Share, Stokomani, Noz… With inflation, traffic to “sale stores” has increased sharply.

Buying behavior has changed. In the context of high inflation over the past two years, the French, constrained by their budgets, are multiplying strategies to reduce the amount of revenue: mass appeal to private labels, refusal of some goods, as well as flight to discounters, including non-products. food. The figures bear this out: “in three years, the number of checkouts in discount stores – Action, Noz and other Stokomani, we are not talking about Lidl or Aldi – has increased sharply by about 87%,” reports Nicolas Léger. , research director and consumer expert at NielsenIQ, based on data presented as part of the 2023 report.

The increase in the number of such stores partly explains the enthusiasm. But not only. As evidence moves forward, Action’s turnover increased by 24% in 2023, with the number of household buyers increasing by 18% and the number of outlets by 10% (800 in total), the study said. “These brands are certainly crossing territory, but there is also an inflationary effect,” he continues. The purchasing power of the French is in crisis. They’re looking for deals more than ever. »

The average basket in Action increased by 5 euros

These brands are actually known for offering low prices, especially in the bazaars and also on pharmaceutical, perfume and hygiene products (DPH). At Action you can find a 750ml jar of Ajax vitres for €1.98, compared to €2.53 at Leclerc, or Ushuaïa Polynésie shower gel for €1.79, compared to €2.24. An undeniable price advantage, to the point that these sales stores become “competitors” of supermarkets in this category of goods. “11% of hypermarkets’ data center losses are directly due to competition from discount stores,” the study clarifies.

Taking into account only food and DPH products, the average basket value in Action – €48 per year – increased by €5 between 2022 and 2023. We are, of course, still very far from reaching the 195 euros that are spent annually on hygiene and beauty products. households in supermarkets. But the situation can change quickly. “The delay in purchases before sales is likely to be even stronger this year with the entry into force of the Decrosaille law, which will put an end to large promotions in supermarkets for this type of product,” warns Nicolas Léger. Significant discounts—sometimes as much as 70%—on packages of laundry detergent or shower gel have sometimes allowed mass retail brands to compete with discounters. However, from March 1, they will be limited to 34%.