Heavyweight of the sector, E. Leclerc crushes more and more its competitors, according to the latest study of the panelist Kantar. The brand wins the great race for customers in which the actors of the large distribution have engaged. In times of very high food inflation, competition between supermarkets is tough. Every effort is made to minimize increases and thus attract consumers through promotions and blocked prices. In terms of market share, E.Leclerc would be more than ever the preferred brand of the French. Nearly a quarter of purchases of consumer goods would be made in a store of the group.
Over the period mid-April/mid-May, E.Leclerc obtained 23.9% of the market share, according to Kantar. With an increase of +1.1 points, the group widens the gap with its pursuer, Carrefour. The attractiveness of the latter nevertheless remains stable, the group still capturing 18.8% of purchases of consumer products. The third market is occupied by Les Mousquetaires and its 16.4% market share. This is followed by Système U (11.6%), Auchan Retail (8.3%), Lidl (8.2%) and Casino (6.1%).
No anti-inflation quarter
The distributor led by Michel Édouard Leclerc has even won 1.1 million customers, according to data from Kantar Worldpanel. The brand is however the only one not to have implemented the anti-inflation quarter requested by the executive. Instead, the group preferred to block the prices of more than 900 products from its Eco+ range.
Only three other brands saw their market share increase. Système U, whose CEO Dominique Schelcher points the finger at the lack of renegotiation of selling prices with agro-industrialists, can congratulate himself on having gained 0.5 points. Dominique Schelcher's numerous media appearances have undoubtedly contributed to the success of the brand. In times of inflation, discounters also attract more customers. Lidl recorded a similar increase, with +0.5 pt. Aldi saw encouraging growth, with 0.2 points higher.
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On the other hand, the period turned red for Auchan Retails and Casino, which recorded a decline of 0.7 and 1.1 points respectively. Casino continues its descent into hell. Indebted to the tune of 6.4 billion euros, the group has entered into conciliation proceedings with its creditors. Les Mousquetaires, the holding company that owns the Intermarché, Netto and Bricorama brands, has already positioned itself to take over between 120 and 180 stores from the Casino group.