Top 10 Ranking: Beauty and Personal Care Product Availability During Coronavirus
From June 28 through July 11, Baby Wipes in Austria saw the highest percentage point increase in out of stock rate (OOS%) for Beauty and Personal Care whilst USA Bar Soap saw the largest percentage point decrease in available online SKUs in the same period.
Across all Beauty and Personal Care categories under review, Germany and France both saw 3 categories in the top 10 for OOS% increase or available SKU count decrease. This illustrates that these two countries are facing more online availability challenges than other markets for these beauty and personal care categories.
However, Denmark saw an increase of 16.2% in Hand Care SKUs available online and Norway Liquid Soap saw the biggest percentage point decline in out of stock rates across that date range.
Scandinavian markets also saw the most category improvements in online product availability based on decreasing OOS% rates or increasing SKU counts.
Getting product assortment and availability right is challenging at the best of times. The coronavirus (COVID-19) pandemic has had an unprecedented impact on consumer markets worldwide, with many people working from home or unable to leave their homes.
Many consumers have turned to online shopping as the best way to minimise the risk of infection, and the pandemic also saw many consumers engaging in stockpiling behaviour which is leading to significant product shortages. In turn, this places a tremendous burden on e-commerce retailers’ supply chains and logistical infrastructure.
Some markets have been more resilient than others or already had more robust e-commerce networks in place. Looking at a snapshot of out of stock and SKU availability gives you a view of how different markets are handling the challenges that the pandemic has brought to online retailing.
When tracking product availability, it is important to track both out of stock % and number of available SKUs as they result in two very different shopping experiences. To deal with increased demand during the pandemic, some retailers removed SKU pages altogether, reducing the number of available SKUs instead of listing SKUs as out of stock. If out of stock rates are low, but the number of available SKUs is rapidly decreasing, it creates confusion for the shopper to see SKUs being removed without notification. On the other hand, if out of stock rates are high but the number of SKUs remains stable, then shoppers are more informed about the overall availability of products on a retailer’s website.
With Euromonitor International’s new global e-commerce product and price monitoring platform, Via, extracting millions of data points every day for standardised cross-comparison quickly reveals what product categories are selling out during key periods of the coronavirus outbreak as well as the dramatic implications these demand drivers are having on online retail pricing for select categories.
Using Via, we were able to quickly and easily examine more than 20 million daily SKU observations across leading e-commerce retailers in 40 countries. Moreover, the data clearly shows how the availability of selected categories and their pricing dynamics has changed during this period. Use our Coronavirus: Pricing and Availability Tracker to learn more.