The Belgian marketplace for supermarkets is a saturated and extremely competitive environment.

- No growth (business fixed at 27,5 billion Euro for 5 years now)

Many shops: 1 shop per 3.200 inhabitants. Compared to Holland: > 1 per 4000

New entrants like Jumbo & Albert Heijn.

As a consequence, all retail chains are waging a price war.

Not just traditional price fighters like Aldi and Lidl, but also market leader Colruyt, a domestic & family owned retail chain, with its tagline “Lowest prices”

The Business objective (long term):

- TO growth of 5% / year

- 0,5% market share growth from 7,8% in 2015 to 12,5% in 2025.