Intermarché wants to dethrone Leclerc thanks to its private labels!

Monique Ranou ham, Paquito fruit juices, Pâturages yogurts… You probably know these brands if you shop at Intermarché. At the heart of the strategy of Leclerc's great rival, these private label products are a hit.

Let's look at the numbers. Between January and October 2024, their sales increased by 8.7% while entry-level items jumped 13% over the same period. Today, these references (excluding first prices) represent 35.3% of the brand's sales, or not far from 11 billion euros out of the 30.5 billion euros in overall turnover. The reason for this success? Ultra prices on average 30% cheaper than their cousins ​​from the big national brands. This undeniably attracted customers, especially after the inflationary wave of the last two years. “At Intermarché, one in two products sold is a private label. Between 2023 and 2024, we recruited 1.6 million new consumers to our stores», says Thierry Cotillard, president of the group of independent traders Les Mousquetaires.

9,500 private label products revamped by 2027

So to continue this dynamic, Intermarché will invest to boost its private labels and charm new customers, particularly those accustomed to frequenting Casino stores now under the Intermarché flag. The objective? That private labels represent 40% of sales by 2026, or an additional two billion euros, without driving the products of national brands off its shelves. The key, an envelope of 10 million euros to revamp the packaging (all will display the Intermarché inscription by 2027), make these 9,500 products more visible on the shelves and innovate with 320 new items in 2025, including a Babka-style braided brioche or Ginger Beer, until now exclusive territory of national brands.

A significant but judicious amount affirms the president of the Group, which aims for nothing more and nothing less than first place in terms of price in the private label field, ahead of Leclerc and its Repère brand. To date, Intermarché's private labels have captured 14% of the market, positioning themselves in third position, behind Leclerc and Carrefour.