Supermarket chains at war

The investments of traditional chains in the category of own-label products are increasingly greater in order to compete with the one and only hard discounter in Greece, Lidl, which has the objective of dominating the sales of private label commodities.

The "war" between supermarket chains is taking the form of a thinly veiled public confrontation over market shares.

It is no coincidence that the war is focused on private label products, as this category continues to experience very high growth rates as a result of persisting inflation.

The investments of traditional chains in this category are increasing in order to compete with the one and only hard discounter in Greece, Lidl, which has the objective of dominating the sales of private label products. According to research firm Circana, in January-March 2024 the share of private label products was 27.1%, up from 26.6% in the first quarter of 2023.

The chains primarily at war are Lidl and AB Vassilopoulos, as both are competing for the second place in terms of market shares, since Sklavenitis is the runaway market leader.

In addition, AB Vassilopoulos...

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