What the price research of the Consumer Retail Research Institute (IELKA) showed
The prices of the standard products Christmas table in large supermarkets in 2020 are unchanged on average compared to 2019, while they are in same levels as in 2014. This conclusion emerges from its price research Consumer Goods Research Institute (IELKA).
It is noted that the research is based first on receipts from large supermarket stores conducted by IELKA researchers (14-15 / 12) and in interviews with market executives for valuation-forecasting for the prices per week until Christmas (this is necessary as in certain fresh products the prices are constantly changing). The research concerns 22 typical product categories included in the Christmas table (eg chocolate chip cookies, melomakarona, king pie, turkey, lamb, chestnuts, eggs, potatoes, etc.).
As is customary in recent years, there are significant opportunities to take advantage of the offers of large supermarket chains, giving the consumer the opportunity to choose and save on average about 12% of the value of his purchases, while with smart shopping the savings can reach up to 24% of the value of the basket. The wide range of prices recorded is due to the increasing intensity of competition every year and especially in the last five years between companies in the industry and the Adaptation of companies in the sector (suppliers and retailers) to the need of consumers for reduced prices and value for money.
Of the 22 product subcategories examined in the research, on In 10 the prices show a decrease, in 9 they show an increase and 3 are unchanged. Prices for butchers and some greengrocers – which are expected to change depending on market conditions in the coming weeks – are estimated to be affected to a limited extent by declining demand due to the pandemic, catering outages and international developments in prices of imported items. It is emphasized that the specific prices for meat products are still under formation and depending on the demand may show a different development after December 18. These species are also affected by forecasts for reduced demand due to the smaller expected size of the festive gatherings.
The largest decrease is recorded in potato by 21%, with the price per kilo being reduced from 0.72 euros to 0.57 euros, which is attributed to a correction of last year’s increased price (by 22%). On the contrary soft drinks increase by 10%.
In relation to the price range to which the consumer has access, the average fluctuation of product prices remains increased and is estimated at about 35-38% of their value. This trend is also a result of the intense offers and promotional discounts of the big supermarket chains and the supply companies, which are now taking various forms. Overall it is estimated that This Christmas over 1 in 2 products purchased will be related to some promotional energy. Specifically, discounts on specific products, discounts on specific categories, additional product offer (eg 2 + 1 gift), discount coupons, gift vouchers for next purchases and refund using credit cards.
The sample products examined in the study were renewed in 2014-2015 and include: fresh turkey (kg), frozen turkey (kg), boneless pork (kg), lamb (kg), melomakarona (kg), kourabiedes (kg), royal pie ( kg), butter (500 gr.), eggs L (6 pcs.), potatoes (5 kg), tomatoes (kg), lettuce (1 pc.), all-purpose flour (kg), carolina rice (500 gr.) , barrel feta (kilo), walnuts (500 gr.), chestnuts (500 gr.), powdered sugar (kilo), crust sheet (500 gr.), white musk wine (750 ML), raw whole milk (1 liter) , Cola type soft drink (1.5 liters).