Into the Digital Aisle: Which Brands Are Leading the ‘Dried Fruits & Vegetables’ E-Commerce Category and Why?
In the continually shifting trends of Online Grocery & Gourmet Food, category leadership can be difficult to achieve and nearly impossible to retain. Yet some brands are capable of successfully navigating the constant change. Reviate asked, “How?” and “Are there any patterns?” As they dove into the recent performance of Dried Fruits & Vegetables, one of the top subcategories of the Fresh Produce category within online Grocery & Gourmet Food, they analyzed the entire landscape of top-performing SKUs. What they found was enlightening. Here are some insights that can help brands understand the ever-changing landscape and grow cross-channel share.
Terrasoul Superfoods leads the pack with 9.9% of the top-performing SKUs, 16.4% of the unit volume, and 14.2% of the revenue.
Source: Reviate.com – Brand share of Dried Fruits & Vegetables, top-performing ASINs within the last 30 days.
The shape of high-volume price points for Dried Fruits & Vegetables is unique, and spikes at price ranges such as $15 to $17, $20 to $22, and $10 to $12. Category leaders such as Terrasoul Superfoods, Wholesome Valley Foods, and Sun-Maid Growers of California have a portfolio of SKUs that effectively cover these major high-volume price points.
Source: Reviate.com – Unit sales of top-selling Dried Fruits & Vegetables on amazon.com during the last 30 days.
The Dried Fruits & Vegetables category is fragmented enough that the category leadership can change quickly. The following companies are seen driving the most efficient marketing campaigns:
- Crispy Green
- The J.M. Smucker Company
- Lifetime Brands
- Viva Naturals
- Sabatino Tartufi
- Cherry Central
- Wholesome Valley Foods
- Sunrise Fresh
Diving into the performance of each company, you can see that several of the brands are highly efficient in their ability to drive more than the category average sales, revenue, and reviews per SKU:
Source: Reviate.com– Efficiencies of top-selling Dried Fruits & Vegetables SKUs on amazon.com during the last 30 days.
The Dried Fruits & Vegetables category is currently functioning as a DIVERSITY category (not a COMMODITY category) in which multiple price points are supported by customers looking for variety, innovation and a blend of features. Brands that try to control lower price points risk losing margin unnecessarily. The below chart helps us understand the price-brand strategy of the top-selling companies.
Source: Reviate.com – Price index of top-selling Dried Fruits & Vegetables SKUs on amazon.com during the last 30 days.
There are three implications for these recent trends:
1. Like geese drafting behind the lead flying goose, brands can look to Terrasoul Superfoods for tactical insights in how to successfully position a portfolio of products.
2. Super-normal efficiencies can be gained. Look to brands like Natierra, Crispy Green, and The J.M. Smucker Company for examples to emulate.
3. The importance of pricing cannot be minimized. It is the key to driving high volume, as well as to capturing enough margin to fuel growth. Ensure that your SKU portfolio covers the current high-volume price ranges we mentioned, above.
In conclusion, brands that are successful on Amazon—like Terrasoul Superfoods for the Dried Fruits & Vegetables category—understand the importance of tactical SKU portfolio creation to capture the high-volume price points and performance efficiencies. By doing this well, our analysis shows that the difference between high-performing brands within the Dried Fruits & Vegetables category is significant: 23x the revenue, 36x the revenue per ASIN, 26x the BSR rank, 15x the average review count, and 1x the average rating. Will your brand be one of those that performs?