Product ranges back to usual levels at UK supermarkets – but a change in the mix

At the start of the pandemic there was a lot of concern in the industry about the number of brands delisted as a consequence of supermarkets focusing on optimising supply chain efficiencies and striving to keep essentials on the shelf.

By June the total sku count had fallen by 9% across the multiples and many feared these ‘temporary delistings’ might just be a permanent culling.

But according to Assosia research there are now just 2,223 fewer product lines listed – a fall of only 1%.  Tesco’s sku count is flat and both Ocado (+1%) and Morrisons (+2%) have actually increased their ranges. Asda is the one retailer with significantly lower sku count (-11%) compared with the pre pandemic period.

There has also been a big change in the mix of products.  Fresh food ranges are down across most retailers (only Ocado have increased ranges here), while frozen food lines have increased – plant based lines among many growing areas.

Supermarkets have coped well with supply chain challenges and there are no real issues of availability during England’s second lockdown currently in place.  And they are all aware that range and choice are important if they are to differentiate themselves effectively from the discounters.