In a further sign that inflation in the grocery sector is set to ease, Sainsbury’s is reducing the price of its own-label toilet roll after the cost of pulp fell for the first time in two years.
The supermarket’s Super Soft White Toilet Tissue Double Rolls (2 pack) have been reduced from £1.90 to £1.69, whilst the 4 pack is down from £3.25 to £2.92.
Rhian Bartlett, Food Commercial Director at Sainsbury’s, said: “The rate of grocery price inflation remains at a record high, which is why we are continuing to lower prices wherever we can on the food and household products our customers buy most often.
“After more than two years of inflation on the price of pulp, we are now seeing a decline which is enabling us to pass savings directly on to our customers and reduce the price of our own brand toilet roll. From today, our by Sainsbury’s Super Soft double toilet rolls have been added to our popular Aldi Price Match campaign for the first time, and customers will now be able to save as much as 11% on these items.
“In addition to food, we’re focused on battling inflation on high volume household products that we know customers buy day in day out. For example, following the addition of own brand nappies to the Price Match campaign in January, sales have increased by 20%.
“We are committed to offering our customers the best possible value so they know that they are getting a great deal on their everyday staples when shopping with us.”
In recent weeks, leading supermarkets in the UK have been cutting the price of everyday items such as milk, bread, sunflower oil, and pasta to reflect falling commodity costs.
NAM Implications:
- At reductions of 11% (2-pack) and 10% (4-pack)…
- …this will reduce the brand-own label premium.
- Probably resulting in a further drift from branded equivalents.
- Watch for price cuts by rivals…
