For more promotions, supermarkets catch uphill battle with industry

São Paulo-to provide conditions more attractive to consumers, the supermarket chains in the country went into a real arm wrestling with the suppliers. In addition to the famous promotions, packages and the '' take more and pay less '' saw election to industry to ensure cost-benefit to the client. The race for best business meets the change in behavior of Brazilian clients, opt for packages of products that offer more cost-effective. According to the Vice President of the Brazilian Association of Supermarkets (Open), John Sanzovo, the battle for prices is common, but the recession that the Country lives stimulates the search for better deals. "These are old fights and always happened. They are healthy is up to standard for the sector. However, this time, they were more intense by a need that the us economy has imposed. Both retail as an industry need to sell right now. So we have negotiated and agreed on what is best for both of us, "said the Executive at the INN. The result of the negotiation, explains Sanzovo, are better prices and more stimulus to sales, since, according to a survey conducted by the consultancy Nielsen and Kantar Wolrdpanel, 75% of Brazilian consumers give preference to products on sale on the shelves of supermarkets. "In this period of intensification of promotions, we have to count with the participation of industry. She has been open and often makes your actions. Supermarkets work to pass this discount to the final consumer, "says Sanzovo. Another movement in retail package that has been gaining strength since last year are economic packaging and promotional packages. In the category soft drinks, for example, the three-litre packaging presented growth of 1% in sales between January and December 2015, compared with the same period in 2014, showed the study. Already traditional sizes of two litres, recorded 2% drop. The same happened, according to the consultancy, with the packaging of mayonnaise. While the economic packages had their heated sales in 1% last year, the traditional packaging retreated 1% using the same basis of comparison. Another perception of the promotional appeal was observed in "take more, pay less". According to the survey, this type of promotion had 21% higher response in 2015, compared with 2014. Inside the factory, one of the companies that have been linked more with the retail is the Cêpera. The manufacturer of tomato sauces, condiments and jellies has been working with the supermarkets with specific promotions, especially with products of higher output, as ketchups. "We have a good relationship with retailers. With the closer, which offer a wider range of our products, we work to ensure that they offer discounts to customers, especially at this time of search for cost benefit ", says the CEO of Cêpera, Decius Son. According to the Executive, the brand also works its packaging according to the need of consumers, which led the company to offer in smaller packages of gondolas products with limited appeal with the client. Already the most consumed, have options "family size". "An example is the tomato sauce itself. The families have left some consume foods outside the home because of the cost. This raised the sales of that product, as happened to consume more food in the House, which required larger packages, "he said. Another brand that has intensified negotiations with supermarkets and examined the products with more output was Tirolez. "To do this, we had to segregate some product lines. We also offer products in atacarejo, so we take this watch to a non hit the other. In some supermarkets, decrease the line offered, but increase the aggressiveness of promotions, "the Sales Director of Tirolez, Geraldo Manjella.