Happy Belly Drops out of Top 10 Best Selling Snack Brands on Amazon, down 40+% YoY
One Click Retail data and sales measurement found that the 10 top-selling snack food brands on Amazon has grown on average 42% YoY, while Amazon's top selling private brand Happy Belly falls from #5 to #16
SALT LAKE CITY, July 2, 2018 /PRNewswire/ -- According to One Click Retail's brand measurement calculations, 2018 estimated snack food first-party sales on Amazon.com have reached $150 million, a 33% YoY increase, of which the top 5 highest-selling snack food brands on Amazon, and their share of Amazon snack food category sales, are:
- Planter's (7%)
- Annie's (5%)
- Pepperidge Farms (4%)
- Jack Link's (4%)
- Frito-Lay (3%)
While #1 Planter's and #2 Annie's grew slightly slower than the 33% growth this category enjoyed overall—up 20% and 31% YoY, respectively—, they had enough market control to retain their top positions year-over-year and year-to-date. Conversely, #4 Jack Link's, a fast grower on Amazon for quite some time, has seen its growth slowed as it entered 2018. Even though Jack Link's still enjoyed a 13% growth in 2017, a short period of slowed growth at the end of 2017 has already resulted in this brand falling behind in 2018.
Miscalculations in eCommerce strategies are even felt by the eCommerce giant itself. Happy Belly, Amazon's private label snack mix brand, saw an incredibly successful 2017, which ranked as the #5 overall snack food brand that year. However, near the end of 2017, Amazon dramatically changed the focus of this brand: it removed the brand's classic trail mix (which was at the time the brand's top-selling trail mix) and expanding into a wide variety of alternative trail mix options. The cancelation of this top-selling product significantly damaged the brand's sales. Year-to-date sales have still not recovered: Happy Belly, having lost almost half its sales and dropping 11 ranks, now sits at #16.
For the most recent update on Amazon's Private Brands, read our latest report: Amazon 2018 Q2 Update on Private Brands
The big winner in the snack foods category has seen an impressive year-over-year growth of 166%. In one year, Blue Diamond has jumped from the 11th spot to the 6th top-selling snack food brand on Amazon, increasing its market share to 3% (up 1.5%).
Other notable 2018 YoY increases and brands to watch:
- With an increase of 64%, Pepperidge Farms is growing twice as fast as the category overall and moves up to #3 (from #5 in 2017). As a brand that is both large and fast-growing, Pepperidge Farms is a legacy brand to watch in 2018.
- EPIC, General Mills' animal-based protein bar brand targeting the health-conscious consumer, is an up-and-coming brand to watch. With a 60% increase in sales on Amazon, the brand inches up from the 8th spot in 2017 to #7. While the jump in sales rank isn't extraordinary, how the brand is aligning its product marketing with its Amazon-first eCommerce strategy is. We are definitely keeping a close eye on how EPIC will continue to perform for the rest of 2018.
"When even its own private brand can't even stay in the top 10 on Amazon, it says something about how quickly eCommerce is evolving from one quarter to the next," explains Ojastro Todd, insights manager at One Click Retail. "At a minimum, brands need to be growing at the same rate as their overall category to remain competitive on Amazon. Snack food brands like Wonderful and Great Northern, while growing 20% and 30% respectively, are just barely growing fast enough to maintain their overall 8th and 9th rank. And brands like Snyders of Hanover, which saw an impressive growth through 2016-2017, has slipped down one spot to 10th—falling far behind the competition. If brands are not prepared or equipped to make eCommerce strategy as agile and reactive as the up-and-comers we see on Amazon, then it doesn't matter if they're in the top spots today because their market share will be eroded by tomorrow."
About One Click Retail
One Click Retail is a leader in eCommerce data measurement, sales analytics and search optimization for brand manufacturers in North America and Europe. Using a combination of website indexing, machine learning and proprietary software to estimate weekly online sales and traffic figures with 90%+ accuracy down to the SKU level, One Click Retail has developed one of the most accurate, trusted and reliable data platform in the marketplace. The One Click Retail Product Suite provides 1st and 3rd party business intelligence across the largest online retailers such as Amazon, Walmart, Tesco, Sainsbury's, Macy's, and Home Depot. The world's top brands—such as Procter & Gamble, Panasonic, Nestle, Philips, and Sony—rely on One Click Retail insights to drive sales and profitability across eCommerce. One Click Retail's Total eCommerce insights offering is currently in beta and expected to launch in Q4. For more information and a capabilities' demo, visit www.oneclickretail.com.
One Click Retail is an Ascential plc brand.
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