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Jumbo Supermarkten - Comprehensive Analysis Report
Summary
Jumbo Supermarkten is a prominent family-owned supermarket chain based in Veghel, Netherlands. Founded in 1921 as a food wholesale business, it transitioned into retail in 1983. The company's core mission is to make grocery shopping enjoyable daily, aspiring to be the most customer-oriented company in the Netherlands and beyond. As the second-largest grocery retailer in the Netherlands, Jumbo holds an approximate market share of 20-22%. Its customer-focused approach is underpinned by "7 Certainties": the lowest price, a broad assortment, and superior service.
1. Strategic Focus & Objectives
Core Objectives
Jumbo Supermarkten's strategic objectives for 2025-2027 are centered on regaining and retaining customers, attracting new clientele, and boosting market share. This is to be achieved through a distinctive commercial proposition and a robust operational foundation, with ongoing attention to cost efficiency. Key objectives include significant investments in assortment, service, and pricing, with a strong focus on competitive Every Day Low Prices (EDLP+) strategies, ensuring product availability, and maintaining the quality of its fresh assortment.
Specialization Areas
The company specializes in omnichannel expansion, ensuring high customer satisfaction, implementing sustainable practices, and optimizing operational efficiency within the highly competitive food retail sector. Jumbo is committed to making healthy, tasty, and sustainable food accessible to all.
Target Markets
Jumbo's primary market segments are consumers in the Netherlands and Belgium. The company is actively expanding its physical store network in both countries and significantly investing in its online grocery platform and e-fulfillment capabilities to meet increasing digital demand.
2. Financial Overview
Funding History
Jumbo Supermarkten is part of the privately-held Van Eerd Group. Historically, the company has raised approximately $241.8 million in funding, predominantly through debt financing. The latest recorded debt refinancing occurred in 2012.
Total consumer revenue for Royal Jumbo Food Group reached €10.64 billion in 2025, representing approximately 3% year-on-year growth. Adjusted for tobacco sales and La Place revenue (which became an independent joint venture in 2024), growth was around €300 million. In 2023, the Jumbo group reported €11.02 billion in sales, a 7.3% increase from €10.28 billion in the previous year. For the eponymous chain, sales grew 7.1% to €10.89 billion.
The company aims for break-even operating results in its online channel through refined logistics and digital store improvements. Jumbo improved its financial position in 2024 by implementing joint purchasing, integrated approaches to wastage, and halting large-scale sponsorship. A simplification of its office organization starting in 2025 is projected to contribute to a structural cost reduction of approximately €150 million annually compared to 2023.
3. Product Pipeline
Jumbo Supermarkten is a retail company operating supermarkets and does not have a product pipeline development in the traditional sense of clinical trials or product development.
4. Technology & Innovation
Technology Stack
Jumbo Supermarkten leverages advanced technology to enhance customer experience, support efficient operations, and drive innovation.
- Cloud Infrastructure: The company has migrated to a public cloud platform (AWS) in partnership with Schuberg Philis, aiming for scalability for growing online order demand, accelerated innovation, and enhanced data analytics for personalized offers.
- AI-Driven Customer Experience: Jumbo utilizes AI-powered solutions like Bloomreach Discovery for search, merchandising, recommendations, and personalization on its e-commerce platform. This has led to improved product discovery and engagement, with Bloomreach's ecommerce AI (Loomi) addressing search-related challenges and merchandising tools effectively managing over 20,000 SKUs.
- In-Store Technologies: Self-checkout solutions from NCR, including its enterprise software platform R10 and mobile scanning solution NCR FastLane Mobile Shopper, are implemented across stores in the Netherlands and Belgium. The company also deploys Zebra PS20 Personal Shoppers for self-scanning, which include integrated cameras for in-store navigation and customer assistance, and microphones for advisory services. Store associates use these devices for online order picking and stock management.
- Distribution Center Automation: Honeywell mobile devices and forklift mobile computers (CT60, VM1A, CN80, CK65) are used in distribution centers, including a fully automated facility in Nieuwegein, to improve productivity and cold chain storage operations.
- Smart Shopping Carts: Jumbo is piloting smart shopping carts with cameras, touchscreens, and AI capabilities for automatic product scanning and shopping list viewing at its Jumbo Foodmarkt outlet in Veghel.
- Data Analytics: The Databricks Data Intelligence Platform is used to modernize infrastructure for big data analytics, accelerate time from concept to production, and provide self-service access to data insights for pricing, inventory, merchandising, and customer preferences, enabling an omnichannel view for a comprehensive recommendation engine.
