[Opinion] Why brands are losing the battle for the supermarket

Power is shifting in the European supermarket sector—not because of all the purchasing alliances or consolidation, but because of consumers themselves. Consumers are done with the idea that branded products are automatically more valuable.

Saving without compromising

Since 2021, average food inflation in Europe has risen to over 20%. In countries such as Germany, France, and the Netherlands, the cumulative increase is even higher. As a result, households have changed their purchasing habits. Calculation takes precedence over emotion.