UK Supermarkets: understanding their performance on YouTube

“YouTube is forever evolving and we believe that continual research and learning can ensure that the brands we work with are best equipped to reach and engage with new audiences.” Stuart Stubbs

Supermarkets play a pivotal role in everyone’s daily lives.

In 2021, the UK grocery market was valued at over £200 billion[1] with supermarkets as the dominant store format.

It is predicted that online channels will account for over 25% of grocery revenue by 2027. This figure demonstrates the need for supermarkets to ensure their digital presence is fully optimised through all channels, including YouTube.

With the digital acceleration seen over the last two years, we have investigated how supermarkets use YouTube as part of their marketing mix. We wanted to know whether they are capitalising on the opportunity of YouTube and what areas they could improve.... this is what we found 👇