UK Supermarkets - Digital Marketing Benchmark Report, Q4 2025

The Q4 2025 benchmarking report for UK supermarkets has just been published. Learn how the top 12 UK supermarkets perform across the digital space.

The Q4 2025 benchmarking report for UK supermarkets has just been published. Learn how the top 12 UK supermarkets perform across the digital space. It covers the largest 12 UK supermarkets, including Aldi, Iceland Foods, Lidl GB, Tesco, Sainsbury’s, Waitrose & Partners, Morrisons, Asda, Co-op, The Food Warehouse, Ocado Group, and Farmfoods.

The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other supermarkets to win brand exposure, generate online orders, and drive in-store footfall. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.

To see a preview and contents page of the Q4 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.

Q4 2025 Winners and Losers Summary

For a glance into just 6 of the metrics we evaluated these top 12 supermarkets on, check out our quick-look table below; 

Continue reading for further detail on this quarter's top and poorest-performing supermarkets, or request a copy of the report for the full review.

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What The Industry Research Report Covers

The 70+ pages of research benchmarks each brand based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.  

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing.  Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.

Pay-Per-Click Marketing

Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.

For Q4 2025, the average monthly budget wastage across these UK supermarkets was £47,552, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £26 . This highlights how competitive the market is and how important it is to control your budgets effectively.

There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Ocado Group reported the lowest monthly cost-per-click (CPC) at £0, and Morrisons has the highest at £129.

The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, Lidl GB has the lowest estimate monthly ad spend at £749, and Iceland Foods has the highest at £1,110,000.

By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.

Technical Website Compliance

Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. Supermarkets may find it challenging to stay on top of technical performance, due to the huge volume of product pages that they will need to maintain.

In the previous quarter, Tesco reported the most 404 errors (21). This quarter, Tesco has reduced their 404 errors to 3, no longer making them the supermarket to watch. Currently, Asda is the UK supermarket reporting the most 404 errors (163). A large number of unresolved 404 errors signals poor website management. This not only damages user confidence but also weakens the brand’s overall reputation. Regularly fixing them shows care, reliability, and professionalism. 

Site Speed & Conversion Rate Performance

When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. Managing large sites can prove challenging when needing to maintain mobile page speed performance, but supermarkets can mitigate this by using smaller images where possible.

In our previous report, Asda received the slowest mobile site speed (9). This quarter, Asda remains the UK supermarket with the slowest mobile site speed, though they’ve increased their score to 11 (demonstrating they’re making progress the past 2 quarters). Slow mobile site speed frustrates visitors who expect pages to load quickly on their devices. When delays occur, users often leave before the site even finishes loading. This can increase bounce rates and reduce engagement.

Building Competitive Advantage with Domain Authority

Domain authority is an essential metric for measuring the effectiveness of SEO performance and helps create a reliable overall gage of how effective your site is at achieving organic traffic, ie. ‘free’ traffic that isn’t gained through sponsored ads. Supermarkets have the opportunity to build their backlink profile and authority by capitalising on the huge range of products and brands that they stock. They can also run and take part in events within their local communities and for charities, helping them maintain their brand image, as well as securing links.

A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. In our last report, The Food Warehouse received the lowest DA score (40). This quarter, The Food Warehouse remains the UK supermarket to watch, though they’ve slightly increased their DA score to 41. One quick way to increase domain authority is by earning high-quality backlinks from trusted websites. Reaching out for guest posts or partnerships can secure these valuable links. Each authoritative backlink strengthens a site’s credibility in search engines.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. The cost of living crisis and a drop in consumer confidence is having a wide impact across all non-essential sectors, as customers are cutting back on treats and expendable items.

Three supermarkets reported a drop in organic traffic on desktop, with Sainsbury’s flagging the biggest decrease (-6%). On mobile, 5 supermarkets saw a drop in organic traffic, with Sainsbury’s also reporting the biggest loss on this device (-15%). Organic traffic on both mobile and desktop matters because it brings in visitors without relying on paid ads. This makes it a sustainable and cost-effective source of growth. The more organic traffic a site receives, the higher its visibility and reach.

Universal Search Opportunity

Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a brand can appear for universal search results without being strong in standard rankings. 'Reviews', 'Local Pack', and 'People Also Ask' results are all useful results for supermarkets to target, helping them deliver additional information, directly on the SERP.

Tesco remains on top for the most Universal Search appearances (423,493) — a decrease from 594,980 previously. The majority of these appearances came from ‘images’ (367,600).

The Longtail Keyword Opportunity

Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand-new search terms as they enter Google’s index. Supermarkets showing for more long-tail keywords than their competitors can expect to scoop up traffic from lower-funnel search terms that are more likely to lead to a conversion or sale.

Tesco secured the most longtail keyword appearances for position 3 (133,784) and positions 4–10 (222,097). Longtail keywords are less competitive than broad search terms, making it easier for websites to rank higher. By targeting specific phrases, brands can appear in searches that directly match user intent, which can attract more qualified organic traffic 

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. For supermarkets, they can use Facebook ads to drive in-store and online footfall in high-competition areas, along with ensuring visibility on key events and product lines.

We’ve included screenshots of Lidl GB’s sponsored Facebook posts. This UK supermarket included short and snappy text for each post.

Top Social Shares & Content

When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Supermarkets can draw on content across their full range of products, using recipe content, home advice, and seasonal product lines to appeal to topical subjects and drive engagement. 

Tesco secured the most Facebook Likes (2.6m), and Aldi secured the most Instagram followers (884,000). Facebook was the most popular social media platforms of all brands. Iceland received the highest total engagement rate (56,582) and the highest average engagement (390).

Website Readability & Accessibility

20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere. Grocery shopping is essential for everyone, so supermarkets should ensure their sites are accessible and do not exclude customers with additional accessibility needs.

In our previous audit, Ocado Group reported the most accessibility alerts (79). This quarter, Ocado Group has decreased their accessibility alerts to 40, no longer putting them at the bottom of the leaderboard. Currently, Waitrose & Partners reported the most accessibility alerts (77). Accessibility alerts and contrast errors can make it difficult for users with visual impairments to read content. Poor colour contrast may cause important text or buttons to blend into the background. This creates frustration and prevents users from engaging fully with the site. 

GET THE FULL 70-PAGE Q4 2025 REPORT

To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.