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UK Retail Grocery and Food - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Grocery and Food category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 UK Retail Grocery and Food brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
sainsburys.co.uk	12.2
hotelchocolat.com	9.41
amazon.co.uk	9.19
moonpig.com	5.61
ocado.com	4.9
tesco.com	3.21
just-eat.co.uk	3.14
marksandspencer.com	2.53
waitrose.com	2.18
groceries.asda.com	2.15
others	45.48

Sainsbury’s leads with 12.2% click share, followed by Hotel Chocolat at 9.41%. Amazon holds 9.19%, while ‘others’ dominate with 45.48%.

Market Exposure

Share of Spend for the top 10 UK Retail Grocery and Food brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

See more data

Share of Spend - Last Month
Date	amazon.co.uk	hotelchocolat.com	groceries.asda.com	ocado.com	marksandspencer.com	tesco.com	sainsburys.co.uk	moonpig.com	bloomandwild.com	fortnumandmason.com
2025/01/01	16.26%	3.11%	0.33%	2.83%	2.3%	1.53%	3.96%	1.41%	0.59%	1.54%
2025/01/02	15.57%	3.35%	0.23%	4.11%	2.47%	1.07%	3.79%	1.43%	0.49%	1.79%
2025/01/03	14.1%	2.28%	0.5%	4.84%	1.94%	1.25%	3.46%	2.22%	0.75%	2.5%
2025/01/04	11.69%	2.18%	0.61%	5.47%	1.81%	1.16%	4.52%	2.31%	2.41%	2.3%
2025/01/05	11.66%	1.31%	0.51%	3.61%	1.73%	1.65%	3.85%	2.39%	2.15%	2.36%
2025/01/06	11.71%	3.58%	0.39%	4.72%	1.79%	1.04%	3.46%	2.18%	1.07%	2.81%
2025/01/07	9.48%	3.5%	0.62%	4.77%	2.45%	1.62%	3.39%	2.62%	1.61%	2.85%
2025/01/08	9.28%	4.61%	1.69%	6.27%	2.63%	1.82%	3.22%	2.3%	2.14%	3.34%
2025/01/09	9.57%	5.6%	2.63%	6.63%	2.43%	1.93%	3%	3%	1.07%	2.46%
2025/01/10	9.57%	5.48%	2.5%	5.7%	2.55%	1.69%	2.93%	2.95%	1.12%	2.71%
2025/01/11	9.69%	4.9%	2.7%	5.67%	2.91%	2.31%	3.39%	2.94%	1.44%	2.73%
2025/01/12	8.31%	4.16%	3.21%	5.73%	1.76%	3.19%	4.1%	2.75%	2.3%	1.9%
2025/01/13	8.29%	7.73%	2.08%	4.76%	1.83%	2.26%	3.91%	3.59%	2.46%	2.73%
2025/01/14	7.39%	6.69%	2.88%	5.35%	2.76%	2.64%	3.98%	3.4%	1.32%	2.59%
2025/01/15	7.31%	7.17%	2.09%	5.13%	1.94%	1.72%	4.36%	4.13%	1.18%	3.47%
2025/01/16	9.51%	5.63%	2.61%	6.58%	2.41%	1.9%	2.96%	2.96%	1.05%	2.46%
2025/01/21	7.78%	5.28%	5.6%	6.82%	2.36%	4.39%	5.05%	2.89%	3.21%	1.58%
2025/01/22	6.51%	5.59%	4.82%	6.32%	2.12%	2.94%	4.49%	3.32%	3.89%	2.27%
2025/01/23	6.73%	5.88%	4.03%	6.27%	2.32%	3.3%	4.13%	4.38%	2.89%	2.73%
2025/01/24	6.74%	5.57%	4.99%	6.23%	1.83%	3.99%	5.72%	5.06%	2.2%	2.73%
2025/01/25	6.64%	4.97%	6.3%	6.75%	1.39%	3.75%	3.76%	3.62%	3.24%	3.2%
2025/01/26	6.23%	4.28%	4.92%	4.63%	1.75%	3.89%	3.43%	3.04%	3.47%	3.31%
2025/01/27	7.28%	5.55%	2.95%	4.96%	1.26%	2.6%	4.51%	3.53%	4.04%	3.21%
2025/01/28	7.24%	3.66%	2.91%	4.84%	1.44%	2.3%	3.01%	3.71%	4.39%	3.21%
2025/01/29	7.18%	5.06%	3.26%	5.11%	1.59%	2.86%	4.06%	2.62%	3.82%	2.44%
2025/01/30	7.55%	6.24%	3.2%	5.39%	2.43%	3.17%	3.68%	2.41%	2.42%	1.3%
2025/01/31	8.3%	5.2%	5.05%	4.88%	3.68%	3.4%	3.38%	2.99%	2.55%	1.41%

Amazon.co.uk’s spend share declined steadily, starting at 16.26% and ending at 8.3%. Meanwhile, Hotel Chocolat saw fluctuations, peaking mid-month. Groceries.asda.com and Ocado experienced growth, while Sainsbury’s and Moonpig showed varied trends. The month concluded with diverse shifts across advertisers.

