YouGov takes stock of the last twelve months on the super/hypermarket sector. After a year 2023 marked by persistent inflation and changes in consumer behavior, which brands stood out in 2024? Which brand obtained the best score in terms of Value for Money? Which brands have captured the attention of consumers? Are consumers still attracted by private labels?
Value for money: Lidl joins E.Leclerc on the top step of the podium in 2024
Among the supermarkets we track in our BrandIndex tool, E.Leclerc et Lidl are clearly in the lead in terms of Quality/Price ratio in 2024. If E.Leclerc is rather stable from one year to the next, Lidl experiences a significant increase of 2.2 points and therefore finds itself neck and neck with E.Leclerc on the first step of the podium.
The two brands rely heavily on the theme of low prices, like the campaign imagined by the Marcel agency for Lidl “ Whoever you are ».
Grand Frais achieves the greatest progress in the Advertising Souvenir score
Within the super/hypermarket sector, Grand Frais is the brand making the most progress on the Advertising Souvenir indicator in 2024. The brand goes from an average annual score of 18.4% in 2023 to 20.6% in 2024 is a significant increase of 2.2 points.
There are several highlights during the year. In May, the brand launched a campaign called “In the Food for Love”. In September, she also made waves by teaming up with Pascal Soetens (aka Pascal Le Grand Frère) to produce a 3-episode web series broadcast on TikTok and YouTube.
Note: Grand Frais already made good progress between 2022 and 2023, of 3.1 points. The trend therefore continues this year.
-Private labels still very present in shopping carts
In 2024, private labels will confirm their popularity among consumers. Since 2021, they are the only ones to experience constant progression, with increase of almost 6 points in just three years.
If local, organic and responsible products were in sharp decline in 2023, we observe a renewed interest in 2024, especially in organic products (+3 points).
Photo by Annie Vo on Unsplash
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