At 95 cents against 1.75 euros for 500 grams of fusillis, it is the first package that wins the match of the fight against inflation. "I hope it will change because we are suffering," sighs the 28-year-old, an educational coordinator at a business school.

"I am forced to limit myself, to take what is necessary: pasta, Bolognese sauce, rice... Vegetables are also very expensive but it's health so no choice, "says this resident of Aubervilliers, who has reduced her passages to the candy and drink departments.

In the aisles of the Carrefour hypermarket in Villeneuve-la-Garenne, a rather popular town in the wealthy Hauts-de-Seine department, shopping trolleys stop around the fruit and vegetable island for less than 1 euro and near the gondola heads dedicated to promotions.

In a Carrefour hypermarket in Villeneuve-la-Garenne (Hauts-de-Seine), March 29, 2023 © Thomas SAMSON / AFP

On the shelves, the small prices of the "anti-inflation challenge", proposed by the brand are highlighted to guide customers in their purchases.

The increase in the prices of products sold in supermarkets "reached 16.2% in March 2023 compared to March 2022. Over two years, inflation is 17.7%," according to a barometer by Circana (formerly IRI) published Tuesday in the media specializing in distribution LSA.

So, to freeze prices, consumers resort to their freezers. "I optimize my meals. If at some point there is a leek promo, I will make two or three recipes and freeze," says Pascale Orvain, who does the shopping for her and her son.

Faced with "prices that have risen terribly", this sales forecaster began to make her own granola and jam.

In a Carrefour hypermarket in Villeneuve-la-Garenne (Hauts-de-Seine), March 29, 2023 © Thomas SAMSON / AFP

"Today, customers are tempted to buy raw products and cook them (...) it costs less. This is also true for hygiene products," confirms Stefen Bompais, director of customer communication at Carrefour.

Since inflation began last spring, consumers have been spending as much on average and "have become true experts on low prices". "Customers make extremely relevant trade-offs, which allows them to buy the same volume of products, to spend the same budget, without suffering the oscillations of inflation," he says.

An arbitration that consists in particular in turning to "low prices or private label 20 to 30% cheaper".

Deferred purchases

Leaning on his trolley, glasses at the end of his nose, Medard Louisy, 72, carefully bars "yogurt" from his shopping list and surrounds what he lacks: "laundry, brewer's yeast, mustard, salt and filing cabinets". On his notepad, each price is recorded.

The subtotal: EUR 51.75. It is approaching the 65 euros mark, its weekly budget.

In a Carrefour hypermarket in Villeneuve-la-Garenne (Hauts-de-Seine), March 29, 2023 © Thomas SAMSON / AFP

"If there's something a little expensive, I'll postpone it until next week. You have to deal with it," says this retired civil servant, who receives 1,900 euros monthly. The laundry - he has a little left - is in the hot seat.

In this context of inflation not seen since the 1980s, even wealthier households are starting to look at prices.

Patrice Diernaz takes a pack of lemonade and turns to his girlfriend. Eyes glued to her smartphone, Eliane Brossault is about to give him the old price of the pack, listed in an application during their previous races. If it has increased too much, he will rest it.

"Until now, we did not pay attention to prices, we took what we wanted without looking at the label," says the retiree.

Now, "we go to Lidl, Intermarché, we try to find the cheaper equivalent products". And for meat, fruits and vegetables, head to the market. "It's easier in the market to reduce the quantity than here."

Apart from food, where small pleasures are sacrificed, other concessions are necessary.

Inès Filali, friend of Saïda Chabani, had to cut back on "everything that is aesthetic". "I used to go to the hairdresser more often," says the elegant 26-year-old CPE (senior education advisor).

His net salary of 1,700 euros allowed him to "keep pace with inflation". "But there, it follows more."

© 2023 AFP