The report provides a thorough examination of the chocolate category’s performance across all digital commerce platforms, highlighting distinct opportunities and challenges for e-commerce (such as Amazon and Flipkart) and quick commerce platforms (such as Zepto and Instamart).
Key Insights:
1. Platform Dynamics:
· Quick Commerce Platforms:
o Zepto (23%) and Instamart (38%) dominate the share of sponsored product ads, underscoring their importance for brands targeting impulse buyers.
o Blinkit (5%) and Big Basket (1%) have a comparatively smaller presence in this space.
· E-commerce Platforms:
o Flipkart accounts for 12% of sponsored ads, while Amazon leads with 21%. These platforms focus on long-term visibility and planned purchases.
2. Advertising Strategies:
· Heavy Bidding by Market Leaders:
o Cadbury leads with 31% of the sponsored shelf share across e-commerce, showcasing its aggressive spending to maintain visibility.
· Organic Strength:
o Hershey’s demonstrates significant organic visibility, leveraging its strong brand equity rather than aggressive paid strategies.
3. Pricing Trends:
· Premium Pricing on Quick Commerce:
o Dark chocolate gift packs are priced 10% higher, and milk chocolate packs 11% higher on quick commerce platforms compared to marketplaces.
The chocolate category’s success is dependent on a unique strategy for different digital commerce platforms. Download the complete report to learn about detailed tactics and practical insights for succeeding in the competitive chocolate e-commerce landscape.
