Saez-Gonzalez, El i a; Gázquez-Abad, Juan Ca los
A icle
Could asso men a ionalisa ion help educe dood was e
in g oce y s o es?
Am i ea u Economic
P o ided in Coope a ion wi h:
The Bucha es Uni e si y o Economic S udies
Sugges ed Ci a ion: Saez-Gonzalez, El i a; Gázquez-Abad, Juan Ca los (2024) : Could asso men
a ionalisa ion help educe dood was e in g oce y s o es?, Am i ea u Economic, ISSN 2247-9104,
The Bucha es Uni e si y o Economic S udies, Bucha es , Vol. 26, Iss. Special Issue No. 18, pp.
1292-1310,
h ps://doi.o g/10.24818/EA/2024/S18/1292
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AE
Could Asso men Ra ionalisa ion Help Reduce Food Was e in G oce y S o es?
1292 Am i ea u Economic
COULD ASSORTMENT RATIONALISATION HELP REDUCE FOOD WASTE
IN GROCERY STORES?
El i a Sáez-González1 and Juan Ca los Gázquez-Abad2
*
1)2) Uni e si y o Alme ía, Alme ía, Spain
Please ci e his a icle as:
Sáez-González, E. and Gázquez-Abad, J.C., 2024. Could
Asso men Ra ionalisa ion Help Reduce Food Was e in
G oce y S o es?. Am i ea u Economic, 26(Special Issue
No. 18), pp. 1292-1310.
DOI: h ps://doi.o g/10.24818/EA/2024/S18/1292
A icle His o y
Recei ed: 12 Augus 2024
Re ised: 17 Sep embe 2024
Accep ed: 10 Oc obe 2024
Abs ac
Nowadays, sus ainable de elopmen and was e managemen a e he opics on which academia
is ocusing. The size o he e ail asso men plays a c ucial ole in in luencing he le els o ood
was e in g oce y s o es. Addi ionally, he analysis o e ail ood was e highligh s ha he planning
o asso men sizes is essen ial o educing was e, pa icula ly in p oduc s wi h expi a ion o
bes -be o e da es, such as esh ui and ege ables, whe e a ew p oduc s con ibu e
signi ican ly o o e all was e. This wo k aims o explo e asso men a ionalisa ion as a way o
p e en ood was e om pe ishable p oduc s in e ail g oce y s o es and, he e o e, imp o e he
sus ainabili y gene a ed by ood e ail chains in de eloped coun ies.
Al hough many a icles analyse he ela ionship be ween e ail s o e ope a ions and ood was e
p e en ion, o ou knowledge, he e is li le esea ch ha explici ly ocuses on asso men . F om
he e iew o he specialised li e a u e, ew s udies ha e been de ec ed on he e ec s o he
g oce y s o e asso men on ood was e. This pape a emp s o ill pa o his esea ch gap, by
ocusing on es ablishing a link be ween asso men a ionalisa ion and ood was e in g oce y
e ail s o es h ough a e iew o he scien i ic li e a u e on p oac i e ood was e p e en ion
s a egies, p esen ing an oppo uni y o u u e esea ch in his eme ging esea ch a ea, and
p o iding p ac ical ad ice o e ail chains conce ned abou sus ainabili y. In conclusion, his
s udy se es as an ini ial app oach o his opic and is a use ul s a ing poin o u u e esea ch
in his a ea. Ou p ima y con ibu ion lies in highligh ing a ce ain sca ci y o s udies on he
e aile 's asso men as a p oac i e ood was e p e en ion s a egy.
Keywo ds: asso men a ionalisa ion, asso men educ ion, asso men size, e ail ood
was e, e ail ood was e p e en ion s a egies, g oce y s o es, sus ainabili y
JEL Classi ica ion: M14, M21, M31
*
Co esponding au ho , Juan Ca los Gázquez-Abad – e-mail: [email p o ec ed]
This is an Open Access a icle dis ibu ed unde he e ms o he C ea i e Commons
A ibu ion License, which pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in
any medium, p o ided he o iginal wo k is p ope ly ci ed. © 2024 The Au ho (s).
