Mastrolia on the short-sightedness of leading brands is absolutely right

The aim is to reach 50 per cent Mdd products, while NewPrinces’ products will occupy 20 per cent.

Only 30% of the shelf space will be dedicated to industrial brands. ” Big brands tend to maximise profits by exploiting the recognisability of their products and customer loyalty in order to raise the price to the maximum,” Mastrolia argues.

“I believe this is not only unethical but also a wrong strategy because, beyond a certain price limit, you lose even the most loyal consumer otherwise, how else would you explain the constant decline in market share of multinationals and big brands to the advantage of private labels and discounters?”

The big brands have raised prices disproportionately during Covid, creating inflation and disaffection: an autogoal, as can be seen from the evolution below.