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PANTRY WHAT’S IN THE PANTRY: EBAY QUICK MEALS DELIVERED Pasta and noodles figure heavily in pantry categories online, replicating physical stores, but there are some surprises, says ShelfTrend. PANTRY CATEGORIES eBay Australia, Average Weekly Sales of Top 50 Listings Weekly #Sales of Top 50 Listings Pasta & Noodles Soup Meal Kits Tinned, Jarred Fruit & Veg Choc, Blocks Biscuits Cooking Sauces 0 100 200 300 400 500 600 antry has more than 94,000 listings on eBay Australia, with Coles number one in both listings and weekly sales, which is no easy feat in the highly competitive marketplace. Given that Coles has its own high-performing online store, it indicates that selling on eBay is successfully extending the supermarket chain’s online reach. While Coles has 3,100 listings and around $27,000 in pantry sales per week, the next closest seller has 600 pantry listings – around 20 per cent of Coles – and over-indexes in sales value versus Coles with $8,000 per week (29 per cent of Coles). This is because Coles pushes private label heavily online. Coles brand pasta, for instance, is 80 cents per item versus $2.60 for San Remo or Vetta. Pasta and noodles top category sellers Despite all the publicity about the dearth of pasta in stores, the pasta and noodles category is the number one selling pantry category on eBay in weekly sales volume, with soup second, meal kits third, and tinned fruit and veg fourth. Looking at Coles on eBay specifically, the top four selling pantry categories are similar to the overall, albeit tinned fruit and veg rank in second place. In Coles, pasta and noodles is number one at 650 units per week, tinned fruit and veg is number two with more than 500 units per week, and soups and meal kits are roughly even at numbers three and four, selling around 500 units per week each. Cooking sauces are seventh. Interestingly, chocolate blocks, biscuits and chips are numbers five, six, and eight of the top 10 categories, with the Natural Chip Company’s Chilli Lime chips the number three selling individual SKU cross category, and Grain Waves number four. Baking mixes rounds out the top 10 selling categories. Tomatoes rule tinned and jar fruit and veg Five of the top 10 sellers are tomatoes, including the number one and two sellers. Three of the top 10 sellers are corn (the other two in the top 10 are champignons and instant mashed potato). Of perhaps more interest is chickpeas at numbers 14 and 16. This caused us to look at cooking sauces under the hypothesis of Indian meals, which was borne out. Pasta and noodles While pasta and tomato-based pasta sauces have been stripped by consumers from physical store shelves, is this reflected online? Sort of. Overall, noodles have higher velocity on eBay with the top selling listing moving 50 units per week, whereas pasta’s top seller moves half that at 26 units per week. On Coles on eBay, pasta doesn’t figure in the top 10, where various noodle products are the numbers one (Mama Shrimp Tom Yum 90g), number two (Indomie Mi Goreng 85g), number six and 10 selling SKUs. So, it appears that with adults working from home and kids being home schooled, instant noodles is the preferred quick meal of choice. Cooking sauces On eBay, the top two product listings sell 20-plus units per week each, where the numbers three and four products drop to 12-13 units per week each. Of the top 10 selling cooking sauce listings by weekly volume, seven are tomato based. However, the top seller is not related to pasta. It’s Spice Tailor’s Korma Curry Pouch, which fits with the chickpeas we see moving in tinned vegies. Of the top selling cooking sauces, Indian-style cuisine style cooking sauces are number one, 12, 13 and 16. Interestingly, only one Asian-style cuisine sauce is in the top 10: Lee Kum Kee Sweet & Sour Pork Sauce. It appears that Indian style meals are on the rise. Australia eBay data as at 6 August 2020. Share of sales data is based on average weekly sales of top 50 listings. About ShelfTrend ShelfTrend is an eBay data provider, with data spanning more than 20 global markets and tens of thousands of product categories. Its market intelligence reports can be used to assess brand, category and product performance, and to identify innovation trends. Know more. Sell more. ShelfTrend. Shelftrend.com 56 RETAIL WORLD SEP, 2020