A chocolate brand needing to measure craft/D2C marketplace listing share versus incumbents (Mondelez, Nestlé) across online marketplaces.

Industry

FMCG • Confectionery / Chocolate

Region

India

Comparison

D2C vs incumbents

D2C vs

Incumbents

Listing

Share Measured

Marketplace

Coverage

Brand-Level

Mapping

Contact Sales

Key Takeaways

Actowiz measured chocolate marketplace listing share across brands, mapping every SKU to its brand and to the craft/D2C or incumbent camp to reveal the true competitive split of the digital shelf. In a market where craft and D2C labels are challenging incumbents like Mondelez and Nestlé, the client needed a hard number for how much shelf challengers had captured. By computing share of listings per brand and per camp across marketplaces, Actowiz quantified challenger share, showed which specific D2C brands were gaining, and surfaced where they over- or under-indexed by platform — reframing the client's digital strategy with evidence.

What did the client need?

The client operates in India's fast-evolving chocolate market, where craft and D2C brands are challenging incumbents like Mondelez and Nestlé on digital shelves. The client needed to quantify how much marketplace listing share challengers had captured versus the incumbents.

Actowiz measured chocolate marketplace listing share across brands — mapping every SKU to its brand and to the craft/D2C or incumbent camp — to reveal the true competitive split of the digital shelf.

What made this hard?

Fragmented brand landscape. Many small craft/D2C labels alongside a few large incumbents required careful brand mapping.
Listing share definition. Share had to be computed on listings/SKUs, consistently across brands.
D2C vs incumbent tagging. Every brand had to be classified into the right camp for the core comparison.
Marketplace breadth. Coverage across relevant marketplaces was needed for a representative picture.
New & changing SKUs. Craft/D2C catalogs churn fast, so capture had to stay current.

How did Actowiz solve it?

Actowiz built a marketplace catalog-extraction and brand-classification pipeline to compute listing share by brand and by camp.

Approach

Catalog extraction. Chocolate SKUs captured across relevant marketplaces.
Brand mapping. Every SKU mapped to its brand and parent.
Camp classification. Brands tagged craft/D2C vs incumbent (Mondelez, Nestlé, etc.).
Listing-share model. Share of listings computed per brand and per camp.
Trend-ready output. Repeatable capture to track share shifts over time.

Data Attributes Extracted

Attribute	Description
Brand	Chocolate brand
Parent / Camp	Incumbent (Mondelez/Nestlé…) or craft/D2C
SKU / Product	Product title and variant
Marketplace	Source marketplace
Listing Count	SKUs listed per brand
Listing Share %	Share of category listings
Scrape Date	Cycle date

What were the results?

Challenger share quantified. A clear number for how much shelf craft/D2C had taken from incumbents.
Brand-level view. Which specific challengers were gaining listing share.
Marketplace differences. Where D2C over- or under-indexed by platform.
Strategic input. Evidence for the client's positioning and portfolio decisions.

Project at a Glance

Metric	Value
Industry	FMCG • Confectionery / Chocolate
Region	India
Comparison	Craft/D2C vs Mondelez, Nestlé
Metric	Marketplace listing share
Granularity	Brand × camp × marketplace
Cadence	Repeatable
Output	Listing-share dataset / dashboard

Client Feedback

“We suspected the craft brands were eating shelf, but Actowiz gave us the actual listing-share split against Mondelez and Nestlé. That number reframed our whole digital strategy.”

— Brand Director, Confectionery

Frequently Asked Questions

Q: What is marketplace listing share?

A: The share of category listings/SKUs a brand holds on a marketplace — a proxy for digital-shelf presence.

Q: How are D2C and incumbents compared?

A: Every brand is tagged craft/D2C or incumbent, then listing share is computed per camp.

Q: Which incumbents are the benchmark?

A: Large players such as Mondelez and Nestlé, against which challenger share is measured.

Q: How often is it refreshed?

A: On a repeatable cadence to track share shifts over time.

Need a custom data pipeline for your category?

Actowiz Solutions designs custom, large-scale scraping and market-intelligence pipelines with rigorous QA. Visit actowizsolutions.com to discuss your data requirement.

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