Use case
How can you tell if a brand or retailer is cutting its product range?
A genuine range cut appears as a sustained fall in active products with matching delistings, not a temporary stock-out. Tracking assortment counts, last-seen dates and new-product flow weekly, by brand, retailer and category, shows whether a company is rationalizing its own range or losing shelf space at retailers.
Last reviewed
Separating a cut from noise
- Sustained: counts stay lower for several weeks, not one.
- Broad: the fall appears across retailers, or is concentrated at one (shelf-space loss).
- Delisted, not out of stock: products stop appearing rather than showing as unavailable.
- Newness: fewer new launches replacing delisted products confirms a smaller range.
Why it matters
Brand-led rationalization can lift margins and simplify inventory. Retailer-led cuts mean lost distribution. The same headline fall in product count has opposite implications, so the split by retailer and channel is essential.
Metrics used
- Assortment rationalization: A deliberate reduction in the number of products a brand or retailer offers, often called SKU rationalization.
- Assortment count: The number of distinct products a brand or retailer has live for sale at a point in time.
- New-product share (new entrants): The percentage of a brand's live assortment that was first seen within a recent window, such as the last 13 weeks.
- Share of shelf (online): A brand's share of the products a retailer lists in a category, measured on the retailer's website.
How each measure is built: methodology.
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