In what will come as a blow to FMCG manufacturers looking to maintain and increase price levels in line with more premium positioning , price inflation for everyday items across Europe has
hit its lowest level since 2010 after falling for the fifth quarter in a row. Although European sales of FMCG goods rose by 3.1% year-on-year in the fourth quarter of 2014, there
was just a 1.6% rise in prices paid, according to the latest figures from Nielsen. The last time prices rose less than 1.6% year-on-year was Q4 2010 (1.5%).
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