Discounters are gaining ground across Europe, and they are not slowing down. With players like Aldi and Lidl continuing to cut prices and grow market share the pressure on other channels to demonstrate their own version of value has never been greater. Compounding this, consumer confidence across the EU has fallen sharply in early 2026, driven by geopolitical uncertainty and rising energy costs that are pushing shoppers towards seeking the best deals.

Supermarkets get creative with loyalty and multibuy promotions

Large-format retailers are under real pressure. Supermarkets are forecast to lose 0.3 percentage points of market share by 2030, and hypermarkets are expected to fall further still. In response, the big players are investing in loyalty mechanics and promotional creativity that drives basket size. Sainsbury's has offered up to 50% off selected items for Nectar card holders and in Norway, MENY used its Trumf loyalty scheme to offer 40% bonus credit on taco-related products, keeping the shelf price intact while creating a strong value perception and protecting margin. Meanwhile Carrefour's "2+2 gratis" pallet displays in household products show how multi-buy mechanics can generate a powerful sense of value that goes well beyond a standard price cut.

Convenience covers deals for all dayparts

Convenience stores are growing their share, forecast to reach 11.9% by 2030, and the driving force is not price alone. Shoppers in this channel accept a premium for speed, proximity and ease, which means value is about solving a mission quickly rather than finding the lowest unit price. The most effective operators are building offers around different dayparts to capture shoppers at every opportunity. In Sweden, 7-Eleven groups croissants, yoghurt, protein drinks and coffee-adjacent items under a single breakfast and snack banner, using tiered pricing to encourage multi-item purchases first thing in the morning. REWE To Go in Germany anchors the lunchtime slot with a €1.99 pretzel and drink combination, simplifying the decision for time-pressed shoppers. Come evening, Centra in Ireland targets the dinner mission with a two-for-€11 mix-and-match deal on prepared meals, driving multi-unit purchases from shoppers looking for an easy solution at the end of the day. Across all three dayparts, the value story is consistent: a clear, bundled offer that makes the choice feel easy and the price feel fair.

Online makes value feel personal

Online is the fastest-growing channel in European grocery and is increasingly using data and AI to make value feel tailored rather than generic. Tesco is trialling an AI-powered assistant within its app that draws on Clubcard data and past purchasing behaviour to generate personalised recipe suggestions and pre-fill shopping baskets, reducing friction and nudging shoppers towards higher-value orders without them having to seek out a deal themselves. In the Netherlands, Albert Heijn's digital Bonus page pulls price cuts, multi-buys and percentage discounts into a single hub, while its Mijn Bonus Box feature links offers directly to individual shopper behaviour, making promotions feel personalised.

What it means for retailers and suppliers

Value in Europe is no longer a single lever to pull. It is becoming more targeted, more channel-specific and more data-led, and the retailers making real progress are those who understand that shoppers define value differently depending on where and why they are shopping. For suppliers, the implications vary by channel:

• In discounters, success depends on simplified ranges and efficient pack formats at a compelling price

• Winning in supermarkets means aligning with loyalty mechanics and promotional formats that grow basket size

• In convenience, the priority is immediate-consumption formats relevant to different dayparts

• Online requires personalised content and collaboration on data.

The retailers and suppliers who adapt their approach to each channel will be best placed to hold share as competition for budget-conscious shoppers across Europe intensifies.

Looking to drive value?

• Read our report on Value strategies across Europe, which looks into how European retailers are dealing with a changing grocery value landscape across different channels.

• Need something bespoke? IGD Consulting operates where retailers and suppliers meet, closing gaps in shared priorities, execution and performance.