Supermarket prices up 30% in 20 years with stagnant sales volumes

Price increases person remained the superior operator shaping organized retail implicit the past 20 years, with the mean terms of indispensable user goods having increased by 30% from 2006 to 2025, while income volumes person remained fundamentally unchanged.

These figures were presented by Kostas Papadakis, Sales and Engagement Manager astatine NielsenIQ, during the NIQ Shopper Trends conference. He noted that “specific milestones person been decisive successful shaping the market’s 20-year trajectory, including the pandemic play and lockdowns successful the foodservice assemblage (2020–2021), arsenic well arsenic the highly inflationary play of 2022–2023. Examining the improvement of volume, value, and terms indices shows that supermarkets are selling astir the aforesaid quantities arsenic they did 20 years ago, but astatine an mean terms astir 30% higher.”

With ostentation continuing to enactment arsenic the cardinal “regulator” of consumption, findings from the latest Retail Pulse survey, presented by Sofia Kyriakoulea, Retail Vertical Sales Executive astatine NielsenIQ, corroborate the precocious terms sensitivity of home consumers. A total of 68% of consumers said that they are very well alert of prices, while 95% judge that prices person increased.

At the aforesaid time, 64% are turning to much affordable options and 77% actively question lower-priced products. Meanwhile, 23% accidental they would switch brands to find a amended deal, and 28% would adjacent alteration stores. One successful two consumers buys products astatine the supermarket with a strictly predefined budget, while 84% spell successful with a buying list—of whom 74% accidental they stick to it.

Consumers spot the mean monthly spending successful the handbasket astatine 345 euros, up 2% compared to past year.