Supermarkets in Belgium

PROSPECTS

Value sales decline despite a focus on premiumisation

Despite a focus on upgrading and premiumisation from leading supermarket chains such as Colruyt and Delhaize ‘Le Lion’, the supermarket channel registered a slight decline in current value sales in 2018. This was mainly due to Carrefour Belgium’s restructuring, which entailed the closure of several Carrefour Market outlets.

Competition from convenience stores set to intensify

Proximity proved to be a very important factor in grocery retailing in 2017 and 2018. In a context of busier lifestyles and increasing disposable incomes, convenience stores in urban areas performed very well at the expense of supermarkets.

Online grocery retailing performs well in 2018

Online grocery shopping grew significantly in 2018. This was due on the one hand to consumers being more confident and willing to do their grocery shopping online and, on the other hand, companies’ efforts to increase and improve their online presence and their collection points.

COMPETITIVE LANDSCAPE

Etn Franz Colruyt strengthens its leading position

Koninklijke Ahold Delhaize’s supermarket portfolio consisted of three different brands in 2018, namely AD Dehlaize, Delhaize ‘Le Lion’ and Albert Heijn, with its total number of outlets remaining unchanged. Carrefour Belgium’s restructuring plan, meanwhile, entailed a sharp reduction in the number of its Carrefour Market outlets.

Delhaize’s new concept in Nivelles

Following its merger with Ahold, Delhaize has been focusing on two key areas. On the one hand, it is pushing its proximity urban concepts, such as its Proxy and Shop’n’go convenience stores, while on the other it is working on updating the image of its supermarkets.

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