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UK Retail Grocery and Food - PPC Market Share Analysis February 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 13.2
hotelchocolat.com 9.69
amazon.co.uk 9.27
moonpig.com 6.01
ocado.com 4.68
marksandspencer.com 3.47
tesco.com 3.02
just-eat.co.uk 2.95
waitrose.com 2.57
fortnumandmason.com 2.29
others 42.85

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Sainsbury’s leads with 13.2% click share, closely followed by Hotel Chocolat at 9.69%. Amazon holds 9.27%, while ‘others’ dominate with 42.85%.

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 ocado.com fortnumandmason.com hotelchocolat.com bloomandwild.com sainsburys.co.uk marksandspencer.com interflora.co.uk waitrose.com moonpig.com
2025/02/01 6.75% 5.73% 1.44% 7.68% 3.87% 3.25% 5.05% 2.52% 2.06% 2.97%
2025/02/02 6.85% 5.86% 1.88% 5.48% 2.98% 3.07% 5.95% 2.55% 2.13% 2.61%
2025/02/03 7.77% 4.87% 4.27% 4.13% 3.31% 2.55% 5.51% 2.66% 2.14% 2.72%
2025/02/04 7.82% 5.05% 5.49% 4.88% 3.88% 2.78% 5.23% 2.5% 2.71% 2.97%
2025/02/05 8.58% 4.44% 5.28% 3.29% 3.7% 2.8% 4.78% 2.41% 3.11% 3.71%
2025/02/06 8.75% 4.31% 4.85% 3.56% 4.7% 2.88% 3.65% 2.45% 2.83% 4.21%
2025/02/07 8.73% 5.47% 3.68% 4.37% 3.67% 3.29% 4.34% 2.89% 1.94% 3.22%
2025/02/08 8.47% 5.54% 3.12% 4.24% 4.33% 4.89% 3.11% 2.75% 2.5% 3.29%
2025/02/09 10.14% 4.37% 3.79% 4.68% 3.85% 4.44% 2.88% 2.98% 2.23% 5%
2025/02/10 10.19% 4.25% 4.21% 4.67% 4.62% 2.77% 3.15% 3.66% 2.11% 4.28%
2025/02/11 9.62% 4.88% 4.19% 4.54% 3.07% 3.24% 3.96% 3.17% 2.77% 4.18%
2025/02/12 9.1% 4.03% 4.88% 4.74% 3.16% 2.7% 3.48% 4.15% 2.37% 5.47%
2025/02/13 7.84% 4.48% 4.87% 5.59% 3.46% 2.89% 2.39% 4.81% 2.78% 5.69%
2025/02/14 9.54% 4.96% 3.1% 4.97% 3.29% 1.95% 2.49% 1.34% 4.41% 4.15%
2025/02/15 9.32% 4.12% 1.37% 4.83% 2.06% 3.7% 1.61% 2.6% 4.3% 4.18%
2025/02/16 10.45% 4.82% 3.04% 8.96% 1.95% 3.66% 0.85% 2.77% 3.52% 1.56%
2025/02/17 11.47% 3.74% 4.52% 4.2% 4.37% 4.31% 2.17% 1.99% 3.5% 1.58%
2025/02/18 10.31% 4.46% 5.09% 4.2% 6.14% 4.08% 2.81% 2.62% 3.55% 1.97%
2025/02/19 10.81% 4.14% 5.34% 4.43% 5.45% 3.14% 2.49% 3.08% 2.9% 1.74%
2025/02/20 10.89% 4.56% 4.88% 3.9% 4.05% 3.86% 3.2% 2.29% 3.72% 2.4%
2025/02/21 10.36% 4.25% 4.72% 5.28% 4.2% 3.82% 3.84% 2.45% 2.92% 2.75%
2025/02/22 9.6% 5.07% 4.49% 5.44% 3.72% 3.21% 5.54% 2.28% 2.74% 2.42%
2025/02/23 10.55% 5.84% 2.52% 6.17% 4.05% 3.73% 3.51% 1.83% 1.85% 3.49%
2025/02/24 10.53% 4.37% 4.01% 3.62% 3.5% 2.78% 3.53% 2.68% 1.95% 3.32%
2025/02/25 8.82% 4.46% 4.22% 5.36% 4.22% 3.57% 3.91% 1.85% 1.98% 2.01%
2025/02/26 8.25% 4.93% 4.73% 5.45% 4.06% 3.44% 5.44% 1.39% 2.21% 1.26%
2025/02/27 9.26% 4.93% 4.24% 3.7% 3.74% 4.54% 3.34% 1.63% 2.99% 2.15%
2025/02/28 8.83% 5.69% 5.6% 4.34% 4.31% 4.25% 3.96% 2.32% 2.26% 1.8%

