2024-01-17 08:08:02
We bought more than 50 billion euros worth of groceries in the supermarket last year. This is mainly due to higher prices, because the number of products purchased has actually fallen. For the first time, supermarket turnover has exceeded 50 billion euros.
Prices in supermarkets continued to rise, especially in the first half of last year, according to figures from research agency NielsenIQ. For example, sugar, olive oil, bread and chips became considerably more expensive.
According to the supermarket chains, this is because they had to deal with higher costs for, for example, wages and energy. And the food manufacturers themselves say they spend more on ingredients, among other things.
The supermarkets are sometimes accused of grabflation: that they raise prices further than their costs have risen. It is not entirely clear whether this is actually the case. NielsenIQ reports nothing regarding supermarket profits.
Consumers are increasingly choosing their own brand
The research does show that consumers are increasingly opting for a private label. For example, last year almost half (45.9 percent) of the items sold were from a so-called private label.
This is probably due to the rising prices of groceries. When products become more expensive, consumers are more likely to choose slightly cheaper alternatives. This concerns products such as Jumbo all-purpose cleaner, AH chips or PLUS coffee beans, although there are also house brands under a different name, such as Perla coffee at Albert Heijn.
At almost 46 percent, the market share of private labels was 1.6 percentage points higher last year than the year before. Even in the last months of last year, when supermarket prices no longer rose as fast, the popularity of own brands continued to grow.
Albert Heijn remains the undisputed market leader
The agency also looked at the market shares of the various chains. This shows that Albert Heijn is still by far the largest and even grew somewhat last year. We now do 37 percent of our shopping in the almost twelve hundred stores of the Zaandam company.
Jumbo follows at a great distance with a market share of 21.1 percent. The Brabant company has 696 stores spread across the country. Number three is Lidl, which has to make do with regarding 10 percent of the grocery pie.
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