Not unexpectedly, promoted lines were more likely to go out of stock than normal lines, at 18% versus 15%, during peak shopping periods.
Asda offers one of the widest product ranges in this category and has promotions on more than 25% of lines. In terms of availability, though, while just over the average number of promoted lines were at risk (20%), as many as a third of normal lines had availability problems during peak shopping hours.
Sainsbury’s product offering is the largest with 189 SKUs, of which more than 25% were on promotion. But while Asda, with the same proportion of lines on promotion, performs poorly in terms of availability, Sainsbury has only 9% of normal lines and 11% of promoted lines at risk of going out of stock.
Somerfield’s range is significantly smaller than its competitors’, with a fifth on promotion. Availability is average, with 14% of normal lines and 20% of promoted lines likely to go out of stock at peak shopping times.
Tesco has promotions on 29% of its 131 products in the category, with the availability risk of non-promoted lines much better than average at 11%, and promoted lines around average at 19%. Morrisons offers slightly less than average in terms of product choice (121 SKUs), with a fifth on promotion. But both promoted (4%) and non-promoted (6%) lines were well under the average risk of going out of stock.
Morrisons’ transitional Safeway stores offer a wider range of products, with the highest proportion on promotion (35%). In terms of availability, Safeway performs slightly better than average for promoted lines, and average for non-promoted lines.