Amazon to overtake Sainsbury’s as UK’s biggest cooking & baking retailer

Amazon is set to become the largest seller of cooking and baking goods this year, overtaking rivals for the first time.

According the data and analytics company GlobalData’s latest report “UK Cooking & Baking 2019-2024”, Amazon is set to increase its share of the market by 0.9 per cent this year.

This will see the online giant command 6.2 per cent of the market, overtaking its closest rival Sainsbury’s, which represents 5.3 per cent of the market, for the first time.

The research goes on to point out that Amazon is now the third most considered retailer for baking and cooking purposes, with 25.8 per cent of shoppers considering it this year, up from just 8.8 per cent two years ago.

READ MORE: Amazon’s market share estimate downgraded 10%

Amazon’s sponsorship of the wildly popular TV programme The Great British Bake Off last year, alongside its collaboration with baking bloggers like Instagram’s Jane Dunn has helped dramatically boost its position in the market.

“Amazon has come a long way in the cooking & baking market since 2016, when it had a share of only 2.7%. Competitive prices and wide range are the two most important drivers of retailer choice for cooking & baking shoppers, according to GlobalData’s cooking & baking survey,” GlobalData’s retail analyst Amy Higginbotham said.

“Amazon has clearly benefitted from this, tempting shoppers away from bricks and mortar competitors such as Sainsbury’s with low prices on an unparalleled choice of branded items, along with its attractive fulfilment options.

“Among the most-used cooking & baking retailers including Tesco, ASDA and Wilko, Amazon over-indexes with consumers looking for a wide range, free delivery, speed of delivery and range of delivery options. However, it should be noted that Sainsbury’s Group, including fifth place Argos, has a collective market share of 9.4%, some way ahead of Amazon for now.”

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