The anxiety begins to rise in the staffs of distributors. Since last May, in response to rising prices in hypermarkets and supermarkets, French households scratch some products of their shopping list. In late February, the central purchasing of hypermarkets and supermarkets had completed, in pain, their traditional annual tariff negotiations with food manufacturers and consumer products. They had had great difficulty in getting the increases they felt were necessary, given the soaring prices of raw materials.
Since March, distributors impact gradually increases on their labels. That month, prices in stores were up 0.67% over February, according to the institute Symphony IRI Group. Since then, a month to month, prices increase in radius each time by 0.50%."The return of inflation is beginning to be felt on the behavior of buyers in supermarkets," says Jacques Dupré, Director of Insight Symphony IRI Group, which analyzes the monthly receipts of all the major surfaces of the Hexagon .
The break in the trend is clear. Of the four months preceding the return of inflation on the shelves between November 2010 and February 2011, sales of food increased by 1.3%. And the next three months, between March and May, the increase slowed to only 0.4%.
Promotional pressure
In April, the phenomenal sales of water, beverages, beer and ice cream, boosted by high temperatures, have allowed supermarkets to record an exceptional increase their volumes, which jumped this month to 4 3% compared to April 2010. But since May, purchases in supermarkets are falling over one year.Month after month, the trend continues. "In July, the decline could even exceed 1%, says Jacques Dupré. Inflation continues to gain momentum. "
The drop in purchases is certainly less intense than in 2008. At the time, soaring raw materials led to an increase of 4.5% of the labels in three months, which had resulted in a decline in overall consumption of around 2% throughout the year, twice as large as that observed in the last three months.
"So far, arbitration is more about quantity than quality, said Jacques Dupré. Rather than falling in line, they buy a little less product. "As in 2008, consumers are tightening their belts.But they give up to afford one or two products "frivolous" (see box) rather than turn to the variety of entry-level or private labels (PLs) for items they value.
Despite the general rise in prices, domestic brands continued to be more resilient than labels distributor, yet less expensive. Until May, growth was consistently higher, thanks to promotions, which have proliferated in the first half.
Promotional pressure from national brands was released in June … and then returned to the private label market share for the first time in eighteen months. The situation remains tense rays than ever, and inflation could thus give a boost to brands.Contrary to what happened three years ago, the hard discount does not benefit from inflation and continues to lose market share.
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