Low prices and empty shelves in the supermarket

Hope it turns out fine. Supermarket chains regularly announce price cuts on hundreds of items, including fruit and vegetables.

But at the same time, since the start of the inflation wave that has been going on for a few years now, there are more and more empty shelves. At least, that’s my observation. I visit a branch of a large supermarket chain in my village once or twice a week and it is really striking how often and for a long time products are not available. Not that it’s a disaster. There is another supermarket in my village. And in the case of fruit and vegetables, it is usually fine to take something else. I just don’t understand it very well.

Complaints about the produce shelf

Those empty shelves must cost sales. I don’t know if it has to do with difficult negotiations with suppliers, or logistical problems, or several factors. But lowering prices is certainly not a solution to this. And not for the often mediocre quality of the products on the shelf. I’d rather pay a dime more for a good pepper than have to regularly throw one away from the trio pack. I will spare you my other complaints about the produce aisle, but I don’t think those price reductions are necessary at all.

A good moment to simply leave higher prices as they are and invest more in quality and attractiveness of the shelf

Consumption figures from the GfK show that the total volume of fresh fruit and vegetables purchased by Dutch households in 2023 is virtually at the same level as in 2022, while prices were on average about 7% higher. So if people continue to buy vegetables despite higher prices, why lower them again? Do you really gain market share with it? Consumers have now become fairly accustomed to the new higher prices and most have also received a pay increase. A good moment to simply leave higher prices as they are and invest more in quality and attractiveness of the shelf. Or make great offers if products are really plentiful in season.

I really hope that suppliers of fruit and vegetables will give pushback if supermarkets want to pass on the price cuts to them. Then I will come across an empty shelf again, but hopefully supermarkets will one day change their minds. Those price reductions of a few cents per head of broccoli or bunch of banana really don’t make any difference in getting consumers to eat more fruit and vegetables or in suddenly increasing the popularity of your store.