Almost one in two items (44.9%) purchased in supermarkets is a private label. The surge in food prices – 20% in two years – has pushed households to ‘reconsider the way they do their shopping’ “Brands have pushed their own ranges to the limit, whether in stores or in their communication,” says Emily Mayer, director of studies at the Circana institute.
“They were particularly present in anti-inflation baskets,’ points out the expert.