Unilever asked to raise prices - and caused a consumer protest, but the increase in prices started much earlier (photo: Walla! system, without)
The united front displayed by the marketing chains in their war against Unilever, warmed the hearts of the desperate consumers.
Here because yes, finally someone protects our interests and money, and stands against a predatory manufacturer, which counts no one.
The "Good Pharm" chain, owned by Rami Levy, stepped up and published the following exciting announcement: "Due to the magnitude of the wave of price increases and in light of the chain's decision not to sell at exorbitant prices, there may be shortages in your favorite products. Please be patient, in the end it will pay off for all of us."
But it turns out that one in the mouth and one in the bank.
Behind the firm and uncompromising stance, the chains have resorted to a quiet and sophisticated tactic over the past year, raising the price of Unilever products by an average rate of 6.5%, this is even before the company's demand for a price increase of between 10% and 20% according to the new price list.
From a price check conducted last year by the
"Retail Research Institute"
On a sample of common Unilever products, in the chains: Yohannoff, Rami Levy Shakma Marketing and Shufersal, it turns out that the marketing chains have moderated the price of Unilever products, since September, the date when the consumer protest against the company broke out, apparently out of fear that the anger will be directed at them as well.
In the Rami Levy Marketing Sycame chain, the peak price increase was in July 2022, when Unilever products increased by 10.30% compared to November 2021. The Yohannoff chain increased Unilever prices by 9.21% in January 2022 and in Shufersal the price increase was in September, at a relatively moderate rate of 6.96%.
The strange position of the marketing chains: on the one hand, they want to portray themselves as fighters against the cost of living.
On the other hand - the more we pay, their profits will increase (Photo: ShutterStock)
And yet: the public protest stopped the price increase
But the public outcry nevertheless had an effect: at the height of the protest against Unilever, the increases suddenly moderated.
At "Rami Levy" Unilever's prices stabilized at an increase of only 2.02% compared to November of last year, Yohannoff settled for a price increase of 5.69% and at Shufersal the price increased by 3.60%.
This is not the first time that the marketing chains raise prices on their own accord, even without a request expressed by the producers. Less than two weeks ago, we published in "Walla" that the chains that are allegedly fighting the cost of living, raised the prices of Tnuva by an average rate of 6.75% even before the demand of the dairy to increase the price of its products by 4.7%, a demand that was met with their staunch opposition.
By the way, if in the end After all, the marketing chains, and Shufersal in particular, will submit to Tnuva's demand, the consumer will pay 11.5% more than we paid for the same products last year. The price increase of Unilever products will be even more painful, a jump of between 16.5% and 26.5%.
You have to remember that the marketing chains are in an interesting position: on the one hand, when prices go up, their profits go up, so they make products more expensive under the radar without us noticing.
On the other hand, they want to portray themselves as thinking of the good of their consumers and going to war against those who dare to ask for price increases.
A hint about the future?
It is enough to look at what is happening in the stock market to understand who will win: when the value of the shares of the marketing chains has been cut sharply, for some of them by ten percent, it is likely that their breathing time will be shortened soon.
Of money
consumption
Tags
Unilever
Rami Levi
Yohannoff
Shufersal
price increase
Cost of living
