Market leader Albert Heijn gained 1.3 % in market share in the Netherlands last year, to reach 37 %. Challenger Jumbo and discounter Lidl saw their market share drop.
Thanks to acquisitions
Albert Heijn closed what it said was an “exceptional” year with a 37 % market share, up 1.3 % on 2021. That growth was largely due to store openings and the acquisition of regional supermarket chain Deen: the market leader opened 15 supermarkets and 89 AH To Go convenience stores in the Netherlands last year, ending the year 1154 stores.
Albert Heijn’s efforts to keep everyday groceries affordable are also paying off, CEO Marit van Egmond said in a press release. The Price Favourites range (low-cost basic products under own brand) expanded by 200 products to 1700 references, and saw its sales grow by 5 % in volume. This year too, the retailer is further expanding the range: “In 2023, low-cost shopping at Albert Heijn remains a priority.”
With this performance, Albert Heijn crowned itself the undisputed winner in the Dutch food retail market in 2022. Runner-up Jumbo had to give up 0.2 % in market share and now holds 21.5 %. The number of stores fell from 691 to 685, according to NielsenIQ figures published by Distrifood. Earlier, Jumbo itself had reported that its market share was “stagnating” and that last year’s sales growth of 3.2 % was slightly higher than that of the market.
Lidl also lost market share in the Netherlands last year – and for the first time – with its share dropping from 10.6 % to 10.1 % while the number of stores remained the same. Aldi, on the other hand, gained 0.2 %. SuperUnie, the buying alliance of family-run, regional supermarket chains, logically had to lose share after Albert Heijn’s takeover of Deen. Within the group, only Plus and Dekamarkt managed to gain market share.