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France: Variety discounter Action becomes the most favorite brand 2023

Updated: Apr 22, 2023

Consulting company EY-Parthenon unveils its 2023 ranking of the favorite brands of the French. For the first time, a foreign brand tops the ranking.

The variety discounter Action has become the favorite brand of the French in 2023 As every year, EY-Parthenon carries out a ranking of the favorite brands of the French by interviewing, with the help of the Dynata polling institute, a panel of 9300 people aged 18 and over representative of the French population. 165 brands were rated by consumers, in 18 different sectors of activity (see methodology below). "Our survey is conducted independently and is intended to be objective," says Frédéric Fessart, partner at EY-Parthenon.

Customer Experience Great first for the 2023 general ranking: Action becomes the favorite brand of the French. "For several years, Action had been progressing in the rankings. The brand has grown strongly in France by opening many stores. 80% of French people have already made purchases at Action," says Frédéric Fessart and notes: "this is the first time that a foreign brand is at the top of our ranking." Action thus beats Decathlon and Leroy Merlin who used to compete for the first place in the hearts of the French. In addition to the low prices, what seduces the French is the customer experience offered by the discounter. "The buying journey is ultra-efficient, in twenty minutes, we went around the store. The "treasure hunt" side also pleases a lot. When they go to Action, consumers tell us that they often find something surprising and new for themselves or their families," says Frédéric Fessart. Guy-Noël Chatelin, also a partner at EY-Parthenon, confirms: "They have something to say after going to Action, more than in other discount brands".

Note also the return of Picard and Histoire d'Or in the top 10 to the detriment of Sephora. Also noteworthy is Ikea's popularity rating, which continues to decline in the ranking. Below, you will find the 2023 general ranking of the favorite brands of the French and in the other articles of this dossier, you will find the rankings by sector: food, fashion, bazaar, household appliances and multimedia, DIY and gardening, beauty, fashion, sport, furniture-decoration, jewelry-watchmaking, cultural products as well as the top 10 brands involved. The general ranking and its evolution since 2020: Methodology The study measures the percentage of fans among customers who have made a purchase in the relevant category in the last 12 months. Respondents give the brands visited an overall satisfaction rating and a score on 14 criteria (scoring from 1 to 5 stars) divided into 5 general criteria (trust, quality-price ratio, quality of the offer, after-sales service, sustainable development), 5 criteria on the in-store experience (in-store decision support, in-store shopping experience, in-store shopping pleasure, kindness and advice from in-store teams, proximity), 4 criteria on the digital and omnichannel experience (online decision support, online shopping experience, online shopping pleasure, omnichannel).

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