New T ends in Sus ainable Business and Consump ion
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Vol. 26 • Special Issue No 18 • No embe 2024 1293
In oduc ion
Food was e in ol es no only he economic cos s o unconsumed ood, bu also he social
cos s o ood ha could ha e ed mo e han wo billion people, po en ially mi iga ing global
hunge (FAO, 2021). Addi ionally, i encompasses he en i onmen al cos s om was ed
na u al esou ces used in ood p oduc ion – 30% o cul i a ed land and 20% o eshwa e –
along wi h he ene gy and en i onmen al damage esul ing in 8% o g eenhouse gas
emissions (UNEP, 2024). Gi en i s signi ican ad e se economic, en i onmen al, and social
impac s, ood was e ep esen s a p essing sus ainabili y challenge ha equi es immedia e
a en ion (Ma che i e al., 2024).
In 2015, he Uni ed Na ions Gene al Assembly es ablished 2030 Agenda o Sus ainable
De elopmen , which con ains 17 Sus ainable De elopmen Goals (SDGs) and 169 speci ic
a ge s aimed a comba ing po e y, add essing clima e change, and os e ing global
p ospe i y by 2030. Among hese, SDG 12 (Responsible Consump ion and P oduc ion)
speci ically a ge s educing ood was e (12.3), aiming o “hal e pe capi a global ood was e
a e ail and consume le els and educe ood losses along he p oduc ion and supply chains,
including pos -ha es losses”. Achie ing his a ge posi i ely impac s i e o he SDGs:
SDG 2 (Ze o Hunge ), SDG 11 (Sus ainable Ci ies and Communi ies), SDG 13 (Clima e
Ac ion), SDG 15 (Li e on Land), and SDG 17 (Pa ne ships o he Goals).
In 2022, app oxima ely 1.05 billion ons o ood was e we e gene a ed p edominan ly by
households, accoun ing o 60% o he o al, ollowed by 28% om ood se ices, and 12%
om he e ail sec o (UNEP, 2024). FUSIONS, a majo EU- unded esea ch p ojec ,
epo ed ha a ound 88 million ons o ood (173 kilog ams pe pe son) a e was ed annually
in he EU, cons i u ing 20% o he o al ood p oduced (S enma ck e al., 2016). In de eloped
coun ies, households con ibu e he mos o ood was e, accoun ing o 53% in Eu ope
(Eu os a , 2023). Al hough he e ail sec o is no he la ges con ibu o , he oppo uni y o
educe ood was e is signi ican , as 13% o global ood was e occu s a his s age (Fo bes e
al., 2021). As conce ns o e sus ainabili y and esou ce e iciency g ow, he e ail sec o is
inc easingly called upon o implemen inno a i e p ac ices ha educe ood was e.
Eu opean la ge e aile s, loca ed in he middle o he ood supply chain and cha ac e ised by
high ma ke concen a ion, ha e conside able ma ke powe o a ec change and educe ood
was e h oughou he supply chain (Zhang e al., 2022). Re ail ood was e esul s om issues
such as de e io a ed packaging, expi a ion da e guidelines, su plus buying, and igo ous
quali y and isual s anda ds (Cal o-Po al e al., 2017). So, hey can p omo e sus ainable
p ac ices such as edesigning packaging o ex end shel li e (Cal o-Po al e al., 2017),
educing ca bon oo p in s (Ma ucci e al., 2020), implemen ing e e se logis ics (Gua nie i
e al., 2021), launching heal h-conscious and en i onmen ally sus ainable p oduc s
(Aschemann-Wi zel, 2021), elimina ing p omo ions ha lead o household o e -pu chasing
(Heyda i e al., 2020), and aising awa eness h oughou he supply chain (Cal o-Po al e
al., 2017).