Market Exposure

Competitor Count for UK Retail Grocery and Food

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

See more data

Competitor Count - Last month
Date	Competitor Count
2025/01/01	5504
2025/01/02	5330
2025/01/03	5421
2025/01/04	5251
2025/01/05	5252
2025/01/06	5255
2025/01/07	5347
2025/01/08	5390
2025/01/09	5355
2025/01/10	5408
2025/01/11	5283
2025/01/12	5134
2025/01/13	5065
2025/01/14	5297
2025/01/15	5244
2025/01/16	5355
2025/01/21	4895
2025/01/22	4878
2025/01/23	4482
2025/01/24	4321
2025/01/25	4189
2025/01/26	4234
2025/01/27	4354
2025/01/28	4411
2025/01/29	4752
2025/01/30	4977
2025/01/31	4792

Advertisers fluctuated in January, peaking at 5,504, then declining to 4,792.

Campaign Efficiency

Market Loss & Market Gains for UK Retail Grocery and Food

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name	Market Trend
sainsburys.co.uk	2.95%
groceries.asda.com	2.22%
tesco.com	1.8%
hotelchocolat.com	1.24%
bloomandwild.com	0.63%
waitrose.com	-0.53%
marksandspencer.com	-0.58%
hampers.com	-0.76%
moonpig.com	-1.83%
amazon.co.uk	-2.22%

Sainsbury’s leads with a 2.95% click share rise, while Amazon.co.uk drops by 2.22%. Groceries.asda.com and Tesco.com also see gains, contrasting with declines for Moonpig.com and Hampers.com.

Campaign Efficiency

UK Retail Grocery and Food Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	amazon.co.uk	ocado.com	hotelchocolat.com	waitrose.com	sainsburys.co.uk	fortnumandmason.com	moonpig.com	etsy.com	cutterandsquidge.com	patisserie-valerie.co.uk
2025/01/01	22.41%	3.43%	2.68%	0.08%	3.64%	1.33%	0.71%	1.42%	1.39%	1.73%
2025/01/02	22.11%	5.36%	2.82%	3.58%	3.42%	1.6%	0.68%	1.48%	1.39%	1.72%
2025/01/03	19.63%	6.15%	1.83%	6.65%	3.31%	2.19%	1.17%	1.59%	1.19%	1.67%
2025/01/04	16.23%	6.71%	1.74%	5.98%	4.23%	2.24%	1.31%	1.57%	1.15%	1.66%
2025/01/05	16.3%	4.29%	1.04%	7.05%	3.7%	2.37%	1.51%	1.98%	1.17%	1.79%
2025/01/06	16.13%	6.1%	2.84%	5.08%	3.31%	2.48%	1.37%	1.75%	1.29%	1.23%
2025/01/07	13.47%	6.04%	3.26%	4.89%	3.34%	2.7%	1.55%	1.79%	1.37%	1.61%
2025/01/08	13.3%	7.84%	4.22%	4.23%	3.19%	3.35%	1.1%	1.51%	0.99%	1.73%
2025/01/09	14.4%	8.31%	4.96%	3.95%	3.17%	2.54%	1.89%	1.37%	0.87%	1.64%
2025/01/10	14.14%	7.33%	4.96%	3.35%	2.94%	2.78%	1.62%	1.43%	1.11%	1.76%
2025/01/11	14.1%	7.7%	4.5%	3.38%	3.21%	2.97%	1.74%	1.39%	1.08%	1.7%
2025/01/12	12.52%	7.05%	3.77%	3.73%	3.91%	2.14%	1.94%	1.59%	1.18%	1.69%
2025/01/13	12.8%	6.08%	7.35%	1.15%	3.97%	2.86%	2.39%	1.35%	1.32%	1.46%
2025/01/14	11.4%	7.12%	6.64%	0.67%	4%	2.87%	1.95%	1.31%	1.48%	1.46%
2025/01/15	11.12%	6.66%	6.64%	0.69%	4.06%	3.62%	2.55%	1.46%	1.32%	1.63%
2025/01/16	14.34%	8.3%	5%	3.93%	3.15%	2.56%	1.88%	1.36%	0.87%	1.63%
2025/01/21	12.23%	8.69%	5.63%	0.47%	6.26%	1.61%	1.37%	0.96%	1.86%	0.56%
2025/01/22	11.08%	7.62%	6.06%	0.37%	5.63%	2.54%	1.53%	1.43%	2.21%	0.54%
2025/01/23	11.55%	8.13%	6.05%	0.58%	5.19%	3.03%	2.23%	0.82%	1.99%	0.76%
2025/01/24	11.07%	8.39%	5.87%	0.5%	7.18%	3.1%	1.99%	0.8%	1.75%	0.7%
2025/01/25	10.37%	8.83%	5.14%	0.52%	4.38%	3.82%	1.38%	1.07%	2.04%	0.75%
2025/01/26	9.81%	6.16%	4.12%	4.84%	4.12%	4.02%	1.15%	1.5%	1.88%	0.99%
2025/01/27	11.48%	6.37%	4.68%	6.88%	4.66%	3.59%	1.23%	1.58%	1.81%	0.89%
2025/01/28	11.15%	6.02%	3.46%	7.87%	3.42%	3.68%	1.59%	1.39%	2.06%	1.34%
2025/01/29	10.77%	6.13%	5.11%	4.98%	4.54%	2.76%	1.3%	1.33%	1.7%	1.18%
2025/01/30	11.46%	6.56%	6.18%	4.23%	3.83%	1.38%	1.14%	1.19%	1.54%	1.13%
2025/01/31	12.8%	6.07%	5.34%	4.77%	3.88%	1.57%	1.44%	1.37%	1.36%	0.88%