- Retail Media Platform: Jumbo Retail Media, an advertiser platform, is deployed to market anonymized customer data and explore new revenue streams. A strategic partnership with LDSK and My Ad Booker integrates in-store media inventory with a network of advertisers through programmatic channels, enhancing targeting and unlocking revenue from non-endemic brands.
- ERP Integration: Banqup's payment infrastructure is tightly integrated with Jumbo's ERP system (SAP) for end-to-end automation of financial operations.
5. Leadership & Management
Executive Team
- Ton van Veen - Chief Executive Officer (CEO). He joined Jumbo in 2004 and was appointed permanent CEO after serving as interim CEO.
- Colette Cloosterman-van Eerd - President Commissioner (Chairperson of the Supervisory Board). She is the daughter of founder Karel van Eerd and succeeded her father as chairman of the board in March 2023. As a delegated Supervisory Board member, she acts as the link between the organization, the Supervisory Board, and the family.
- Cees van Vliet - Chief Operating Officer (COO).
- Ralph Bertrand - Chief Financial Officer (CFO).
- Anrico Maat - Director of Buying & Merchandising (ad interim).
- Jurriaan Pouw - Director of IT & Data.
- Claire Saes - Directeur HR.
Recent Leadership Changes
Jumbo Supermarkten has experienced notable leadership changes in recent years.
- In May 2024, Ton van Veen was appointed permanent CEO following a period as interim CEO. This appointment followed the stepping down of Frits van Eerd as CEO due to an ongoing investigation. Ton van Veen, who had been the financial director since 2004, stepped back to become vice-chairman of the Supervisory Board in 2022 before returning as CEO.
- In March 2023, Ton van Veen was announced as the new CEO to replace Frits van Eerd, and Colette Cloosterman-van Eerd was appointed chairman of the board.
- In September 2025, Jesper Højer, former top executive of Lidl International, was appointed as the new CEO, effective January 1, 2026. He will succeed interim CEO Tom Heidman, who took the position in March 2025. Tom Heidman, an experienced food retail manager and former CEO of C1000, was appointed interim CEO in February 2025, succeeding Ton van Veen who announced his departure.
- Ralph Bertrand was appointed as the new Chief Financial Officer. Hendrik Jan Roel was hired as interim CFO on November 1, 2025, and will join Jumbo Supermarkets in a permanent position at the beginning of 2026.
6. Talent and Growth Indicators
Hiring Trends and Workforce
Jumbo Supermarkten is a large employer, with approximately 100,000 employees, including franchise partners, as of 2024-2025. This workforce encompasses a wide range of roles from shelf stockers and delivery staff to store managers and planners in distribution centers. The company’s workforce was reported as over 85,000 in 2020. Key roles being recruited are likely within retail operations, logistics, IT, and data, supporting both its physical store network and expanding online platform.
Company growth trajectory indicators
The company's growth trajectory is demonstrated by its continuous expansion of stores and online operations. By the end of 2024, Jumbo managed 726 stores (689 in the Netherlands and 37 in Belgium), increasing to approximately 731 by mid-2025. In 2025, Jumbo concluded the year with 732 stores, with 6 net new openings. In the Netherlands, it operates 688 stores, including 12 Jumbo Food Markets, and renovated 38 stores during the year. In Belgium, the company expanded faster than the market, opening seven new stores and reaching 44 stores by year-end 2025. The company aims to open its fiftieth store in Belgium by the end of 2025, with eight more locations reportedly planned for 2024, including its first Foodmarkt (XL format) in Ghent.
Employee sentiment and culture insights
Jumbo promotes a dynamic, entrepreneurial, and customer-focused work culture, emphasizing teamwork, continuous improvement, and the "Jumbo DNA" of being together, enterprising, and winning. While specific employee sentiment from Glassdoor is not provided, the company has been recognized as an attractive employer. In 2021, Jumbo Supermarkten ranked 91st among technical students in the Netherlands's Most Attractive Employers ranking by Universum. The implementation of new mobile technology in its distribution centers has led to approximately 15% productivity improvements and increased employee satisfaction due to ergonomic design.
7. Social Media Presence and Engagement
Digital Footprint
Jumbo Supermarkten maintains an active social media presence across various platforms to engage with customers and convey its brand messaging. The company's official domain is jumbo.com. Its digital channels also include its website and app for a digital shopping experience.
Brand messaging and positioning
The brand messaging consistently highlights its customer-centric approach, emphasizing low prices, a wide product range, and high service quality, often summarized in its "7 Certainties" (Zeven Zekerheden).
