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Amazon to knock Sainsbury’s from top spot in UK’s cooking and baking market

E-commerce giant Amazon is becoming the go-to retailer for cooking and baking needs in the UK and is set to top the market for the first time this year, according to a GlobalData report.

Amazon is expected to increase its share of the market this year to 6.2 per cent, pushing ahead of former market leader Sainsbury’s. However Sainsbury’s Group also includes fifth place Argos meaning it has a collective market share of 9.4 per cent, some way ahead of Amazon for now.

Tesco, ASDA and Wilko are among the other popular cooking and baking retailers in the UK, but are struggling to compete with Amazon’s wide range, free delivery, speed of delivery and range of delivery options.

“Competitive prices and wide range are the two most important drivers of retailer choice for cooking & baking shoppers, according to GlobalData’s cooking and baking survey,” Amy Higginbotham, retail analyst at GlobalData said.

“Amazon has clearly benefited from this, tempting shoppers away from bricks and mortar competitors such as Sainsbury’s with low prices on an unparalleled choice of branded items, along with its attractive fulfilment options.”

Amazon’s profile was boosted in 2018 by its sponsorship of The Great British Bake Off on Channel 4 and Higginbotham said its collaboration with baking bloggers such as Instagram’s Jane Dunn has also helped it become more considered among young shoppers.

In 2018, 17.4 per cent of cooking & baking shoppers aged 16-24 purchased from Amazon, compared to 10.1 per cent in 2017.

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