"The biggest U.S. food makers, dealing with increased competition and shifting consumer tastes, face an additional threat: supermarkets taking away prime shelf space.
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Grocers are relying on their own proprietary research to decide how and where to shelve certain products, rather than relying on companies that sell well-known brands to tell them what to put on what shelf at what price. The shift is resulting in less space for traditional supermarket staples from companies such as General Mills Inc. and Clorox Co. in favor of niche items and store brands that deliver higher margins and are often in higher demand.
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Retailers once relied on big consumer-goods companies when making decisions about allocating shelf space because the companies were the experts in their respective food categories. Grocers also didn’t want to invest in consumer insights, and they were happy to take the hefty slotting fees big brands pay for prime space.
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Now, retailers are more focused on doing what it takes to maximize sales growth even if it means giving up some of those fees by stocking more of their store-branded products.
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“Retailers began to realize that when they rely heavily on category captains, they are at a disadvantage because there’s an inherent bias,”
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Now, grocers are devoting more space to new products to show customers that they offer, for example, the trendiest varieties of healthy snacks and infused beverages.
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Large, publicly traded food makers have faced declining retail distribution over the past year. In January, their total points of distribution were down 2.8% from a year earlier, according to Nielsen data.
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General Mills’ sales of baking mixes and ingredients have declined over the past five years. The company’s Betty Crocker, Bisquick and Gold Medal flour brands are losing shoppers to smaller rivals and store brands.
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Clorox said earlier this month that its quarterly sales were hurt by retailers’ decisions to cut back on shelf space for Glad products in response to higher prices.
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General Mills said it is working harder to provide more insights than retailers or smaller brands can in order to remain relevant to grocery executives."
Trechos retirados de "GrocersWrest Back Control of Shelf Space" no Wall Street Journal de ontem.
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