Consumers prefer these labels, which are 24% cheaper than the major brands.
Landmark brand (Leclerc), Reflets de France (Carrefour) and Pâturages (Intermarché) are almost as well known to customers of these brands as Danone, Lu or Nestlé. After a period of disinterest, private labels (MDD) saw their love rating skyrocket. During the health crisis, consumers had sought comfort and reassurance from their favorite national brands. The Nutellas, President and Caprices of the Gods… had rarely gone so well.
But consumer priorities have changed. With soaring prices in supermarkets, price has once again become the primary purchasing criterion. Private labels are 24% cheaper than the average for products sold in supermarkets.
Read alsoConsolidation in sight among private label manufacturers
Consumers, whose purchasing power is falling, are forced to buy less: -2.4% over one year in volume in September. In this new context, private labels are holding up much better (-1.5%) than national brands (4.5%). And this, even if their price rose faster (+12%…
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