Colruyt's advance has been constant over recent years, but the economic crisis which began in the second half of 2008 has helped the group's fortunes rather than hindering them. Colruyt is uniquely positioned in the supermarket sector, between the deep discounters like Aldi and Lidl, and the traditional brand-name retailers like Delhaize and Carrefour. Customers appreciate the availability of brand names, according to commercial director Jean-Pierre Roelands, but they are also looking for the best possible prices. "Since the competition is increasingly playing the house-brand card," he said, "the customers are coming more and more to Colruyt."

According to Marketing Map, Colruyt can now claim 24.7% of the market, against Carrefour's 24.5%, compared with 23.5% versus 25.8% a year ago. Delhaize remained relatively stable at 21.5%, compared to 21.7% a year ago.

The biggest difference between the two contenders for top position is that Colruyt's progress has been constant, whereas Carrefour has been moving in the opposite direction, with no growth at all over the last five quarters. Last week the group's Paris headquarters wielded the axe, and Marc Oursin, general director for Belgium, was replaced by Gérard Lavinay, with instructions from CEO Lars Olofsson to draw up a new business plan by the end of the year.

The company aims to achieve savings amounting to €4.5 billion in Belgium, France, Italy and Spain. Lavinay is the fourth director of Carrefour Belgium since the French group took over the GB group in 2000.