The EU has signi ican ly incen i ised e aile s h ough unding and p og ammes like
FUSIONS, ocusing on sus ainable p ac ices o add ess ood loss and was e (FLW). Solu ions
include wel a e policies, echnological inno a ion, logis ics, and awa eness- aising, wi h a
clea ocus on ood p ese a ion and was e p e en ion (Al-Obadi e al., 2022).
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Could Asso men Ra ionalisa ion Help Reduce Food Was e in G oce y S o es?
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Food was e is a g owing conce n a ec ing e aile s’ epu a ions and impac ing b ands
(Coch an e al., 2018). Among he p i a e ini ia i es o comba e ail ood was e a e:
commi ing o inno a ion, es ablishing p e en ion and e iciency p ac ices o maximise
esou ce u ilisa ion h oughou he ood chain, maximising he use o su plus p oduced a
a ious s ages o he alue chain ( edis ibu ion, euse, and ecycling), including he
es ablishmen o pe manen ag eemen s and collabo a ion p o ocols wi h ood banks and
o he social en i ies, and aising social awa eness and educa ional campaigns abou he need
o educe ood was e.
Consequen ly, sus ainable de elopmen and was e managemen ha e become ocal opics in
academic esea ch. Se e al s udies indica e ha ac o s such as he ange o p oduc
asso men , p icing s a egies, package dimensions, and ope a ional ine iciencies a e pi o al
con ibu o s o ood was e wi hin e ail en i onmen s (Cu ey e al., 2023). The main
con ibu o s include inaccu a e sales o ecas ing, inapp op ia e quali y con ol, incen i es
ha con ibu es o household o e -pu chasing, poo handling o esh and pe ishable
p oduc s, and o e s ocking (Telle e al., 2018; Buisman e al., 2019; Ma che i e al., 2024).
The abundance o asso men , while ca e ing o consume desi es o choice and eshness,
can lead o high ood was e le els (B oekmeulen and an Donselaa , 2014). Re ail asso men
size signi ican ly impac s sus ainabili y, in luencing en i onmen al impac h ough he
educ ion o esou ces in anspo a ion and packaging, economic e iciency h ough he
educ ion o ope a ional and s o age cos s, and social well-being h ough he p omo ion o a
esponsible and sus ainable asso men .
The e o e, e ec i e o e s ock managemen and asso men a ionalisa ion, such as ailo ing
hei asso men o mee he p e e ences and needs o hei local cus ome s o he ex en o
de eloping p i a e labels (PLs), emo ing low-demand p oduc s, and delis ing i ems, can
signi ican ly educe ood was e, p omo ing a ci cula economy, and enhancing sus ainabili y
and ope a ional e iciency in ood e ail chains.
This pape explo es asso men a ionalisa ion as a s a egy o educe ood was e in g oce y
s o es, enhancing he sus ainabili y o ood e ail chains. The emainde o he pape is
s uc u ed as ollows. The nex sec ion p o ides he scien i ic li e a u e e iew. The second
sec ion desc ibes he esea ch me hodology applied. The hi d sec ion discusses he esul s
o a icles ocused on he size o he e ail asso men as a ood was e p e en ion s a egy.
Finally, in he conclusions, we syn hesise he esul s, discuss hei manage ial implica ions,
and p o ide sugges ions o u he esea ch.
1. Re iew o he scien i ic li e a u e
Ca ego y asso men is a key d i e o a s o e’s image and success (Campo e al., 2004;
Dekimpe e al., 2011). Acco ding o Roode ke k e al. (2013), asso men ep esen s a c i ical
componen o a e aile 's ma ke ing s a egy “ ha di e en ia es a e aile om i s compe i o s
and has a e y s ong in luence on e ail sales. Re aile s ace he challenge o de e mining
he asso men ha maximises ca ego y p o i abili y”.
