Most retailers realize reduction in industry assortment

Poll conducted by the Portal SM, with 515 respondents identified that 81% of supermarket owners note that vendors are discontinued brands. The retailer''s perception is consistent with another study of modern Supermarket found a 13% increase in the number of brands that got out of line between 2014 and 2016.
For Flavio Boan, ceo of Falconi, the reduction Result consultants in the portfolio of the manufacturers is because, in many cases, products are released without a better understanding about what consumers really want. I.e. lack deepen more in demand and the needs of the public. The result is that many suppliers have been forced to carry out adjustments, taking the line that there''s no good way out.
Despite this, says the expert, there are successful cases. He cites the example of a manufacturer that launched a few years ago, a powder detergent for the northeastern region, where most people still used the bar SOAP. This happened because it was believed that this product left a nice fragrance in the clothes. "To launch your washing powder, developed a formula that valued the smell in parts. The point was to have understood what was the attribute that the consumer actually wanted to find in the product, "explains Boan.
Another factor that has led to the contraction of the industry portfolio''s adaptation to new consumer habits. According to Maria Eduarda Radha, Director of innovation and development of categories of P&G, people want simplicity and speed in the purchase, which requires fewer options available on the shelves. In the last two years, the company has reduced by half your portfolio and today works with 650 SKUs.
To learn more about it, wait for the June magazine SM, which brings the results of our annual survey of brand recognition. The Edition will also be available for download on our website from June 12.