UK shoppers face more stock shortages, survey finds

Research from Invent.ai suggests UK shoppers are seeing more stock shortages in stores and online, linking those gaps to supply chain disruption caused by tensions in the Middle East.

A survey of more than 1,000 UK consumers found that 54% had experienced poorer on-shelf availability since tensions in the region began. Another 69% said the shortages they were seeing were directly linked to supply chain problems caused by the conflict, while 73% said grocery stockouts were likely to become more common if shipping disruption continues.

The findings point to broad concern over the impact of disrupted trade routes on everyday shopping. Consumers also linked lower availability to sanctions and trade restrictions, with 62% saying those measures were limiting access to some goods and 49% saying climate change was contributing to out-of-stocks.

In grocery, respondents said a significant share of their intended spending was affected by missing items. On average, 40% of planned grocery spend was unavailable or out of stock, according to the research.

The pressure extends beyond food retail. Nearly one in three shoppers, or 29%, said they had noticed shelf gaps when buying fashion in store, while 23% had encountered stockouts when shopping for apparel online.

Pressure on loyalty

The figures suggest retailers face a direct commercial risk when products are unavailable. More than a quarter of shoppers, 27%, said shelf gaps made them question their loyalty to a supermarket brand, rising to 46% among Gen Z and 39% among Millennials.

Many said they would act immediately if products were unavailable. Some 41% would switch to another retailer, while 77% expected supermarkets to prioritise the availability of essential and everyday items. A further 74% said grocery retailers should offer suitable alternatives when a product is unavailable.

The response was sharper in fashion, where shoppers appeared less willing to wait or accept substitutes. About 30% said stockouts made them less loyal to a brand, and the same share said they would look for alternatives from a competitor.

Online marketplaces and resale platforms appear to be benefiting from those shortages. The research found that 42% would move their fashion spending from a brand to a marketplace when faced with out-of-stocks, while 45% would abandon a purchase with a brand and search resale platforms such as Vinted for the item. Among Millennials, that figure rose to 64%.

The survey comes against a backdrop of wider strain on shipping and goods movement. Invent.ai said conflict in the Middle East had delayed £92 billion in shipping assets, adding to disruption across global supply chains and slowing the movement of products into retail channels.

Retail response

The findings come as retailers continue to manage volatile shipping routes, trade barriers and shifts in demand. Inventory discipline has become more important as businesses try to protect sales without carrying too much stock in categories where consumer demand remains uncertain.

Inventory shortfalls can quickly affect both revenue and customer behaviour, particularly in sectors where shoppers can compare prices and stock levels across multiple channels. Grocery shoppers may tolerate substitutions for staple items, but the survey suggests patience is more limited in categories such as fashion, where buyers can easily move to marketplaces, competitors or second-hand platforms.

Lukas Fischer, Sales Director at Invent.ai, outlined the challenge for retailers in the current climate. "While shoppers understand - and in many cases are sympathetic to - the supply chain challenges retailers are facing at macro level, their expectations remain unchanged: products need to be available at the right time, in the right place and through the channel they prefer," he said.

He added that shoppers are prepared to change course quickly when they cannot find what they want. "When items aren't available, shoppers won't hesitate to switch retailers, brands or channels."

Fischer said the retail sector would need to improve the way it plans around disruption. "In a trading environment where disruption and complexity are now the norm rather than the exception, retailers need to move beyond reactive inventory management and build greater agility, visibility and responsiveness into their planning processes to protect sales and strengthen long-term customer relationships."