Market shares: hard times for the brands at the end of 2018

Kantar Worldpanel released the results of the brands for the last period of 2018 (P13) from 26th November to 23rd December: a period witnessing the start of the yellow vests’ protest. Carrefour has registered the strongest loss since October, going down to 20% market shares (-0.4 point in November and again -0.4 point in December). Casino and Auchan also see their market shares declining by 0.3 point on the last quarter, to reach respectively 11.1% and 10.3% market shares.

Les Mousquetaires however sees their market shares going up +0.6%, reaching 15% market shares.

Leclerc’s market shares also go up by +0.2 point to reach 21.2%. Kantar’s panellist says “Leclerc’s communication strategy (doubling its investments into TV ads) and increased leaflets’ distribution contributed to the attractiveness of the brand”.

LINEAIRES, Merlaud, 16th January 2019
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