Top 10 supermarket chains in the Netherlands 2016, by customer base
Albert Heijn especially popular among young households
In 2017, Albert Heijn had a penetration rate of just over 65 percent. Albert Heijn’s customers were relatively frequently young households without children. Among this household type, its penetration rate was 72.5 percent. By comparison, the supermarket chain had a penetration rate of only 59.4 percent among households with children.
Lidl more popular among households with children
Albert Heijn’s closest competitor Lidl reached a penetration rate of 45.6 percent in the same period. Young households without children were less likely to buy their groceries at Lidl. In 2017, the discount supermarket chain had a penetration rate of less than 40 percent among this household type, compared to over 50 percent among the households with children.