Leclerc's Price War: Supermarkets Paralysed by Extreme Discount Strategy
Parijs, woensdag, 11 juni 2025.
Recent market analyses by Kantar reveal that Leclerc is implementing a devastating pricing strategy that leaves competition far behind. The company manages to push prices below index 91, creating an unprecedented advantage over other supermarket chains like Hyper U. This tactic, where even brands like Nescafé are offered at significantly lower prices, demonstrates Leclerc’s enormous distinctive purchasing power. Although market growth seems to stabilise, Leclerc remains the undisputed market leader with a smart and aggressive pricing approach.
Leclerc’s Dominant Pricing Strategy
The latest market analyses from Kantar show that Leclerc is pursuing a remarkable pricing strategy that leaves competition far behind. The supermarket chain manages to push prices below index 91, creating an unprecedented advantage over other supermarket chains like Hyper U [1]. The price reduction is so significant that Leclerc can offer substantially lower prices even for branded products like Nescafé [2].
Strategic Pricing Approach
Specifically, Leclerc delays the implementation of new tariffs. A striking example is Nescafé: while the market price hovers around £8 for a 200g jar, Leclerc remains approximately 50 pence below this price [2]. Thanks to its enormous sales volume, the chain can maintain this aggressive pricing strategy without suffering financial damage.
Market Position and Competition
Despite a slight stabilisation of market growth, Leclerc remains the undisputed market leader. Competition is increasingly challenged, particularly by local shifts where chains like Auchan, Intermarché, and Carrefour are becoming increasingly prominent [1]. The price index demonstrates that Leclerc’s competitive advantage is currently unprecedented.