Pantry & Groceries - June - 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

June

2023

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

Highlights & Summary

During the month of June, Thrive Market took the lead with 30 promotional emails, while Chamberlain Coffee secured the second position with 18 emails.

In terms of new ads created during June, Chamberlain Coffee and Ocado emerged as the leaders with 99 ads each, while Brightland followed closely in the second position with 59 ads. Notably, Ocado utilized the highest number of unique ad copies with a total of 65 during June.

Turning to ad strategy, Chamberlain Coffee focused more on images than videos, while Ocado favored videos over images. In contrast, Brightland adopted a more balanced approach. Specifically, Chamberlain Coffee used 63 images and 36 videos, Ocado used 63 videos and 36 images, and Brightland utilized 31 images and 28 videos.

Emails sent on average10.2

Ads published on average32

Average Spam Score1.6

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	10.2		54.2%
Misfits Market	0	❌ Poor	0%	❌ Poor
HighKey	0	❌ Poor	0%	❌ Poor
Flamingo Estate	14	✅ Good	73.07%	✅ Good
Kettle & Fire	7	❌ Poor	58.29%	⚠️ Fair
Ocado	1	❌ Poor	58.0%	⚠️ Fair
British Corner Shop	13	✅ Good	42.92%	❌ Poor
Good Eggs	9	❌ Poor	37.67%	❌ Poor
Chamberlain Coffee	17	✅ Good	63.76%	✅ Good
GTFO It’s Vegan	12	✅ Good	32.75%	❌ Poor
Truff	9	❌ Poor	40.56%	❌ Poor
Outstanding Foods	5	❌ Poor	67.2%	✅ Good
Liquid I.V.	13	✅ Good	60.54%	✅ Good
Thrive Market	30	✅ Good	47.13%	❌ Poor
Brightland	11	⚠️ Fair	66.91%	✅ Good
Fly by Jing	12	✅ Good	65.92%	✅ 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	-1.57		3,213.17 kb
Misfits Market	-		-
HighKey	-		-
Flamingo Estate	✅ -3.3	✅ Good	1,306.83 kb	✅ Good
Kettle & Fire	✅ -0.57	❌ Poor	3,404.82 kb	⚠️ Fair
Ocado	✅ -4.9	✅ Good	1,009.81 kb	✅ Good
British Corner Shop	✅ -3.43	✅ Good	4,107.93 kb	❌ Poor
Good Eggs	🟧 1.48	❌ Poor	4,405.54 kb	❌ Poor
Chamberlain Coffee	✅ -1.31	❌ Poor	3,635.7 kb	❌ Poor
GTFO It’s Vegan	✅ -1.6	⚠️ Fair	11,443.67 kb	❌ Poor
Truff	🟧 0.16	❌ Poor	3,372.41 kb	⚠️ Fair
Outstanding Foods	✅ -1.2	❌ Poor	1,128.83 kb	✅ Good
Liquid I.V.	✅ -2.17	✅ Good	2,067.8 kb	✅ Good
Thrive Market	✅ -2.8	✅ Good	2,267.78 kb	✅ Good
Brightland	✅ -0.37	❌ Poor	1,281.69 kb	✅ Good
Fly by Jing	✅ -0.96	❌ Poor	940.22 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	32.13		13.07
Misfits Market	46	❌ Poor	3	✅ Good
HighKey	0	✅ Good	-
Flamingo Estate	26	✅ Good	11	✅ Good
Kettle & Fire	28	✅ Good	1	✅ Good
Ocado	99	❌ Poor	55	❌ Poor
British Corner Shop	14	✅ Good	12	⚠️ Fair
Good Eggs	21	✅ Good	2	✅ Good
Chamberlain Coffee	99	❌ Poor	6	✅ Good
GTFO It’s Vegan	6	✅ Good	4	✅ Good
Truff	14	✅ Good	3	✅ Good
Outstanding Foods	10	✅ Good	4	✅ Good
Liquid I.V.	32	⚠️ Fair	14	⚠️ Fair
Thrive Market	27	✅ Good	1	✅ Good
Brightland	59	❌ 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	238		237		49.17%
Misfits Market	17	✅ Good	29	✅ Good	63.04%
HighKey	0	✅ Good	0	✅ Good	-
Flamingo Estate	12	✅ Good	10	✅ Good	38.46%
Kettle & Fire	14	✅ Good	14	✅ Good	50.0%
Ocado	36	✅ Good	63	✅ Good	63.64%
British Corner Shop	12	✅ Good	0	✅ Good	0.0%
Good Eggs	21	✅ Good	0	✅ Good	0.0%
Chamberlain Coffee	63	✅ Good	36	✅ Good	36.36%
GTFO It’s Vegan	1	✅ Good	5	✅ Good	83.33%
Truff	10	✅ Good	4	✅ Good	28.57%
Outstanding Foods	5	✅ Good	5	✅ Good	50.0%
Liquid I.V.	15	✅ Good	17	✅ Good	53.13%
Thrive Market	1	✅ Good	26	✅ Good	96.3%
Brightland	31	✅ Good	28	✅ Good	47.46%
Fly by Jing	0	✅ Good	0	✅ Good	0.0%

Pantry & Groceries - June - 2023