.82% 3.31% 3.77% 4.82% 1.09% 2.63% 1.77% 2.2% 4.6% 3.44%
2026/09/03 11.31% 2.91% 3.76% 4.61% 0.87% 2.51% 1.79% 2.51% 4.51% 3.74%
2026/09/04 10.72% 2.82% 3.73% 5.43% 0.96% 2.17% 1.71% 2.8% 4.35% 3.47%
2026/09/05 9.32% 2.89% 3.92% 5.91% 0.95% 2.22% 1.31% 2.64% 3.91% 3.04%
2026/09/06 8.42% 3.46% 4.86% 6.12% 0.86% 1.98% 1.85% 2.85% 3.28% 3%
2026/09/07 9.53% 3.46% 3.8% 5.92% 0.76% 2.02% 2.35% 3.03% 3.32% 3.09%
2026/09/08 9.1% 3.45% 4.62% 5.95% 0.76% 2.19% 2.13% 2.47% 4.14% 3.59%
2026/09/09 8.57% 4.92% 5.1% 5.11% 0.63% 2.58% 2.18% 2.27% 3.76% 3.14%
2026/09/10 8.68% 4.68% 4.83% 5.38% 0.87% 2.49% 1.89% 2.6% 4.05% 3.06%
2026/09/11 8.52% 3.82% 4.33% 4.9% 1.26% 2.1% 2.02% 3.05% 3.63% 2.42%
2026/09/12 7.94% 4.66% 4.34% 4.22% 1.43% 2.13% 1.79% 2.91% 2.81% 2.39%
2026/09/13 8.37% 4.02% 4.27% 5.14% 1.32% 2.61% 1.86% 2.91% 1.32% 2.41%
2026/09/14 9.14% 4.37% 4.6% 4.91% 1.21% 2.41% 2.26% 2.45% 2.44% 2.06%
2026/09/15 7.51% 3.42% 3.97% 4.07% 1.11% 2.22% 6% 2.16% 4.05% 2.33%
2026/09/16 8.51% 4.08% 4.06% 4.31% 3% 2.57% 1.85% 2.82% 2.19% 2.62%
2026/09/17 7.99% 5.18% 4.24% 3.98% 3.4% 2.48% 2.34% 2.84% 1.89% 2.74%
2026/09/18 8.95% 5.45% 4.3% 3.59% 2.25% 2.69% 2.06% 2.7% 1.6% 2.31%
2026/09/19 6.2% 3.89% 4.91% 3.16% 1.89% 2.99% 1.98% 2.65% 2.6% 2.25%
2026/09/20 6.05% 4.88% 4.5% 2.72% 3.88% 2.95% 1.97% 2.66% 1.67% 2.4%
2026/09/21 6.71% 5.32% 4.92% 3.11% 5.35% 2.89% 2.04% 2.14% 2.27% 2.33%
2026/09/22 7.73% 5.66% 4.5% 3.18% 3.78% 2.89% 2.56% 1.87% 2.07% 2.46%
2026/09/23 7.28% 4.35% 4.45% 3.15% 1.86% 3.31% 2.54% 2.48% 2.74% 2.45%
2026/09/24 6.46% 3.49% 3.87% 3.55% 8.83% 2.55% 8.8% 1.62% 1.15% 2.66%
2026/09/25 7.11% 4.83% 4.14% 4.42% 4.66% 2.56% 1.84% 2.14% 1.21% 2.42%
2026/09/26 5.3% 3.46% 4.96% 3.17% 9.35% 2.62% 2.31% 1.96% 2% 2.14%
2026/09/27 6.72% 3.93% 4.86% 4.42% 2.18% 2.87% 2.1% 1.86% 2.51% 2.12%
2026/09/28 6.59% 3.81% 4.93% 4.07% 2.49% 2.84% 2.31% 1.81% 1.6% 2.1%
2026/09/29 6.86% 3.63% 5.31% 3.87% 3.27% 2.98% 2.2% 2.84% 1.75% 2.01%
2026/09/30 6.66% 5.6% 4.25% 4.02% 3.7% 2.91% 2.45% 2.36% 2.19% 2.12%
  • bloomandwild.com
  • just-eat.co.uk
  • ocado.com
  • interflora.co.uk
  • fortnumandmason.com
  • amazon.co.uk
  • sainsburys.co.uk
  • huel.com
  • moonpig.com
  • marksandspencer.com

