Mercadona accused of plagiarism

Few are surprised by Mercadona’s results.. He boom The results achieved in recent years have led to a sharp increase in sales in the latest campaign.

But there are decisions made by the Valencian company that large manufacturers do not like at all. Reportedly A countryPromarca and Kantar accused the chain of not selling their new products and accused them of “unfair competition.”

Ignacio Larracoechea, director of the Promarca group, believes that if “a supermarket chain works with many brands, why don’t they show off their new products? This is unfair competition.”

In a study released by both manufacturing organizations, they claim that the firm led by Juan Roig was the operator with the least innovation among manufacturers in 2023.

In fact, Promarca representatives accuse Mercadona of attacking plagiarism on the shelves. “By launching a copy you are not increasing the market because when retailer innova is not doing this to popularize the categorybut to cannibalize competition, while the manufacturer contributes 21% of the cost to products of the same type,” said Cesar Valencoso, Director of Consumer Insights from Promarka,

“When you buy a cheaper product, that cost it is not reinvested into the market to create new products“, he clarified, the above-mentioned media reported.