(Communicated)
The anti-inflation quarter was launched a few days ago on supermarket shelves. This government initiative, the objective of which is to control prices on a selection of food products, is recognizable in stores thanks to a dedicated logo. But it is clear that the giants of mass distribution still have a little trouble tuning their violins.
Barely a week after the launch of the anti-inflation quarter, very few brands are actually playing the game. logo in their supermarkets, while Intermarché and Casino started in only a few stores.
Let’s take stock of this initiative, and its difficult start.
What is meant by an anti-inflation quarter?
For the past few days, each large retailer has been able to charge the lowest and most attractive prices on a selection of products left to their discretion. The intention evoked by the measure is to allow going beyond the usual discounts granted in the spring to allow the French to continue to benefit from the offers proposed in the Leclerc prospectus of next week, but also those from the catalogs of brands. such as Carrefour, Intermarché, Lidl or even Super U.
To make it easier for consumers to orient themselves towards its anti-inflation products, a blue, white, red “Anti-Inflation Quarter” logo should normally be affixed. But in fact, they are often absent subscribers. Some signs explain that they are still being printed.
Shelf stops are also installed in stores to guide consumers. According to the statements of the government, they mainly concern private labels, and not the products of farmers.
Apart from these few common measures, each company has its own initiatives. Lidl, for example, launched an anti-inflation basket of 50 products, while Intermarché offers 500 references at more attractive prices. At Système U, 150 items are offered at cost price.
An initiative that is not unanimous
Despite the goodwill shown by large retailers, the anti-inflation quarter is not unanimous, especially among consumer associations. Three of them, UFC-Que Choisir, Rural Families and Consumption Housing Framework of Life, in fact consider that the government “contents itself today with relying on the good will of large retailers to limit its margins (or claims to do so through purely marketing operations)”.
The latter propose more concrete measures, such as the suspension of the “SRP+10” provision of the Egalim law, which forces supermarkets to sell food products 10% more expensive than their purchase price.
Additionally, consumers will need to be patient before they can actually take advantage of anti-inflation pricing and see real price declines. Indeed, stocks must be completely exhausted before new products displaying the famous anti-inflation quarter badge appear on the shelves. It could be that the quarter passes without the French being able to see a real difference in their wallets.
So be patient…
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