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US 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 US 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 US 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
walmart.com	20.73
amazon.com	7.35
target.com	4.36
starbucks.com	3.22
dollartree.com	3.2
instacart.com	2.93
harryanddavid.com	2.89
samsclub.com	2.74
omahasteaks.com	2.41
nothingbundtcakes.com	2.21
others	47.96

Walmart leads with 20.73% click share, followed by Amazon at 7.35%. “Others” dominate with 47.96%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US 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.

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Share of Spend - Last Month
Date	walmart.com	amazon.com	harryanddavid.com	factor75.com	doordash.com	omahasteaks.com	instacart.com	target.com	grubhub.com	ubereats.com
2025/01/01	8.23%	8.92%	4.04%	6.06%	4.65%	2.78%	4.16%	6.22%	2.23%	4.53%
2025/01/02	5.86%	8.88%	3.78%	7.16%	4.23%	2.83%	4.61%	5.79%	2.17%	3.38%
2025/01/03	7.2%	8.03%	3.79%	6.48%	4.21%	2.63%	3.6%	6.07%	1.98%	2.21%
2025/01/04	7.31%	6.43%	3.61%	7.73%	4.14%	2.73%	3.7%	5.2%	2.18%	2.79%
2025/01/05	7.7%	6.28%	3.72%	7.65%	4.24%	2.37%	4.58%	4.86%	2.44%	3.01%
2025/01/06	7.54%	7.16%	4.16%	7.24%	3.67%	1.83%	4.1%	4.67%	1.33%	1.94%
2025/01/07	7.06%	7.89%	3.98%	6.11%	3.39%	2.04%	4.6%	6.21%	0.9%	1.67%
2025/01/08	7.99%	7.46%	3.48%	6.24%	3.57%	1.84%	5.15%	5.59%	1.48%	1.63%
2025/01/09	6.53%	7.34%	3.24%	6.09%	2.87%	1.97%	4.24%	5.04%	1.01%	1.49%
2025/01/10	8.01%	7.31%	3.16%	5.56%	4.13%	1.67%	4.39%	5.07%	2.13%	2.8%
2025/01/11	9.78%	7.16%	2.59%	4.95%	4.87%	1.88%	4.62%	4.9%	2.57%	3.66%
2025/01/12	6.84%	7.2%	2.99%	5.39%	4.6%	1.8%	4.91%	4.43%	2.13%	2.99%
2025/01/13	7.64%	7.5%	3.5%	5.5%	3.05%	1.86%	3.76%	4.55%	1.44%	1.65%
2025/01/14	5.94%	6.72%	3.78%	4.78%	4.84%	1.53%	4.08%	4.4%	3.07%	2.27%
2025/01/15	7.81%	7.41%	3.53%	6.19%	3.55%	1.84%	5.09%	5.55%	1.46%	1.64%
2025/01/16	6.38%	7.27%	3.28%	6.02%	2.83%	1.98%	4.16%	4.98%	0.99%	1.47%
2025/01/21	8.29%	5.67%	3.11%	4.14%	5.12%	3.32%	4.62%	2.79%	1.75%	2.89%
2025/01/22	7.4%	4.69%	3.05%	4.26%	7.08%	4.38%	5.18%	2.33%	3.74%	3.63%
2025/01/23	6.78%	5.6%	2.81%	4.27%	4.74%	2.6%	4.07%	2.89%	2.3%	2.71%
2025/01/24	5.82%	4.44%	2.52%	3.59%	6.77%	2.59%	4.67%	2.19%	4.77%	4.19%
2025/01/25	5.8%	4.96%	2.46%	3.94%	6.82%	3.4%	5.43%	2.19%	4.14%	4.7%
2025/01/26	6.98%	5.92%	2.81%	4.49%	4.09%	3.35%	4.53%	3.13%	2.86%	2.38%
2025/01/27	7.53%	6.41%	3.86%	4%	3.41%	3.37%	3.94%	3.16%	1.84%	1.93%
2025/01/28	8.96%	6.69%	2.96%	4.33%	4.74%	2.96%	3.84%	3.37%	2.65%	2.55%
2025/01/29	8.92%	6.3%	3.03%	3.85%	5.28%	2.38%	4.33%	3.29%	3.21%	2.65%
2025/01/30	8.48%	6.19%	2.87%	4.46%	5.23%	2.33%	4.04%	3.13%	2.71%	2.59%
2025/01/31	7.79%	6.47%	5.33%	4.28%	3.87%	3.69%	3.39%	3.24%	1.93%	1.91%

