Pandemic-induced shrink in consumer choices is trending

When COVID-19 struck in 2020, US retailers had to shrink product choices to be efficient. Now they are noticing consumers appear indifferent to the reduction in choices.

Renowned retailers like Malouf, NewWell Brands and Coca-Cola are embracing the change in consumer mindset and deliberately reducing the range of products they offer.

Insights from industry leaders and market research tend to support the claim. New items comprised only 2% of products in 2023, down from 5% in 2019.

Pandemic pruning
The shift, initially fueled by COVID-era supply chain challenges, resulted in cost savings, reduced food waste, and improved profitability. It has also streamlined the shopping experience for consumers.

Retail and consumer giants, including Macy’s and Kimberly-Clark, are now navigating a new consumer trend: a preference for simplicity over an overwhelming variety of choices.

While critics argue this move may stifle innovation, companies see it as a strategy to focus on their bestsellers. It also helps foster intentionality over quantity in product choices.