In an inflationary context and in view of the international events that mark our daily lives, more than one Belgian is more attentive to prices and 32% are looking for more promotion or switching to the major distributors' own brands.

Over the year 2022, inflation will reach an average of 8.3%. Not seen since 1985! With largely negative consequences on consumption. Households are now clearly feeling the weight of rising prices. And it's not over yet! Inflation continues to rise. An increase in food prices already estimated at +4.6%. A shock hard to take for consumers looking for low prices!

Promotion as a shock absorber in the face of inflation

The solution, in this period of crisis, would be to use promotion. Because it is more punctual than a price cut, promotions make it possible to combine this desire to "do something" for customers while maintaining prices that are compatible with profitability.

Retailers are adapting their promotions

Major promotions, such as 1+1 free and 50% off, are highly sought after. Consumers are increasingly looking for low-cost solutions, ranging from couponing, to increased purchases of retailers' own brands, to low-cost volume stocking solutions. Even low-cost recipes are on the rise in the search engines.  As an example, Delhaize offers Les P'tits Lions, a solution to the problem of rising prices, and lists their everyday products at low prices. 

Hard discounters regain ground

All these efforts are paying off. Customers are aware that retailers are making efforts. Retailers offering low-price products have seen their traffic increase, but there seems to be more tension on the level of the social climate of their employees. 

18 July 2022