When discussing European food retail today, it's wise to use the term market with caution. Europe isn't a uniform playing field dominated by a few global giants. Instead, it's a mosaic of national quirks, local leaders, and ingrained shopping habits. This complexity makes Europe both challenging and resilient. The fragmented structure isn't inefficient; it's a reflection of closeness to customers. Nowhere else is the food trade so intertwined with culture, daily life, and tru