‘Consumers are now choosing boiled sausage instead of roast beef in the supermarket’ 06:23 in Economics Due to the high inflation, people are now making different choices in the supermarket, according to market researcher Circana.

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In the supermarket, we threw fewer A-brands into our shopping basket last year and opted more often for cheaper alternatives, such as house brands. According to market researcher Circana and trade journal Distrifood, premium brands have lost a few hundred million euros in turnover as a result.

We also sometimes opt for a different type of product to keep the price down. “In the past, the Dutch mainly bought roast beef and fricandeau, for example, but now it is more often the cheap variants, such as boiled sausage,” says Rini Emonds of Circana.

There are more notable shifts. For example, Heineken was the best-selling beer brand for years, but it has now been surpassed by Hertog Jan of the InBev brewery. “Heineken’s other brand Amstel is growing,” says Rini Emonds of Circana. “And at InBev we see again that Hertog Jan is rising, but their other brands Bud and Jupiler are falling.”

Another notable riser in the list is liver sausage maker Kips, which has also been making vegan products for several years. “This brand is one of the few brands that has not only experienced growth in sales, but also volume growth,” says Emonds.

Top ten largest brands in the supermarket (by annual turnover)

Place 2022 (2021) Brand Revenue Growth (in %)
1 (1) Marlboro 626 million 1.9
2 (3) Camel 422 million 7.4
3 (2) Coca-Cola 416 million 6
4 (8) Duke Jan 304 million 11.8
5 (5) Campina 302 million 4.3
6 (6) Lay’s 290 million 7.9
7 (4) Heineken 287 million -4.6
8 (7) Unox 272 million 1.4
9 (9) Douwe Egberts 267 million 2.5
10 (11) Dr. Oetker 233 million 8.6

Tobacco brands Marlboro and Camel have been in the top 3 of the turnover list for years. This is mainly due to the high prices of cigarettes, cigars and other tobacco. In 2024, these brands will no longer be in the top 100, because tobacco may no longer be sold in supermarkets at all.

Cirana expects the rise in prices to level off after this summer. It is possible that the A-brands will conquer more market share, although Emonds does not expect that to be an easy job. “We have learned from the past that once people have switched to a private label, it is difficult to get them back to an A-brand.”

  • The price increase continues to decline, ‘but no flag out’
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  • Inflation is rising again; ‘The end of higher food prices only in the summer’
  • Economy

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