Faced with giants like Kellogg, it is the products from private labels that hold their own with prices that are often 15 to 30% lower than the brand equivalent. And the economic crisis has boosted their presence in the shopping carts of Belgian customers.
Thus, it is estimated that, all supermarkets combined, the share of brands from distributors has increased from 44% in 2019 to more than 54% in 2021. A figure that would rise to more than 60% today. At Delhaize, for example, Delhaize-stamped products represent 60% of shopping cart contents, compared to 50% last year. “There is the effect of our Petit Lion operation, to help customers in their purchasing power with 500 products from the Delhaize assortment at reduced prices”, explains Roel Dekelver, the spokesperson. “But there is also the product assortment of our own brands, which has 7,000 references today, and which continues to grow. Customers are clearly looking for cheaper alternatives to national brands.”
Delhaize is therefore also constantly seeking to expand its own-brand offer: “Either we try to innovate, to offer things that do not yet exist on the market. We were the first to launch stevia yoghurts in Belgium under our brand. Either it happens that producers or suppliers contact us with proposals for products that they have developed but cannot market because it is expensive in terms of marketing, packaging, etc. and offer to sell it under the Delhaize brand.
At Aldi too, there has been a boom since February in own brands such as Milsa, Delifin, Rocheval or River… 7 out of 10 Belgians say that they actively compare prices since inflation, and opt for private labels for control their “shopping” budget, according to a study by Ivox. 60% sometimes wait longer to make a purchase, waiting for a promotion.
“The Belgian is also becoming a shop hopper because of inflation,” said Jason Sevestre, spokesperson for Aldi. Mean by this that he combines several supermarkets to make his purchases, rather than going to a single sign. “25% have completely changed their usual supermarket. And Belgians shop more often at discounters.”
The other discounter, Lidl, which also advertises by clearly comparing national brands and distributor brands: for the same amount, you can buy a single branded product… or several from the Lidl brand.