DECRYPTION – The downscaling imposed by soaring prices is over. The French are starting to treat themselves to new products from big brands again.
Vegan Nutella, flavored Perrier in cans, Yoplait in bricks, Dash laundry detergent in latest generation capsules, hummus in bars, konjac-based sushi… In recent months, there have been an increasing number of new products on the shelves of supermarkets. For two years, major agri-food manufacturers had eased off on innovation: the number of launches fell by 40% in 2022 in France, according to Nielsen, without increasing last year. But over the first three months of 2024, the number of new references increased by 15%.
This start of recovery finds its origin in the very slight drop in prices observed on shelves for several months, after an inflationary shock triggered by the invasion of the Russian army in Ukraine. Between March 2022 and September 2023, food prices jumped by more than 20%.
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