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Discount store Action is France’s favourite brand for the first time

The low-price shop beat off competition from Decathlon and Leroy Merlin

Dutch discount store Action, which has 726 stores in France, has topped the annual ranking of France’s favourite brands for the first time Pic: ricochet64 / Shutterstock

Dutch discount brand Action has beaten off competition from Decathlon and Leroy Merlin to become France’s favourite brand, according to a new ranking. 

French sports brand Decathlon and DIY chain Leroy Merlin have been fighting it out for first place for years, but Action has bumped them down the 2023 list, to second and third place respectively.

Fast food giant McDonald’s was in fourth, while entertainment brand Fnac came in fifth.  

Action has risen by 10 places in the ranking in just two years, which is likely a reflection of soaring food prices and inflation. Last year (2022), it came in third place, while in 2021 it was in seventh, and in 2020 it came in 9th.

In 2022 and 2021, Leroy Merlin came first, with Decathlon in second. In 2020, Decathlon hit the top spot, with Leroy Merlin in second.

The annual study, published by management consultancy firm EY Parthenon, asked 9,300 consumers in France, with more than 56,000 opinions counted. It included more than 165 brands across 18 categories.

What is Action?

The Action group is a discount store that offers new products every week, including in the categories of food, clothing, home decor, and hygiene. Founded 10 years ago, it now has 726 stores across France. 

It made €8.9billion in 2022, reported consumer trade magazine LSA.

Guy-Noël Chatelin and Frédéric Fessart, EY-Parthenon partners and authors of the study, said: "The Covid crisis and the return of geopolitical instability in Europe continue to impact both consumption patterns and supply chains. Retailers now face new challenges. 

“The low-price discount image is asserting itself as an essential fighter in this hyper-inflationary period due to the search for good deals, the shift towards cheaper products, and of course towards second-hand. 

“However, this price battle must not compromise the quality of the offer or trust, two key dimensions that build lasting customer satisfaction and loyalty.”

France’s favourite brands: The full ranking for 2023

  1. Action 

  2. Decathlon

  3. Leroy Merlin

  4. McDonald’s

  5. Fnac

  6. Amazon

  7. Picard

  8. Ikea

  9. Leclerc

  10. Histoire d’Or

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