The French are scrutinizing their receipts more than ever.
The ranking of the best performing distributors in 2021 published by Kantar bears witness to this.
Last year, the two German discounters Lidl and Aldi experienced the strongest growth in the market.
Together, they now account for nearly 10% of food distribution in France.
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Lidl gained 0.5 point of market share to 6.8%.
Aldi 0.2 point, at 2.6%.
“This is nearly 10% growth for Aldi,
underlines Frédéric Valette, director of the distribution department at Kantar.
This performance is all the more remarkable given that Lidl and Aldi accelerate further at the end of the year. ”
At the end of 2021, Aldi benefited from the integration of the 443 Leader Price acquired a year ago.
It is also profiting from the advertising investments that it began to make two years ago.
In this area, however, Aldi remains far behind Lidl, the distribution's leading advertiser.
The two brands benefit above all from their excellent price image, the best in the sector according to Kantar.
Leclerc does not gain many customers but retains those he has
Frédéric Valette, director of the distribution department at Kantar
The other 2021 winners are, once again, the independent distributors: Leclerc, Les Mousquetaires (Intermarché and Netto) and Système U. Leclerc, the market leader, continues to widen the gap with its immediate pursuers thanks to the complementarity between its drives and its stores.
It thus gained 0.5 point in 2021, to a 22.5% market share.
"Leclerc does not win many customers but retains those he has",
emphasizes Frédéric Valette.
Les Mousquetaires (+ 0.3 point) achieved a 16% market share and Système U, 11.4% (+ 0.3 point).
The latter two have capitalized on their local roots and their stores on a human scale.
