According to Circana, November was marked by a return to growth in volume for FMCG-FLS in mass distribution: +1.6%. “A performance rare enough to be highlightedappuie Emily Mayer, directrice business insights. The last month of volume growth for consumer products was last August, with a very favorable OJ effect. Before that, we have to go back to September 2021 to find a small +0.5% growth in volumes.“
Fixed weight LS fresh shows the strongest growth in volume: +2.7% compared to +1.4% for groceries, +0.5% for liquids and +0.3% for DPH. All departments combined, FMCG-FLS turnover increased by +1%, with a drop in prices of -0.8%.
Brands: a first since September 2021
Other good news, for national brands this time, in November, their growth in volume was a little stronger than that of private labels: +1.7% compared to +1.4%. “Such a result had not been readable since….September 2021note Emily Mayer. The resumption of growth in the assortments of national brands supports that of sales observed last month.“
On the circuit side this time, last month, on PGC-FLS, only hypermarkets experienced a drop in volumes sold in PGC-FLS: -1% compared to +0.7% for supermarkets, +3.9% for proximity and +6.8% for ecommerce.
Over a longer period, Circana also takes stock of the growth in first prices after three years of inflation. They gained +1.1 point of market share on FMCG-FLS to peak at 3.6% of quantities purchased and 2.3% of turnover (change over three years, CAM at P11 2024). “A nice progression but not a tidal wave either“, relativise Emily Mayer.
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