How is inflation impacting specific category choices?
how much to buy, which products and in which retailers?
Price Inflation by category is impacting the volumes bought.
Although the current average category is down in volume vs last year, there remains slight growth (+0.6%) compared with pre-pandemic. But declines are substantial where prices have risen most.
Private Label is not gaining more in categories where prices are rising most.
Category level inflation is not influencing the relative growth of PL volume shares. Discounter growth is key to PL volume growth in the UK, Italy and Germany. In NL and Spain, it is mainstream retailers.
Discounter growth is not larger in categories where price rises are highest.
Discounter volume shares are not growing more in categories where prices are rising most. As seen in last week’s Pick of the Week, store number increases are a key driver especially in UK and Italy.