Hold The Lowest Prices Rages From Start Of The Crisis
The increase in VAT, which entropy into force on 1 July, there has only intensify a price war that was already in full swing since the beginning of the crisis. Distribution chains and supermarkets are struggling to be the preferred consumer prevails in these times where economic output. The so-called white or own-label brands are a means to sell more cheaply and be enforced as leaders in the sector. Improve sales going on, then, by a fierce struggle for lower prices and increase profits.
Mercadona was the forerunner in this guideline group savings, growing extraordinarily brand shares (Squire, Deliplus, Forest Green and Compy) until a contribution of 74% in each of its stores. The reactions of other distributors were revealed little by little.
Around the same time the English Court released its best ally, 25% cheaper for their other white markings (Hipercor and The English Court). The giant Carrefour, meanwhile, has launched a range of 300 basic consumer products under the Carrefour name Discount, 10% cheaper than other brands marketed by the group themselves Gallo.
For items, the sale of private label dedicated to facial beauty has increased by 5% and 15% glass and the total. Have much more advance items such as juices, where white markings are up 5.2% sales (reaching 58.4%) and household paper roll, increasing its sales by 4.9% to reach 67% of the share market.