The front page of the last special issue of 60 Million consumersled by Sophie Coisne is a real hot topic linked to rising prices and inflation. “Are the prices soaring? It’s time to put in place new consumption strategies and adopt new food habits.”underlines the special issue.
So much so that distributors right now and processors are renegotiating the price levels they agreed to only a few weeks ago.
franceinfo: Sophie Coisne, is this phenomenon completely new in distribution?
Sophie Coisne: In fact, it is unprecedented. These negotiations take place once a year, and this time, two weeks after closing the negotiations between industrialists and manufacturers, they are back on the table because of increases in energy and raw materials, so as to to be able to adjust the prices of the major brands.
There are already dazzling increases in certain foodstuffs. For example, an increase on mid-range shells. We have more than 70 to 75% increase, and private labels, therefore those which are sold in supermarkets, are for the moment those which have increased the most. For example, on coffee, we have a 13% increase.
One of your observations is that these distributor brands, in terms of quality/price ratio, sometimes do better than the big brands?
Absolutely. We’ve looked at 17 food product categories in this issue, ranging from dairy desserts to champagne, burger buns and all the family favorites knackis, cordons bleus, oven fries, fruit yogurts and so on.
And the surprise, whatever the method of analysis, is that private labels rank well, even very well, compared to national brands, for prices that range from 30 to 50% cheaper. The most striking example is that of oven fries, where we have a really discount brand that comes out on top with only two ingredients. It’s intuitive. Potato and sunflower oil. It is half the price of the national brand, which is very well known. And this national brand contains 13 ingredients for oven fries, including 6 additives.
Inflation, rising food prices, is it also an opportunity to introduce new consumption habits?
To buy smart in the coming period, you will have to change your consumption routines to limit your food budget, or even reduce it. There are many solutions that can be implemented. Buy on the farm, or directly from producers, or fishmongers, if you live near a fishing port. Buying directly reduces the number of intermediaries and saves a lot on the price of fruits, vegetables, meat and fish.
Buy seasonal fruits and vegetables, or somewhat forgotten fruits and vegetables which are often less expensive. Go to the markets, at the end of the market, to negotiate two crates of raspberries for the price of one, since it is time for the big negotiations at the end of the market. And then, of course, the great martingale of those who want to pay attention to their food budget is to cook “homemade” dishes, rather than buying them ready-made.
Is “homemade” a way to both eat better and eat cheaper?
Absolutely. We had fun studying and comparing the prices of “homemade”, homemade compote, homemade grated carrots, salad that we skin ourselves or chicken that we buy at the market, compared to the equivalent found in the supermarket.
The carrot tray in the supermarket is twice as expensive. Same thing for the bagged salad. Admittedly, it goes faster, but you have half as much in the bag as a salad which, moreover, will keep very well for a few days in the fridge. Same thing for applesauce, for example, or homemade mayonnaise.