Their rally continues with the same intensity private label productsas sustaining high prices for food and household staples pushes consumers towards cheaper options. The famous “household basket” also boosted sales, with private label sales growing at double digits as most of the products it contains are in the private label category.

Now, according to the latest IRI research company, the value share of private label goods in January was 17.7% (excluding Lidl), reaching the level of 2012, that is, a period of deep recession. At the same time, sales of goods under their own trademarks “run” in the amount of 21.3%. Recall that in 2022, for the first time after a seven-year downward trend, an increase in the share of private label products was recorded, which is directly related to the inflationary crisis.

Sales of non-branded goods have reached the level of the Great Recession of 2012.

The latter led to the fact that 2023 also began with a decrease in sales in supermarkets, as the prices of basic products increased by an average of 9.8% compared to January 2022. Thus, according to IRI, sales in supermarkets in the first month of this year fell by 2.5%, while sales grew by 7%, as a result of rising prices.

The largest decline in sales, 2.9%, was recorded in the food category, followed by home goods with a decrease of 2.3%. On the other hand, an increase of 1.2% is observed in the volume of sales of personal care and beauty products. After all, they recorded the largest increase in the value of sales – 12.3%, and in food and household goods, the increase in turnover amounted to 5.7% and 11.9%, respectively. The volume of sales of frozen products in January fell by 8.2% compared to last year, dairy products by 6.7%, culinary materials by 5.2%, packaged foods by 3.2%. According to IRI data, the decline in dairy sales is largely the result of a significant 17.7% year-on-year increase in prices in this category.