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British households are facing significant disruption to their grocery shopping, with a new report revealing that one in five trips to the supermarket results in at least one missing item.

This widespread issue is estimated to cost the industry approximately £2.1 billion in “displaced” sales annually.

The problem is driving a notable shift in consumer behaviour. Almost half (44 per cent) of shoppers have resorted to visiting an alternative grocer or switching supermarkets entirely in the past year to secure needed items.

This figure rises sharply to nearly two-thirds among consumers under the age of 45, according to a study by DHL Supply Chain and Retail Economics.

Availability has become a primary concern, with almost six in 10 shoppers (59 per cent) citing it as a key reason for shopping across multiple stores.

Strikingly, one in three consumers now prioritises product availability over price when making purchasing decisions.

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Convenience stores appear to be particularly affected by stock issues. While they account for around a fifth of total grocery sales, they are responsible for almost half of all displaced spending due to empty shelves.

A significant 63 per cent of shoppers believe that product availability is worse in convenience outlets compared to larger supermarkets.

Nick Archer, managing director of convenience and consumer at DHL Supply Chain, said: “The research shows that even small stock gaps can have a significant impact on how shoppers feel about a retailer.

“Despite the pressure on shoppers’ wallets, loyalty is being driven by more than price.

“In a market where customers can switch stores with ease, availability is much more than an operational metric. Being competitive in today’s market requires precision.”

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Retail Economics chief executive Richard Lim said: “In today’s environment of busy lifestyles, hybrid working and smaller, more frequent shopping trips, customers expect to find what they need quickly and easily.

“This is not only limited to grocery, but in all retail sectors, from fashion to beauty.

“Convenience comes down to having products there when the customer needs them, and availability has become the clearest sign of reliability.

“Retailers who get it right will be the ones who earn trust and lasting loyalty.”