A new study has classified general food brands according to 11 criteria evaluated by the French.
Quality, price, choice of products, welcome… Several criteria are taken into account when choosing your supermarket. Bonial and Ipsos therefore conducted a study based on 2,952 French people, who were interviewed in autumn 2024, to determine the attractiveness of French general food brands. 46 brands such as Aldi, 8 à Huit, Auchan, Carrefour, Casino, E.Leclerc, Franprix, Super U, Intermarché, Lidl and Monoprix were evaluated using a barometer established around 11 criteria.
These are “price attractiveness, value for money, ease of access to the store, variety of the offer, relevance of the offer, in-store purchasing experience, quality of the offer, the frequency of promotions, the generosity of promotions, the usefulness of promotions and social responsibility”, as specified in press release of the investigation.
The commercial attractiveness index of a brand is defined with the average of the indices obtained on each of these 11 criteria. The most attractive brand for general food obtained a score of 26 compared to a general average of 14.3. It obtains the highest index on 7 of the 11 attractiveness criteria. It is thus praised for the ease of access to the store, the variety, quality and relevance of the offer, the frequency and usefulness of promotions as well as for the purchasing experience. Promotions therefore appear to be a major strong point of the brand as well as the choice and quality of the products offered.
It is E.Leclerc who is vying for this first place. If Lidl holds the lead for the price, that was not enough. Its total index is 24.7. Carrefour is third with its hypermarkets but far behind, with an index of 19.8. The chain was designated as being the most in line with customers’ values and beliefs, particularly from an environmental and societal point of view.
In this ranking, there are particularly considerable differences on several criteria such as ease of access to the store, price attractiveness and value for money. For specialized food brands, the top three, with all an index around 20, is made up of Grand Frais, Boulangerie Marie Blachère and Picard.