The data and analytics company’s ‘UK Cooking & Baking 2019-2024’ report forecasts that the online giant’s share of the market will increase to 6.2% in 2019, leaving former leader Sainsbury’s behind with a share of 5.3%.
GlobalData retail analyst Amy Higginbotham said: “Amazon has come a long way in the cooking and 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 and baking shoppers, according to our survey [of 2,000 respondents].
“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 and baking retailers including Tesco, Asda and Wilko, Amazon over-indexes with consumers looking for a wide range, free delivery, speed of delivery and a 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.”
The report also reveals that Amazon is now the third most considered retailer for cooking and baking purchases, with 25.8% of shoppers considering it compared with only 8.8% in 2017.
Amy noted: “Amazon’s profile was boosted in 2018 by its sponsorship of ‘The Great British Bake Off’ on Channel 4, while its collaboration with baking bloggers such as Jane Dunn also helped it become more considered, especially among young cooking and baking shoppers.”
A total of 17.4% of cooking and baking shoppers aged between 16 and 24 purchased from Amazon in 2018 compared with 10.1% in 2017.
GlobalData predicts that over the next five years, the UK cooking and baking market will grow by £131.1 million. ‘Replacement remains the most important purchase driver,’ it said, ‘as consumers need to replace frequently-used and worn out items such as frying pans and saucepans, which have very high penetration rates. But market growth is also supported by the continued popularity of cooking as a relaxing pastime, and television shows such as ‘MasterChef’ and ‘The Great British Bake Off’.”