Brands’ new pricing

The Observatory A3 Distrib, Ed. Dauvers and Lineaires have now focused on pricing of national brands in click-and-collect stores. The impact of the threshold of sales loss has reached its goal: the gap in pricing between brands is narrowing. Between the increase by 10% of the threshold of sales loss implemented from 1st February and the implementation of a cap on store promotion, new regulations are shuffling the competitive landscape. Leclerc which was ahead of its first competitor (Géant Casino) by 1.1 point at the end of January is now narrowing its lead to only 0.4 point. On the opposite, Casino supermarkets, the most expensive brand in the ranking, is bettering its index by 0.9 point, due to demands from the regulation towards more aggressive distributors. The war on pricing has now dampened. It remains to be seen whether brands and manufacturers will spontaneously redistribute their benefits to the producers.

LINEAIRES --B. Merlaud, 25th February 2019
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