Retailers could directly lose 43% of intended purchases when a product is out of stock, whilst manufacturers could directly lose 25%, as a result of poor availability, according to IGD's new Shopper Insight research. 46% of shoppers have experienced empty shelves 'often' or 'sometimes' in their supermarkets, according to IGD's research, which looked at what shoppers typically did when they found a product out of stock or unavailable.  IGD found that 37% of shoppers would go to another store and 6% would not buy at all, leading to a loss of 43% of intended purchases for retailers.  19% of shoppers would switch to a rival brand, which when added to the 6% who would not buy at all, would lead to a loss of 25% of intended purchases for manufacturers.