Skip to main content

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.

Insight #1

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.

Insight #2

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.

Insight #3

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:

Efficiency Leaderboard

  1. Natierra
  2. Crispy Green
  3. The J.M. Smucker Company
  4. Lifetime Brands
  5. Viva Naturals
  6. Sabatino Tartufi
  7. Cherry Central
  8. MegaPlants
  9. Wholesome Valley Foods
  10. 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.

Insight #4

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?

More pricing insights are available at www.reviate.com, as well as a more detailed, free report on Dried Fruits & Vegetables (and over 47,000+ other product categories).

 

All data is compiled and reported by Reviate.
Copyright © 2020 Reviate, LLC All rights reserved. DISCLAIMER AND LIMITATION OF LIABILITY. In consideration for Reviate supplying the information in this report, the subscriber and/or receiver acknowledges and agrees that, to the fullest extent permitted by law, Reviate does not accept any responsibility or liability for the accuracy of the information or any use made of the information by the subscriber, whether or not arising from the negligence of Reviate; nor will Reviate be liable for any loss of business or profits nor any direct, indirect or consequential loss or damage resulting from any such irregularity, inaccuracy or use of the information. Under no circumstances shall Reviate or its affiliates, partners, suppliers or licensors be liable for any indirect, incidental, consequential, special or exemplary damages arising out of or in connection with your access or use of or inability to access or use the information in this report, whether or not the damages were foreseeable and whether or not you were advised of the possibility of such damages, without limiting the generality of the foregoing, Reviate’s aggregate liability to you (whether under contract, tort, statute or otherwise) shall not exceed the amount of fifty dollars ($50.00). The foregoing limitations will apply even if the above stated remedy fails of its essential purpose.