Albert Heijn has been making waves in Belgium (Flanders), steadily increasing its market share in Flanders and setting ambitious targets for the future. CEO Raf Van den Heuvel recently stated that Albert Heijn aims to become one of the top three players in the region. Albert Heijn has grown significantly in Flanders, but its presence is still far from what it is in the Netherlands. While less than 1 in 10 supermarkets in Flanders is an Albert Heijn, in the Netherlands, it’s almost 3 in 10. This difference illustrates just how much room there still is for Albert Heijn to expand in Belgium. But how does its Belgian expansion compare to its well-established position in the Netherlands?

Using Accurat’s MarketMonitor and CampaignCompass, we analysed four key success drivers behind Albert Heijn’s growth in Flanders and how they compare to the Dutch home market. Our findings highlight why Albert Heijn is thriving in Belgium.

Visit share evolution in Flanders and the Netherlands

Over the past few years, Albert Heijn’s visit share in Flanders has steadily increased, reflecting its growing presence and impact in the market. Our data shows that since 2021, Albert Heijn has gained significant ground, moving closer to established competitors. 

In contrast: In the Netherlands, Albert Heijn has maintained its dominant position, but with a more stable visit share, as its market is already mature and highly competitive. This contrasting evolution highlights the different growth strategies needed in each country.

4 success drivers behind Albert Heijn’s growth in Flanders

1. Rapid store expansion: full speed ahead

Albert Heijn has significantly accelerated its store openings in Belgium, expanding its footprint by one-third since 2021. Despite this rapid growth, it still represents only 5% of the total supermarket landscape, meaning there is plenty of room for further expansion.

💬 Bart Muskala, CEO of Accurat:
"Albert Heijn’s aggressive growth in Belgium is reshaping the supermarket landscape. We see them making smart choices in location strategy, moving into trade areas where they can quickly gain market share. Their expansion is far from over."

In contrast: In the Netherlands, Albert Heijn is already the leading supermarket chain, meaning growth is more strategic, focusing on store refurbishments, urban convenience formats, and incremental expansion rather than aggressive market penetration.

2. High visits per store: more shoppers, greater efficiency

Albert Heijn stores in Belgium attract twice as many visits per store compared to the market average. This high store productivity means each location performs significantly better than its competitors in terms of footfall per store.

A key reason for this is store location strategy—Albert Heijn selects high-traffic locations in city centres and key suburban areas, making it easily accessible to a large customer base and maximising store visibility.

In contrast: In the Netherlands, Albert Heijn is also leading in terms of store visits, however the productivity gap between Albert Heijn and its competitors is much smaller. 

3. Promotions that resonate: Hamsterweken’s impact 

Albert Heijn’s Hamsterweken promotions—offering bulk-buy discounts—have a stronger effect in Belgium than in the Netherlands. Our data shows that during these campaigns, Albert Heijn in Belgium successfully attracts customers from both premium supermarkets and discounters, making it a highly effective competitive tool.

In contrast: In the Netherlands, Hamsterweken remains an important sales driver, but the impact is less pronounced. Dutch consumers are already accustomed to frequent price promotions from multiple supermarket chains, meaning the effect on footfall and market share is less disruptive than in Belgium. Moreover, Albert Heijn’s positioning in the Netherlands is more premium compared to its Belgian counterpart. While it competes aggressively on price in Belgium, in the Netherlands, it is known for its high-quality private label products, fresh food offerings, and a more upscale shopping experience, meaning the role of heavy discounting is different.

4. Sunday openings: a competitive advantage

Albert Heijn benefits from a key gap in the Belgian market: Sunday trading. Many direct competitors, particularly discounters, remain closed on Sundays, giving Albert Heijn a clear advantage.

On Sundays, Albert Heijn's visit share increases from 12% to 19%, significantly higher than on weekdays. Nearly one in five supermarket visits in Flanders on a Sunday is to an Albert Heijn store.

In contrast: Unlike in Belgium, where Sunday trading provides a major competitive edge, in the Netherlands, most supermarkets are already open seven days a week. This means that while Albert Heijn still benefits from weekend shopping trends, it does not gain an advantage over competitors through Sunday trading in the same way it does in Belgium. 

What’s next for Albert Heijn in Belgium?

Albert Heijn’s expansion and competitive pricing strategy are putting premium supermarkets under pressure, forcing them to rethink their positioning. At the same time, discounters are also being challenged, as Albert Heijn attracts discount shoppers through its strong promotions.

With a current market share of 8.7% in Flanders, Albert Heijn is already closing in on Aldi and Lidl. Its goal of becoming a top three player is ambitious but achievable, as its winning combination of expansion, pricing, and convenience continues to drive growth.

💬 Frank Koelewijn, sales lead at Accurat:
"In the Netherlands, Albert Heijn doesn’t have the same expansion opportunities as in Belgium. Instead, they are focusing on optimising store formats, increasing convenience, and fine-tuning their promotional strategy to maintain their dominant position in an already highly competitive market."