Hypermarkets in the Netherlands

PROSPECTS

Hypermarkets remains a small channel but sees strong growth

Hypermarkets registered the highest current value growth within grocery retailers in 2019, maintaining the strong performance seen throughout the review period. This was despite the opening of only one new outlet in 2019, and was mainly thanks to all three of the leading players opening outlets in 2018.

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 and ready-to-eat meals.

Merging of foodservice and grocery retailing

Hypermarkets have benefited from an increasing tendency to blur the traditional boundaries between consumer foodservice and grocery retailing. Most newly opened outlets now include foodservice outlets inside the store, as hypermarkets aim to tap into this lucrative channel.

COMPETITIVE LANDSCAPE

Albert Heijn maintains its lead, but continues its share decline

Albert Heijn, the country’s leading modern grocery retail chain, remained the dominant player in hypermarkets in value terms in 2019. It is a subsidiary of the international grocery giant Ahold Delhaize.

Jumbo strengthens its share in hypermarkets by offering additional services

Albert Heijn’s main competitor in hypermarkets is Jumbo Supermarkten, which only ventured into this channel in 2013. Jumbo Foodmarkt opened three new outlets in 2018, and expanded by a further outlet in 2019.

Dekamarkt establishes itself as the only major alternative to AH XL and Jumbo

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

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