Yanis Darras 10:01 p.m., March 27, 2024
In 2024, it is Action which is the favorite brand of the French, followed by Decathlon and Leroy Merlin, according to the new EY-Partheon barometer, unveiled exclusively by Europe 1. A ranking identical to that of 2023. But at the foot of podium, new brands are appearing.
Hard discount is popular with the French. Faced with inflation, customers have turned to its brands which lower prices on the shelves, compared to supermarkets. In detail, it is above all Action which is doing well and which, for the second year in a row, is the favorite brand of the French, with a fan rate of nearly 45.7%, the barometer revealed this Wednesday from EY, revealed exclusively by Europe 1.
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Find Lionel Gougelot's interview at 6:40 a.m. with Frédéric Fessart, partner at EY-Parthenon, on the occasion of the 2024 study on "The French's favorite brands"
Picard and Ikea are making rapid progress
For its part, Decathlon carefully retained its second place for the fourth consecutive year, with 43.6% fan rate. Finally, Leroy Merlin completes the podium, with a bitter third place for the DIY company which was, in 2021 and 2022, the favorite company of the French.
At the foot of the podium, the frozen food specialist Picard climbs to fourth place in the ranking. This is three places better than last year. For its part, Ikea is also progressing and takes fifth place, closely followed by Leclerc. The mass distribution brand is also experiencing rapid growth, going from 9th to 6th place in one year. A change due in particular to its commitment to fight against inflation, including its leader, Michel-Édouard Leclerc, who regularly communicates on the subject in the press.
Credit: EY-Parthenon
The second hand is a hit
According to the authors of the barometer, more than 85% of those questioned admit to changing their behavior with the increase in prices, chasing promotions, turning to cheaper products or favoring reducing consumption. The success of second-hand products also continues. In 2023, nearly 60% of households said they purchased a second-hand product during the year. Proof of the craze, almost one household in five even declares doing so more in 2023 than in 2022. Vinted is thus the preferred brand of online fashion customers, even if this does not allow it to make a breakthrough in the top 10.
On the other hand, Fnac, Amazon Culture and McDonald's fell in the ranking, now respectively occupying 7th (-2 places), 8th (-2 places) and 9th (-5 places) in the 2024 edition table.