Tesco comes out on top for consumers seeking low sugar drinks online

  • Retail analytics platform measures how easy it is for consumers to buy low sugar options across major supermarket websites.
  • Tesco comes out on top with a score of 129, compared to Iceland in last place with just 67 on the E Fundamentals Easy to Buy Index.

LONDON, United Kingdom, 13th March 2018: Tesco has the most user friendly website for consumers searching for low sugar fizzy drinks options online according to the E Fundamentals Easy to Buy Index. The index is generated by London and Edinburgh-based eCommerce analytics platform, E Fundamentals, and examines whether products are being made easily available to consumers online.

A month before ‘the sugar tax’ is introduced, E Fundamentals’ latest tech platform scoured 1751 fizzy drinks product listings across eight major supermarkets online: Waitrose, Sainsbury’s, Tesco, Morrisons, Asda, Ocado, Iceland and Amazon Pantry. The index is calculated by giving a weighted score for a variety of factors including the number of low sugar products available and how easy they are to find with dedicated search functions and filters. As such, Waitrose and Iceland have low scores because both supermarkets have fewer diet/light options in the fizzy drinks range (38% and 26%), compared to Tesco with 47% of all fizzy drinks being low in sugar. Both retailers also lack menu filters for low sugar fizzy drinks, making it more difficult for consumers to separate high and low sugar options.

Overall, under half of retailers’ fizzy drinks listings are low sugar options. Of all fizzy drinks categories that the platform analysed, cola has the largest range of diet/light flavours, with 65% of products as low sugar options. Lagging behind are lemonade (32%), traditional flavours (31%) and energy drinks (26%).

Nicknamed ‘the sugar tax’, the Soft Drinks Industry Levy comes into force on 6th April and will tax soft drinks that contain 5g of sugar or more per 100ml.

The full Easy to Buy index is as follows:

Easy to buy index

John Maltman, CEO of E Fundamentals said, “eCommerce is booming as more and more people look for convenient ways to shop online. What’s clear from our platform is that whilst the big retailers might be taking action to limit consumer exposure to sugary drinks in store, there is a lot more they can be doing to make it easier to find low sugar options online. For the soft drinks brands that are looking to limit the amount of sugar in their products, it is absolutely essential that they control how they are represented online and make sure supermarkets are representing them accurately.”

About E FUNDAMENTALS - ef.uk.com

E Fundamentals is a British-built, world-leading eCommerce analytics platform that delivers a Return on Intelligence. By optimising sales performance against The 8 Fundamentals framework, the company enables its wide range of international clients to generate fast and profitable growth through online retailers. The E Fundamentals service effectively up skills sales and marketing professionals for major brand owners including Nestle Purina, General Mills, Kerry Foods, Jacobs Douwe Egbert, BirdsEye, Edgewell and Quorn.

Martin Brooks
E: martin.brooks@ef.uk.com
M: +44 (0) 7979 808761

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