However, these are the price list prices, i.e. those related to the supplier-supermarket relationship. The performance of the measure will be judged in the supermarket-consumer relationship, by how much, i.e., these initial reductions will be passed on to the “shelf”.
In particular, in an announcement by the Ministry of Development (MoD) – on the occasion of the launch from today of the new government measures once morest punctuality – it is noted that the reform that obliges suppliers to reduce by 30% the offers to retail companies, with the obligation to reduce list prices by the same amount, led to reductions in more than 3,000 products.
In particular, it speaks of a significant average price reduction in seven product categories: in baby and children’s diapers the average price reduction is 18.1%, in shampoos, shower gels and conditioners 17%, in toothpastes 15.1%, in laundry detergents 15.6%, in dish detergents 16%, in all kinds of cleaners 15.8% and in soaps 12.7%.
As an example, the average price reduction on the following brands is as follows: Pampers (baby and children’s diapers) 18.9%, Colgate (toothpastes) 18.8%, Ariel (laundry detergents) 19.5%, Syoss (shampoo, shower gels and conditioner) 23.0%, Ava (dish detergents) 17.5% and Old Spice (shampoo, shower gels and conditioner) 20.4%.
According to officials of the ministry, the aforementioned reductions concerning the supplier-supermarket relationship, will gradually begin – from today, the day the measures start – to go on the shelves as well. Consumers, for their part, are waiting for the final prices, in order to determine if they will benefit and to what extent. For example, toothpaste that costs 1.81 euros today (specific brand and supermarket chain, e-consumer data), with the average reduction in the list price approaching 19%, how much will the consumer end up buying it?
Beyond that, the Ministry of Health points out that the reform for infants also brings regarding reductions in the initial supply prices, on average around 15% for most infant milk products of 1st (0-6 months) and 2nd (6-12 months) infant age . “Since the baby milk is sold without promotions, these reductions (regarding 15%) will be directly passed on to the price on the shelf,” the same announcement underlines.
It is recalled that a ceiling has been set on the gross profit margin of the companies that import, produce and distribute baby milk in Greece. This is equal to the operating cost of the business, in the relevant product category, plus 7% of net sales.
| AVERAGE REDUCTION IN PRICE LIST PRICES
(from the supplier at the supermarket) |
|
| Product category | Average reduction |
| Baby and children’s diapers | -18,1% |
| Shampoo, shower gel and conditioner | -17,0% |
| Dish detergents | -16,0% |
| Cleaners of all kinds | -15,8% |
| Laundry detergents | -15,6% |
| Toothpastes | -15,1% |
| Soaps | -12,7% |
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