The purchasing power of the French is put to the test.
So, to be able to continue to make ends meet in a context of rising prices, the hunt for savings is on.
First victim of these clear cuts: hygiene products.
According to the latest survey by the E.Leclerc Observatory of New Consumption, nearly 6 out of 10 French people regularly give up buying it for financial reasons.
A figure up sharply compared to 2021.
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This trend does not surprise Olivier Dauvers, specialist in mass distribution: "
the feeling of impoverishment is stronger than ever
", he underlines.
Consequences: downgrades are noticeable on all products.
A phenomenon to which the beauty and care department is no exception.
“
In addition, in this category we can also arbitrate in quantity
,” he adds.
It is indeed easier to remove certain skin care than to miss meals.
Hygiene has therefore become the adjustment variable for consumers' wallets.
This behavior is all the easier if these products are purchased regularly.
But "
everyday shopping can easily be changed
to adapt to the sometimes brutal jumps and falls in purchasing power.
Rise in purchase frustration
If the feeling of impoverishment is strong, that "
does not mean that it is real
", however warns Olivier Dauvers.
Admittedly, the sudden rise in fuel prices and those of many consumer goods, due to the war in Ukraine, have a very real impact on the wallet, but this expert also points to other more “
irrational
” factors.
According to him, “
the consumer finds it normal to consume more and more things
”.
As a result, despite increasing purchasing power, purchasing frustration also increases.
Stranger, the importance given to each purchase is sometimes questionable.
“
For some the iPhone 13 will come before toothpaste
,” he illustrates.
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Real or supposed, the cry of alarm is clear.
“
Price is more important than ever
,” explains Olivier Dauvers.
A message that will push the brands to strengthen the price war they engage in and increase the market share of the "
discount
".
A message received 5 out of 5 by large retailers regarding hygiene and cleaning products.
According to an IRI study published in March 2022, over one month, the prices of the drugstore, perfumery, hygiene department fell slightly (-0.50%), in a rising market (+ 0.60%).
