Food brands have generally lagged behind other consumer-packaged goods (CPG) categories on e-commerce enablement due to fulfillment challenges arising from the perishable nature of many products.
In 2019, 89% of brands in Gartner L2’s Digital IQ Index: Personal Care had e-commerce-enabled PDPs, as did 84% of brands in the Home Care Index.3 While the adoption rate has increased for food brands tracked in Gartner L2’s Digital IQ Index: Food US, it has only now reached 67%—up from 43% in 2018. As e-tailers are largely focused on competing for Google search visibility within nonperishable categories, brands in perishable categories have the opportunity to own the sales funnel.
Brands across categories—like Mission in bread, Sargento in butter and cheese, and Chobani in yogurt—are rising to the challenge. Chobani, a Gifted brand with a Digital IQ of 123, is the highest-scoring perishable food brand in the Index. It achieved this by investing in robust search and navigation tools, filtering options and, perhaps most crucial to conversion, by providing handoff to grocery platforms alongside store locators for a best-in-class site experience that connects content to commerce.