Paying twice as much for your Vachon Christmas log: a price that provokes reactions in Quebec

A photo shared on social media shows the coveted holiday dessert at a unit price of $13.99. However, the same log was offered at a price of $6.99 in 2018. The finding is shocking for several customers, who find this price increase “disappointing” and “illogical”.

How to explain this phenomenon?

According to economist and professor at Dalhousie University, Sylvain Charlebois, the strong demand for the Yule log explains this enormous price.

“Demand is stronger and we want to increase margins. In bakeries, margins are not as important as in meats and fruits and vegetables. So, we take advantage of it during the holidays,” he said.

Sugar and cocoa – foods necessary to cook a log – have also seen significant price increases in recent years, adds Maryse Côté-Hamel, assistant professor of consumer sciences at Laval University.

“So that can have a significant impact on the price.”

Consumers interviewed by Noovo Info deplore the phenomenon, but do not say they are surprised, “since everything is increasing at lightning speed”.

“Is this exaggerated? Maybe,” concluded a lady we met near a grocery store.

Noovo Info was unable to obtain a response from Vachon or its parent company, Bimbo Canada.

See the report by Félix-Antoine Audet in the video.