Superdrug has announced that it is permanently reducing the price of over 150 of its own label lines as part of its commitment to support shoppers through the cost of living crisis.
Having previously frozen the price of over 5,000 items during the height of the crisis last year, the health & beauty retailer is now reducing the cost of some products by up to 50%.
The price reductions include:
- Me+ Pre Biotic 30ml – WAS: £9.99, NOW: £4.99 – 50% reduction
- Me+ Zinc Cleanser – WAS: £8.99, NOW: £4.99 – 44% reduction
- Superdrug Moisturising Gloves – WAS: £5.00, NOW: £3.00 – 40% reduction
- Me+ Collagen Body Gel Cream 250ml – WAS: 7.99, NOW £4.99 – 38% reduction
- Superdrug Adult Vapour Rub 50g – WAS:£1.99, NOW: £1.25 – 37% reduction
- Superdrug Vitamin C Booster Serum 100ml – WAS: £12.99, NOW: £9.99 – 23% reduction
- Superdrug Tea Tree Cleanser Toner 200ml – WAS: £4.49, NOW: £3.49 – 22% reduction
- Artiscent Atelier EDP Patchouli 50ml – WAS: £11.99, NOW: £10.00 – 17% reduction
- Artiscent EDP Cedar Blanc 100ml – WAS: £16.99, NOW: £15.00 – 12% reduction
- Me+ Salicylic Acid 100ml – WAS: £16.99, NOW: £14.99 – 12% Price reduction
Jamie Archer, Own Brand Director at Superdrug, commented: “As a retailer, we always have accessibility and value at the heart of what we do and we are continuously looking at ways in which we can help and support our customers.
“Our commitment to making sure we are offering the best in price means that we are proud to be able to offer price reductions on over 150 own brand items to our shoppers, with up to a 50% price decrease. We know that recent years have seen prices rocket due to the rising cost of living, so are happy to be able to reduce prices to help shoppers.”
NAM Implications:
- An up to 50% shelf-price reduction on 150 own labels will in effect reduce the size of the brand premium of brand equivalents in Superdrug.
- Therefore such brands might benefit from a reassessment of relative competitive appeal…
- …or suffer inevitable sales migration to own label.
- (patently worth a what-if re other retailers?)
