[Analysis] “Albert Heijn joins leading group, Jumbo has work to do in Belgium”

In twelve years, the Albert Heijn brand in Belgium just about matched established values such as Delhaize and Carrefour. Jumbo is nowhere near that level. However, the impact of both Dutch newcomers is undeniable.

Huge advertising budgets

The arrival of Albert Heijn in Belgium in 2011 caused a strong shockwave in the food retail world, and after the merger with Delhaize the impact became even bigger. Today, the chain is quietly becoming an established name in the north of the country. In contrast, Jumbo’s Flemish adventure does not seem to be a walk in the park: expansion is struggling and the chain recently announced the closure of its Zonhoven store. How strong are both retail brands really according to Flemish consumers?