Buying behaviour is changing dramatically today, as the prices of A-brands in the supermarket are rising significantly. Delhaize shifts focus on purchasing power, by means of its private brands and the SuperPlus card.
Price is top of mind again
Inflation is hitting Belgium harder than neighbouring countries, a perverse consequence of automatic wage indexation. This is giving food retailers a hard time: they can hardly pass on the rising costs. Certainly Delhaize’s positioning is a challenge in times of crisis. “The perception weighs, while in reality we have very affordable solutions for our customers with our private brands,” confirms Jonathan Hertog, VP Fresh & Strategic Sourcing at Delhaize. The food retailer is up to speed with all the trends, but has to go ‘back to basics’ again today.
