What is “stretch inflation,” a technique that allows manufacturers to cautiously raise prices?

On supermarket shelves, it is difficult for consumers to navigate. A few months ago, the government and Large distribution Encountered such a phenomenon «Deflationary Inflation »or from “Reflation” In simple French, it means reducing the number of products sold at the same price. «Cheap inflation » Some manufacturers use this practice, which includes changing the product formula using cheaper and lower quality ingredients. “Stretch inflation”emptying the French wallets.

This expression is an abbreviation of two words: “tension” In English this means “tension” and inflation. In order to avoid the impact of rising raw material prices on their turnover, manufacturers resort to this legal means that is not very honest to consumers. Specifically, it involves increasing the weight of the product while raising the price.

READ ALSO“Deflationary inflation”, “cheap inflation”… What do these words that have entered the daily lives of the French mean?

“Diverting customers’ attention”

To illustrate this phenomenon, Olivier Dauvers, a journalist specializing in mass communication, found an example “Stretch inflation”Last May, he targeted a box of four “OK” Brand McCainIf the weight is 400 grams, the price is 2.93 euros, or 7.33 euros per kilogram, and it increases to 460 grams, the price is 3.99 euros, or 8.67 euros per kilogram. McCain Group provided the following reasons: “Like other industrial players, we face an increase in raw material, production and distribution costs, which we must reflect in our products, while ensuring that the evolution of the tariff on our bread products in 2024 remains proportional to the increase in weight. . We would like to point out that the final price offered to consumers in the store remains at the discretion of the distributor.”

At the end of July, Olivier Dauvers highlighted another example, the aperitif cakes in boxes under the Belin brand. The weight of the famous Monaco Emmental cheese increased from 100 to 110 grams (+10%), while the box price rose from 1 euro to 1.29 euros (+29%). The same observation was made on the side “snack”currently at 80 cents, up to 1.02 euros, and a box only contains 10 grams. “The reference to “more new formats” is clearly intended to distract customers from the fact that the weight (note the 110g size in the lower left corner) and the price are both important.””, emphasizes Olivier Dolfus.

Mondelez, the company to which Behring belongs, explained that they designed “New simplified combination and new format” Last May. “Without changing the existing pack sizes, the number of biscuits will increase, allowing less empty space and guaranteeing that our biscuits are even more generous, shareable and convivial. This progress is reflected in a clear and transparent way on the relevant packs, with the notification “New format; even more biscuits”. While knowing that distributors retain the freedom to set the sales price, this evolution of the format is accompanied by an increase in the price per kilogram, allowing the brand to better structure its offer and upgrade its positioning while maintaining accessibility”.

Will the government step up to stop this phenomenon as school starts? This year, the executive has already solved the problem. “Deflation” By introducing a new measure.^yes July, “Supermarkets must tell consumers about products that are reduced in quantity but are the same or more expensive”Some publishers have also joined in, posting posters in front of some reference materials to condemn this practice. “Stretch inflation” This could restart the war between distributors and manufacturers.