Johan Hellemans News Today

Increasing price competition is hurting the brand strength of Belgium’s major supermarket chains. Only two can buck the trend.

“A crisis is not just an objective fact. ‘Fearonomics’ makes people adjust their behaviour”, Johan Hellemans of WPP Belgium points out.

Delhaize has badly been damaged in terms of differentiation, brand identity and price-quality perception, an analysis by WPP Belgium shows.

In twelve years, the Albert Heijn brand in Belgium just about matched Delhaize and Carrefour. Jumbo is nowhere near that level.