In gene al, an asso men ypically comp ises he quan i y and di e si y o p oduc s wi hin a
gi en ca ego y (Gajanan e al., 2007). The a ie y o p oduc s in a e aile ’s in en o y is
gene ally quan i ied by he numbe o s ock-keeping uni s (SKUs) (Al a o and Co be ,
2003). Re aile s o en o ganise hese SKUs in o b oade g oups known as ca ego ies, and
New T ends in Sus ainable Business and Consump ion
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Vol. 26 • Special Issue No 18 • No embe 2024 1295
u he subdi ide hese in o subca ego ies (Roode ke k e al., 2013), g ouping SKUs wi h
simila a ibu es. Asso men b ead h is de ined as he numbe o lines ha make up a p oduc
po olio, while asso men dep h e e s o he numbe o dis inc p oduc s included wi hin a
line. Re aile s uni e sally con on he c i ical s a egic decision o balancing asso men
b ead h agains dep h.
The wide ange o ca ego y p oduc s (i.e., asso men b ead h/wid h) in di e en o ma s
wi hin each ca ego y leading o oo many e e ences (asso men size/dep h), and he
consequen cannibalisa ion o demand among hem, implies ha he end consume s ha e
mo e choice al e na i es bu , on he con a y, a lowe p oduc u no e ha gene a es
o e s ock. A balance be ween h ee ac o s is necessa y o asso men design gi en ixed
s o e space and budge a y esou ces (Anupindi e al., 2015; Kök e al., 2015): (1) he numbe
o dis inc ca ego ies o e ed by he e aile , which ela es o asso men b ead h and he
challenge o alloca ing space ac oss ca ego ies; and (2) he quan i y o SKUs wi hin each
ca ego y, pe aining o asso men dep h and he in a-ca ego y space alloca ion issue, and
(3) how much o s ock o each SKU (in en o y).
1.1. The e ail p oblem
Al es e al. (2021) p o ide a comp ehensi e explana ion o he e ail p oblem: “To op imise
s o e p o i s, e aile s mus sa is y hei cus ome s. I consume s lea e because hey canno
ind hei p e e ed b and o p oduc , his ep esen s los e enue”. Re aile s o en aim o
maximise he in en o y on hei shel es o align wi h consume p e e ences, o en leading o
an excess supply and o e s ock o ood p oduc s. The e o e, hey used o o e -o de ood
i ems, as pa ially illed shel es a e ypically pe cei ed as indica i e o ine ec i e
managemen and ail o sa is y consume s ha gene ally p e e shel es ha a e ully s ocked,
which d i es e aile s o main ain a highe in en o y le el (Zhang e al., 2022). Acco ding o
F isk (2023): “Fo mos e aile s, he e is an ongoing ension be ween ope a ions and sales.
Sales wan s o add mo e SKUs o o e a g ea e a ie y o p oduc s, compe e mo e
e ec i ely, and cap u e ma ke sha e. Ope a ions wan s o sell exis ing s ock, keep SKUs
lean o educe s o age cos s, and a oid obsolescence”.
In con as wi h his p ac ice, he Food Reco e y Hie a chy, which was de eloped by he
Uni ed S a es En i onmen al P o ec ion Agency (EPA) in 2017 and ecommended by a ious
in e na ional o ganisa ions o he educ ion and u ilisa ion o ood su pluses, p io i ises
ac ions ha o ganisa ions can ake o p e en he gene a ion o ood was e, minimising he
isk o unsold p oduc s ha could become ood was e (Ciligo , 2023).
Thus, he academic li e a u e has aken on he challenge o esea ching e ail asso men
managemen (Roode ke k e al., 2013). The mains eam has ocused on he in luence o
asso men educ ion on consume pu chasing beha iou and p oduc ca ego y sales (i.e.,
D èze e al., 1994; B onia czyk e al., 1998; Boa w igh and Nunes, 2001; Bo le e al., 2005;
Sloo e al. 2006). Cu en ly, a new line o esea ch is eme ging ocusing on selec ing he
‘ igh ’ asso men o minimise o p e en e ail ood was e.
