They hold a special place in the French shopping cart.
Classic at Carrefour, Pâturages or Saint Éloi at Intermarché, Marque Repère for E.Leclerc or even U for Système U: today, almost one in two items (44.9%) purchased in supermarkets is a private label ( MDD), according to figures from the Circana Institute.
And for good reason: the surge in food prices – 20% in two years – has pushed households to “reconsider the way they do their shopping”, recalls Emily Mayer, the director of studies at the Circana institute.
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To reduce the amount of the receipt, they have certainly given up certain items, but also replaced national brands in their basket with private label, particularly when they went to the creamery and grocery sections.
Especially since the “brands have pushed their own ranges to the limit, whether in stores or in their communication.
They were particularly present in anti-inflation baskets,” points out the expert.
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