It will continue with increasing intensity in 2023. reduced milk consumption, a phenomenon first recorded in 2022. Cause? Big price increasewhat brought them consumers reduce the cost of even one of the most basic foodstuffs. Although in 2023 companies did not conduct new revaluations for various categories milkhigh prices in them remain, since on the other hand they also did not make any price reductions.

Although the price of cow’s milk is on the way down, this has not yet been reflected in retail prices as dairy companies currently only offer price cuts and promotions on some of their less popular products, and certainly not on bulk milk. fresh milk and highly pasteurized milk.

In terms of the evolution of demand, milk goes in the opposite direction. own brand. Although mark-ups in this category were higher than the brand, the fact that its price remains 60 cents lower than the latter attracted many consumers to it. The “household basket” has also played a decisive role in increasing sales of private label milk, as many supermarket chains have opted to put their own private label milk in their “basket”.

Consumers are switching to private label milk, which, despite rising prices, remains 60 cents cheaper than branded milk.

According to Circana (formerly IRI), presented today by “K”total sales of white milk in the first quarter of 2023 amounted to 113.24 million euros, an increase of 13% compared to the corresponding period in 2022. However, at the same time, sales decreased by 5.3%, with households. in Greece buy about 4 million liters less milk than Supermarket. Recall that in general, in 2022, the white milk market fell in sales by 4.8%.

On the other hand, sales of private label white milk increased by 6.6% over the same period, while sales in this category increased by 40.2%! The sharp increase in the turnover of private label milk is associated with an increase in sales volume, but is also associated with a significant increase in its price. Overall, private label white milk increased in price by 31.3%, while the corresponding overall increase in brand value was 18.7%.

However, the fact that, despite the increase, the average price for own brand milk in the entire white milk category was 1.17 euros/liter, and for branded milk 1.76 euros/liter, is probably enough to explain the shift of consumers to more cheap product, general environment accuracy.

Total fresh milk sales in January-April 2023 fell by 3.2% compared to the corresponding period in 2022. Some will say that this is a small decrease. In fact, this is not the case, but that is because during the same time, private label fresh milk sales increased by 36%, or about 1.67 million liters. The price of branded fresh milk this year increased by 17.3% compared to last year, to 1.57 euros / liter (average price). The average price of fresh milk under its own brand after the revaluation increased by almost 30% and amounted to 1.12 euros per liter.