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QBerg observatory
The assortment of Main Courses grows
QBerg analyzes the fllyer supply and web assortment of Main Courses in 2022
QBerg, a leading Italian Research Institute in price intelligence services and analysis of cross-channel assortment strategies (flyers, physical stores, e-commerce and newsletters), has analyzed the flyer supply and assortment in the online virtual shelves of Main Courses in the first half of 2022 compared to the same period in 2021. The following have been analyzed: Dry Main Courses (i.e., pasta, risottos, noodles mainly in dehydrated pouches), Ready-to-eat main courses (soups, lasagna, pasta, etc. that only need to be reheated), and Frozen main courses (which include both classic frozen main courses and the so-called "stir fry" segment, i.e., main courses that are revived precisely by stir frying them).
The presence of the Main Course segment, represented by the Qp4 Share of Flyer Visibility and Web Display Share, is significant: in 2022 the visibility share equals 0.92% for the Flyer, and 0.94% for the web, which corresponds to slightly below 1% of the total assortment of fast-moving packaged goods (FMCG). Noteworthy is also the positive change that has been recorded on promotional flyers in the positive transition between the two years in terms of share. Leading this positive trend are Ready- to-eat Main Courses and Frozen Main Courses; the exact opposite is the trend of e-commerce, which show a slight contraction, led mainly by Dry Main Courses.
Fatto 100 l’esposizione Flyer e Web dei Primi piatti, la private label risulta molto presente nel segmento Primi piatti pronti con un aumento della quota di visibilità sul Flyer e una leggera diminuzione nei siti online.
Molto più contenuta la presenza nei Primi piatti asciutti. Qui la Gd ha deciso di depotenziare l’offerta promozionale dei propri marchi con un calo deciso di quota dall’1,91% allo 0,24%, congiuntamente all’esposizione online (pur se con una contrazione meno decisa, dal 3,56% del 2021 al 2,40% del 2022). PL più presente nel segmento dei Primi piatti surgelati, in leggera contrazione sul Flyer e addirittura in leggero aumento sull’online.
Considering the percentage of Flyers and Web display of the Main Courses, Private Label has a strong presence in the segment of Ready- Made main courses with higher Flyer visibility and slightly lower web visibility. Considerably more modest was the PL presence in Dry Main Courses, where large-scale distribution has opted for a downgrade of the promotional supply of its PLs with a sharp drop in share from 1.91% to 0.24%, together with the online display (although with a less significant contraction, from 3.56% in 2021 to 2.40% in 2022).
l Ready- to-eat Main courses l Dry Main Courses l Frozen Main Courses l Ready- to-eat Main courses l Dry Main Courses l Frozen Main Courses Source: In-Store, POINT 2022
PLs are instead more represented in the segment of Frozen Main Courses, slightly contracting on the Flyer, yet moderately growing online.
Partly undoubtedly driven by the supply crisis that afflicted Europe in the second half of 2022, and partly due to the concurrent energy crisis (which impacts production and storage costs especially in the frozen food segment), we are currently witnessing an overall increase in the average price per kg across all segments, both in the channel on the promotional flyer and on the e-commerce of large-scale distribution. In particular, significant are the increases that concern Ready - Made Main Courses and Frozen Main Courses, especially with regard to the offer on promotional flyers. The only exception is the average price of Dry Main Courses in the online channel, which, instead, shows a slight decrease in price.
Ready-to-eat Main courses Dry Main Courses Frozen Main Courses
Source: In-Store, POINT 2022
Ready-to-eat Main courses Dry Main Courses Frozen Main Courses
Average price in the subcategories of Main Courses on the Flyer and on the WEB (Semester 01/2021, 01/2022), average promotional price, average price
Ready-to-eat Main courses Dry Main Courses Frozen Main Courses
Source: In-Store, POINT 2022
Ready-to-eat Main courses Dry Main Courses Frozen Main Courses
The previous graph analyzed the price change of the total segments, the following graph, instead, highlights the comparison of the average price of the PL supply with the branded supply. Three aspects emerge: 4 the overall price increase in all segments, both for PL and branded products; 4 more significant increases for PL, not only percentage-wise greater than for branded products, but also with no exceptions across both segments and channels; 4 the price of the PL product remains significantly lower than the corresponding branded product: the exception to this are Ready-to-eat Main Courses online, a case where the average price/kg of PL is higher than the branded product.l
PL vs Brand Average price in the subcategories of Main Courses on FLYER and WEB (September 01/2021, 01/2022; Average promotional price, average price)
Ready-to-eat Main courses Dry Main Courses Frozen Main Courses Ready-to-eat Main courses Dry Main Courses Frozen Main Courses
Ready-to-eat Main courses Dry Main Courses Frozen Main Courses Ready-to-eat Main courses Dry Main Courses Frozen Main Courses
Source: In-Store, POINT 2022
Fabrizio Pavone Marketing Manager and Business Development at QBerg
