Assortment sizes continue to grow: up 8% between 2014 and 2024
Growth mostly due to Private Label
Private Label assortments grow, branded assortments stable
The number of SKUs offered in the average category has risen throughout the past decade. While brands’ assortment shares exceed their volume shares (index 116), Private Labels have been much more active/successful in growing their assortments (and market share).
Branded assortment share exceeds market share, especially for growing brands
For growing brands the ratio of their assortment share relative to their market share is larger than for losing brands. While it is difficult to establish cause and effect, successful brands are more likely to be able to innovate and keep these innovations on shelves.
SKUs of large brands beat SKUs of small brands
Top 10 brands with less than 5% market share command on average 1.5% of category volume sales, while offering 2.3% of its assortment. In contrast, brands between 55% and 60% market share reach this level with only 32% of the category assortment. This is a result of much more successful products: SKUs of brands in the largest share tier are almost three times as big as the average SKU of brands with less than 5% share.
