Jean-Luc Boujon (in Saint-Priest) 07:12, May 11, 2023

Every day, Europe 1 looks at an idea or a problem in your daily life. Faced with inflation, private label products, a little cheaper than those of classic brands, are on the rise with the French. Europe 1 was able to verify this in this Auchan supermarket in Saint-Priest, near Lyon.

Inflation reached 16.2% on the shelves of our supermarkets. The French are increasingly turning to private labels, which are cheaper than traditional brands. In Mohamed's trolley, at least two-thirds of the products are Auchan branded, with the little red bird as its logo. "I bought baking paper, tuna, tomatoes, bleach, cereals, all from the Auchan brand," he says.

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"I have no choice"

These private label products, sold 20 to 30% cheaper, Mohammed did not necessarily buy them three months ago. "Before, it wasn't my priority. But since inflation, I buy the Auchan brand. It's cheaper actually. Before I only took brands. But given what is happening now, I have no choice," he told Europe 1.

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"We make sure that these products are never out of stock"

The boom in private label products among the French is a real trend in all brands. At Auchan, for example, this represents +23% in one year. This is confirmed by Emilie Dubreuil, head of the food department in the Saint-Priest hypermarket. "These products work extremely well. Some of our customers look for them and come back over the weeks to get them. Their prices are attractive. We also marked them on the shelves. You see for example this sign right here, it is part of the blocked selling prices. We make sure that these products are never out of stock."

Such a success that the brands will further develop these products which already often represent a quarter of their references.