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Action remains the favorite brand of the French in 2024, ahead of Decathlon and Leroy Merlin

Action is definitely on the rise.

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Action remains the favorite brand of the French in 2024, ahead of Decathlon and Leroy Merlin

Action is definitely on the rise. The Dutch store chain, which has more than 800 stores in France, remains in 2024 the favorite brand of the French for the second consecutive year, all sectors combined. According to EY-Parthenon, which carried out this survey in January 2024 on a panel of more than 10,000 buyers, the discounter brings together 46% of “fans”, ahead of two regulars in the ranking, Decathlon (43.6%) and Leroy Merlin (39.4%). The podium therefore remains unchanged compared to 2023.

The success of Action, known for its low prices, is easily explained in a context where inflation “persists”. “In a context where inflation still reaches 2.9% over one year, 41% of households surveyed say they prioritize their purchasing power first: this is 10 points more than two and a year ago. point more than last year,” explain Guy-Noël Chatelin and Frédéric Fessart, EY-Parthenon partners and authors of the study. 84% of buyers of everyday objects go to Action, an increase of 4 points. “This penetration rate is the third highest across all sectors, after Decathlon and McDonald’s,” note the authors.

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In the rest of the ranking, the frozen products brand Picard, in fourth place, gained three places compared to last year, dethroning the fast food chain McDonald's. The cultural branch of Fnac was ousted from fifth position by the Swedish furniture giant Ikea, which rose three places. The fall of the Fnac and Amazon brands benefits E.Leclerc, which also moved up three places, to become the sixth favorite brand of the French. The biggest disappointment remains that of McDonald's, which, leader in catering in France, nevertheless lost five places between 2023 and 2024. As for the jeweler Histoire d'Or, which entered the top 10 last year, there is no no longer appears this year, replaced by the “gardening” section of Leroy Merlin.

In the sector rankings, of which 18 are evaluated, four are experiencing a change of leader this year. In the “adult fashion” segment, the second-hand platform Vinted now occupies first place, ahead of Zalando. When it comes to gardening, Leroy Merlin is ahead of Gamm Vert. Decathlon, historically not valued in sports fashion, is now ahead of Nike in the sector. Finally, in the cultural products section, Fnac is once again ahead of Amazon.

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If some brands have lost fans over the past year (Kiabi Enfants, Sephora, Histoire d'Or, Buffalo Grill, McDonald's), others are more popular with the public than they were last year. pass. This is the case for E.Leclerc, Picard, Amazon, Ikea, Krys, Decathlon and Vinted, which are benefiting from the growing French enthusiasm for second-hand goods. “More than 60% of households purchased second-hand goods this year and even more than 70% among children’s fashion buyers,” underline the authors of the study.

EY-Parthenon also produced a ranking of brands from a sustainable development point of view, based on the rating that consumers gave them in terms of social and environmental responsibility. The natural products brand Aroma-Zone, which was already at the top of the podium in 2023, is once again crowned by consumers this year, ahead of Yves Rocher and Biocoop. “Despite the pressure on purchasing power, 27% of households say they choose primarily based on social and environmental responsibility issues,” indicates the consulting firm.

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