Among some 6000 brands studied in 79 categories across 13 European countries the 500 brands with the biggest volume share gains 2008-2012 have increased prices paid by only 3% over this time period. This is substantially less than inflation rates over the same time period (11% for food over this period) and less than the average for all brands (10%).
Relative to the category the 500 top share-winning brands have reduced their price premium versus the category average from about 20% down to 8%.
While these brands still sell with price premia of 70% versus retailer brands, their categories have seen a slight decrease in the volume share owned by retailer brands.
As always – averages hide some noteworthy brand-, category- and country-specific differences.