The price hikes are already causing tensions between producers and retailers. For example, Danone’s Volvic water has gradually become more expensive in recent months. This is met with a lack of understanding at the Edeke supermarket chain. Danone justifies itself by passing on only part of the increased costs to customers.
Rising prices are also leading to changes in consumer behavior. When it comes to water, consumers are increasingly opting for cheap private labels from discounters. In the case of lemonades, on the other hand, reduced consumption can be observed. Individual bottles of the more expensive branded goods are now increasingly being bought instead of a whole crate.