Total FMCG sales grew by 0.8% in Q2 of 2026, just below population growth, while the decline in volumes levelled off further and purchase frequency stabilised. At the same time, consumer confidence remains at historically low levels, which means that households continue to look critically at their spending. Young singles, DINK households and lower-income families are still experiencing pressure on their spending.
Within retail, price-conscious channels remain the winners. Hard discounters, online supermarkets, and low-end retail are again increasing their market share, while specialty stores remain under pressure. Discount reached a record high share in 2026, with Aldi able to greatly increase customer loyalty. Online grocery shopping also continues to grow thanks to higher spending and a higher frequency of visits per shopper. Albert Heijn Online is strengthening its leading position, which further increases the importance of strong online visibility for brands.
The battle between A-brands and private label remains an important theme. Although the growth of private labels levelled off in the past year and A-brands regained ground slightly with the help of more promotions at e.g. Jumbo, hard-discount private labels continue to gain structural market share. Within the brand landscape, premium brands stand out positively as the only segment that is growing in both value and volume.
The conclusion is clear: growth in the current market is mainly at the extremes of the spectrum, with strong performances of discount, hard-discount private labels and premium brands offering clear added value for consumers.