The Popcorn Amazon Category is a Mixed Bag of Brand Performance
John Rode
on Jun 14 2019

The popcorn category on Amazon is dynamic with a unique scattering of brands throughout the quadrant. It's a mix of both niche and large brands who have moved into the space, with no particular pattern as to which performs better.

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This BrandIQ Quadrant benchmarks brand performance by the critical disciplines of supply chain operations and marketing. Who is best able to both drive and fulfill demand on Amazon in this category? The metric that underpins marketing is Share of Voice (how often your brand appears in organic or paid search results), and for operations it's revenue leakage (how well are you able to avoid losing sales because shoppers are unable to buy your product because it's unavailable, lost buy box to 3Ps, etc.). Given Amazon's ever-increasing complexity and speed, mastering both is not simple.      

 
High IQ Brands

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Angie's Boomchicapop (Conagra) brand is the king kernel in the popcorn category. With 5.8% total share of voice it's #3 in the category. It isn't the mightiest of brands, but its execution is tops in the category with only 1.3% revenue leakage. Angie's has also acquired a whopping 13.8% paid share of voice. That shows its aggressive marketing machine given its organic share of voice is only 3.6%!

Get the full BrandIQ report to see how the popcorn brands stack up against each other. 

Great Northern is another leading performer in Popcorn. While it has only garnered 3.6% share of voice, its lowly 2.5% revenue leakage completes a pretty picture for the brand.

 

Niche Performers

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Quinn and Kernel Season's are the top brands in the niche performers quadrant. With 3.6% and 2.2% share of voice, respectively, they are on the verge of elevating into the High IQ Brand quadrant. Their 2.4% and 4.3% revenue leakage is also quite impressive.

The second tier in this quadrant is populated by ACTii and Rocky Mountain Popcorn. Their 2.0% and 1.1% share of voice sets them near the bottom of the category, and their 8.8% and 9.9% revenue leakage puts them dangerously close to the Laggards quadrant. But still, they are overall strong performers.

 

Laggards

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Jolly Time is the one brand in Laggards who looks poised to escape the quadrant with revenue leakage that's only 12.5%, which is quite good for this quadrant. It's share of voice is a pedestrian, but not bad, 1.9%.

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The next tier of five brands have shares of voice that span a tight range from 1.3% to 1.6%. On the revenue leakage side there is a broad span from the relatively healthy Popcorners (17%), Hoosier Hill Farm (18%) and Arrowhead Mills (22%), to the not-so-healthy Skinnypop (42%) and Popcorn Indiana (99%). All the brands in this group have significant issues with 3Ps, which leads us to suspect perhaps they're running a hybrid 3P/1P model. Take out the loss of revenue to 3Ps and these brands would likely migrate over to the niche performers quadrant. Only Skinnypop is experiencing availability issues (significant at 40% revenue leakage) and has 3Ps under control.

 

Large Leakers

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Smartfood is our top performer in the Large Leakers quadrant. Its 4.7% share of voice puts it only in 5th place in the category, but its 11.4% revenue leakage places it just shy of the High IQ Brand quadrant.

Amish Country Popcorn, Popcornopolis and Orville Redenbacher's are the 1-2-3 top marketers in the category with 6.2%, 5.9% and 5.8% share of voice, respectively. All score well on organic and paid share of voice. However, 100% revenue leakage like Popcornopolis has puts your brand in a rough position. They're losing  1/3 to availability issues and 2/3 to 3Ps. Perhaps there's a hybrid 1P/3P model there, but still, losing 1/3 of revenue to availability is enough to keep them deep in the quadrant. Amish Country is in a similar situation losing 1/2 its revenue to availability and 1/2 to 3Ps. And Redenbacher's loss of 50% of revenue to availability is on the same scale.

Get the full BrandIQ report to learn more about how each brand performs in the Popcorn category.

 
Methodology

popcorn_keywordsOur data was drawn from an automated, daily analysis of top keywords in the Amazon L3 Popcorn category over a one-year period. Our method focused on 1P brands and their associated SKUs. Marketing performance was determined by analyzing Share of Voice which essentially divides how many times a brand appears in search results, by the total available slots in the search results. Our system looked at both organic and paid ads for the top keywords discovered for the Popcorn category on Amazon. Our system focused on page 1 search results and the product page for each SKU. Each appearance of the brand in organic search and paid ad slots was given equal weighting. Revenue Leakage was determined by an algorithm that analyzes inventory availability of the SKUs on the product page and translates that into estimated revenue missed for each brand due to things like a SKU being Currently Unavailable, Inventory Encumbrance, Item Under Review, a 3P seller taking the buy box, etc. 

 

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