France’s grocery retail market is witnessing a private-label renaissance. Carrefour, E.Leclerc, Intermarché and Auchan are redefining the role of store brands in an environment shaped by cautious consumers, lingering price sensitivity, and intense competition. In 2026, private labels are no longer a cost-saving alternative; they have become central to shopper perception, loyalty, and category strategy.
E.Leclerc remains the undisputed leader in private-label penetration, with store brands accounting for nearly 38 per cent of total grocery sales. The chain’s success is built on variety and quality: from entry-level essentials to premium ranges such as “Nos Régions ont du Talent,” which highlight regional products and reinforce provenance. By combining everyday value with premium storytelling, E.Leclerc has strengthened customer trust while protecting margins.
Carrefour has followed suit, expanding its private-label portfolio across its hypermarkets, Carrefour Market stores, and Carrefour City convenience outlets. Initiatives such as “Carrefour Bio” and “Carrefour Sélection” demonstrate the retailer’s intent to cover multiple price tiers while responding to sustainability trends. Carrefour leverages promotions, loyalty programmes and digital platforms to ensure that private-label ranges remain visible and attractive, particularly to families who are price-conscious but quality-aware.
Intermarché’s approach is slightly different. Focused on the “Marché des Marques” concept, the chain blends own-brand products with national brands, creating a curated shopping experience. Its private labels are emphasised in fresh produce, dairy, and meat, areas where price comparison is most tangible. The retailer has invested in supply chain integration, ensuring that private-label goods are stocked consistently, delivered on time, and presented to highlight both quality and value.
Discounters such as Lidl and Aldi, while operating differently, reinforce the overall trend. Their private-label products dominate shelves and pricing is aggressive, but the focus on efficiency and clear value messaging has prompted full-range chains to recalibrate. Carrefour, E.Leclerc, and Intermarché now invest more heavily in packaging design, product differentiation, and marketing support to ensure their store brands are perceived as both reliable and aspirational.
Consumer behaviour is driving the resurgence. French shoppers, scarred by inflation in recent years, remain cautious but increasingly willing to trade brand loyalty for perceived quality and cost efficiency. Surveys show that over 60 per cent of shoppers now actively compare private-label ranges with national brands, particularly for staples like pasta, dairy, and frozen foods. Retailers respond by emphasising quality certifications, local sourcing, and sustainable packaging.
Digital integration is also reshaping the private-label landscape. Carrefour, E.Leclerc, and Intermarché are aligning online platforms with in-store ranges, promoting store brands through apps, click-and-collect, and digital loyalty offers. Personalized recommendations and digital coupons encourage trial and repeat purchase, ensuring that private-label penetration extends beyond physical aisles.
Promotional strategies have evolved. Deep discounting is used sparingly; instead, targeted campaigns highlight quality, provenance, and seasonal relevance. Carrefour’s “Produits de Saison” promotion, E.Leclerc’s regional campaigns, and Intermarché’s fresh food bundles combine visibility with shopper reassurance. Private-label products are positioned as reliable, everyday choices rather than opportunistic price gambits.
Suppliers and manufacturers play a supporting role. National brand producers increasingly collaborate with retailers to co-develop private-label ranges, particularly in categories where quality differentiation is possible. This has raised standards across the board, forcing discounters and traditional chains alike to invest in quality verification, sourcing transparency, and packaging innovation.
Sustainability is now embedded in private-label strategy. Carrefour Bio, E.Leclerc’s organic ranges, and Intermarché’s eco-labelled products demonstrate a commitment to both environmental responsibility and shopper trust. Retailers are using private-label offerings to signal ethical leadership, with initiatives spanning reduced packaging, carbon reporting, and partnerships with local producers.
Looking ahead, private labels in France will continue to dominate the grocery conversation. Carrefour, E.Leclerc, Intermarché, and Auchan are demonstrating that store brands are not just a defensive tactic but a strategic lever for growth, loyalty, and market differentiation. Retailers that maintain product quality, pricing clarity, and operational consistency are likely to strengthen shopper trust, while those that neglect private-label innovation risk losing ground to both discounters and more agile competitors.
In 2026, private labels are no longer supplementary—they are central. French supermarkets have shown that when executed well, own-brand products drive sales, reinforce identity, and satisfy increasingly discerning shoppers. Carrefour, E.Leclerc, and Intermarché exemplify this principle, proving that private-label strategy is now a core pillar of grocery retail success in France.