Leclerc remains at the top of the favorite food brands of the French and even increases its popularity among consumers over the course of a year. This first place is the result of a study carried out by OpinionWay for Bonial, a specialist in targeted mobile advertising. It was carried out with more than 5,000 users of the application that are representative of the population. Almost a quarter of them place Leclerc in first position among the brands they have already visited.
If we are to believe the territorial breakdown proposed by the study, Leclerc is the most popular brand in all French regions with the exception of Île-de-France and Provence-Alpes-Côte-d’Azur where Carrefour, Leclerc’s dolphin in the national classification, remains leader.
The price, more than ever a central factor
This popularity of Leclerc is explained by two reasons according to the president of Bonial Laurent Landel, quoted by the parisian :
Proof of this greater importance given to portfolio management: the podium of the favorite food brands of the French is completed by Lidl. After Leclerc, the discount brand is the most popular among the 25-34 age group (and households earning less than €2,000 per month). Very popular in the Grand-Est region, it gets top marks for price (7.8/10) and ease of access (7.7/10). In addition to its price image, which has been rising almost constantly for more than four years, Lidl is also particularly appreciated for the promotions it offers.
An average budget of 470 euros per month for purchases
The OpinionWay study finds that prices are the number one criterion for choosing the food store where the French shop. Two thirds of them consider it “very important” and almost 30% as “important”. It is followed by the choice of products on sale, which is taken into account by 95% of consumers, followed closely by the ease of access to the store from home (93%) and finally promotions, which help guide the 87% of respondents.
Specifically, the monthly budget allocated to the purchase of food amounts to 470 euros per household with a fairly equitable distribution between the different sections. More than one in five French people allocates a budget of less than 200 euros, an identical proportion to that of consumers who spend more than 500 euros per month in this area. In addition, few French people remain faithful to a single food brand, since 87% of them have bought in several stores in the last year. On average, they even get their supplies from five different brands.
The study was carried out with a sample of 5,004 purchasers of food products at least once a month, from a sample of 5,138 French people, representative of the French population aged 18 and over. They were interviewed by self-administered online questionnaire between August 1 and 11.
Source: BFM TV
