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Retail

E.Leclerc The Big Winner In France In March, Says Kantar

French market leader E.Leclerc saw a 0.6 percentage point increase in market share in the period from 21 February to 20 March, according to Kantar, with its share now sitting on 22.4%.

In the so-called P3 period, E.Leclerc welcomed 370,000 additional customers, while its customer loyalty was described as 'stable'. The retailer also improved its share of voice over the period, by 2.7 percentage points.

Carrefour also saw growth in P3, rising by 0.3 percentage points to sit on 20.7% market share. This was largely driven by its Carrefour banner, which gained 0.3 percentage points to 10.9%.

Carrefour's local format also reported a 0.1 percentage point increase, while the Carrefour Market banner reported a 0.1 percentage point decline (to 7.7%), despite reporting better loyalty.

Read More: E. Leclerc Celebrates 25 Years Of Marque Repère Private-Label Brand

Increased Customer Acquisition At Aldi

Aldi continued its positive momentum, thanks in part to the expansion of its store estate, with its 0.3 percentage point growth largely driven by customer acquisition (+797,000 customers). The discounter now sits on 2.9% market share.

Also growing during the period was fellow discounter Lidl, which reported 0.1 percentage point growth to 7.1% market share.

The discounter continues to build customer loyalty (+0.6 percentage points) and can also count on 'an increasingly solid image', according to Kantar, with more than two thirds (68%) of its customers frequenting the brand.

Customer Spend Down 1%

Overall, in P3 2022, spending in the French grocery channel was down 1% compared with the same period last year, with a drop in the average basket of €0.70. This was 'not offset by a slight recovery in traffic', of 0.9%, according to Kantar.

In terms of channels, hypermarkets and supermarkets were the most dynamic in the period, reporting a 0.4 percentage point increase in market share. The online channel lost 0.2 percentage points to sit on 8.9% market share, but remained the big winner in the medium term with 1.3 percentage points gained over the past two years.

The data in the report was sourced from a sample of 20,000 Kantar Worldpanel panelist households.

© 2022 European Supermarket Magazine – your source for the latest Retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.

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