Becutan, Alkaloid’s child care brand launched in 1978, enters the French market via Lidl. The portfolio of Becutan consists of over 30 basic types of products over 50 different forms of packaging.
Becutan is present in over 10 international markets including Germany, Switzerland, Norway, Sweden, the United Kingdom, Poland, Malaysia, Saudi Arabia and the United Arab Emirates. The name is a synergy of “bébé” & Cutis, the latin word for skin.
Lidl, a German retail giant with a strong position in France, positions itself there as leader in the quality-price ratio. The price positioning is below the large national leaders like Carrefour or Auchan, and Lidl stores are smaller than other chains like Leclerc or Intermarché.
After having lost clients and money between 2022 and 2025, the # 6 on the market targets a 10 % market share in 2030, up from currently 7,8 % in August 2025. They count 1 627 stores, a number they want to grow. Their revenue is about 16 bill. Euros.
BFM TV: Lidl France restarts (en Français)
Belgian-Macedonian Business Club 
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