Amazon.co.uk’s impression share fell from 22.41% to 12.8% in January. Ocado.com rose from 3.43% to 6.07%. Hotelchocolat.com peaked mid-month at 7.35%. Waitrose.com fluctuated, ending at 4.77%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Retail Grocery and Food

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

See more data

1
ASDA Groceries - Online Food Shopping With Asda https://groceries.asda.com › groceries › asda
Asda Makes Grocery Shopping Easy. Great Value With 1000's Of Slots From £1.50 Every Week. Order Online & Pick Up Your Shopping At A Time That Suits You With Asda Click & Collect!
2
Get 50% off on 1st box | plus free dessert for life https://www.hellofresh.co.uk › fresh › recipe-boxes
Fresh meals, minimal prep required! Convenient, tasty, and perfect for busy weeknights.
3
25% off your first shop plus - free deliveries for 3 months https://www.ocado.com › ocado › groceries
25% off your 1st £60 shop + free deliveries. Max reward: £20. Full terms at ocado.com.
4
Sainsbury's Groceries Online https://www.sainsburys.co.uk › grocery_online › sainsburys
Book Online Today — Get high value deals today! Shop a wide variety of quality products at affordable prices. Same high-value deals you're used to in-store, ordered from the convenience of your home.
5
Tesco online | Book delivery or Click+Collect https://www.tesco.com › online
Collect Clubcard points to save on future shops or enjoy savings with our Reward Partners. Shop the products you know at prices you'll love. Available for delivery or Click+Collect.

In the bustling world of online grocery shopping, top advertisers like ASDA, HelloFresh, Ocado, Sainsbury’s, and Tesco captivate audiences with unique propositions. ASDA emphasizes convenience with affordable slots and Click & Collect options. HelloFresh entices with a 50% discount and lifetime dessert offer, perfect for busy lifestyles. Ocado offers a generous 25% off and free deliveries, while Sainsbury’s highlights high-value deals and quality products. Tesco focuses on loyalty rewards and familiar products, ensuring customer satisfaction. Each ad weaves a narrative of value, convenience, and customer-centric benefits.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
The PPC Marketing Share Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Learn more about our data accuracy
Yes. The PPC Market Share Report 2024 aggregates data from across both device types and Google Shopping.
The PPC Market Share Report 2024 is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

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With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

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Adthena identified over 108,000 trademark infringements, empowering the company to safeguard its brand equity and stay ahead of competitors.Read case study

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In today's volatile economic landscape, businesses face unprecedented challenges in justifying their marketing expenditures. While maximizing PPC performance and ensuring that every dollar spent delivers results, adopting a data-driven approach is imperative. Paid search advertising, a cornerstone of digital marketing strategies, is no longer immune to these budget cuts. As companies grapple with rising redundancies and shifting consumer behaviors, advertising teams are pressured to do more with less.Read case study

Ask Arlo: AI generated search insights in seconds

In today's fast-paced digital marketing landscape, extracting valuable insights from vast amounts of data can be a daunting task. This is where Ask Arlo, Adthena's GenAI-powered chatbot, comes into play. Ask Arlo revolutionizes the way marketers of all levels interact with their data, providing instant, AI generated search insights and reports directly within the Adthena platform.Read case study

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Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.