Pantry & Groceries - May - 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

May

2023

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

Highlights & Summary

In May, Thrive Market remains the frontrunner in emails, having sent 30 promotional emails, followed by Flamingo Estate with 24 emails.

When it comes to advertising, Misfits Market takes the lead with 56 new ads launched, closely pursued by Liquid I.V. with 53 new ads created.

In their ad strategy, Misfits Market prioritizes images over videos, incorporating 33 images compared to 20 videos in their new ads. Conversely, Liquid I.V. focuses more on videos, featuring 34 videos and 18 images in their advertising campaigns.

‍

Emails sent on average11.6

Ads published on average26

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	11.6		54.55%
Misfits Market	2	❌ Poor	28.0%	❌ Poor
HighKey	0	❌ Poor	0%	❌ Poor
Flamingo Estate	24	✅ Good	66.88%	✅ Good
Kettle & Fire	7	❌ Poor	58.86%	⚠️ Fair
Ocado	2	❌ Poor	58.0%	⚠️ Fair
British Corner Shop	10	❌ Poor	48.9%	❌ Poor
Good Eggs	15	✅ Good	43.0%	❌ Poor
Chamberlain Coffee	14	✅ Good	68.5%	✅ Good
GTFO It’s Vegan	17	✅ Good	35.24%	❌ Poor
Truff	11	⚠️ Fair	44.09%	❌ Poor
Outstanding Foods	7	❌ Poor	72.43%	✅ Good
Liquid I.V.	10	❌ Poor	50.1%	⚠️ Fair
Thrive Market	30	✅ Good	45.27%	❌ Poor
Brightland	15	✅ Good	69.4%	✅ Good
Fly by Jing	10	❌ Poor	71.9%	✅ 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	-1.59		3,283.94 kb
Misfits Market	✅ -1.85	✅ Good	2,513.09 kb	✅ Good
HighKey	-		-
Flamingo Estate	✅ -2.25	✅ Good	3,094.51 kb	⚠️ Fair
Kettle & Fire	✅ -0.57	❌ Poor	1,950.94 kb	✅ Good
Ocado	✅ -4.9	✅ Good	1,009.32 kb	✅ Good
British Corner Shop	✅ -3.22	✅ Good	5,051.87 kb	❌ Poor
Good Eggs	🟧 1.03	❌ Poor	3,964.22 kb	❌ Poor
Chamberlain Coffee	✅ -2.14	✅ Good	2,441.8 kb	✅ Good
GTFO It’s Vegan	✅ -1.48	⚠️ Fair	9,959.82 kb	❌ Poor
Truff	✅ -1.04	❌ Poor	4,066.09 kb	❌ Poor
Outstanding Foods	✅ -2.79	✅ Good	938.8 kb	✅ Good
Liquid I.V.	🟧 0.5	❌ Poor	2,098.41 kb	✅ Good
Thrive Market	✅ -2.69	✅ Good	2,229.12 kb	✅ Good
Brightland	✅ -0.47	❌ Poor	856.82 kb	✅ Good
Fly by Jing	✅ -2.61	✅ Good	1,094.28 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	26.07		11.27
Misfits Market	56	❌ Poor	3	✅ Good
HighKey	0	✅ Good	-
Flamingo Estate	13	✅ Good	8	✅ Good
Kettle & Fire	44	❌ Poor	1	✅ Good
Ocado	53	❌ Poor	35	❌ Poor
British Corner Shop	18	✅ Good	14	❌ Poor
Good Eggs	14	✅ Good	8	✅ Good
Chamberlain Coffee	26	⚠️ Fair	15	❌ Poor
GTFO It’s Vegan	17	✅ Good	13	❌ Poor
Truff	11	✅ Good	6	✅ Good
Outstanding Foods	6	✅ Good	2	✅ Good
Liquid I.V.	53	❌ Poor	10	✅ Good
Thrive Market	50	❌ Poor	2	✅ Good
Brightland	30	❌ Poor	0	✅ Good
Fly by Jing	0	✅ 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	191		193		49.36%
Misfits Market	30	✅ Good	26	✅ Good	46.43%
HighKey	0	✅ Good	0	✅ Good	-
Flamingo Estate	1	✅ Good	12	✅ Good	92.31%
Kettle & Fire	28	✅ Good	16	✅ Good	36.36%
Ocado	33	✅ Good	20	✅ Good	37.74%
British Corner Shop	11	✅ Good	5	✅ Good	27.78%
Good Eggs	12	✅ Good	2	✅ Good	14.29%
Chamberlain Coffee	10	✅ Good	16	✅ Good	61.54%
GTFO It’s Vegan	7	✅ Good	6	✅ Good	35.29%
Truff	4	✅ Good	7	✅ Good	63.64%
Outstanding Foods	0	✅ Good	6	✅ Good	100.0%
Liquid I.V.	18	✅ Good	34	✅ Good	64.15%
Thrive Market	8	✅ Good	42	✅ Good	84.0%
Brightland	29	✅ Good	1	✅ Good	3.33%
Fly by Jing	0	✅ Good	0	✅ Good	-

Pantry & Groceries - May - 2023