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In September 2026, Bloomandwild.com led with a fluctuating spend share, peaking early at 11.31% and ending at 6.66%. Just-eat.co.uk saw a mid-month rise, closing at 5.6%. Ocado.com maintained steady growth, finishing at 4.25%. Interflora.co.uk’s share declined, ending at 4.02%. Fortnumandmason.com experienced volatility, peaking at 9.35% before settling at 3.7%. Amazon.co.uk showed consistent performance, closing at 2.91%. Sainsburys.co.uk had a significant spike mid-month, ending at 2.45%. Huel.com fluctuated, finishing at 2.36%. Moonpig.com saw a decline, closing at 2.19%. Marksandspencer.com remained stable, ending at 2.12%.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/09/01 1574
2026/09/02 1708
2026/09/03 1679
2026/09/04 1706
2026/09/05 1713
2026/09/06 1721
2026/09/07 1714
2026/09/08 1710
2026/09/09 1650
2026/09/10 1648
2026/09/11 1666
2026/09/12 1696
2026/09/13 1702
2026/09/14 1696
2026/09/15 1747
2026/09/16 1754
2026/09/17 1729
2026/09/18 1757
2026/09/19 1742
2026/09/20 1740
2026/09/21 1756
2026/09/22 1756
2026/09/23 1713
2026/09/24 1734
2026/09/25 1763
2026/09/26 1714
2026/09/27 1710
2026/09/28 1692
2026/09/29 1678
2026/09/30 1696

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September saw a dynamic shift in distinct advertisers, starting at 1,574 and peaking at 1,763. The month concluded with a stable 1,696, reflecting a vibrant advertising landscape.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
fortnumandmason.com 4.64%
sainsburys.co.uk 2.33%
morrisons.com 0.84%
laithwaites.co.uk 0.82%
ubereats.com 0.32%
interflora.co.uk -0.78%
bloomandwild.com -0.78%
marksandspencer.com -0.83%
moonpig.com -2.39%
wowcher.co.uk -2.93%

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Fortnumandmason.com surged with a 4.64% click share increase, while wowcher.co.uk dropped by 2.93%. Sainsburys.co.uk also rose by 2.33%.

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.

Date just-eat.co.uk ocado.com deliveroo.co.uk fortnumandmason.com amazon.co.uk sainsburys.co.uk bloomandwild.com huel.com waitrose.com tesco.com
2026/09/01 6.69% 5.25% 4.27% 0.99% 4.89% 4.56% 3.37% 2.81% 1.86% 3.29%
2026/09/02 5.14% 4.89% 3.22% 1% 3.96% 3% 4.04% 2.22% 1.79% 2.32%
2026/09/03 3.73% 4.8% 2.63% 0.88% 3.78% 2.86% 4.47% 2.77% 1.67% 2%
2026/09/04 3.61% 4.79% 2.62% 0.94% 3.4% 2.95% 4.57% 2.89% 1.33% 1.85%
2026/09/05 3.85% 5.18% 2.3% 0.94% 3.38% 2.07% 4.06% 2.62% 1.23% 1.81%
2026/09/06 4.53% 5.71% 7.41% 0.81% 2.95% 2.97% 3.64% 2.66% 1.26% 1.92%
2026/09/07 5.87% 4.86% 5.07% 0.77% 3.2% 3.93% 3.98% 2.85% 1.38% 1.84%
2026/09/08 4.84% 5.63% 3.65% 0.76% 3.14% 3.18% 3.96% 2.42% 2.21% 2.77%
2026/09/09 6.73% 6.31% 3.31% 0.64% 4.05% 3.74% 3.62% 2.21% 1.77% 2.1%
2026/09/10 5.9% 5.94% 2.47% 0.82% 3.58% 3.21% 3.61% 2.52% 2.34% 1.99%
2026/09/11 5.31% 5.46% 2.74% 1.14% 2.91% 3.42% 3.77% 2.99% 2.54% 2.25%
2026/09/12 5.83% 5.57% 1.74% 1.35% 3.32% 2.93% 3.28% 2.99% 2.94% 2.29%
2026/09/13 5.54% 5.52% 1.38% 1.31% 3.65% 2.98% 3.37% 2.81% 3.17% 2.34%
2026/09/14 6.06% 5.7% 1.51% 1.12% 3.39% 3.8% 3.72% 2.41% 3.02% 2.39%
2026/09/15 4.1% 5.14% 2.13% 1.08% 3.49% 8.98% 3.12% 2.13% 2.53% 3.11%
2026/09/16 5.76% 5.02% 2.44% 2.73% 3.78% 3.2% 3.26% 2.73% 2.81% 2.14%
2026/09/17 6.04% 5.56% 2.1% 2.4% 3.67% 3.54% 3.05% 3.2% 2.72% 2.18%
2026/09/18 7.1% 5.5% 1.91% 2.41% 3.74% 3.52% 3.43% 2.73% 3.01% 2.54%
2026/09/19 5.04% 5.94% 2.34% 1.85% 4.09% 3.31% 2.65% 2.93% 2.92% 2.5%
2026/09/20 5.88% 5.63% 2.36% 2.91% 4.02% 3.59% 2.51% 2.69% 2.72% 2.35%
2026/09/21 6.4% 5.95% 3.42% 3.46% 4.01% 3.39% 2.62% 2.24% 3.42% 2.4%
2026/09/22 6.8% 5.84% 4.31% 2.66% 3.62% 4.5% 2.77% 2.06% 3.59% 2.35%
2026/09/23 5.88% 5.76% 2.3% 1.75% 4.14% 4.29% 2.67% 2.47% 2.69% 2.78%
2026/09/24 4.46% 4.86% 3.07% 5.83% 3.24% 12.88% 2.19% 1.6% 1.74% 1.94%
2026/09/25 7.01% 5% 3.57% 4.01% 3.34% 3.33% 2.3% 2.19% 2.21% 2.17%
2026/09/26 4.9% 6.35% 4.06% 6.15% 3.55% 4.44% 1.89% 2.09% 2.37% 2.11%
2026/09/27 5.23% 5.75% 6.91% 2.1% 3.32% 4.08% 1.97% 1.93% 1.91% 2.14%
2026/09/28 5.25% 5.89% 4.73% 2.69% 3.81% 4.21% 2.21% 1.79% 2.12% 2.03%
2026/09/29 5.65% 5.95% 3.71% 2.53% 4.29% 3.82% 2.4% 2.74% 2.11% 1.88%
2026/09/30 7.38% 5.38% 4.96% 4.35% 4.03% 3.64% 2.26% 2.15% 1.84% 1.61%
  • just-eat.co.uk
  • ocado.com
  • deliveroo.co.uk
  • fortnumandmason.com
  • amazon.co.uk
  • sainsburys.co.uk
  • bloomandwild.com
  • huel.com
  • waitrose.com
  • tesco.com

