The Shelf Report
What DALA saw across 500+ store visits this month.
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3 categories gaining shelf space
Drinks & Beverages
+34% reorder rate vs Q1 2026RTD (ready-to-drink) teas and flavoured water are driving the strongest reorder rates. Smaller format packs (250–330ml) are outperforming 500ml in kiosk and mini-mart channels. Retailers are actively requesting new flavour variants from existing brand partners.
Pantry Staples
+22% new SKU requestsLocally processed grain products (garri, oats, mixed grains) are gaining shelf space at the expense of imported alternatives. Price sensitivity is high — brands priced above ₦3,500/case are seeing slower velocities. Retailers want smaller pack sizes to reduce the entry barrier for buyers.
Infant & Child Care
Highest retailer margin categoryCereal mixes and infant nutrition products are the highest-margin category for retailers this month. The demand signal is consistent but the supply is inconsistent — brands that deliver on time are being given more facing by store managers proactively.
What retailers are requesting
More shelf-ready formats
Retailers across Lagos and Ogun are requesting products that arrive with proper barcodes, clear expiry labelling, and consistent pack weight. Brands that require in-store relabelling are being deprioritised.
Smaller minimum order quantities
Especially from supermarkets in emerging neighbourhoods. The trend is towards 6-unit cases instead of 12 — allowing retailers to trial new products without tying up cash.
Consistent restocking cycles
The number one complaint from retailers is inconsistent replenishment. Stores that trust a supplier to return every 7–14 days give that supplier more shelf space, regardless of price.
Brand visibility support
Retailers in high-footfall locations are requesting shelf talkers, price tags, and branded display units from brand partners. Brands that provide these materials see 20–40% higher sell-through.
The format shift we're watching
Across 23 supermarkets visited this month, DALA field teams observed a consistent pattern: products in 200–350ml formats are outperforming larger SKUs at checkout proximity. The consumer behaviour is impulse-driven — smaller format means lower price at point of decision. Brands that produce exclusively in 500ml+ formats should consider piloting a smaller pack before broader retail expansion.
2.3×
Impulse-purchase conversion
higher for smaller formats
78%
Retailer preference
of stores prefer smaller case sizes for trials
DALA's operational signal this month
We completed 1,847 store visits in May, covering supermarkets, mini-marts, pharmacies, and general trade across 14 local government areas. Shelf availability across our active brand partners averaged 91.4% — meaning products were on shelf 9 out of every 10 visits. The 8.6% gap is being addressed through our new Monday–Wednesday restocking windows which reduce the time between depletion and replenishment.
1,847
Store visits in May
91.4%
Shelf availability rate
500+
Active retail partners
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DALA publishes The Shelf Report monthly. It's the only FMCG intelligence built directly from field operations — not survey data, not industry guesses.