Purchase Intent for Grocery brands peaks in the first half of the year

While it’s typical for Grocery brands to see more traffic around the holiday season, last year showed that Purchase Intent Rates are actually higher near the first half of the year. Monday, May 22nd, 2023, exactly one week before Memorial Day, saw the highest Purchase Intent Rate of the year at 3.3 percent.

Purchase Intent Rates by Channel Type

Walmart is the top retailer for Grocery Brands

Right now, among the top five retailers for Grocery brands, Walmart leads the way, seeing 37.5 percent of Purchase Intent Clicks. Target follows with 20 percent. Amazon is third with 21.1 percent. Instacart comes in fourth with 14.2 percent, and Kroger rounds out the top five retailers seeing 7.2 percent.

Top Retailers for Grocery Brands

Online Grocery delivery options are consistently growing. According to Statista, the Grocery Delivery market worldwide is set to achieve a staggering revenue of $786.8 billion in 2024, and $1.271 trillion in 2028. Grocery brands that invest in delivery options now are likely to see future results.

Suzanne Long of Albertsons on Achieving Meaningful Transformation   “I think what’s unique about this space is that we are only successful individually if we are successful collectively.”

An Enchilada Sauce product sees the highest Purchase Intent Rates, compared to other Grocery products

When looking at the products currently driving the highest Purchase Intent Rates, or the likelihood that a shopper will click through to a retailer option, Enchilada Sauce takes the lead. While the Purchase Intent Rate does not measure product popularity, it can give brands an idea of what products people might likely add to their cart after seeing branded media.

Top 10 Grocery Items

(by Purchase Intent Rate)

New York sees the highest Purchase Intent Rates for Grocery Shoppers in the US

Grocery Shoppers are most likely to purchase Thursday afternoons

Jay Picconatto of General Mills on Mastering Data in the Consumer Goods Industry   "We're training our teams to A) Let the computers do the computer’s thing B) Start with the end in mind when we're talking about our data strategy"

Antoine Borde of Danone on product experience, drawing inspiration from competitors, and the power of qualitative data in marketing   "When you start running a business connected to econ and digital, you realize there's a whole ecosystem of companies that have emerged and risen in the last ten years. MikMak is a good example. It's a mindset of engaging brands and convincing internally."

Brand Websites for Candy brands see the highest Purchase Intent Rates, compared to other channel types

Purchase Intent Rate by Channel Type for Candy brands

YouTube sees the highest Purchase Intent Rate for Candy brands, compared to other social channels

Purchase Intent Rate by Social Channel for Candy brands

Walmart sees the most in-market traffic for Candy brands

Share of Purchase Intent Clicks, Top 5 Retailers for Candy brands

Gabrielle Wesley of Mars Wrigley on Candy, Culture, and Commitment in Marketing   “As we continue to make the brand more relevant and insert ourselves into culture, it's really important that we create experiences that allow people to have the same feelings that they have when they consume our product.”

Brand Websites for Non-Alcoholic Beverages see the highest Purchase Intent Rates, compared to other channel types

Purchase Intent Rate by Channel Type for Non-Alcoholic Beverage brands

YouTube sees the highest Purchase Intent Rate for Non-Alcoholic Beverage brands, compared to other social channels

Purchase Intent Rate by Social Channel for Non-Alcoholic Beverage brands

Walmart sees the most in-market traffic for Non-Alcoholic Beverage brands

Share of Purchase Intent Clicks, Top 5 Retailers for Non-Alcoholic Beverage brands

1. Feed-Based Video Ads
   • Design with sound off in mind.
   • Capture attention within the first few seconds
   • Showcase your brand early and consistently throughout the video
   • Optimize for the 4:5 aspect ratio to maximize screen real estate
   • Experiment and try new approaches to engage viewers effectively
2. Reels (and Story)
   • Keep it simple and highlight a single benefit or product
   • Try unconventional angles or perspectives to make your content stand out
   • Use varied layouts and interesting compositions 
   • Create a focal point in the foreground to guide viewers' attention
3. Image Ads in the Feed
   • Consider the mobile best practices mentioned earlier
   • Tailor the messaging to resonate with the target audience's needs
   • Focus on your core products that drive the majority of omnichannel sales
   • Pay attention to merchandising to enhance the appeal of your ads