Decathlon confirms its leadership position. At the top of the ranking of France’s favorite French companies for the third consecutive year, the sports brand is closely followed by Peugeot and E. Leclerc, according to the barometer prepared by Eight Advisory and Ifop published in the Sunday Newspaper (JDD).
Among the criteria used to establish this ranking, we find the ability to improve the daily life of the French but also to innovate, as well as its propensity to attract employees. The impact on the French economy, environmental responsibility and the ability to project a good image of France are also assessed.
The irruption of Blablacar and Grand Frais
At the top of the table, the tricolor automotive sector is well represented this year. In addition to Peugeot, which occupies the second step of the podium, by gaining two places, Renault rises to fifth position and Citroën goes from twelfth to ninth place.
A trend that could be explained by the innovative efforts of manufacturers and their strong impact on the day-to-day life of a part of the population. “Automotive brands also benefit from their efforts in the development of electric cars,” estimates Stéphane Nénez, a partner at the firm Eight Advisory in the columns of the JDD.
And among the 77 ranked companies, it is Blablacar, another key player in automotive mobility, that has registered the most impressive increase. Ranked 42nd last year, the ride-sharing platform is 26th in this year’s ranking, just ahead of Air France.
As for the retail sector, its balance is mixed in this period of inflation of food products. While E. Leclerc remains by far the favorite brand of the French, in third place, other historical brands such as Système U and Auchan have lost some positions and dropped to 40th and 32nd place respectively. They are even surpassed by the Grand Frais brand (24) which registered an impressive jump of eleven places.
The least convincing luxury
Despite their international popularity, French luxury brands are losing ground. It is in particular his ability to change the daily life of the French that he struggles to convince the people interviewed. Chanel loses eight places to 30th place, just ahead of Dior. The Hermès brand plummeted to 50th place. Luxury group Louis Vuitton also fell 14 places to 47th place.
Finally, depending on the sex and age of the respondents, the classification is slightly different. On the podium of companies acclaimed by women is Decathlon, followed by Yves Rocher and E. Leclerc while, in the men’s category, Peugeot leads Decathlon on a tightrope, Airbus climbs the third step of the podium. Those over 35, for their part, place Decathlon, Peugeot and EDF at the top of the ranking.
The survey was carried out with a sample of 3,011 people representative of the French population over 18 years of age, using a self-administered online questionnaire from September 21 to 28, 2022. The representativeness of the sample is guaranteed by the quota method.
Source: BFM TV
