They are often referred to by their initials, MDD (private label). These are all these products that the brands market under their own label. Simpl for Carrefour, Pasurages or Top budget, for Intermarché, Eco+ at E. Leclerc, etc. In the food aisles, there are now private labels for almost everything: dairy products, cakes, preserves, ready meals. They are well placed next to the usual brands, such as Nestlé, Danone, Barilla or others.
In recent months, these distributor products have seen their sales soar, in the month of September alone, these sales increased by 12%. It must be said that private labels are much cheaper, 25% less on average than classic brands. This is due to simplified packaging as much as possible, the absence of advertising, of marketing.
With soaring inflation in food, these brands are popular. The large surfaces are putting them more and more in value. You may have noticed it, but there are more and more private labels on the shelves, to the point that today it represents almost a third of sales in supermarkets. Signs highlight these products to retain or even attract customers. Especially those who are tempted to go to competitors, to discount type supermarkets like Aldi, Lidl, etc.
We often start from the idea that by taking these entry-level products, we are going to lose health, but the magazine cfu–What to choose has just screened several private label products for everyday consumption, jams, cakes, dry sausage and the results are surprising since they believe that these products may even be better from a nutritional point of view.
[#Pouvoirdachat] On the front page of the latest Que Choisir on newsstands today: what are the entry-level products worth compared to their branded equivalents?
Also available online https://t.co/RYkzGgp2q8#MDD #distribution #inflation pic.twitter.com/MSj2xBzvDR– UFC-Que Choisir (@UFCquechoisir) October 20, 2022
Provided, of course, that you look carefully at the labels. There are different ranges within these own brands, with increasing levels of quality. Knowing that these MDD also make organic, or so-called local products.