1 in 3 shoppers abandon supermarket over missing favourites

Nearly one in three shoppers (32%) abandon their supermarket shop altogether when beloved products disappear from shelves, new research shows.

The poll of 2,000 Brits revealed more than half (52%) feel sad, angry and less loyal to the supermarket or brand responsible when their favourite items are discontinued.

For some, the reaction is even more personal, with 13% saying they feel “betrayed”, comparing the experience to being ghosted by a friend.

And the impact goes beyond emotions. The research from Dr. Oetker shows shoppers are also wasting valuable time hunting for missing products.

More than one in three (31%) admit they’ve wasted ten minutes or more looking for a product they didn’t realise had been discontinued.

In response to what’s being dubbed the “great grocery ghosting”, consumers are also calling for greater transparency from supermarkets and brands.

More than seven in ten (71%) believe shoppers should be given at least 30 days’ notice before a product is removed from shelves, while 17% say retailers owe customers a formal apology when popular items are axed.

The findings come as one discontinued favourite makes a long-awaited comeback.

Dr. Oetker has announced that its much-loved Ristorante Pollo is heading back to supermarket freezers after being pulled from shelves following overwhelming demand from loyal fans.

Amy Beresford from Dr. Oetker said: “With the delist of Ristorante Pollo, we’ve seen just how strongly people react when their favourite products suddenly disappear, from frustration to genuine disappointment, and no brand wants fans to feel like they’ve been ghosted.

“That’s why we’re offering a sincere apology to all the Ristorante Pollo lovers who wrote, commented and begged. We now know we should never have taken it away and we want to put things right. So I’m very happy to say that Ristorante Pollo is officially back, and this time it’s here to stay.”