As some branded products become hard to find in the supermarket, food retailers are saying that shoppers are more inclined than ever to switch brands.
A survey from Daymon Worldwide, a consultancy that specializes in private-label products, showed that about 70% of American shoppers switched brands between May 2020 and August 2021. Unavailability was a major factor, often combined with consumers’ desire to save money.
Kraft Heinz and Kellogg both said during recent earnings discussions that they had lost market share due to being unable to fulfill retail orders, although Kellogg told the Wall Street Journal that it expects that situation to turn around in the second half of this year.
Tony Sarsam, CEO of Michigan-based food retailer SpartanNash, said that he has seen Tropicana orange juice and Tyson Foods breaded chicken lose sales to rivals because their products weren’t consistently stocked. “We are seeing people make more choices on items because they are available,” he told the Journal.