More conflicts between retailer and producer

In recent years, there have been more frequent conflicts between supermarkets and manufacturers, due to the growing power of retailers. This is evident from the study of these 'conflict delistings' by Sara van der Maelen, commissioned by the Catholic University of Leuven.

Supermarket chains now have more information and have climbed out of their submissive position towards producers. The retailers know the customer well. By using loyalty cards, they know exactly what they are buying and when. According to van der Maelen, retailers are increasingly aware of their stronger position. More and more often, they decide for themselves which products are on the shelves and have a wider range of products in their own brand. Van der Maelen: "As a result, supermarket chains are more likely to have the 'guts' to end their cooperation with a producer at a certain point in time, and conflicts are more likely to arise.”