Colruyt to Re-evaluate “Everyday” Brand Amidst Market Shifts
Colruyt is reportedly considering a strategic shift for its “Everyday” product line, with a decision pending on whether the brand will continue under its current name or be integrated into the “Boni” private label. regardless of the outcome, Colruyt assures consumers that product pricing and quality will remain consistent.
This move by Colruyt is seen by retail expert Stefan Van rompaey as a pragmatic response to evolving market dynamics. “It may even be more vital for Colruyt than for delhaize to continue to offer the lowest price and continue to fight against Aldi and Lidl,” Van Rompaey stated. He elaborated that the supermarket chain is adapting to market trends by adjusting prices as necessary, whether to lower them in response to competition or to follow increases in competitor product prices. Furthermore, Colruyt is reassessing its extensive range of white-label products, potentially optimizing the offer if a broad selection is deemed less critical in the current market.
Van Rompaey also highlighted the financial considerations for retailers regarding private label products. “Retailers are less profitable on their own brand only with manufacturers’ brands,” he explained.”The prices are low, just like the margins. So you have to ask yourself if the effort is worth it and whether it is wise to continue to invest in products that do not generate income.”
Despite these internal evaluations, consumers are not expected to experience significant changes. “I do not expect a major impact for customers,” Van Rompaey assured. He anticipates that the product selection will remain largely the same. At Delhaize, for instance, products previously under the “365” brand are transitioning to the “Delhaize” brand, maintaining competitive pricing. Similarly, Colruyt’s strategy aims to ensure customers can continue to purchase equivalent products at competitive prices. Van Rompaey concluded by emphasizing that supermarkets continuously monitor their competitors and will adjust prices as needed to remain competitive.
