Drum roll... Since 2015, the French Preferred Brands Observatory has revealed its usual ranking.
And this year again, consumers remain “
very attached
” to everyday brands.
Conducted with OpinionWay with 4,900 consumers on more than 1,300 brands, La Laitière came first in the overall rankings, followed by Lu then Lindt.
The big winner recovered three places compared to 2022. She had already won first place in 2017, tied with Lu. According to the observatory, this result is due to the "renovation
of the brand's advertising saga
", the emphasis on product quality and authenticity, as well as its slogan "
It's so good to take the time
".
Food is being overtaken by brands such as Samsung, which comes in 13th position and gains seven places compared to last year.
Bic also enters the top 30 and reaches 16th place.
Among the top “
proximity
” brands, Decathlon won the gold medal once again, followed by Leclerc and Amazon.
At the level of the top "
commitment
", it is the Green Tree which takes first place with a "
wide lead
" over its competitors.
For the top “
trust
”, the household appliance brand Bosch comes first, followed by Michelin and Evian.
Finally, in the list of brands that have made the most progress, Kadeos, a specialist in gift vouchers, is the first.
“The French find themselves forced to arbitrate between savings and pleasure purchases”
Regarding the major trends, the observatory highlights the simultaneous progression of premium and entry-level brands, indicating a growing divide between consumers.
“
In an uncertain context marked by inflation and an accumulation of crises, the French find themselves forced to arbitrate between savings and pleasure purchases.
In this context, this year more than ever consumers are favoring brands close to them with brands that are an integral part of their daily lives,
” said OpinionWay Deputy Director Frédéric Micheau.
According to the results of the survey, the French appreciate the proximity of brands more than trust, quality, accessibility or even their commitments.
But despite this need for consumers to have brands close to them, pure players like Doctolib, Amazon and Boursorama were more popular this year.