In an unexpected turn of events, Czechs are lining up at supermarkets, not for the latest gadget or concert tickets, but for a kitchen staple – butter. Just two weeks ago, the average price for this dairy delight was 66 crowns. Now, it’s flying off the shelves at a mere 44 crowns, becoming the star attraction of supermarket flyers.
The scene at Lidl Českobrodská in Prague 9 on Thursday morning was reminiscent of Black Friday sales. Shoppers crowded around the butter aisle, eager to snag the Polish-made Pilos brand butter at just under 50 crowns, with a limit of five per person. Tesco hypermarkets went even further, slashing prices from 65 to 44 crowns.
But why this sudden butter bonanza? Marketing consultant Pavel Řehulka explains, “Butter is a key product for consumers, especially during baking season. Stores use it as a ‘loss leader’ to attract customers, who are likely to purchase other non-discounted items once in the store”.
However, this price fluctuation raises questions about both pricing strategies and product quality. The Food Chamber suggests that the discounted butter might be defrosted stock, potentially up to a year old. While still safe for consumption, it may not match the quality of fresh butter.
Economists predict that butter prices will continue to fall, following a pattern seen in previous “butter crises” of 2017, 2018, and 2022. They advise against “butter investing” – stocking up on discounted butter – as prices are expected to stabilize and potentially decrease further.