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Amazon.co.uk’s PPC spend surged, peaking mid-month at 11.47%. Ocado.com fluctuated, ending at 5.69%. Fortnumandmason.com saw a mid-month dip, closing at 5.6%. Hotelchocolat.com peaked on the 16th, finishing at 4.34%. Bloomandwild.com rose mid-month, ending at 4.31%. Sainsburys.co.uk’s spend varied, closing at 4.25%. Marksandspencer.com fluctuated, ending at 3.96%. Interflora.co.uk’s spend decreased, finishing at 2.32%. Waitrose.com saw a mid-month peak, closing at 2.26%. Moonpig.com fluctuated, ending at 1.8%.

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
2025/02/01 4669
2025/02/02 4769
2025/02/03 4869
2025/02/04 5158
2025/02/05 4936
2025/02/06 4871
2025/02/07 4960
2025/02/08 4619
2025/02/09 4573
2025/02/10 4567
2025/02/11 4817
2025/02/12 4734
2025/02/13 4575
2025/02/14 4865
2025/02/15 4501
2025/02/16 4486
2025/02/17 4534
2025/02/18 4498
2025/02/19 4562
2025/02/20 4652
2025/02/21 4501
2025/02/22 4456
2025/02/23 4332
2025/02/24 4339
2025/02/25 4485
2025/02/26 4562
2025/02/27 4381
2025/02/28 4383

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In February 2025, distinct advertisers peaked at 5,158 on February 4th, then gradually declined, ending at 4,383.

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
sainsburys.co.uk 4.04%
amazon.co.uk 1.36%
lindt.co.uk 0.93%
morrisons.com 0.58%
hotelchocolat.com 0.55%
just-eat.co.uk -0.4%
groceries.asda.com -0.5%
marksandspencer.com -0.54%
tesco.com -1.02%
moonpig.com -4%

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Sainsburys.co.uk surged with a 4.04% click share increase, while moonpig.com dropped by 4.0%.

