At 45.35 euros is estimated the average standard basket for the Easter table of 2022, for two people, in the large supermarket chains, not including lambs, increased by 9% compared to 2021 (41.70 euros). This results from the results of a price survey of the products of organized food retail (large supermarket chains) in Greece in Easter 2022 conducted by the Consumer Research Institute of Consumer Goods.
It is noted that the research is based on primary data collected by IELKA researchers from the large supermarket chains and concern the prices of the big week as well as data from the e-katanalotis application. The products analyzed are representative products of the Easter table for Greek consumers and their selection was made by specialized market executives with many years of experience in the field. The products examined are: 6 eggs, tsoureki, vinegar, flour for all uses, mustard, feta, yogurt, musk, wine, beers, potatoes, tomatoes, butter, lettuce, crust, Cola
The increase of the basket by 9% in 2022 compared to 2021 is expected based on the picture of inflationary pressures in recent months, according to IELKA. At the same time, the average price range (difference between lower and maximum price of a standard basket) within the examined categories remains high at 35%, indicating that consumers for another year have access to a wide range of alternatives (different varieties, qualities, private label products, utilization An important role for another year is expected to be played by the recently observed intensity of offers and promotions from supermarket chains and supply companies in the form of providing additional discounts, additional quantities, gift certificates, discount coupons, etc. which concerns almost all seasonal products and is estimated to provide an additional benefit of about 13% of the offers on average to the consumers who will choose them.
More intense price increases are recorded in lettuce (which is increased due to very unfavorable weather conditions) and in flour, followed by butter, mustard and crust at much lower prices. Yogurt, beers and soft drinks record a decrease.
In relation to lambs, the final market picture has not yet been formed, but based on producer prices it is assumed that the price of lamb will be increased in Holy Week 2022. According to market executives, a combination of factors is pushing prices up. . The price of lambs is considered to be lower in the stores of the large supermarket chains in relation to the competing channels (eg butcher shop, open-air trade, etc.). The difference in prices of large supermarket chains from the rest of the market (is a result of economies of scale, the efficient operation of organized supermarket supply departments and long-term cooperation with organized large suppliers.
The reduced supply of products from the United Kingdom in the last two years due to Brexit to the European Union, the absorption of products from the Greek market abroad for Catholic Easter (especially Italy and Spain), due to the fact that Catholic Easter “fell” this year earlier than the orthodox. Combined with the fact that Orthodox Easter “falls” so slowly this year means that the lambs weighing 10-13 kg which are mainly demanded by consumers are less (because at such a time the animals have grown) and the reduced quantity offered to this weight pushes the price upwards.
Regarding the rolling consumer survey of IELKA, with a sample of 1,000 consumers, which took place in the week of 5-10 April 2022 and concerned consumer habits in Greece and specifically at the Easter table, it appears, among other things, that family tables these days will be smaller. In the past, before 2020, 62% or 2 in 3 consumers participated in large family tables of more than 10 people. This percentage was in 2020 in the middle of Lovkdown was only 3%, in 2022 it has increased to 30, but it is far from the pre-coronavirus eras. A similar picture exists for consumers who will choose to travel to the village or island, with the percentage in 2022 being only 25% compared to 58% in the past, as a result of financial pressure and transport costs. Even cooking habits are recorded to have a significant impact on the economic environment. Specifically, the percentage of consumers who will skewer lamb and goat decreases from 61% to 25% while the audience that will bake a piece in the oven increases from 39% to 52%.
Source: Capital
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