Walmart’s PPC spend fluctuated, peaking at 9.78% on January 11. Amazon’s share declined, ending at 6.47%. Harry & David saw a late surge, closing at 5.33%. Factor75’s spend decreased, finishing at 4.28%. DoorDash’s share varied, ending at 3.87%. Omaha Steaks rose to 3.69%. Instacart’s share dropped to 3.39%. Target’s spend decreased, closing at 3.24%. Grubhub’s share fluctuated, ending at 1.93%. UberEats’ spend varied, finishing at 1.91%.

Market Exposure

Competitor Count for US 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	6930
2025/01/02	6572
2025/01/03	6846
2025/01/04	6545
2025/01/05	6633
2025/01/06	7265
2025/01/07	6581
2025/01/08	7118
2025/01/09	7233
2025/01/10	7407
2025/01/11	7339
2025/01/12	7436
2025/01/13	6935
2025/01/14	7129
2025/01/15	7118
2025/01/16	7233
2025/01/21	6574
2025/01/22	6665
2025/01/23	6834
2025/01/24	6361
2025/01/25	6456
2025/01/26	6548
2025/01/27	6607
2025/01/28	6481
2025/01/29	7150
2025/01/30	7382
2025/01/31	6806

January saw fluctuating advertiser numbers, peaking mid-month at 7,436. The month concluded with a slight dip to 6,806.

Campaign Efficiency

Market Loss & Market Gains for US 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
omahasteaks.com	1.24%
kroger.com	1.11%
sees.com	0.96%
grubhub.com	0.47%
dominos.com	0.35%
amazon.com	-0.8%
factor75.com	-0.81%
nothingbundtcakes.com	-1.05%
target.com	-1.64%
walmart.com	-2.31%

Omaha Steaks and Kroger surged in click share, gaining 1.24% and 1.11% respectively. Meanwhile, Walmart and Target faced declines, dropping by 2.31% and 1.64%.

