The versatile yoghurt provides a healthy alternative to other desserts, and this is borne out by the wide range of products on offer in the category, with an average of 131 SKUs per store and more than a quarter of these on promotion across the six major retailers.
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.