Good prospects for Christmas. 60% of the companies in the mass consumption sector gathered in Madrid at the Aecoc 2024 Congress predict that this year’s campaign will be better than that of 2023. The figure is nine percentage points more than last year and confirms the trend of the recovery that the sector is experiencing after the crisis experienced by inflation.
The data comes from a survey carried out by Aecoc among the members of its Commercial Strategy and Marketing Committee in which leading companies in the sector participate. Furthermore, 60% of the participants believe that promotional activity will increase during this period of the year, compared to 54% who considered it last year. The president of Aecoc, Ignacio González, points out that “probably before the end of the year, food inflation will reach zero or even enter negative territory,” which would allow an increase in spending. All this taking into account, also, that, according to their forecasts, “salaries are going to rise above inflation.”
Along these lines, Isabel Sánchez, CEO of the nougat manufacturer Delaviuda, has predicted, in a press conference, a good Christmas campaign both for her company and for the agri-food sector in general thanks to the fall in interest rates and containment of food inflation. In relation to the evolution of the costs of some raw materials and the impact that this may have on final prices Of the products marketed by the company, the CEO of Delaviuda has expressed “that although there is no sign of a drop in the price of cocoa, but that, fortunately, almonds are giving the sector a break.”
Sánchez has confirmed that the company is in a growth stage and that, at the end of June – the month of the company’s fiscal closing – the company has grown by double digits. The board has highlighted that The Almond Tree It is the best-selling nougat brand in the world. In fact, currently between 65% and 70% of the group’s total turnover comes from international markets.
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