In the fast-moving consumer goods arena, a harsh reality confronts even the most beloved brands: if your product isn't available when customers need it, they will switch. And increasingly, they might not return. This isn't speculation. It's the unforgiving mathematics of modern retail, where field activation excellence and route-to-market planning have emerged as the ultimate differentiators between market leaders and those left behind.
Standing in any supermarket aisle, the evidence becomes clear. Research indicates that stockouts across the retail industry result in approximately $1 trillion in lost sales annually. Yet this staggering figure only tells part of the story. Beyond immediate revenue loss lies something far more damaging: the erosion of consumer loyalty. In today's competitive retail landscape, where shoppers have unprecedented choice and convenience expectations, brand switching has become routine behavior across markets.
The Execution Crisis Beyond Stockouts
Modern retail success requires synchronized launch excellence, continuous perception monitoring, and adaptive execution strategies. Yet many FMCG companies remain trapped in outdated thinking that treats availability as a logistics afterthought rather than a strategic imperative.
The modern availability challenge extends far beyond simply having products in warehouses. It demands precision across multiple fronts: timing shipments with promotional campaigns, optimizing shelf placement for maximum visibility, maintaining planogram compliance, and ensuring trade marketing materials support purchase decisions at the critical moment of truth.
This execution complexity has intensified as consumer expectations evolved. Today's shoppers expect seamless omnichannel experiences where online inventory checks translate to in-store availability. Retailers increasingly expect flexibility: 58% of consumers prefer buy-online-return-in-store options, and 65% want to check in-store availability online before visiting.
Smart FMCG companies are recognizing that route-to-market planning has evolved from operational necessity to competitive weapon. Strategic visit planning ensures stock consistency while maximizing service efficiency. But this requires sophisticated coordination between supply chain management, field teams, and retail partners.
The global economic environment continues to present both opportunities and challenges for the industry. Ongoing risks including geopolitical tensions, supply chain vulnerabilities, and regulatory changes make availability planning even more critical. Supply chain disruptions, regulatory shifts, and raw material shortages can instantly transform market leaders into also-rans if availability strategies lack resilience.
The most successful brands are implementing predictive approaches that anticipate these challenges. They're leveraging demand forecasting technology, maintaining buffer inventory for hero SKUs, and developing contingency plans that ensure continuous availability even when primary suppliers face difficulties.
The Service Level Advantage
In FMCG markets where product differentiation becomes increasingly challenging, service level emerges as a major success factor. Brands that consistently deliver superior availability create competitive advantages that compound over time. Retailers develop preference for suppliers who reliably maintain stock levels, while consumers learn to trust brands that are always available.
The Global On-Shelf Availability Solutions Market is projected to grow from USD 1.41 billion in 2021 to USD 3.18 billion by 2028, reflecting the critical importance brands now place on execution excellence. Yet availability success isn't just about measurement – it's about orchestrating multiple elements seamlessly.
Effective availability management requires coordinated launch planning, strategic visit scheduling, strong retailer relationships, and merchandising teams who understand category dynamics. The most sophisticated companies now track availability metrics as rigorously as sales performance, setting OSA targets of 85-90% for hero SKUs and customizing must-have product lists by channel type.
While competitors focus on product innovation in isolation, the greatest returns come to those mastering execution. Field activation excellence ensures products don't just reach warehouses – they're positioned for purchase at the critical moment when shoppers make decisions.
As the retail landscape continues evolving, availability will increasingly separate FMCG winners from losers. Success demands systematic excellence across every touchpoint, from supply chain coordination to shelf-level execution.
At DKSH, our field activation expertise spans thousands of retail touchpoints across multiple markets. Through coordinated execution planning, real-time availability monitoring, and deep retailer relationships, we help brands bridge the gap between warehouse delivery and shelf success. Because the most innovative product becomes irrelevant if customers can't find it when they need it.
In dynamic consumer goods markets worldwide, there's no second chance to make a first impression. The shelf is where brands win or lose. Make sure yours is always ready for the moment that matters most.
Sources:
· Retail Trends 2025
· Product Availability: Challenges and How to Improve It (2025)
· Why Stock Availability Must Be A Retailer's Top Priority
· What is Retail On-Shelf Availability – Its Importance and Measurement
· Why On-Shelf Availability Matters
· Why Keeping Items Stocked is Critical for Competitiveness
· Biggest Retail Challenges in 2025 and How Technology Can Help Tackle Them