Mass distribution: nearly a quarter of purchases are now made at E.Leclerc

A heavyweight in the sector, E. Leclerc is increasingly crushing its competitors, according to the latest study by panelist Kantar. The sign is the winner of the great race for customers in which the players in the large distribution sector have engaged. In times of very high food inflation, competition between supermarkets is fierce. Everything is done to minimize increases and thus attract consumers with promotions and fixed prices. In terms of market share, E.Leclerc would be more than ever the preferred brand of the French. Nearly a quarter of purchases of consumer products would in fact be made in a group store.

Over the period mid-April / mid-May, E.Leclerc obtains 23.9% of market share, according to Kantar. With an increase of 1.1 points, the group is widening the gap with its pursuer, Carrefour. The attractiveness of the latter nevertheless remains stable, with the group still capturing 18.8% of consumer product purchases. The third market is occupied by Les Mousquetaires and its 16.4% market share. Next come System U (11.6%), Auchan Retail (8.3%), Lidl (8.2%) and Casino (6.1%).

The distributor headed by Michel Édouard Leclerc has even won over 1.1 million customers, according to data from Kantar Worldpanel. The brand is however the only one not to have implemented the anti-inflation quarter requested by the executive. Instead, the group preferred to freeze the prices of more than 900 products from its Eco range.

Only three other brands have seen their market share increase. System U, whose CEO Dominique Schelcher points the finger at the lack of renegotiation of selling prices with agro-industrialists, can congratulate itself on having gained 0.5 points. Dominique Schelcher's numerous media appearances have undoubtedly contributed to the brand's success. In times of inflation, discounters also attract more customers. Lidl recorded an increase of the same ilk, with 0.5 pt. Aldi observes encouraging progress, with 0.2 points more.

On the other hand, the period turns red for Auchan Retails and Casino, which respectively record a drop of 0.7 and 1.1 points. Casino therefore continues its descent into hell. Debted to the tune of 6.4 billion euros, the group has entered into a conciliation procedure with its creditors. Les Mousquetaires, a holding company that owns the Intermarché, Netto and even Bricorama brands, has already positioned itself to take over between 120 and 180 stores from the Casino group.