DECRYPTION – With galloping inflation, the French are in favor of these products at a lower cost, which distributors do not hesitate to promote. But are they always beneficial?
Soaring prices are pushing the French more than ever to hunt for bargains to relieve their wallets. And everyday food shopping is the first to be affected by these efforts to deflate bills. While inflation reached, for these products, 14.5% in one year, according to INSEE, in February, private labels (MDD) are taken by storm by consumers, to the detriment of major national brands. , generally more expensive.
Forced by rising prices, over the past year, the French have changed their consumption habits and are turningto the essentialor to cheaper products. According to panelist Kantar, private labels thus represented 43.8% of sales in volume for the 1er January to February 19, 2023, i.e. an increase of 0.9 points over one year. “We sell fewer big brands because they have become very expensive and we sell more private label products, us and our colleagues, because it’s very good value for money, cheaper than the big brand.“, spoke on Monday Dominique Schelcher, general manager of System U.
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