Supermarkets in Belgium

PROSPECTS

A focus on premiumisation pays off

Companies Etn Franz Colruyt NV and Koninklijke Ahold Delhaize NV continue to focus the upgrading and premiumisation of their respective supermarket chains, Colruyt and Delhaize 'Le Lion'. The strategy has served to boost current value sales in supermarkets in 2019, a trend which is predicted to be bolstered by the expansion of the chains over the forecast period.

Competition from convenience stores set to intensify

Proximity remains highly significant in grocery retailing in Belgium. Within a context of busier lifestyles and increasing disposable incomes, convenience stores in urban areas are gaining ground at the expense of supermarkets.

Rise of e-commerce motivates store-based retailers to adopt omnichannel approach

Food and drink e-commerce continues to rise rapidly as Belgian consumers gain familiarity and confidence with online grocery shopping. Companies are focusing on increasing and improving their online presence and engagement.

COMPETITIVE LANDSCAPE

Etn Franz Colruyt maintains its lead of supermarkets

Etn Franz Colruyt NV continued to lead supermarkets in 2019, deriving strength from its three brands, Colruyt, Bio-Planet and Cru. Colruyt was the leading brand and remained significantly ahead of its nearest competitor, Delhaize 'Le Lion'.

Delhaize redesigns in response to consumers’ rising expectations

Following its merger with Ahold, Delhaize has been focusing on two key areas. The company is simultaneously promoting its proximity urban concepts in the form of Proxy and Shop’n’go convenience stores and working on updating the image of its supermarkets.

Growth of Färm Coop points to increasing interest in sustainability

Färm Coop led supermarket in terms of current value growth in 2019, albeit from a relatively small base. The brand is marketed as being “the organic alternative to mass retailing” and its vigorous growth underlines a widespread, increasing interest in organic produce.

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