Shelf Awareness

A Social Media Deep Dive into the UK Supermarket Sector

In today’s highly competitive retail landscape, UK supermarkets are vying not only for market share but also for visibility and influence across social media platforms. From pricing strategies to customer loyalty programmes, retailers are leveraging online channels to shape brand perception, engage consumers, and respond to shifting expectations. But which brands are leading the conversation, and how?

This study takes a deep dive into the social media performance of eight major UK supermarket brands. Using Visibrain’s social listening technology, we analyse the volume of conversation, key topics, standout campaigns, and platform-specific engagement across X, Instagram, LinkedIn, and more. Whether you're a retail marketer or simply curious about how supermarkets stack up online, this report offers fresh insight into the evolving relationship between grocery brands and their audiences.