Lidl, Carrefour, Leclerc and Aldi are doing well in this period of crisis and high inflation. From July 13 to August 9 they are the big winners in the sector, according to the list established by Olivier Dauvers, specialist in mass distribution and the Kantar Institute, but not for the same reasons. Inflation, first of all, favors Lidl (+0.3 points of market share since the beginning of the year) and Leclerc (+0.2 points of market share since the beginning of the year).
Lidl and Leclerc, “safe haven” for consumers
These two brands appear as “safe havens” in the eyes of consumers.
“Mechanically, its price image is its main asset in the period of inflation we are experiencing, because a growing proportion of consumers are looking for peace of mind when they make their purchases. They spend with whoever they think is cheaper and in this game it’s Leclerc. and Lidl those who win”, continues the specialist.
Still according to Olivier Dauvers, Aldi benefits from the acquisition of more than 500 Leader Price stores.
Carrefour, champion of the customer journey
As for Carrefour, it owes its place to the “Rami Baithié” effect, named after the group’s new boss in France. “He is obsessed with details, on the hunt for ‘irritants,’ describes Olivier Dauvers. ‘Irritants’ can be a product missing from the shelf, a price not displayed, or even insufficient parking. Accessible…
Carrefour advances, therefore, which earned it a place in this list of market shares. For Olivier Dauvers, there is no reason for this list to change between now and the end of this year.
And although commercial negotiations remain very tense between distributors, manufacturers and producers, it shows that “for the consumer, the cheapest always wins.”
Source: BFM TV