1.2. T adi ional academic s eam ‘mo e choice is be e ’
A b oad p oduc asso men o e s se e al signi ican ad an ages o consume s (B onia czyk
e al., 1998; Kahn, 1998; Hoch e al., 1999). Fi s ly, Anupindi e al. (2015) highligh ha he
he e ogenei y in needs and p e e ences among consume s o ces e aile s “ o ecognise ha
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Could Asso men Ra ionalisa ion Help Reduce Food Was e in G oce y S o es?
1296 Am i ea u Economic
wide asso men s help hei business by ca e ing o he needs o mul iple consume
segmen s, as well as by o e ing a ie y o a ie y-seeking consume s” (Kahn, 1998; Hoch e
al., 1999; Iyenga and Leppe , 2000; Che ne , 2003). Secondly, indi idual consume s o en
pu sue a ie y wi hin and ac oss consump ion occasions due o ac o s such as sa ia ion,
cu iosi y, o changing needs (Kahn, 1998). Following Gou ille and Soman (2005), a e aile
ha b oadens i s p oduc ange is likely o enhance i s ma ke sha e in compa ison o hose
ha do no .
G oce y e aile s o en p io i ise a ailabili y, high accessibili y on he shel , and la ge a ie y
o inc ease cus ome sa is ac ion due o consume demand o quali y and a ie y, o e o he
conside a ions d i en by in ense compe i ion wi hin he sec o and he c i ical need o
gene a e sales (Smi h, 2015; Riesenegge and Hübne , 2022). On he con a y, when
cus ome s show a high a e o subs i u ion be ween e e ences wi hin he p oduc ca ego y,
he no ion ‘mo e choice is be e ’ loses impo ance (Kök e al., 2015).
The e o e, e aile s expand hei asso men s o align wi h cus ome expec a ions o a di e se
ange o p oduc s, ensu ing ha consume s ha e access o a wide ange o choices (Kök e
al., 2015; Canali e al., 2017). This c ea es a dilemma o e aile s, who mus balance he
need o enhance s o e appeal by o e ing ex ensi e asso men s and main aining high
in en o y le els, agains he necessi y o minimising he en i onmen al, social, and inancial
epe cussions associa ed wi h o e s ock (Telle e al., 2018).
1.3. Limi s o he alue o a ie y
Gou ille and Soman (2005) highligh ha “ esea ch on consume decision-making and
a ional choice has long iewed a ie y as good o consume s, manu ac u e s, and e aile s”.
Howe e , Anupindi e al. (2015) main ain ha he e a e inhe en cons ain s on he bene i s
o a ie y, insomuch as in oducing p oduc s wi h only mino di e ences p o ides minimal
subs an i e a ie y o consume s and incu s addi ional ope a ional cos s.
A signi ican d awback o hese assumed bene i s is he isk o con usion o us a ion
de i ed om excessi e asso men s (Hu man and Kahn, 1998; Lehmann, 1998). As
Hu man and Kahn (1998) no e, “la ge asso men s a egies can back i e i he complexi y
causes in o ma ion o e load such ha a cus ome eels o e whelmed and dissa is ied, o
chooses no o make a choice a all”. Acco ding o Ko e al. (2017), when consume s a e
aced wi h excessi e amoun s o i ems, “ha ing an op imal a he han simply a la ge
asso men is c i ical o e aile s”. B onia czyk and Hoye (2009) ound ha “la ge
asso men inc ease choice di icul y, inc ease nega i e a ec and eg e , and dec ease
likelihood o p oduc pu chase”. These indings highligh he po en ial ad e se e ec s o
p oduc asso men on consume choice, a phenomenon commonly e e ed o as
“o e choice”.
Fu he mo e, esea ch indica es ha an inc ease in a ie y can esul in choice de e al
(T e sky and Sha i , 1992; Dha , 1997; Iyenga and Leppe , 2000; Boa w igh and Nunes,
2001; Che ne , 2003, 2011). In summa y, when inc easing he asso men o a b and o a
ca ego y, he inc eased cogni i e load a consume aces may esul in choice de e al and
hence lowe p o i s (Gou ille and Soman, 2005).
