The Gondola End is dead. Long live the Power Aisle

The Gondola End is dead. Long live the Power Aisle. That feels like the inevitable conclusion from the ever-growing trials supermarkets are undertaking ahead of the fast-approaching HFSS promotions clampdown.

As much as major brands like Coca-Cola, KP Snacks, Walkers and Kellogg’s are reformulating to make more SKUs HFSS-compliant, the realistic lack of HFSS-compliant alternatives in key categories like confectionery and biscuits means retailers appear to be leaning towards using some gondola ends at least for media displays (advertising HFSS products), while freeing up space for longer aisles (a particular issue for convenience stores where space is such an issue).

Meanwhile, it looks like there will be a major power struggle in the Power Aisle, with HFSS brands setting up their stalls while other seasonal items are thrown off their natural turf.

Ordinary aisles also look likely to be the subject of pitched space battles. With space at a premium, smaller and secondary brands are already being slung out in range reviews, we’re hearing (and what a shame it would be if challenger brands are given the heave-ho amid the upheaval) as major brands flex their muscles with a whole host of tools including multiple facings, elaborate cross-merchandising displays, as well as increased use of the (rather less mighty) shelf-wobbler.

In this great upheaval, retailers and manufacturers are clearly trying to mitigate as much as possible the lost revenue – which from this piece of legislation alone is expected to cost as much as £3bn, according to IRI. But if they’re too successful, and merely swap one part of the store for another, or find ruses to get round the rules, based on the letter of the law rather than the spirit, the government will doubtless crack down further. In fact, it’s likely to crack down further whatever the results.

But let’s be clear: from tests, over-facing or dual siting SKUs in-aisle that are no longer on promo ends have not made up for the required volume for promo ends, no matter how much extra space or signage is provided. This is going to hurt. And the surest way to shore up revenues is looking like inflation.