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Action becomes the favorite brand of the French in 2023


The non-food discount brand is ahead of two regulars on the podium, Decathlon and Leroy Merlin, according to the latest ranking published on Tuesday by the EY-Parthenon firm.

It is the star brand of the moment, and the latest study by EY-Parthenon on the favorite brands of the French, published on Tuesday, bears witness to this.

For the first time in the history of this annual ranking, Action appears in first position, all sectors combined.

With 46% of “fans”, the non-food discount brand is ahead of two regulars on the podium: Decathlon (42.5%) and Leroy Merlin (39.9%), the DIY brand leaving its throne on which it was sitting for two years.

Experts from the consulting firm EY-Parthenon, who interviewed a panel of more than 9,300 French consumers, explain the success of Action - third in 2022 - by its “offer

centered on very low prices, but also – and above all


– on a shopping experience judged to be among the most effective and pleasant (little pleasures, treasure hunt)


The Dutch brand thus displays the best progression of the year in terms of “fans”: +8.4 points, and even +19 points in three years, proof of its meteoric trajectory.

In the rest of the ranking, McDonald's (4th) gains two places compared to last year, Fnac (culture) remains in 5th position, while Amazon (culture) drops two places (6th).

Picard returns to the top 10 (7th) that the frozen food brand had experienced in 2021. Ikea lost one place (8th), Leclerc won one (9th), while Histoire d'Or entered the top 10 (10th ).

Unlike Sephora (13th) and the multimedia/household appliance section of Amazon (14th), which are coming out.

Read alsoAction, la Foir'Fouille, Stokomani... With inflation, discounters are attracting a wider audience

Aroma-Zone champion of sustainable development

In the rankings by sector, of which 18 are evaluated, three are experiencing a change of leader this year.

In specialized food, Picard is back ahead of Grand Frais.

In cultural products, Fnac is ahead of Amazon, while Krys is ahead of Optic 2000 in optics.

In other categories, some brands are solid leaders and are further strengthening their lead over their competitors.

This is the case of Action, Leroy Merlin, Decathlon and Leclerc.

Finally, for the first time this year, the EY-Parthenon firm has compiled a list of brands from the point of view of sustainable development, based on the score that consumers have given them in terms of social and environmental responsibility.

In this regard, Aroma-Zone comes first, ahead of Yves Rocher and Biocoop.

Source: lefigaro

All business articles on 2023-04-05

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