Mo eo e , e aile s can educe asso men s wi hou a ec ing he pe cei ed a ie y, insomuch
as b ead h and dep h manipula ion a ec s consume pe cep ion o he a ie y (Pi is, 2013).
New T ends in Sus ainable Business and Consump ion
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Vol. 26 • Special Issue No 18 • No embe 2024 1297
Resea ch conduc ed in g oce y con ex s has shown ha educing he numbe o low-selling
SKUs wi hin p oduc ca ego ies does no nega i ely impac he consume pe cep ion o
a ie y (B onia czyk e al., 1998; Sloo e al., 2006). The concep o choice o e load may
ha e s eng hened he con idence o adi ional e aile s, leading hem o belie e ha hey
could enhance hei success by ‘o e ing less’ (Che ne , 2011). Conside ing his ad an age
a he s o e le el, Gou ille and Soman (2005) conclude ha “ esea che s ha e begun looking
a ways o inc ease o o main ain consume s' pe cep ions o s o e a ie y while
simul aneously educing he ac ual asso men size”.
Acco ding o Coch an e al. (2018), g ow h in asso men , meanwhile, adds signi ican cos s,
bu does no add p opo ionally o e enues. E idence o “choice o e load” a he s o e le el
is p o ided empi ically by Boa w igh and Nunes (2001). In hei s udy, he o e all sales o
an online g oce inc eased by an a e age o 11%, e en hough he asso men was educed
by 20% o 80% in 42 di e en p oduc ca ego ies. Gou ille and Soman (2005) poin ou ha
hese esul s suppo he conclusions o Dha (1997) and Iyenga and Leppe (2000) and
indica e ha he g oce y s o e did no bene i om he ini ially ex ensi e asso men s.
Roode ke k e al. (2013) summa ise ha : “La ge asso men s inc ease he cos s o he
e aile because o inc eased handling and adminis a i e cos s. In addi ion, consume s incu
in highe sea ch cos s”. Fu he mo e, inc easing asso men does no always mean inc easing
p o i s, and educing asso men does no always mean less p o i s (Al es e al., 2021). In
o de o p e en hese nega i e consequences, e aile s should choose o limi he asso men
size (Roode ke k e al., 2013).
1.4. Was e ul asso men s
The upwa d ajec o y o he o al numbe o SKUs ma ke ed in he Uni ed S a es pe sis ed,
wi h es ima es sugges ing a 30% inc ease be ween 2000 and 2009 (He msdo e al., 2017).
On he con a y, Gázquez-Abad e al. (2017) emphasise ha “whe eas in 2006 and 2007
e aile s added mo e p oduc s han hey delis ed o emo ed om hei shel es, o he i s
ime in yea s e aile s delis ed mo e p oduc s in 2008 han hey added. Re aile s delis ed 9.1%
o hei p oduc s ha yea , while adding only 8.2% o new p oduc s”.
As Vela de, Sales Manage Analy ics a NielsenIQ, sugges s (Food Re ail & Shoppe s,
2021): “O e he yea s, a signi ican numbe o b ands and p oduc s ha e eme ged in he
ma ke , d i en by compe i ion among manu ac u e s o sa is y consume s’ appe i e o new
a ie ies, p oduc s, and expe iences. Howe e , o bo h manu ac u e s and e aile s, mo e is
no always be e . In ac , i can be qui e he opposi e, as manu ac u e s end up in es ing in
he p oduc ion and shel space o p oduc s ha do no add alue. This e odes hei p o i
ma gins and inc eases he likelihood o s ockou s”.
