The number of new products launched on the market has fallen in recent years, dropping by 11% in 2013, 19% in 2014 and 34% this year. This process of assortment rationalisation is in part a response to discount stores, which compete aggressively by offering a limited assortment. The leader in this operation is Tesco, which has launched Project Reset with the aim of significantly reducing its assortment. In some categories (cereals, coffee and tea), the process of rationalisation has reduced the number of SKUs by 15%. According to some market surveys, almost 3,000 SKUs have been eliminated since the beginning of Project Reset.