Edeka and Netto affected by the hit-and-run campaign: Surprisingly, own-brand water was exchanged
Created: 07/11/2022, 04:55
By: Stella Henrich
Edeka drinking water “good and cheap” © Norbert Schmidt/imago
Edeka now buys its water from French manufacturers Parot and Source Alma.
This is causing a stir in the industry.
In the German retail trade, it is rather an exception to procure inexpensive own-brand water from abroad.
Hamburg – In a hit and run campaign, the retail chain Edeka has restructured its own brand procurement in recent weeks.
However, since not all of the new partners were apparently able to deliver directly, the empty shelves were filled with brands from other French countries, so that there were no gaps for consumers.
This is reported by the
Lebensmittel Zeitung
.
Edeka switched to the manufacturers Parot and Sources Alma "in order to be able to cover the enormous demand for "Good & Cheap" water at short notice," reports the industry journal.
Private label water from at least five French sources can currently be found in the Edeka, Netto and Marktkauf stores.
Most of them belonged to “Le Groupe Alma”.
The French thus covered the entire range of products.
From 0.5 liter to 1.5 liter PET bottles.
Edeka: Price conditions decide on suppliers
This partnership is rather an exception in the industry.
The reason is very simple: the transport of inexpensive own-brand water across national borders is expensive for retailers.
In the end, retailers earn even less from the already low-margin product water.
The price conditions were also recently the reason for Edeka to change the regular supplier Altmühltaler Mineralbrunnen (Schäff Group).
The bottler wanted more money for his product and justified the price increase with increased energy costs.
Merkur.de
reported.
Edeka: Consumers in this country like to use water bottles
Consumers in this country like to reach for a water bottle.
According to Statista, a provider of market and consumer data, the per capita consumption of mineral and medicinal water in Germany has increased almost tenfold over the past 50 years.
While mineral water consumption was still 12.5 liters per capita in 1970, in 2021, according to preliminary information, an average of 122.7 liters of mineral and medicinal water per inhabitant was consumed in Germany.
Mineral water is thus the beverage segment with the highest sales in Germany.
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Germany has good to very good drinking water.
The quality is monitored frequently and regularly and meets the strict quality requirements of the Drinking Water Ordinance.
Federal Office for the Environment, Nature Conservation, Nuclear Safety and Consumer Protection
As reported by the Federal Statistical Office, around 12.4 billion liters of natural mineral water were produced in Germany in 2021.
In purely mathematical terms, that was around 34 million one-liter bottles per day.
Around 935.4 million liters of mineral water were imported to Germany in 2021.
Non-carbonated water dominated.
The main source of the still water was France.
Edeka: Permanent solution with French fountains not planned
Edeka, on the other hand, apparently sees no permanent solution for cooperation with the French fountains, reports
Lebensmittel Zeitung
.
The retailer is currently leaving it open how long the import of the inexpensive mineral water will last.
Stiftung Warentest has now examined which types of water are best received by consumers and examined a total of 32 types of mineral water.
While one draws it directly from the tap, the other swears by the cool pleasure from the bottle.
It is above all the inexpensive variants that convince the testers.
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