By Riad Beladi
Ahold Delhaize, the multinational retail group headquartered in the Netherlands, has reached a record high in its share price, reflecting strong performance across its global operations and a decisive strategic shift to meet changing consumer demands — particularly in the United States.
At the heart of this growth is a clear trend: American consumers are becoming more value-driven in response to economic uncertainty. Speaking following the release of the company’s latest quarterly results, CEO Frans Muller highlighted that U.S. shoppers are displaying greater price sensitivity, prioritising affordability and practical purchasing over brand loyalty and premium choices.
“We are seeing a customer who is more cautious, more selective, and more focused on value,” said Muller. “Our response has been to sharpen our price offering, expand own-label selections, and invest further in our loyalty programmes.”
The group’s U.S. operations, which include well-known banners such as Food Lion, Stop & Shop, and Giant, reported a 3.1% increase in comparable sales — a performance that exceeded expectations. Analysts point to targeted price investments and the expansion of competitively priced private-label products as key contributors to this success.
Ahold Delhaize’s broader strategy, dubbed “Growing Together,” is centred on maintaining consumer trust while enhancing the affordability of its offering. The company achieved over €1.35 billion in cost savings last year, much of which has been reinvested into lower prices and improving its digital capabilities.
Online grocery sales, in particular, have surged — delivering four consecutive quarters of double-digit growth in the U.S. — as the retailer focuses on convenience and consistency across digital and physical channels.
Beyond the numbers, Ahold Delhaize’s performance is also reflective of a broader shift within global retail. As inflationary pressures linger and disposable incomes tighten, supermarket chains are being forced to rethink their value propositions. Those that act decisively — through smarter procurement, better use of data, and operational efficiencies — are emerging stronger.
Looking ahead, the group has announced plans to invest over €1 billion in price reductions across its U.S. operations over the next four years, while continuing to diversify its own-brand ranges in both Europe and the United States.
With a combination of financial discipline and customer-centric strategy, Ahold Delhaize appears well positioned to weather ongoing macroeconomic volatility — and to continue setting the pace in the transatlantic retail race.