Nuremberg, July 12, 2010 – Only a few product groups in the German food retail industry are subject to a genuine price war. This is the finding of a joint survey conducted by GfK Panel Services and SAP Germany, in which the 275 most popular product groups in the area of fast moving consumer goods (FMCG) were investigated in terms of price sensitivity among consumers across Germany. Food retailers therefore have far greater leeway in their pricing than is generally assumed. Just 40 of the investigated product groups have virtually no pricing leeway. In more than 230 product groups, consumers will even accept above-average prices if the range of goods, product performance and service are acceptable. The willingness to pay displayed by different customer segments and the individual location are also factors that determine optimal end consumer prices.
