New consecration for Picard.
The frozen king comes out on top of the eleventh edition of the ranking of brands carried out by OC&C, the results of which were published this week.
The firm regains a first place that it had already occupied in 2014, dethroning Decathlon, relegated to second place.
The sports equipment brand is followed by Leroy Merlin, Fnac and the distributor E. Leclerc.
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After a year 2020 upset by the health crisis, the French aspired to "
a certain stability
", estimates the study, which underlines the importance of criteria such as "
confidence
" and "
ease of purchase
" to convince consumers . Points on which Picard is doing well: the group benefits in particular from the high level of confidence that its consumers place in it, its multi-channel strategy which facilitates online or in-store purchases and "
its quality offer in a market. which focused on frozen food during successive confinements
”. On Twitter, Picard congratulated himself on this good result: “
this ranking is a great recognition of the work of our teams and of the unique relationship that unites us with our clients,
”wrote the firm.
To establish its ranking, the strategy consulting firm questioned 40,000 consumers during the year 2021 and evaluated nearly 700 brands.
His record was not achieved in 2020, during the health crisis.
Decathlon, Picard, Fnac and Leroy Merlin are regularly in the top 10, as are other companies such as Amazon, Grand Frais or Cultura and Yves Rocher.
On the other hand, if the e-commerce giant Amazon remains the best rated on ease of purchase, it comes out of the top 10 in 2021. An evolution explained by the erosion of the trust that consumers place in it and by the degraded perception of its CSR policy which would have “
weighed negatively in the balance
”.
A ranking revealing changes in consumption patterns
Through its assessment, the OC&C firm defines the crisis as an indicator of trends that are becoming increasingly important among consumers. Among them, sustainable development mobilizes nearly 220 billion euros in sales "
which now go through consumers who have changed their purchasing habits in favor of brands that are part of sustainable development
". "
All generations combined (with the exception of baby boomers), consumers claiming to be concerned by ecological issues have favored brands that are more respectful of the environment (or perceived as such)
", notes the document.
The health crisis has also changed purchasing prospects with, in the future, young consumers inclined to increase their consumption online and in stores, while the elderly are more economical and more wary of returning to stores.
“
Young people seem to be more optimistic than their elders coming out of the crisis,
” summarizes the study.
Finally, the home-made or DIY for "
do-it-yourself
", which has regained its craze during confinements with cooking, DIY or gardening, according to the study, remains a lasting trend for consumers.