Hypermarkets in the Netherlands

PROSPECTS

Hypermarkets remains small

Hypermarkets registered strong expansion in 2018, as all three leading players opened several new outlets. Having long been a relatively unexciting category, with only one player present (Albert Heijn BV), the recent entries of Jumbo Supermarkten BV and Dekamarkt BV enlivened the category.

Growth in hypermarkets mainly driven by expansion of food offerings

Hypermarkets in the Netherlands are characterised by their extensive food retail offering. This includes fresh food, ready-to-eat meals as well as foodservice components.

Merging of foodservice and grocery retailing

Hypermarkets benefited from an increasing tendency to blur traditional boundaries between consumer foodservice and grocery retailing. With the economy booming and foreign tourist inflows still rising, demand for consumer foodservice increased.

COMPETITIVE LANDSCAPE

Albert Heijn BV remains category leader

Albert Heijn BV, the country’s leading supermarket and modern grocery retail chain, remained the dominant player in hypermarkets. It is a subsidiary of international grocery giant Ahold Delhaize.

Jumbo fortifies its standing in hypermarkets

More dynamic is Albert Heijn’s main competitor, Jumbo, which only recently ventured into hypermarkets. Jumbo opened new Jumbo Foodmarkten outlets in 2018, and intends to expand the network further in the coming years.

Dekamarkt establishes itself as only alternative to Ahold Delhaize and Jumbo

Dekamarkt BV is a smaller Dutch grocery retail chain, which is mainly active in supermarkets with its Dekamarkt banner. The company forms part of the Superunion buying organisation, which brings together all smaller grocery retail chains (outside Ahold Delhaize, Jumbo and the German discounters Aldi and Lidl).

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