Brands: the victims and beneficiaries following the increase of +10% on the Threshold of sales loss

Between 28th of January and 2nd March, the average prices for 25 products of the big brands went up +3.8% across the 4825 click-&-collect stores which have been reviewed by the Éditions Dauvers, Linéaires and in partnership with A3 Distrib. However the impact is inconsistent across the distributors. Indeed, by legally forcing the “discount” stores to increase their prices, it has narrowed the price difference between brands. As such, benefiting to the less competitive brands. The average price of the key 25 ultra-major CPG have gone up +5.5% at Leclerc & Intermarché, while their prices remain stable at Monoprix and even went slightly down at Casino supermarkets (-0.4%). Positioned amongst the most expensive brands, Monoprix and Casino earn 4 price index points, falling respectively to 111.9 & 113.1 points. On the opposite, Leclerc sees its leadership position weakening with a price index increasing by about +2 points (from 94.4 to 96.1). Intermarché is also impacted with an index going up by +1.5 point to reach 98.2. The brands’ price positioning is narrowing.

LINEAIRES - Bertin, 11th March 2019.

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