Into the Digital Aisle: Which Brands Are Leading the Nuts & Seeds eCommerce 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. In this week’s Into the Digital Aisle, we asked ‘How?’ and ‘Are there any patterns?’. As we dove into the recent performance of ‘Nuts & Seeds’, one of the top subcategories of the ‘Snack Foods’ category within online Grocery & Gourmet Food, we analyzed the entire landscape of top-performing SKUs. What we found was enlightening. Here are some insights that can help brands understand the ever-changing landscape and grow cross-channel share.
Kraft Heinz Company (parent company of Planters) leads the pack with 32% of the top performing SKUs, 31.5% of the unit volume, and 28.6% of the revenue.
Source: Reviate.com brand share of Nuts & Seeds, top-performing ASINs within the last 30 days.
The shape of high-volume price points for Nuts & Seeds is unique, and spikes at price ranges such as $14.20 to $15.30, $12.00 to $13.10, and $4.30 to $5.40. Category leaders such as Kraft Heinz Company, Blue Diamond Growers, and The Wonderful Company have a portfolio of SKUs that effectively cover these major high-volume price points.
Source: Reviate.com unit sales of top-selling Nuts & Seeds on amazon.com during the last 30 days
The Nuts & Seeds category is fragmented enough that the category leadership can change quickly. We see the following companies driving the most efficient marketing campaigns:
- Buderim Ginger Limited
- I’m A Nut
- Terrasoul Superfoods
- Blue Diamond Growers
- The Wonderful Company
- Wild Soil
- Gourmet Nut Co.
- ConAgra Foods
- Kraft Heinz Company
- Diamond of California
As we dive into the performance of each company we 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, as you can see, below.
Source: Reviate.com efficiencies of top-selling Nuts & Seeds SKUs on amazon.com during the last 30 days.
The Nuts & Seeds 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 top-selling companies.
Source: Reviate.com price index of top-selling Nuts & Seeds SKUs on amazon.com during the last 30 days.
There are three implications for these recent trends:
- Like geese drafting behind the lead flying goose, brands can look to Kraft Heinz Company for tactical insights in how to successfully position a portfolio of products.
- Super-normal efficiencies can be gained. Look to brands like Buderim Ginger Limited, I’m A Nut, and Terrasoul Superfoods for examples to emulate.
- The importance of pricing cannot be minimized. It is the key to driving high volume, as well as 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 Planters (owned by Kraft Heinz Company) for the Nuts & Seeds 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 Nuts & Seeds category is significant: 90x the revenue, 80x the revenue per ASIN, 18x the BSR rank, 5x the average review count, and 1x the average rating. Will your brand be one of those that performs?
CORRECTION & UPDATE: This article initially listed Mondelēz International as the parent company of Planters. This information is incorrect. Planters parent company is Kraft Heinz Company. This article has been updated to reflect that information. Reviate apologizes for this oversight and would like to thank the eCommerce Manager of Planters for bringing this error to their attention.