Mass distribution: the brands to which the French are most attached – economymatin


Large-scale retailers have played a leading role in ensuring the food supply of the French since the outbreak of the health crisis. A survey recognizes E. Leclerc as the preferred brand of consumers.

Despite a very complicated 2020 for many sectors of the economy, mass distribution is doing quite well. The signs were essential and they allowed consumers to refuel when most stores were closed. Driven by food purchases, the income of supermarkets and hypermarkets grew by 8.3%, according to the Kantar firm, despite attendance down 5%. The French have thus adopted new ways of consuming such as home delivery, drive and of course online orders. A Dunnhumby survey establishes the ranking of the favorite brands of the French, those with which they maintain a bond of trust.

Leclerc in first place

In this study carried out among 4,000 consumers and covering 21 brands, it is E. Leclerc who is doing well with an index of 141 (knowing that beyond 100, the people questioned are “attached” to the brand). Carrefour is second with 124, Intermarché completes the podium with an index of 120. Then, Super U is fourth with 118, followed by Auchan (110) and Lidl (105). The other brands are all below the 100 point mark. Leclerc is therefore essential among consumers, it is the brand where the French prefer to go shopping.

First on prices: Lidl

In detail, Lidl is first on prices, with an index of 111, while Leclerc and Intermarché follow with an index of 109 and 106, respectively. Intermarché takes first place in terms of the quality of customer relations (108) , followed by Leclerc and Carrefour with 107 each. In terms of the quality of the offer, Leclerc is first with 107, ahead of Carrefour (105). Intermarché won in the field of in-store experience (106), ahead of Leclerc and Système U (105 each).

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