France's retail confrontation has intensified as E.Leclerc emerges as the nation’s most competitive supermarket chain, maintaining its edge over rivals like Carrefour and Intermarché. According to the latest price comparison report published by 60 Millions de Consommateurs and Linéaires Magazine, E.Leclerc boasts prices about 5.5% lower than its closest competitor, Intermarché, based on data collected from 90 stores across the country at the end of 2024.
This price competition is being closely watched by consumers mindful of rising costs. During January 2025, Michel-Édouard Leclerc confidently announced during an appearance on TF1, "On va aller chercher des baisses, c’est une promesse," translating to "We will seek reductions, this is a promise.” Such promises indicate the seriousness with which E.Leclerc is approaching its pricing strategy, particularly as inflation remains at the forefront of concerns for many consumers.
A comprehensive assessment of edible goods revealed E.Leclerc's consistent lead across various product categories. Notably, the chain offers the best pricing on numerous grocery items, including private labels, which are increasingly important as nearly half of the products sold are store brands. According to 60 Millions de Consommateurs, "Leclerc l’emporte quelle que soit la catégorie de produits alimentaires," meaning it wins regardless of the food category examined.
On the matter of inflation, it was reported by NielsenIQ and corroborated by 60 Millions de Consommateurs, overall food prices had leaped by 16% since early 2022. While some minor reductions emerged, the costs of basic goods remain significantly elevated. This has only deepened consumer demand for lower-priced shopping options.
Comparisons of specific products reveal stark differences. For staples like bread, E.Leclerc priced its standard baguette at just 1.44 euros per kilogram. When juxtaposed against Auchan, where the same item is listed at 2.04 euros, the savings become evident. Despite its commendable ranking, E.Leclerc does face competition from other chains like Carrefour when it enters the sphere of fresh produce, particularly fruits and vegetables.
Frédéric Carluer-Lossouarn from Linéaires points out, "Carrefour déçoit encore sur les grandes marques," meaning Carrefour disappoints once again on major brands. Despite fierce competition, E.Leclerc remains positioned as the most economical choice for shoppers searching for savings on national brands—advertised as being about 6.7% cheaper than market average.
Notably, the public awareness of price differences among these larger retailers is gaining traction, as these comparisons highlight not only savings but also product quality, including nutritional valuation. A recent survey hinted at E.Leclerc's performance where it ranks lower on the number of additives used in private label products compared to other chains.
To summarize the current atmosphere of supermarket pricing, it’s clear E.Leclerc has successfully navigated the market to dominate as the least expensive retailer, especially appealing to price-conscious shoppers. Its reputation ties back to rigorous checks of viewing price competitiveness across not only mainstream goods but also fresh produce categories, allowing it to secure high visitor rates across stores.
Despite the competitive pricing, there remains much to evaluate concerning product quality alongside pricing strategies, especially as inflation continues to challenge both retailers and consumers. Looking forward, the interplay of price and quality will play central roles as E.Leclerc and its competitors work to attract shoppers who are increasingly making choices based on price and overall value.