Pantry & Groceries - July - 2023

The result? A comparative analysis that highlight the best performers of any ecommerce DTC niche, for any given month.

This benchmark analyze the behaviour of 15 Direct-To-Consumers (DTC) brands in the Supplement industry. Our goal is to compare their marketing velocity (how active they are in their digital marketing strategy) and how to they perform vs. each other.

Pantry & Groceries

This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the

Pantry & Groceries

industry, for the month of

July

2023

. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.

Highlights & Summary

During June, Thrive Market maintained its lead in emails with 30 sent, while GTFO it's Vegan took the second position with 21 emails. Notably, all emails from both brands were promotional.

As for advertising, Thrive Market also dominated with 142 new ads, and Ocado followed with 74 new ads with the highest number of ad copies (52) this month.

Regarding their ad media strategy, Thrive Market and Ocado both seemed to adopt almost a balanced approach, utilizing both images and videos in their new ads this month. Thrive Market used 72 videos vs. 70 images, and Ocado used 39 images vs. 33 videos.

Emails sent on average10.1

Ads published on average40

Average Spam Score1.8

Email Marketing Benchmark Breakdown

Email Marketing Performances

In this table, we benchmark how many emails brands have send and their average email scores, which we calculate using over 50 datapoints that measure how much best practices are ensured (spam score, email authenticiation & certificates, email size, subject line lenght, word & links count etc.)

Brand	# Emails Sent	Performance	Email Scoring	Performance
Average	10.07		55.36%
Misfits Market	0	❌ Poor	0%	❌ Poor
HighKey	0	❌ Poor	0%	❌ Poor
Flamingo Estate	13	✅ Good	73.08%	✅ Good
Kettle & Fire	6	❌ Poor	64.17%	✅ Good
Ocado	1	❌ Poor	33.0%	❌ Poor
British Corner Shop	14	✅ Good	52.29%	⚠️ Fair
Good Eggs	8	❌ Poor	41.0%	❌ Poor
Chamberlain Coffee	10	⚠️ Fair	63.1%	✅ Good
GTFO It’s Vegan	21	✅ Good	37.81%	❌ Poor
Truff	6	❌ Poor	49.17%	❌ Poor
Outstanding Foods	4	❌ Poor	68.5%	✅ Good
Liquid I.V.	12	✅ Good	59.0%	⚠️ Fair
Thrive Market	30	✅ Good	47.83%	❌ Poor
Brightland	16	✅ Good	69.31%	✅ Good
Fly by Jing	10	⚠️ Fair	68.5%	✅ Good

Email Deliverability Performances

In this table, we benchmark how much the emails are optimized for delivery ie. if they're likely to pass spam filters and not land in the Promotions tab.

Brand	Average Spam Score	Performance	Email Size	Performance
Average	-1.76		2,986.25 kb
Misfits Market	-		-
HighKey	-		-
Flamingo Estate	✅ -1.15	❌ Poor	1,390.51 kb	✅ Good
Kettle & Fire	✅ -1.4	❌ Poor	1,140.22 kb	✅ Good
Ocado	🟧 0.1	❌ Poor	1,009.81 kb	✅ Good
British Corner Shop	✅ -2.77	✅ Good	3,014.39 kb	⚠️ Fair
Good Eggs	✅ -0.05	❌ Poor	3,393.19 kb	❌ Poor
Chamberlain Coffee	✅ -1.47	❌ Poor	2,919.19 kb	⚠️ Fair
GTFO It’s Vegan	✅ -1.98	✅ Good	8,824.03 kb	❌ Poor
Truff	✅ -1.4	❌ Poor	3,529.16 kb	❌ Poor
Outstanding Foods	✅ -2.1	✅ Good	1,077.04 kb	✅ Good
Liquid I.V.	✅ -1.75	⚠️ Fair	2,649.88 kb	✅ Good
Thrive Market	✅ -2.9	✅ Good	2,172.76 kb	✅ Good
Brightland	✅ -0.84	❌ Poor	676.69 kb	✅ Good
Fly by Jing	✅ -1.9	⚠️ Fair	786.12 kb	✅ Good

Email sent over time

Advertising performances and activity

Ad Velocity

In this table, we benchmark the brands velocity and performances - how much ads they've been publishing, and how many different copy has been used.

Brand	New Ads Detected	Performance	Unique Copy	Performance
Average	40.13		13.87
Misfits Market	51	❌ Poor	2	✅ Good
HighKey	0	✅ Good	-
Flamingo Estate	15	✅ Good	13	⚠️ Fair
Kettle & Fire	38	⚠️ Fair	2	✅ Good
Ocado	74	❌ Poor	47	❌ Poor
British Corner Shop	14	✅ Good	10	✅ Good
Good Eggs	0	✅ Good	-
Chamberlain Coffee	65	❌ Poor	12	✅ Good
GTFO It’s Vegan	15	✅ Good	13	⚠️ Fair
Truff	24	✅ Good	3	✅ Good
Outstanding Foods	45	❌ Poor	2	✅ Good
Liquid I.V.	64	❌ Poor	19	❌ Poor
Thrive Market	142	❌ Poor	0	✅ Good
Brightland	54	❌ Poor	0	✅ Good
Fly by Jing	1	✅ Good	1	✅ Good

Ad Diversity (Images vs. Videos ratio)

In this table, we benchmark the brands diversity of assets when it comes to Social Ads - especially the images vs. videos ratio.

Brand	New Images	Performance	New Videos	Performance	Video Proportion
Average	291		303		50.33%
Misfits Market	21	✅ Good	30	✅ Good	58.82%
HighKey	0	✅ Good	0	✅ Good	-
Flamingo Estate	2	✅ Good	9	✅ Good	60.0%
Kettle & Fire	18	✅ Good	20	✅ Good	52.63%
Ocado	39	✅ Good	33	✅ Good	44.59%
British Corner Shop	11	✅ Good	2	✅ Good	14.29%
Good Eggs	0	✅ Good	0	✅ Good	-
Chamberlain Coffee	38	✅ Good	27	✅ Good	41.54%
GTFO It’s Vegan	10	✅ Good	5	✅ Good	33.33%
Truff	8	✅ Good	16	✅ Good	66.67%
Outstanding Foods	32	✅ Good	13	✅ Good	28.89%
Liquid I.V.	24	✅ Good	40	✅ Good	62.5%
Thrive Market	70	✅ Good	72	✅ Good	50.7%
Brightland	18	✅ Good	36	✅ Good	66.67%
Fly by Jing	0	✅ Good	0	✅ Good	0.0%

Pantry & Groceries - July - 2023