The products with the largest increases on the shelf

By George Lampiris

The biggest increases were recorded in supermarkets of personal care and hygiene products for the whole of 2021, according to data from the measurement company, IRI.

In fact, it is characteristic that the percentage of price increases in the products of this category amounted to 5% during the last year. It was followed by food, a category of fast-moving consumer goods with an increase that amounted to 2.1% in 2021%, while the lowest percentage of price increases was recorded in the category of cleaning and home care products with 1%.

Prices of essential goods increased by 1.9%

It should be noted at the same time that all fast-moving consumer goods sold by supermarkets, namely food, home care products and personal hygiene and care products, recorded a price increase of 1.9%. However, according to market sources in Capital.gr, the specific price increases are only a part of the bigger picture as it is currently formed, as products such as dairy products, have already been burdened with increases and newer ones will occur.

Goods sold at a discount or with a promotion

In terms of sales through discounts – promotions carried out by the chains in products, their percentage appears slightly increased by 0.6% amounting to 25.8% of the total.

In the sub-categories, the percentage of food sold under the promotion regime also increased by 1.3% to 24.8% of the total food sold. The picture was reversed in the category of personal hygiene products, where the percentage of those sold with some kind of promotion or offer decreased by -1.3%. In this case, of the total products sold and belonging to this category, 33.9% were on offer. As for home care products, the percentage of those sold through some promotional energy was also reduced by -1.5%. Thus, the goods in this category that were sold were promoted, representing 26.2% of the total.

Marginal sales growth of 0.6% in fast goods

Referring to the course of sales of fast-moving goods in supermarkets, IRI records that total sales recorded a marginal growth of 0.6%. The largest share in sales had the packaged products with 76.3% and the smallest the products by weight with 23.7%. The total value of fast-moving consumer goods (FMCGs) in 2021 was € 7.95 billion. These sales do not include clothing and footwear, electrical and electronic appliances, garden items, home decor and furniture, which are mainly sold by supermarkets that have large stores such as Sklavenitis, which maintains a wide network of supermarkets with an upper surface. of 2,500 sq.m.

For the past year, according to the IRI, food was the only category of goods that increased its sales by 1%, while personal care and hygiene products lost 2.3% of their sales compared to 2020 and care products house lost 3%. It should be noted that food contributed 80.8% of total supermarket sales in 2021, home care products by 8.1% and personal care and hygiene products by 9.2% and other products by 1.9% .

The dive of November

Finally, according to the IRI, in November 2021 sales of fast-moving goods plunged, falling by 9% and losing 1.9% in December. Overall, supermarkets, including all product categories, saw a decline of 8.7% in November and 2.2% in December last year.