Campaign Efficiency

US 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	walmart.com	amazon.com	target.com	kroger.com	harryanddavid.com	instacart.com	doordash.com	factor75.com	ubereats.com	samsclub.com
2025/01/01	10.36%	13.76%	10.5%	1.55%	2.49%	2.95%	2.95%	2.83%	3.87%	1.19%
2025/01/02	7.59%	14.31%	10.32%	1.42%	2.41%	3.36%	2.55%	3.51%	2.65%	1.63%
2025/01/03	9.57%	12.34%	10.53%	1.34%	2.41%	2.94%	2.51%	3.22%	1.71%	1.13%
2025/01/04	9.24%	10.21%	9.45%	0.8%	2.31%	3.28%	2.36%	4.47%	1.56%	1.6%
2025/01/05	9.4%	10.26%	9.29%	0.96%	2.4%	3.88%	2.24%	4.36%	1.83%	1.58%
2025/01/06	12.14%	10.38%	7.98%	0.72%	2.75%	3.46%	2.37%	4.15%	1.84%	1.46%
2025/01/07	10.35%	11.74%	10.26%	0.71%	2.33%	4.18%	2.75%	3.16%	1.97%	1.66%
2025/01/08	13.22%	11.07%	9.39%	0.88%	2.04%	3.9%	2.56%	3.29%	1.57%	1.31%
2025/01/09	8.52%	11.35%	8.56%	3.9%	1.71%	3.93%	2.19%	2.91%	1.59%	1.67%
2025/01/10	10.13%	11.31%	8.56%	2.14%	1.86%	3.85%	2.45%	2.69%	2.16%	1.71%
2025/01/11	10.57%	11.35%	8.23%	1.72%	1.68%	4.13%	3.05%	2.37%	2.91%	1.54%
2025/01/12	8.79%	11.16%	7.51%	1.74%	2.08%	4.37%	2.94%	2.61%	2.43%	1.28%
2025/01/13	18.14%	10.49%	7.02%	1.53%	2.05%	2.69%	1.62%	2.13%	1.03%	1.25%
2025/01/14	8.45%	10.94%	8.14%	1.78%	2.55%	3.36%	2.39%	2.11%	1.25%	1.51%
2025/01/15	13.12%	11.04%	9.35%	0.87%	2.1%	3.87%	2.55%	3.27%	1.57%	1.34%
2025/01/16	8.46%	11.32%	8.5%	3.89%	1.76%	3.89%	2.17%	2.88%	1.59%	1.68%
2025/01/21	11.87%	9.4%	5.59%	2.35%	2.04%	3.26%	2.21%	1.47%	1.66%	1.74%
2025/01/22	11.86%	7.76%	4.76%	2.08%	1.8%	3.46%	3.66%	1.45%	2.96%	1.6%
2025/01/23	10.17%	9.28%	5.78%	2.17%	1.73%	3.36%	2.44%	1.59%	1.85%	1.59%
2025/01/24	8.48%	7.54%	5.06%	2.71%	1.69%	3.14%	3.36%	1.28%	2.14%	1.62%
2025/01/25	8.41%	8%	4.93%	3.1%	1.7%	4.2%	3.59%	1.58%	2.99%	1.28%
2025/01/26	10.31%	9.53%	6.26%	3.54%	1.81%	3.75%	2.14%	1.51%	1.87%	1.6%
2025/01/27	11.69%	9.98%	5.94%	2.8%	2.38%	3.33%	2.19%	1.29%	1.68%	1.75%
2025/01/28	12.8%	11.01%	6.37%	2.69%	2.1%	3.3%	2.42%	1.55%	1.93%	1.46%
2025/01/29	14.13%	10.21%	6.22%	1.8%	2.33%	3.74%	2.62%	1.38%	1.54%	0.88%
2025/01/30	14.03%	10.15%	5.97%	1.92%	1.98%	3.35%	2.52%	1.7%	1.55%	1.14%
2025/01/31	15.23%	10.11%	5.81%	4.3%	2.83%	2.64%	2.09%	1.37%	1.02%	0.63%

Walmart’s impression share fluctuated, peaking at 18.14% mid-month. Amazon’s share declined, ending at 10.11%. Target’s share decreased, finishing at 5.81%. Kroger’s share rose, closing at 4.3%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US 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
Costco Membership https://www.costco.com
Join Costco — You’ll appreciate the quality and value of the products you find at Costco. Walk into any Costco and experience what we have to offer. Tire Center.
2
Order Online https://www.dominos.com
Pizza Delivery & Carryout — Pizza, Breads & Dips, Wings, Pastas, Desserts, and More. Get All Your Favorites Delivered. Domino’s®...
3
DoorDash® - Official Site - $0 Delivery Fees on 1st Orders https://www.doordash.com
Find promos for new restaurants in your neighborhood or an old favorite, with DoorDash®.
4
Sam's Club https://www.samsclub.com
Sam's Clυb® Official Site — Enjoy Low Prices On Groceries, New Appliances & Tech, Auto & Tire Parts & More. Shop Now! Services: Tire Center, Grocery, Business Services, Photo Center, Optical, Bakery, Floral. All Departments. Highlights: Help Center Available, Gift Cards Available.
5
Walmart® Official Site https://www.walmart.com
Shop Online Now — Save Money And Time With A Walmart+ Membership. Enjoy Low Prices, Free Delivery And More! Easy Online Shopping. Get it When & Where You Want it. Free In-Store Pickup! Walmart MoneyCard. Free Store Pickup. Reorder Items. Types: Electronics, Baby & Toddler.

In the bustling world of Google PPC, five titans emerge with compelling narratives. Costco and Sam’s Club champion membership value, promising quality and savings. Domino’s and DoorDash entice with convenience, offering delicious deliveries. Walmart highlights affordability and accessibility, ensuring seamless shopping experiences. Each ad weaves a unique tale of value and convenience.

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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Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

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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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

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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.