In Germany, supermarkets refuse to sell overpriced products. It’s a real showdown with the agri-food industries.
No need to search. In Germany’s largest supermarket chain, you will no longer find some of the most well-known brands. Rice Uncle Ben’sPedigree pet food, or chocolate bars Mars. Instead, the saleswoman recommends private label equivalents. All these products are not out of stock. The supermarket chain, which is not a discount brand, simply refused the price increases requested by the manufacturers, until +20%.
300 million less turnover for Mars
For several months now, large retailers in Germany have even made this an argument in their advertisements. “An eclipse of Mars“says a poster. “Try our cheap productsanother said. The signs thus hope to make the manufacturers bend. But the risk is that their customers will look elsewhere, that they will change supermarkets to find their favorite brands. “I really have the impression that the shelves are not well filled, and often he missing things and it gets on my nerves“, says a customer. So who has the most to lose when negotiations break down? Currently no longer available in many German supermarkets, Mars renounces, according to specialists, about 300 million euros in turnover.
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