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Supermarket trends show rising brand prices and consumer downtrading
In the Netherlands, a price survey by the Consumentenbond reveals that major A-brands have become more expensive, while budget and store brands have decreased in price. Over the past year, A-brand prices rose by an average of 2 percent, whereas budget brands dropped by 6 percent. Over a three-year period, A-brands have seen a 16 percent price increase compared to a 2 percent decrease for budget options.
Specific price hikes were noted in products such as Unox Chinese tomato soup (up 36 percent) and Verkade extra pure chocolate (up 28 percent). Conversely, budget items like Albert Heijn macaroni saw significant price drops. The rising costs of coffee and cocoa due to drought and poor harvests have also contributed to higher procurement costs and intense negotiations between producers and supermarkets.
In Spain, consumers are increasingly engaging in 'downtrading' due to inflation. Rather than buying fewer goods, households are switching from manufacturer brands to store brands (marca blanca), choosing cheaper packaging, or moving to discount retailers like Lidl, Aldi, and Mercadona to manage their budgets. Market data shows growing market shares for Lidl, Dia, and Aldi as they capitalize on this shift.
Entities
Aldi · Consumentenbond · LIDL · Mercadona · Netherlands
Claims
What the coverage asserts, and how many sources carry each claim.
- [● 2 SOURCES] A-brand prices in the Netherlands rose by an average of 2 percent over the last year. ridderkerksdagblad.nl · dagblad070.nl
- [● 2 SOURCES] Unox Chinese tomato soup prices rose by 36 percent. ridderkerksdagblad.nl · dagblad070.nl
- [● 2 SOURCES] Over three years, A-brand prices increased by 16 percent. ridderkerksdagblad.nl · dagblad070.nl
- [● 2 SOURCES] Budget brands in the Netherlands decreased in price by 6 percent over the last year. ridderkerksdagblad.nl · dagblad070.nl
- [○ 1 SOURCE] Lidl's market share in Spain grew to 7.3 percent in the first eight months of 2026. spanjevandaag.com
- [○ 1 SOURCE] Spanish consumers are increasingly choosing cheaper products, a trend known as downtrading. spanjevandaag.com