A-brands rising faster in price than budget labels

The price of A-brands continues to rise more sharply than that of budget brands. This is shown in a new price survey by the Consumentenbond. On average, A-brands became around 7% more expensive between April 2024 and April 2025, while inflation over the same period stood at 3.7%. Budget brands rose by 3%.

The Consumentenbond compared over 800 A-brand products with 300 budget items. Of the 100 best-selling A-brands, 73 increased in price more than inflation. Omo (+39%), Senseo (+24%) and Robijn (+23%) showed the steepest price hikes. Only 7 of the top 100 A-brands remained at the same price. In some cases, budget alternatives even became cheaper while the comparable A-brand went up—such as with peanut butter (Calvé), crisps (Lay’s), and apple sauce (Hak).

Wide price gaps between retailers

At Jumbo, A-brand prices rose the most: on average by 11%. The retailer attributes this to its independent, local purchasing model. Jumbo recently joined two European buying alliances to catch up in this area. Other supermarkets kept increases between 6% and 7%.

Nettorama offered A-brands at prices 9% below the market average. Dirk, Hoogvliet and Vomar also ranked among the more affordable retailers. Notably, Poiesz saw the steepest increase in budget brand prices, averaging 10%.

Barriers in purchasing

Supermarkets report that purchase prices for A-brands have increased more sharply in recent years than those for budget items. Manufacturers offer little transparency or place the responsibility on the retailers. In Germany and France, A-brand purchase prices are often lower—partly due to economies of scale. However, several international brand owners do not allow Dutch retailers to buy at those lower cross-border rates. These so-called 'purchase walls' mean Dutch consumers often pay more than those in neighbouring countries.

Consumentenbond.nl

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