Bread and salt — a Russian table is impossible to imagine. They greet you, they traditionally stand for the wedding… They are in every store and are seemingly mere pennies. However, it is on these Essentials today to make these crazy profits, which can be envied even the arms and drug dealers.
photo: Mikhail Kovalev
Margins on ordinary salt reach up to 2500% (!) of its real price, and marketing tricks allow you to do from the “white death” various exclusives (like pink salt, salt flakes and flowers), which are even more expensive. Bread is sold at a price 10 times higher cost. “MK” has learned from experts about the amazing ways that help producers to make money out of nothing.
Summer ended, and with it ceased to please the traditional period of zero inflation, which depends on seasonal products (vegetables and fruits). This means that from the autumn products will only go up. But, as told “MK” the expert of the consumer market and price policy Stanislav Cherkasov, marketers miss the chance to capitalize on consumers, twirling the margin even the most low-cost goods from 300 to 2500%.
— In the case of salt, the most common marketing ploy packaging. From its quality and design decide the final cost of the product, — says Stanislav Cherkasov. — The average price of salt “Extra” from the manufacturer — 7-8 rubles per kilogram. Store the salt “Extra” in a plastic pouch (bag) is sold at from 14 to 22 rubles per 1000 grams. In this case, the cost of salt on the way to the counter already increased 2-3 times, that is 100-200%. Salt “Extra” in plastic jars weighing 500 g is from 43 to 70 rubles. That is 10 times, or 900% more expensive. We have listed the prices of the shops economy class. In supermarkets the premium segment margin on salt can reach 2500-5000%.
But that’s not all. Today extremely it became fashionable pink salt. And although its benefits no scientific research has not proven the people, what is called hawala. You curious to know what the average price of salt from the manufacturer is only 21 rubles (!) per kilogram (or 2.1 rubles per 100 grams). But in the package “Mill” weighing 95 g, it is already 170-200 rubles, which is 100 times more expensive! In the package “Mill” with a weight of 200 g pink salt is already 400-500 rubles (up to 2500 rubles per kg) — in 100 to 120 times more expensive than the cost!
— In some regional retail chains began to appear exotic salt: smoked, balsamic vinegar, salt fancy unusual shapes in the form of flakes or flowers. In fact, it’s the same salt, as in the conventional packages for 14 roubles for kg, but with additives and unusual shape — reveals the marketing techniques of Stanislav Cherkasov.
Salt flakes and similar salt flowers are produced by slow evaporation of the salt solution and used in Haute cuisine in order to spice up the taste sensations. To add to the dish it is recommended only at the moment of serving, because the meaning of giving salt form of flakes is that the flakes were destroyed in the mouth in the process of chewing food. This salt is purely an aesthetic function. Is more helpful or harmful than ordinary, while the cost is about 300 rubles. for a jar of 150 g and 500 RUB. for 300 g. That is at least 1500 rubles per kilo.
Go to bread. The average price of a loaf of “Threaded” manufacturer — 11 rubles apiece (400 g). Attention — this cost is already included not only the ingredients but also logistics, equipment maintenance and staff salaries. In stores, the average price of such a loaf in Russia on average is 34 rubles apiece. So, in Moscow it costs about 25 rubles, and in the far East for about 50 rubles. “Thus, the value of the stick the national average increased 3 times, i.e. 200%. In particular, in the capital of the overpayment for the loaf will be approximately 135%, the far East is 360%,” — said Cherkasov.
As for the bread sliced, the cost of this product increases by 2-3 rubles and is about 14 rubles. However, in the Moscow shops the sliced loaf of bread can be bought already for 38 rubles, which is almost 3 times the cost. The margin on other varieties of bread (grain, mnogozalny, etc.) on the way to the shelves can reach from 500 to 1000% and more, depending on the category of the store. So, in shopping the premium segment margin on the usual loaf can reach 1500%.
Today at the peak of popularity is the so-called “proper bread” — unleavened and whole grain. Unleavened bread can now be bought at almost any store, it costs 35 rubles (250 g) to 500 rubles (500 grams). But few people know that unleavened bread is a myth. In fact for its production of a leaven containing yeast, only wild. So this product not only contains the industrial yeasts, which “forgets” to specify the manufacturer.
As for whole wheat bread, on which sit all the adherents of a healthy lifestyle, it is assumed that it contains whole grains and flour. It really makes this product incredibly useful. However, it is worth considering that the appearance of such bread will not be attractive to the same periods of storage are too small to 72 hours. In this regard, many domestic manufacturers imitate the whole grain, adding white flour, a certain percentage of bran and germ of the grain. The cost of such bread no more than 15 rubles for 600 grams, and the price on the shelf — from 70 rubles to 500 rubles per 300-400 g. That is under the brand of “whole wheat”, its value increases immediately to 500-2500%. Real whole wheat bread can still be found, but the price for 250 grams ranges from 280 to 420 rubles.
In General, the greed of the producers has no limits. However, to choose buyers, alas, is not necessary…
Rising prices and a falling ruble. Chronicle of events