Carrefour is structurally adapting its offer to the purchasing power crisis.
The distributor is presenting this Tuesday a new strategic plan for 2026, designed under the influence of the galloping inflation observed in recent months in supermarkets (+11% in October).
In this adverse context, which leads customers to reduce the number of products they buy in supermarkets, Carrefour intends to offer them an "anti-inflation and anti-climate crisis" offer, thanks to which it hopes to continue to earn market shares.
The distributor's own brands, whose sales have increased in recent months thanks to the crisis, will continue to gain momentum.
One in three products sold at Carrefour today is an own-brand product – a Carrefour, Reflet de France or Simpl product, 5% to 10% cheaper than those sold at Lidl or Aldi.
In 2026, this proportion will reach 40%.
At this level, the own brand will be, even more than today, an element of differentiation vis-à-vis competitors, and an asset in building customer loyalty.
It will also allow him to gain in profitability because the margins are higher.
Bulk purchases
Carrefour is also preparing to accelerate the development of its discount formats or formats dedicated to tight budgets.
The two discounters Lidl and Aldi have been among the big winners of the price hike in recent months.
Read alsoLidl, Leclerc, Aldi… the big winners in times of inflation
Carrefour will first assume more of the popular dimension of its hypermarkets.
He wants to reconnect with the mindset of the hyper origins, in the 1960s. The CEO of Carrefour, Alexandre Bompard, regrets that this format has drifted over the years.
He believes that a plethoric offer has developed there, which affects its readability and generates very high logistical costs.
In all its hypermarkets, Carrefour will reduce the number of references by 20%, and even by 40% in the non-food section.
Other markers successfully tested over the past year will be rolled out: the Carrefour brand and entry-level products will be over-represented, with appropriate packaging.
Purely discount formats will not be outdone.
The Supeco brand will continue its expansion, particularly in Spain.
In 2026, Carrefour should have 200, or 80 more than today.
The distributor is finally preparing to import a very successful discount store concept in Brazil, Atacadao.
The products are presented on pallets and purchased by customers in very large quantities.
In Brazil, prices vary according to inflation, both upwards and downwards.
They are on average 15% cheaper than in hypermarkets.
The low number of references makes it possible to display low prices without sacrificing profitability.
A first Atacadao will open its doors next fall in Ile-de-France.