Community engagement strategies
Jumbo utilizes its online presence to publish recipes for customers and focuses on themes like sustainability and healthy eating. The brand promotes its values and various initiatives, including its commitment to plant-based foods and local sourcing through content aligned with customer interests in health and environmental responsibility. Through its social media and online presence, Jumbo fosters community engagement by being responsive and dynamic to customer needs, whether in-store or online.
8. Recognition and Awards
Industry Recognition
In 2021, Jumbo Supermarkten ranked 91st among technical students in the Netherlands's Most Attractive Employers ranking by Universum.
9. Competitive Analysis
Major Competitors
Jumbo Supermarkten operates in the highly competitive Dutch and Belgian grocery retail markets.
- Albert Heijn: The undisputed market leader in the Netherlands, particularly strong in online grocery. It offers a broad assortment, a strong private label, and a significant presence across the country.
- Lidl: A leading discount supermarket that competes aggressively on price, offering a limited but carefully selected range of private label and branded products. It continues to gain market share due to its value proposition.
- Aldi: Another prominent discount retailer similar to Lidl, known for its focus on low prices and efficiency.
- Plus: A cooperative supermarket chain in the Netherlands, known for its community focus and local sourcing.
- Other Competitors: These include SPAR International, Coop, Dirk van den Broek, Hoogvliet, Nettorama, and Poiesz Supermarkten in the Netherlands. In Belgium, Jumbo competes with existing players in the market, leading to intense competition.
10. Market Analysis
Market Overview
The supermarkets and grocery stores industry in the Netherlands is substantial, with a market size of €47.6 billion projected for 2026. However, the market size has shown a slight decline with a Compound Annual Growth Rate (CAGR) of 1.3% between 2020 and 2025. Despite this, the number of businesses in the industry has grown at a CAGR of 0.7% between 2020 and 2025, reaching 3,424 businesses in 2025.
Growth potential
Online grocery shopping is a significant growth driver, projected to expand by an annual rate of 14%, reaching a total market value of approximately €7.7 billion by 2030 in the Netherlands. The online share of grocery turnover is expected to exceed 9% by 2030. The instant grocery market in the Netherlands is expected to achieve a projected revenue of USD 26,436.0 million by 2030, growing at a CAGR of 19.7% from 2023 to 2030.
Key market trends
The Dutch food and grocery retail market is experiencing consolidation, with 70% of supermarkets belonging to major players such as Albert Heijn, Jumbo, Plus, Aldi, or Lidl, which collectively account for over 75% of total supermarket floor space. The market is characterized by intense price competition, with discounters gaining share and supermarkets investing heavily in price-matching schemes. Consumer focus on value remains high, despite stabilization in EU food inflation.
Market challenges and opportunities
Challenges include intense price competition, market consolidation, and the need for significant investments in logistics and mechanization for distribution centers to ensure profitability in the evolving online market. Opportunities lie in the substantial growth of online grocery shopping, expanding into new geographical markets like Belgium, and leveraging technology for enhanced customer experience and operational efficiency.
11. Strategic Partnerships
Jumbo Supermarkten has several key strategic partnerships:
- Schuberg Philis: Partnership for migration to a public cloud platform (AWS) to achieve scalability for growing online order demand, accelerated innovation, and enhanced data analytics.
- Bloomreach: Collaboration for AI-powered solutions like Bloomreach Discovery for search, merchandising, recommendations, artificial intelligence, and personalization on its e-commerce platform.
- NCR: Implementation of self-checkout solutions, including NCR's enterprise software platform R10 and mobile scanning solution NCR FastLane Mobile Shopper.
- Zebra: Deployment of Zebra PS20 Personal Shoppers for self-scanning and store associate use in online order picking and stock management.
- Honeywell: Use of Honeywell mobile devices and forklift mobile computers in distribution centers for improved productivity.
- LDSK and My Ad Booker: Strategic partnership for the Jumbo Retail Media platform to integrate in-store media inventory with a network of advertisers through programmatic channels.
- Banqup: Banqup's payment infrastructure is tightly integrated with Jumbo's ERP system (SAP) for end-to-end automation of financial operations.
12. Operational Insights
Current market position
Jumbo Supermarkten# Jumbo Supermarkten - Comprehensive Analysis Report
Summary
Jumbo Supermarkten is a prominent family-owned supermarket chain headquartered in Veghel, Netherlands. Founded in 1921 as a food wholesale business, it evolved into retail operations in 1983 with the opening of its first supermarket. The company's mission is rooted in the belief that grocery shopping can be enjoyable every day, aiming to be the most customer-oriented company in the Netherlands and beyond. Jumbo operates as the second-largest grocery retailer in the Netherlands, holding a market share of approximately 20-22%. The company emphasizes a customer-focused approach built around "7 Certainties": the lowest price, a broad assortment, and the best service.
