How We Drove +7% Spend by Reducing SKU Count in Chilled Beverages

Objective
The retailer wanted to simplify the chilled beverages category—but needed to know:

• Will reducing the range hurt sales?
• Which products can be removed without damaging brand performance?
• Will shoppers appreciate a faster, simpler shopping experience?

What We Tested

• 3 levels of assortment reduction
• Different brand combinations removed
• Tested with over 3,000 shoppers

Results

• +7% growth in category spend, despite 20% fewer SKUs
• +5% faster shopping trips, showing improved shopper experience
• Simplification boosted both commercial results and shopper satisfaction

The Impact
The test proved that, when done strategically, less really can be more. With evidence in hand, the retailer could confidently streamline the range while brands defended—and in some cases grew—their share.

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