Shopper marketing blog

Bridging the Review Gap in UK Grocery: A wake up call to Brands

Posted by Paul on Oct 10, 2023 8:50:41 AM
Find me on:

When it comes to the fast-moving consumer goods (FMCG) sector, many brands may feel confident about their customer reviews. However, our comprehensive analysis shows a different reality, highlighting a significant and often overlooked gap in consumer feedback.

With a staggering 85% of FMCG products in top UK supermarkets needing new reviews, this isn't just a minor issue—it's a business-critical concern. So, let's dive deeper into the data, look at a leading example from the industry, and explore the tangible opportunities that await brands willing to bridge this gap..

A Closer Look at the Numbers

While many FMCG brands in the UK think they have their review mechanisms well in hand, the data paints a different picture. Our meticulous analysis of top supermarkets across the UK yielded a staggering statistic: 85% of products desperately need new, up-to-date reviews. That's not an exaggeration. If your brand is stocked in these retail powerhouses, there's a significant chance you're not meeting the cut in the customer review department.

The Underlying Causes

Our analysis pinpoints several culprits. For one, many products fail to meet the recommended minimum review threshold of 30. On top of that, a lot of the top three visible reviews on product pages are either outdated (older than six months) or do not genuinely reflect the average rating of the product. These omissions are more than just gaps; they are missed opportunities to engage potential customers better and boost sales.

Learning from Industry Leaders: The Arla Standard

It's great to see that some brands are getting it right, and Arla stands out as the gold standard in managing product reviews. Their comprehensive approach to encouraging, managing, and updating customer feedback sets them apart as the benchmark for success in the FMCG landscape. Brands looking to optimize their review strategy would do well to take a page from Arla's playbook.

Top 10 Best Companies needing reviews in UK grocery

The list of Top 100 companies in terms of products distributed
in the Top 4 grocery products listed is here

If your company is not listed or you would like a full report for your SKUs covering the Top 6 UK retailers (Tesco, ASDA, Sainsbury's, Ocado & Waitrose) then please
Contact us.

The Untapped Opportunity

Let's be clear: this review gap is more than a small hindrance; it's a massive, untapped business opportunity. Outdated or inadequate reviews don't just cause momentary lapses in customer engagement; they can substantially affect your sales. Consumers depend on these reviews to make informed purchase decisions. A shortage of recent, trustworthy reviews essentially guides potential customers away from your products.

Don't forget, online reviews don't just affect online sales. Studies show that shoppers will consult reviews in-store as well, especially when looking for new products or in new categories.

The Next Steps: How We Can Guide You

You've seen the compelling numbers, now what? Our team stands ready to help you navigate this tricky landscape. We offer tailored solutions designed to elevate your brand in the FMCG marketplace. By working with our SmartReputation Always On solution, we can help you generate high-quality, recent reviews that shoppers not only appreciate but rely on.

Get Your Free Summary

So, how does your brand stack up? We’re offering a free one-page summary that gives you a snapshot of where your company and brands are falling short or excelling in the review space. It’s invaluable insight that you don’t want to miss.

CheckoutSmart company report on reviews required
Unilever Reviews Company Status Summary

How you can take action

Once you've seen the numbers, the next step is action. Talk to our team about creating a tailored solution that ensures your FMCG brand gets the recognition it deserves, and more importantly, helps you sell more. We provide end-to-end solutions to generate high-quality, recent reviews that shoppers can trust.

Contact us

Topics: FMCG, Rating and Reviews, ecommerce, Shopper Research, digital shelf

Digital Shopper Marketing


CheckoutSmart is a leading digital shopper marketing agency delivering fast, flexible campaigns against all your goals in any retailer or just one:

  • Actively manage your shopper reputation in all online retailers
  • Create instant shopper action in any retailer, on any sku in the way you want
  • Start a genuine dialogue with shoppers about your products
  • Launch more successful NPD faster and use immediate feedback to improve your mix
  • Excite shoppers with easy to execute, effective virtual on-pack activities
  • Upgrade your understanding of the retail execution within all retailers
  • UK, Europe, US and beyond

Talk to us here: CONTACT US