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Just-Eat.co.uk led September with fluctuating impressions, peaking at 7.38% on the 30th. Ocado.com maintained steady visibility, while Deliveroo.co.uk saw a late surge. Fortnumandmason.com and Sainsburys.co.uk experienced notable spikes mid-month.

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.

Google Text Ad Copy Insights & Creative Trends for UK Retail Grocery and Food - Last month
  1. 1
    Shop Asda's Latest Offers - Click & Collect https://www.asda.com

    Order Online & Pick Up Your Shopping At A Time That Suits You With Asda Click & Collect! Huge Range Of Groceries. 1000’s Of Rollbacks.

  2. 2
    Co-op Grocery Delivery - Delivery From Only £1.99 - Co-op Food https://shop.coop.co.uk

    Get a Co-op delivery from £1.99 in as little as 60 minutes with a £15 minimum spend. Delivery From Only £1.99 & Delivered Straight To Your Door In 60 Minutes.

  3. 3
    Fast Delivery, Great Food | Get Free Delivery on Deliveroo https://www.deliveroo.co.uk › deliveroo › delivery

    30 days free delivery when you place your first order. New customers only. T&Cs apply. Feeling lazy? Get a variety of local food delivered quickly and affordably. Fresh and fast delivery. Ready for delivery.

  4. 4
    Morrisons Delivery brings everyday essentials to your door |... https://www.just-eat.co.uk

    Find a Morrisons near you on Just Eat and order for delivery to your home or office. Order everyday essentials and Market Street fresh favourites for delivery in London.

  5. 5
    Sainsbury's Groceries Online | Home Delivery at Sainsbury's https://www.sainsburys.co.uk › grocery_online › sainsburys

    Purchase our top offers every week. Spend less and eat better at Sainsbury's. Get high value deals today! Shop a wide variety of quality products at affordable prices. Only the freshest food.

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In the competitive landscape of grocery and food delivery, Asda, Co-op, Deliveroo, Just Eat, and Sainsbury’s shine with unique propositions. Asda emphasizes convenience with Click & Collect, Co-op offers swift delivery from £1.99, Deliveroo entices with free delivery for newcomers, Just Eat partners with Morrisons for essentials, and Sainsbury’s highlights affordability and freshness.

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