Recen s udies emphasise ha some asso men s ha e become excessi e (e.g., Telle e al.,
2018; Riesenegge and Hübne , 2022), Riesenegge e al. (2023) s a ed ha in hese cases:
“ educing he a ie y signi ican ly dec eases ood was e le els wi hou a signi ican impac
on sales”. Since he asso men s ha e become excessi e nowadays, he p oblem o selec ing
he igh e e ences is e en mo e impo an (Roode ke k e al., 2013). Thus, acco ding o
Riesenegge and Hübne (2022), la ge and unsa is ac o y “asso men s a e p oblema ic in
e ms o ood was e (Telle e al., 2018), pa icula ly o p oduc g oups wi h sho shel
li es”. The asso men o ul a- esh o highly pe ishable ood p oduc s, such as b ead and
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1298 Am i ea u Economic
b ead p oduc s, esh ui s and ege ables, and mea p oduc s, plays an impo an ole since
hese ca ego ies a e he la ges con ibu o s o ood was e in e ail (E iksson, 2012; Cica iello
e al., 2016; Kliaugai e and K uopiene, 2018).
Empi ical indings in he ma ke ing li e a u e p o ide s ong suppo o he idea ha mo e
(g ea a ie y) is no necessa ily be e because can ac ually dec ease consume sales
(Schwa z, 2004; DeKimpe e al., 2011; Gázquez-Abad e al., 2017) and educing
asso men s can p o e o be bene icial o e aile s (Food Ma ke ing Ins i u e, 1993; Anupindi
e al., 2015). Howe e , B oekmuelen and an Donselaa (2014) wa n ha “ he imp o emen
po en ial o educe was e and inc ease p oduc eshness is di e en pe e ail chain, pe s o e,
and pe p oduc ca ego y”.
In Spain, o ins ance, ca ego ies such as bee , pas ies, and liquid milk concen a e hei sales
on e y ew p oduc s and his esul s in a as numbe o e e ences occupying shel space
while selling less han desi ed (Food Re ail & Shoppe s, 2021). Some Spanish companies
al eady ha e plans in place ha , al hough no speci ically designed o cu b ood was e, we e
implemen ed o enhance p ocess and ope a ional e iciency (MAPA, 2020). This app oach
no only cu ails was e, bu also boos s e iciency in ope a ions and s eng hens sus ainabili y
e o s.
Thus, i seems impe a i e o s eamline a p oduc asso men ha has con inuously expanded
in ecen yea s. SKU a ionalisa ion has eme ged as a c i ical ocus o leading global e aile s
(Gázquez-Abad e al., 2017). Howe e , he e has been a limi ed ocus on a ionalising
asso men s o pe ishable oods o p oduc s wi h sho shel li es as a s a egy o p e en o
mi iga e ood was e.
1.5. Asso men a ionalisa ion as a e ail ood was e p e en ion s a egy
The g owing compe i ion wi hin he ood e ail sec o has compelled e aile s o concen a e
closely on ensu ing ha hey o e he ‘ igh ’ asso men o mee consume demands
(Gázquez-Abad e al., 2017). Acco ding o Fields (2006): “F om he e aile ’s poin o iew,
SKU a ionalisa ion should esul in he highes sa is ac ion and maximum shopping baske
ac oss he b ead h o i s cus ome s. A p oac i e SKU a ionalisa ion exe cise no only
in oduces he oppo uni y o elimina e compe i i e i ems, bu also can enhance he o e all
i ali y o he ca ego y”.
Asso men a ionalisa ion e e s o he p ac ice o educing o simpli ying he a ie y o
p oduc s o e ed in a s o e by dec easing he numbe o SKUs. I s p ima y objec i es a e o
s eamline he p oduc o e ing, imp o e ope a ional e iciency, educe cos s, and ocus
esou ces on p oduc s ha uly add alue and ha e high demand, he eby minimising o e all
was e and speci ically e ail ood was e. Re aile s ha e o decide which e e ences o keep,
emo e, o add o he s o e’s asso men .
