How Europe’s largest stores are responding to change

Our large format global report identifies four key trends that are influencing hypermarkets and supermarkets across the world. In this article, we look at how these trends are playing out in Europe, with an example from across the region for each.

Challenging times

Large format stores will continue to be Europe’s largest grocery format over the next five years, although they will see a 0.8% market share decline. The UK, France and Germany will lead Europe’s value sales growth, driven by store remodelling to create more experience-led, future-ready formats.

Despite some markets performing strongly, the overall outlook remains challenging. Discounters and online players are steadily chipping away at market dominance slowly but surely reshaping how consumers shop.

European supers and hypers are therefore being forced to evolve. Scale and range alone are no longer enough. Instead, retailers are rethinking how their stores can deliver more value, more engagement and greater relevance in a changing landscape.

Retailer economics

Retailers are redefining how they generate value beyond traditional means. As cost pressures mount, there is a growing focus on extracting more from existing infrastructure and physical assets.

In Czechia, Kaufland is doing exactly this by installing over 400 new EV charging points across more than 40 locations by the end of 2026. This initiative not only supports the growing demand for electric vehicle infrastructure but also monetises parking space whilst increasing dwell time in store.

It reflects a broader shift in thinking. Stores are no longer just transactional spaces, they are comprised of a set of assets that are monetizable. From services to partnerships, retailers are expanding how their estates contribute to overall profitability.

The hyperconnected store

By integrating technology across the store and supply chain, retailers can improve efficiency while enhancing the shopping experience.

In Portugal, Continente Bom Dia has launched what is described as the world’s largest autonomous store, integrating cloud analytics with personalised digital engagement. This allows retailers to unlock deeper shopper insights and optimise operations in real time.

The benefits are twofold. On one hand, automation and connectivity reduce friction and drive operational efficiency. On the other hand, data-driven insights enable more personalised and responsive experiences. As expectations rise and labour pressures persist, this level of integration will become increasingly important.

Missions and occasions

Cross-merchandising and innovation in blended retail zones are helping unlock the full potential of large format stores.

Grilling season in Romania and Poland is a great example of this in action. Retailers bring together meat, marinades, produce, drinks and outdoor essentials in cohesive displays that make the mission easy to shop.

This approach aligns more closely with how consumers actually shop, by mission rather than by aisle. By curating around occasions, retailers simplify navigation, inspire purchasing and drive larger baskets.

For large format stores in particular, this is critical. Scale can easily become overwhelming, but when used effectively, it becomes a strength. This enables an elevated, more solution-led experience.

Unlocking retail growth

Enhancing the shopper experience is key to driving in-store traffic and maximising the strengths of physical retail. Pricing and promotion remain central, but are being used in more strategic ways.

Carrefour Romania has introduced indefinite discounts on hundreds of staple products across its stores. By moving away from short-term promotions and towards long-term price perception, it is reinforcing trust and competitiveness in a highly price-sensitive market.

Consistency is increasingly important. Shoppers want confidence that they are getting value without constantly searching for deals. Retailers that can deliver this will be better placed to build loyalty and sustain footfall.

What this means for large format retail

Taken together, these trends highlight a sector in transition. Large format stores are not disappearing, but their role is evolving.

Success will depend on how effectively retailers can adapt and offer a shopping experience that resonates. From driving new revenue streams to enhancing efficiency and improving the shopper journey. The examples across Europe show that innovation is already well underway, but also that there is no single solution.

Instead, the future of large format retail will be defined by balance. Balancing scale with simplicity, efficiency with experience, and price with value perception. Those that can use their size and flexibility to meet changing shopper needs will remain highly relevant.

Ultimately, large format stores still have a unique advantage, the ability to bring together range, space and experience in one place.