Spirits among hardest hit in British supermarkets

Beer, wine and spirits are among the top lines of products being removed from the shelves of British supermarkets, new research has shown.

Beer, wine and spirits have been hit by a spate of line removals in UK supermarkets

According to new research by market analysts at IRI, the beer, wine and spirits sector takes seventh position in a list of the categories with the highest percentage of stock delisted by retailers.

Retailers reduced their ranges between January and July this year, however IRI anlaysts claim that the “massive range reductions” British supermarkets had been expected to make “have not yet manifested”.

Data shows that the average total number of individual products cut by major retailers, including Asda, Tesco, Waitrose, Sainsbury’s and Morrisons, was 202 across food and drink categories.

Nevertheless, some categories were more affected by the cuts than others, with beer, wine and spirits experiencing an average 2% cut their lines.

“So far we’re seeing little evidence of major range rationalisation across all multiples, though some categories have been hit hard,” said Martin Wood, head of strategic insight, retail, at IRI UK.

“Certain retailers are cutting back more than others, but all are taking a considered, commercial approach to optimising assortments – looking category by category, and determining the effect of losing a line on value and volume sales.

“This is enabling them to get their product mix right, without damaging customer loyalty.”

Wood added that IRI expects further cuts to follow and that even a “small percentage change can equate to the de-listing of hundreds of SKUs”.