Loblaw price freeze on No Name products a PR move, critics say


Loblaw introduced Monday that it might be freezing costs for 1,500 products bought underneath its No Name personal label. But consultants say the transfer is essentially a PR tactic as Canadians and politicians accuse grocery giants of profiteering.

Retail professional Doug Stephens stated he doubts the transfer was performed out of altruism and notes that the revenue margins on personal label manufacturers already are usually “fairly a bit larger” than nationwide manufacturers.

“This is an fascinating transfer by Loblaws to truly encourage shoppers over to its personal label,” he informed CTV’s Your Morning on Tuesday. “So whilst you might argue that that is a goodwill gesture on the a part of the corporate towards Canadian shoppers … it is also a good advertising transfer to get shoppers over to personal label the place, hopefully, they will develop a new behavior round these products and that bodes properly for Loblaws in the long term.”

The Loblaw No Name price freeze might be in impact till Jan. 31. Barry Millman, CEO of the Denbar Food Group in Cobourg, Ont., notes that the price freeze coincides with the “blackout interval” between October and January, when suppliers like his firm are prohibited from growing the costs they cost to grocery shops.

“It’s been apply for about 25 or 30 years now. All of the retailers are attempting to stabilize their busy season, which is the autumn, Christmas and the vacation seasons,” he informed CTVNews.ca in a telephone interview Tuesday.

“During that blackout interval, there is not any actual motive for (Loblaw) to extend costs,” Millman added. “In my opinion, it is a public relations ploy and good on them if they’ll pull it off.”

Even outdoors the blackout interval, grocery suppliers sometimes have to attend as much as three months so as to get price will increase authorised by retailers, “he said”?, that means that any elevated prices need to be absorbed by the suppliers within the meantime.

“Loads of instances, we’ll promote at a loss throughout that interval as a result of our suppliers actually do not give us any form of time,” he stated.

Loblaw’s price-freezing announcement additionally follows related strikes from grocery chains all over the world. Carrefour, a French grocery chain with places in additional than 30 nations, introduced in August it might be freezing costs on products from its retailer model, as did U.Ok. grocery big Tesco in September.

“For many months now we have seen grocers all over the world, freezing costs, on many various continents. And I feel it was actually time for a Canadian grocer to maneuver ahead on this,” Sylvain Charlebois, director of Dalhousie University’s Agri-Food Analytics Lab, informed CTV News on Monday.

Metro stated in a assertion to CTV News on Monday it was an “trade apply” to have a price freeze between November and February. However, Loblaw denied that the apply is normal and known as it “unprecedented in Canada” in a assertion to CTVNews.ca Tuesday morning.

Loblaw is technically proper, Millman says. Although there’s a blackout interval stopping suppliers from growing costs, he says there’s nothing stopping grocery shops from growing costs for shoppers throughout this era.


Last month, Statistics Canada introduced that the annual inflation price had slowed to 7.0 per cent in August. However, this was largely pushed by the falling price of gasoline, and grocery costs have risen 10.8 per cent since final yr — the quickest tempo in over 40 years.

But as meals costs have skyrocketed, so have the income of Loblaw and different grocery retailer chains. In Q2 2022, Loblaw reported a revenue of $387 million and its Q1 income have been 40 per cent larger than the earlier yr. Metro additionally noticed its income enhance by 8.7 per cent in Q2 2022 to $275 million.

Stephens additionally pointed to a report from the Canadians for Tax Fairness launched final spring, which discovered that company income margins in Canada averaged 16 per cent in 2021, in comparison with 9 per cent from 2002 to 2019. The report concluded that the growing costs have been the “key contributor to the soar in company income.”

“Clearly, if prices are taking place, income are going up, we are able to solely assume that costs are driving a significant slice of that,” he stated.

The rising anger directed at grocery giants like Loblaw necessitated the transfer to freeze costs, Charlebois believes.

“It’s an fascinating name. I feel it was wanted for Loblaws,” Charlebois informed CTV News on Monday. “It was going through fixed criticism. Almost 4 Canadians out of 5 consider that grocers are profiteering and in order that was positively a PR drawback.”

Parliamentarians have additionally taken discover. On Monday, an NDP movement calling on the federal authorities to research grocery chain income obtained unanimous help. NDP Leader Jagmeet Singh sought to take some credit score for Loblaw’s price-freezing announcement.

“Because of public strain and our strain to drive grocery shops to begin responding to the wants of individuals, we have seen a constructive sign, Loblaws has now introduced they’ll freeze the costs of their ‘No Name’ line of products,” he informed reporters on Monday.

But an evaluation from Charlebois and his staff final summer season discovered that though the greenback values of grocery chain income have gone up, the revenue margins nonetheless stay at round two to 4 per cent.

“We really over the summer season our lab produced a ‘greedflation’ report taking a look at monetary statements of grocery chains, trying into profiteering and we could not discover any proof of abuse in any respect,” he stated.

With information from CTV News’ Rachel Aiello and Joyce Napier 


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