Purchasing behaviors have changed.
With the high inflation of the last two years, the French, constrained by their budgets, are multiplying strategies to reduce the amount of the receipt: massive recourse to private labels, renunciation of certain products, but also rush to discounters, including for non-food.
The figures prove it: “in three years, the number of checkouts in a discount store – Action, Noz, and other Stokomani, we're not talking about Lidl or Aldi – has exploded, by around 87%. », Reports Nicolas Léger, analytical director and consumption expert at NielsenIQ, based on the figures communicated as part of the report for the year 2023.
The increase in the number of these stores partly explains this enthusiasm.
But not only.
As proof, Action's turnover, which increased by 24% in 2023, where the number of purchasing households increased by 18% and the number of points of sale by 10% (800 in total), is moving forward. the study.
“These brands certainly crisscross the territory, but there is also an inflation effect,” he continues.
The purchasing power of the French is in crisis.
They are more than ever looking for good deals.
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The average basket at Action increased by 5 euros
These brands are in fact renowned for offering low prices, particularly in the bazaar world but also on drugstore, perfumery and hygiene products (DPH).
At Action, you can find the 750 ml bottle of Ajax vitres at 1.98 euros compared to 2.53 euros at Leclerc or the Ushuaïa Polynésie shower gel at 1.79 euros compared to 2.24 euros.
An undeniable price advantage, to the point that these sale stores become “competitors” of supermarkets in this category of items.
“11% of hypermarket losses on the DPH come directly from competition from discount stores,” the study specifies.
Also read Action, Stokomani, B&M… we compared these discount stores with traditional brands
Taking into account only food and DPH items, the amount of the average basket at Action — 48 euros over the year — increased by 5 euros between 2022 and 2023. We are certainly still very far from the 195 euros annually spent on hygiene and beauty products by households in supermarkets.
But the situation could quickly change.
“The postponement of purchases to sales is likely to be even stronger this year with the entry into force of the Descrozaille law, which puts an end to big promotions in supermarkets on this type of item,” warns Nicolas Leger.
Significant reductions – sometimes of the order of 70% – on packs of laundry detergent or shower gels sometimes allowed mass retail brands to compete with discounters.
However, from March 1, they will be limited to 34%.