Analysis of the range and assortment policy of the product subcategory «Canned Dairy»

This article presents the results of a survey of the variety and brand range of canned dairy products sold in three Moscow retail chains. It has been found that this range is extensive and of low or moderate rationality in all stores. The main focus of the surveyed stores’ assortment policy for the «Canned Dairy» subcategory is reducing the variety of products and expanding the brand selection. The stabilization of brand selection is applied only in the sales areas of these stores, while the website’s product range is characterized by low stability. The assortment structure has been determined, dominated by the local brand of condensed milk with sugar. Private labels account for a significant share of the branded assortment at Dixy and Magnit stores. Private labels account for a low share of the Pyaterochka assortment