On-Shelf Availability
On-Shelf Availability (OSA) is the percentage of time a product is available on shelf when a shopper wants to buy it. OSA failures — where a product is not on shelf despite being ranged — directly drive lost sales and can damage brand equity and retailer relationships.
Industry research suggests FMCG OSA rates average around 90–95%, meaning 5–10% of ranged stores are out of stock at any one time. The cost of this lost sales is substantial — some estimates put FMCG-wide losses from poor OSA at billions annually. Improving OSA is a shared responsibility between the supplier's supply chain and the retailer's replenishment systems.
OSA is a KPI for field sales, supply chain, and category management roles. Supply Chain Managers track OTIF (closely linked to OSA), while field sales representatives are often measured on store compliance and OSA improvements from their visits.
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