The products with the biggest increases that drive the turnover of supermarkets

By Giorgos Lampiris

Olive oil, packaged cheese and flour show the biggest price increases in the first half of 2022 as they have increased on average by +22.7%, +9.6% & +9.1% respectively. In the above appreciations, as it appears from the data of NielsenIQ, the months of May and June have particularly contributed, which have presented significantly stronger appreciations, compared to the first four months of the year.

Prices are also increased in the basic categories of fast-moving goods for household care, as well as personal care by +3.4% and +2.1% respectively, with the result that consumption drops significantly to a rate of -5.3% & – 3.6%, also correspondingly. Among the categories that have seen the highest price appreciation are aluminum foil (+16.7%), but also diapers (+9.0%).

At the same time, the organized food retail market based on the latest available data from NielsenIQ (YTD data up to June 19, 2022), is moving as a whole positively, at +0.9%, a growth that comes solely from increased prices, as demand shows a negative trend for all major categories, as coded by NielsenIQ.

They guide the course of the food and beverage market

Observing more specifically the course of selected categories of fast-moving consumer goods, the trend in value of +0.7% that they note is mainly driven by the categories of petroleum products, which also present the greatest inflationary pressures, at +4.2%, resulting sales volumes to decline by -2.7%. However, the individual categories show completely different dynamics.

The focus is on trying to save money

According to NieslenIQ, in the climate of inflationary pressures, consumers are trying to save money, increasingly choosing private label products, which are generally sold at lower prices than branded products. This has led to an increase in their market share, compared to 2021, from +12.7 to +13.6%. At the same time, retailers and suppliers also seek to maintain or even increase their competitiveness by intensifying in-store promotional activity, which has reached +66.4% for all FMCGs.

Source: Capital

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