The French craze for “MDD” products is shaking up the distribution and food industry

“Prix Mini” (System U), “Marque Répair” (Leclerc), “Petureges” (Intermarche), “Reflates de France” (Carrefour), “Our Regions Have Talent” (Leclerc)… prices since the rise in food , which has grown by more than 20% since the start of the war in Ukraine, private labels (MDD) have become the stars of supermarket shelves. What French person has not shopped while going to the hyper or supermarket? For a long time, these products, whose recipes and packaging are designed by the brands and manufactured by subcontractors, were a second choice to the big brands. It’s over. Organic, quality, gluten free, low prices… now there are private labels for all tastes and all social classes. Packaging is more sophisticated to attract consumers, and some brands even have premium labels like Monoprix, Monoprix Gourmet in Mmm! For Auchan, or Sytème U for U Saveurs.

The main advantage of private labels is cost. They are on average 25% cheaper than national brands. In these times of crisis in purchasing power, a price difference of a few cents makes a difference, like yogurt. As a result, private labels…