Carrefour, France (Food and Grocery) Shoppers Profile, Market Share and Competitive Positioning

Carrefour, France (Food and Grocery) Shoppers Profile, Market Share and Competitive Positioning

Summary

Carrefour enjoys a diverse customer base with high percentage of them coming from middle-income households (61.7% of its shoppers have household incomes between EUR 25k to EUR 80k) due to its vast product portfolio. The retailer is able to attract and retain price-sensitive and comfort-seeking consumers belonging to millennial and boomer generations which comprise 60.6% of its customer base driven by its attractive online proposition which includes free in-store pickups and 24-hour deliveries.

Carrefour showed promising growth with an increase of 1.8% L-F-L sales for France (for the 52 weeks ending 30 December 2021) over the previous year, as restrictions due to the COVID-19 pandemic were relaxed and out-of-home consumption resumed towards the end of the year.

Carrefour has done exceedingly well when it comes to cutting down costs and improving efficiency and expects to continue doing so with a target of EUR 2.7 billion in cost reductions by 2023.

Profile of retailer’s shopper base, key performance indicators, sales and market shares

Scope

• Carrefour attracts a diverse customer base because of its vast assortment of products and fulfilment options
• Carrefour lost market share over the years but retained the top position in the French food & grocery market
• Carrefour needs to manage its operating costs while improving and expanding its own-label products to strengthen its position

• Gain a comprehensive knowledge on Carrefour's business and develop a competitive advantage
• Investigate current trends in the food & grocery market to identify the best opportunities to exploit
• Analysis of key players in the food & grocery segment in France
• Explore novel opportunities that will allow you to align your product offerings and strategies to meet demand by analyzing the key consumer and technology trends influencing the food & grocery markets
• Analyze the recommended actions to align your marketing strategies with the crucial trends influencing consumer behavior
• Analysis of key international players operating in France food & grocery market — including store counts and revenues that give you a competitive edge and identify opportunities to improve your market share