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Consumers are increasingly favoring private label brands, which now represent 35% of sales on average since the start of the year. Their power of appeal is based on price.
The packaging is less attractive, the prices a little more. On average, 30% cheaper. Store private labels are the big winners from inflation, to the detriment of national brands. In a supermarket in Hauts-de-Seine, a childminder has adopted a new habit this year, avoiding big brands whenever she can. Even if they too have suffered from inflation, private label products remain, in fact, less expensive.
Growth that can continue
Food, hygiene, maintenance, sales of branded products plummeted in August. -8.3% over one year. In Saône-et-Loire, a famous brand of fruit juice had to reduce its production by 7% this year. Other manufacturers intend to benefit from the success of private labels. “This growth in private label brands can take hold over time, both because consumers are rather satisfied (…) and because prices have increased significantly and are not going to drop back to their level 12 years ago. years”estimates Émilie Mayer, specialist in Circana consumer products.
Among Our sources
Circana
NielsenIQ
Hénaff
Non-exhaustive list