Amazon will take the lead in the UK’s cooking and baking market for the first time in 2019, according to a new report by GlobalData. The retailer’s share of the market will increase to 6.2% in 2019 (up by 0.9ppts on last year) overtaking former market leader Sainsbury’s (with a share of 5.3%).
GlobalData’s new report, ‘UK Cooking & Baking 2019-2024’ focuses on pots and pans, ovenware, bakeware, baking utensils and accessories and bakeware. Consumer data is based on its 2018 UK Cooking & Baking survey, using a panel of 2,000 nationally representative consumers.
The report predicts that over the next five years, the UK Cooking & Baking market will grow by £131.1m, driven by replacement purchasing of frying pans and saucepans and the popularity of cooking as a relaxing pastime, influenced by TV shows such as Masterchef and The Great British Bake Off.
Amy Higginbotham, retail analyst at GlobalData comments: “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 GlobalData’s cooking and baking survey. “
She continues: “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 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.”
GlobalData’s 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 to only 8.8% in 2017.
Amy concludes: “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 Instagram’s Jane Dunn also helped it become more considered, especially among young cooking and baking shoppers: 17.4% of cooking and baking shoppers aged 16-24 purchased from Amazon in 2018, compared to 10.1% in 2017, according to GlobalData.”
Top: Part of Amazon UK’s expansive cookware offering.