2023-05-23 13:23:00
The numbers are enough to turn heads. In France, last year, Cristaline (in the 6×1.5 l version) achieved a turnover of 302.2 million euros and ranks first among the best-selling brands. Just ahead of Ricard (one liter bottle), with a turnover of 301.1 million euros, losing its leading position. A successful marriage between the two brands will say some who like to sip a little yellow during the summer.
These figures, from the NielsenIQ list of supermarket stars, made public by Les Echos, barely show that we are going through a crisis heavily impacting purchasing power. Especially since the Ricard is not to be classified in the category of essentials.
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”The highlight of this edition is that the 6 x 1.5 liter pack of Cristaline reaches the top spot in our ranking, thus dethroning the historic and emblematic liter of Ricard, with just over 1 million euros generated more over the last twelve months, crossing the symbolic bar of 300 million euros”explains the cabinet.
Behind Ricard, we find Coca-Cola 1.75 l, Heineken beer (20×25 cl), with, respectively, sales for a total of 167.6 and 146.7 million euros.
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On the side of illiquid products, the Ferrero group is the big winner. He places two of his products on the podium. Starting with the one kilo jar of Nutella, with a turnover of 123 million euros. Second, the Ferrero Rochers package of 375 grams, with a turnover of 75 million euros, has the luxury of being a newcomer in the top 10 of this list. Two dairy products then rank in the top 5, namely Caprice des Dieux 300 gr (69.9 million euros) and President butter (69.3%), but both show a decrease in their turnover . Note, however, that fruits and vegetables are not part of the classification.
This also proves the importance of major brands in mass distribution. One cannot live without the other, which also explains the difficulty of negotiations on pricing. You can’t imagine a brand capable of depriving itself of a sales channel as important as mass distribution. Just as it is unthinkable that a supermarket chain might do without iconic brands that weigh millions in its turnover.
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