Product availability issues are affecting consumer purchasing patterns, resulting in both lost sales as well as brand and product replacements
Why was the research conducted?Product and brand availability, and the impact on purchasing behavior including private label’s role in choice during the COVID-19 pandemic.
How was the research conducted?Weekly polling of U.S.-based general population primary purchasers.
What are the key findings of the research?-98% of consumers have found paper products unavailable, causing 21% of those shoppers to substitute brand, 38% to look for them at another store, and 32% to not purchase at all.
-When disinfecting cleaners were unavailable (which has happened to 96% of consumers), most leave the store without the purchase (35% go elsewhere, and 37% forgo purchasing).
-Following these top two highly unavailable categories, is meat (84% of consumers finding unavailable), bread (83%), bottled water (79%) and dairy (77%).
-The study also showed 23% of consumers are purchasing more private label, with 80% of those consumers stating the change was based on product availability.
Contributor's Name: Michelle Andre