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 ocado.com fortnumandmason.com sainsburys.co.uk waitrose.com hotelchocolat.com marksandspencer.com cutterandsquidge.com bloomandwild.com moonpig.com
2025/02/01 10.57% 7% 1.56% 4.05% 3.91% 7.91% 2.61% 1.1% 1.5% 1.56%
2025/02/02 10.79% 7.42% 2.04% 3.45% 4.15% 5.9% 3.13% 1.31% 1.24% 1.45%
2025/02/03 11.61% 6.2% 4.5% 3.23% 3.95% 4.08% 2.88% 1.49% 1.59% 1.45%
2025/02/04 12.31% 6.46% 5.21% 3.39% 5.11% 4.8% 2.59% 1.5% 1.72% 1.67%
2025/02/05 13.26% 5.66% 5.38% 3.42% 5.73% 2.79% 2.42% 1.42% 1.55% 2.28%
2025/02/06 13.68% 5.65% 4.5% 3.63% 5.28% 3.06% 1.82% 1.44% 1.88% 2.56%
2025/02/07 13.74% 7.11% 3.57% 4.15% 3.53% 3.82% 2.23% 1.63% 1.65% 2.04%
2025/02/08 13.51% 7.01% 2.73% 5.94% 4.53% 3.89% 1.6% 1.6% 1.87% 1.95%
2025/02/09 16.23% 5.44% 3.35% 5.58% 4.17% 4.01% 1.54% 1.19% 1.79% 2.26%
2025/02/10 16.48% 5.52% 4.03% 3.39% 4.02% 3.89% 1.68% 1.51% 1.91% 2.38%
2025/02/11 15.38% 6.1% 4.11% 3.98% 5.1% 4.11% 1.97% 2.18% 1.29% 2.72%
2025/02/12 14.23% 5.24% 4.71% 3.2% 4.39% 4.25% 1.63% 1.96% 1.27% 4.22%
2025/02/13 12.34% 5.64% 4.69% 3.86% 5.26% 4.88% 1.04% 1.53% 1.31% 4.08%
2025/02/14 14.16% 5.99% 2.65% 2.22% 7.32% 4.39% 1.07% 1.65% 1.08% 3.2%
2025/02/15 14.42% 5.2% 1.16% 4.65% 7% 4.26% 0.67% 1.46% 0.68% 2.77%
2025/02/16 15.76% 5.82% 2.76% 4.32% 6.41% 7.99% 0.43% 1.06% 0.61% 0.87%
2025/02/17 17.54% 4.77% 4.18% 5.04% 6.31% 3.43% 1.06% 1.79% 1.63% 0.81%
2025/02/18 16.71% 5.53% 4.87% 5.27% 5.8% 3.63% 1.42% 2.06% 2.6% 0.94%
2025/02/19 17.04% 5.46% 5.04% 3.87% 5.34% 3.65% 1.43% 2.17% 2.4% 0.77%
2025/02/20 16.79% 5.42% 4.48% 5.08% 6.12% 3.25% 1.76% 2.27% 1.76% 1.03%
2025/02/21 16.02% 5.41% 4.72% 4.96% 5.41% 4.53% 2.29% 1.39% 1.67% 1.19%
2025/02/22 14.98% 6.18% 4.41% 3.95% 4.94% 4.73% 3.18% 1.44% 1.51% 1.24%
2025/02/23 16.53% 7.12% 2.58% 4.35% 3.5% 5.47% 1.99% 1.49% 1.58% 1.53%
2025/02/24 16.6% 5.4% 3.93% 4.04% 3.6% 3.15% 1.94% 2.22% 1.43% 1.66%
2025/02/25 13.78% 6.01% 4.25% 4.66% 3.5% 4.89% 2.07% 2.08% 1.73% 0.85%
2025/02/26 12.89% 6.02% 4.57% 4.05% 3.78% 4.84% 2.52% 2.37% 1.73% 0.61%
2025/02/27 14.26% 6.34% 3.88% 5.42% 4.3% 2.91% 1.64% 2.32% 1.39% 1.12%
2025/02/28 14.02% 7.2% 5.36% 5.15% 3.97% 3.51% 1.98% 1.92% 1.66% 0.82%

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Amazon.co.uk’s impression share rose steadily, peaking mid-month before a slight decline. Ocado.com fluctuated, ending with a rise. Fortnumandmason.com saw a mid-month dip, then recovered. Sainsburys.co.uk and Waitrose.com showed varied trends, finishing strong. Hotelchocolat.com and Marksandspencer.com experienced ups and downs, while Cutterandsquidge.com and Bloomandwild.com remained relatively stable. Moonpig.com had a significant drop mid-month, ending lower.

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 - Online Food Shopping With Asda https://groceries.asda.com › groceries › asda

    Asda Makes Grocery Shopping Easy. Great Value With 1000's Of Slots From £1.50 Every Week. Order Online & Pick Up Your Shopping At A Time That Suits You With Asda Click & Collect!

  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
    M&S food is waiting for you https://www.ocado.com › ocado › m&s-food

    Delivered to your doorstep — Shop fresh produce, international cuisine, the Best of M&S, ready meals and more at Ocado. With M&S Food and more choice than any other supermarket, you'll love shopping at Ocado.

  4. 4
    Sainsbury's Groceries Online https://www.sainsburys.co.uk › grocery_online › sainsburys

    Book Online Today — 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.

  5. 5
    Local Waitrose Supermarket | Food For Everyday Pleasures https://www.waitrose.com › store-finder › locations

    Find The Closest Waitrose & Partners Store To You Using Google Maps Or Our Branch Finder.

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In the competitive world of online grocery shopping, ASDA shines with its promise of convenience and affordability, offering slots from just £1.50. Just Eat tempts with the allure of ready meals, while Ocado highlights the premium M&S selection. Sainsbury’s emphasizes value and variety, and Waitrose focuses on local accessibility.

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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.