Lidl, Aldi, Action, discount supermarkets are popular: "It's becoming the norm"

The discount market is becoming a staple of consumer habits. Nine out of ten French households have visited a discount store in the last 12 months, according to a study by Circana. "It's becoming the norm," analyzed retail marketing expert Frank Rosenthal on RMC Thursday, as stores like Action, Lidl , and Aldi, to name a few, attract ever more customers.

In the parking lot of a discount store in Villetaneuse, Seine-Saint-Denis, Aïcha proudly lists the deals she's just made, receipt in hand. This support worker for students with disabilities used to visit discount stores "occasionally." But now she's going there more and more. "Nowadays, there are even brand names. Even so, on some products, you can get 5 euros less on your cart, or even 10. Which is not insignificant these days," she adds.

A little further along the parking lot, Céline is putting "coffee, cheese, butter" in the trunk of her car. She's pleased to see "more attractive" prices than in traditional supermarkets. "Right now, it's a little harder, so I keep coming here. I haven't been to more well-known stores for a full load of groceries," explains this mother of two.

For some French people, like Malika, who is unemployed, these stores have become an essential need. "Since I've been disabled, my budget has obviously changed enormously," she told Apolline Matin . With 1,034 euros a month, she has no choice.

"It's impossible for me to go to big stores to eat. Impossible."

These stores are now increasingly attracting all types of customers, especially those with comfortable incomes. A civil servant, Sarah is in "a good situation," but because of inflation, she keeps an eye on prices. "Even people who can afford it are careful. It's not expensive, and you can find a bit of everything," she assures.

Discounts now represent "6.8% of French people's current spending," according to a study conducted by Circana . "That's no small feat," says Frank Rosenthal, a retail marketing expert. "You can't capture a portion of French spending without being accessible."

Action is one of the brands that has clearly understood the need to offer affordable prices to sell in large quantities. The Dutch group has even managed to build customer loyalty. "Customers come nine times a year on average. This is absolutely significant for stores that are often located at the back of shopping areas," notes Frank Rosenthal.

But positioning themselves at the back of shopping areas is an integral part of their strategy. "They have a model to spend as little as possible and be as efficient on price as possible for Action's customers," explains the marketing expert.

"Customers don't come looking for a beautiful store, they come looking for products with good value for money and affordable prices."

Although food accounts for the majority of purchases (59.1% according to the study), it is hygiene, cleaning and decoration products, sold in particular at Action, which are boosting the discount sector.