This year, Belgian food retailers are entering the final sprint as if it were an all-or-nothing finale. Consumers are caught in a storm of deals and stunts that seem to get more extreme every week. Yet this year-end battle is not an end in itself: it is a preview of 2026.
Who has the biggest?
Albert Heijn recently lit the fuse with a “buy seven, pay for two” promotion that offered more than 70 percent off. Colruyt had to respond. Not because they wanted to, but because its lowest price guarantee forces the chain to take action, even when it becomes financially painful. Colruyt even countered Kruidvat‘s Black Friday deals.
