[Opinion] Jumbo: back to basics, but also decline in market share

With “Jumbo as Jumbo was intended,” Jumbo began a strategic transition in 2023: less complexity, back to the core of the formula. We are now in the third year of that transition. The question is simple: what does it yield in the market?

Volumes under pressure

When we compare the figures from NielsenIQ and Circana, we see a mixed picture. Total supermarket sales in the Netherlands amounted to €52.6 billion in 2025, an increase of 2.3% compared to €51.4 billion in 2024. This growth needs to be viewed in context: the last few days of 2024 fell partly in week 1 of 2025, and the growth is mainly driven by price increases, not volume. Volumes have been under pressure for several years.