This s a egy in ol es analysing he pe o mance o each SKU o make decisions abou
educing asso men s and elimina ing edundan , low- u no e , low-pe o mance (low-
p o i -ma gin), o non-essen ial e e ences ( o he s o e’s main alue p oposi ion), hus
simpli ying asso men managemen . Fo example, Tesco implemen ed an asso men
a ionalisa ion s a egy in 2015-2016, educing i s p oduc ange by 30%. This allowed Tesco
o concen a e i s esou ces on he mos popula and p o i able p oduc s, imp o ing in en o y
New T ends in Sus ainable Business and Consump ion
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Vol. 26 • Special Issue No 18 • No embe 2024 1299
managemen , educing s o age cos s, and dec easing was e om p oduc s ha did no sell
quickly (Ruddick and Ande son, 2015).
As he size o he asso men inc eases, he associa ed cos s in he e ail s o e also inc ease
co espondingly (Hoch e al., 1999; Gázquez-Abad e al., 2017). Acco ding o Food Re ail
& Shoppe s (2021), complemen a y s udies by Bain & Company demons a e ha a educ ion
o 10% o 20% in SKUs can esul in sa ings o up o 10% in p oduc ion cos s, 10% in supply
chain cos s, 10% in in en o y, and an op imisa ion o up o 5% in aw ma e ials and
packaging cos s.
So, Malinowski e al. (2021) conclude: “While he e a e ample bene i s associa ed wi h SKU
a ionalisa ion, such as lowe p oduc ion and anspo a ion cos s, as well as in en o y
simpli ica ions, a educed po olio has clea implica ions on a business's incoming demand”.
Reducing e ail asso men size can signi ican ly impac ood was e educ ion (Riesenegge
and Hübne , 2022). In ac , nume ous g oce y e aile s, adi ionally ocused on o e ing a
wide a ie y o p oduc s, a e ac i ely wo king o educe he size o hei asso men s while
enhancing e iciency, he eby challenging he con en ional axiom ha ‘mo e choice is be e ’
wi h empi ical e idence (A gouslidis e al., 2018).
By limi ing p oduc o e ings, e aile s can be e alloca e esou ces like s o age space,
ene gy, packaging, and anspo a ion, ocusing on high-demand i ems and minimising
o e s ock and po en ial ood was e. This s a egy enhances esou ce e iciency and educes
he en i onmen al oo p in o e ail ope a ions. A mo e s eamlined asso men also allows
e aile s o p io i ise p oduc quali y and sus ainabili y, encou aging du abili y and
ci cula i y. By emphasising long-las ing, easily epai able p oduc s, his app oach op imises
shel space, educes o e s ock isk, and aligns wi h ci cula economy p inciples by ex ending
p oduc li espans and conse ing esou ces.
Ruiz-Real e al. (2019) no e ha e ail asso men a ionalisa ion ypically emphasises
op imising p oduc a ie y, ca ego y sales, and p o i abili y h ough s a egic asso men
educ ions. This p ocess in ol es ca e ully selec ing p oduc s o enhance p o i abili y and
minimise excess in en o y (Co onado-He nández e al., 2020; Co s en e al., 2018), while
also conside ing he b oade e ec s on p oduc ca ego ies and subca ego ies (Malinowski e
al., 2021). Howe e , o e ly agg essi e educ ions can isk aliena ing cus ome s who alue
a ie y, making i essen ial o balance asso men size wi h consume expec a ions. Thus,
e ail asso men a ionalisa ion is inc easingly ecognised as a key s a egy o educing ood
was e, especially conce ning pe ishable p oduc s.
2. Resea ch me hodology
The li e a u e e iew ca ied ou is a mix be ween sys ema ic and s uc u ed sea ch. Fi s o
all, we ollow he s eps o a sys ema ic li e a u e e iew (SLR) o gua an ee a ho ough and
unbiased collec ion o pe inen li e a u e, which, in u n, acili a es he analysis and syn hesis
o in o ma ion (T an ield e al., 2003; Denye and T an ield, 2009). The i s s ep in an SLR
is o de ine he esea ch ques ion (Table no.1), in ou case: Wha is he impac o asso men
a ionalisa ion on ood was e in g oce y e ail s o es?
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Could Asso men Ra ionalisa ion Help Reduce Food Was e in G oce y S o es?
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