Consumer behavior regarding grocery shopping has shifted over the past seven years, and e-commerce channels now claim a larger share of the market. As very few Index brands facilitate direct-to-consumer commerce, retailers are a crucial component of brands’ digital success. Nevertheless, navigating retailer platforms can be tricky, as private labels and disruptor brands are making significant ad investments to secure high visibility. This inaugural report examines the digital performance of 90 brands across 12 categories in the U.K. food sector and addresses the following questions:
- What strategies are best-in-class brands using to enhance their digital credentials on pure plays?
- As retailers continue to prioritize their private labels on their sites, what tactics can brands use to secure visibility?
- What is the purpose of the brand site, and how should brands leverage their curated recipe content?