{"id":4241,"date":"2022-06-28T17:20:00","date_gmt":"2022-06-28T16:20:00","guid":{"rendered":"https:\/\/altavia-group.com\/?post_type=news&p=4241"},"modified":"2025-03-16T17:23:16","modified_gmt":"2025-03-16T16:23:16","slug":"la-progression-du-marche-du-hard-discount-en-france-plus-de-complexe","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/la-progression-du-marche-du-hard-discount-en-france-plus-de-complexe\/","title":{"rendered":"La progression du march\u00e9 du Hard-discount en France : plus de complexe !"},"content":{"rendered":"
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\n 12% de parts de march\u00e9 <\/h2>\n
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Lidl et Aldi passent en ce d\u00e9but d\u2019ann\u00e9e et en cumul\u00e9 \u00e0 10% de parts de march\u00e9. Une progression de 3 points en 4 ans et +0,8% suppl\u00e9mentaires rien que sur le mois d\u2019avril 2022.<\/p>\n

Cette part repr\u00e9sente m\u00eame plus vraisemblablement 12 %, si on prend en compte la bascule progressive des 500 magasins Leader Price chez Aldi et l\u2019arriv\u00e9e de nouvelles enseignes comme les 26 magasins low-cost de Carrefour baptis\u00e9s Supeco ou encore Norma et ses 71 magasins en France.<\/p>\n

12% ? Un taux qui se rapproche de plus en plus de celui record enregistr\u00e9 en 2000, lorsque la premi\u00e8re g\u00e9n\u00e9ration des Hard-discounters repr\u00e9sentait 14% de parts de march\u00e9 en France. A cette \u00e9poque, si les clients acceptaient de faire des concessions en termes de qualit\u00e9 et d\u2019exp\u00e9rience en magasin (palettes en rayon, cartons apparents, mod\u00e8le social\u2026), l\u2019engouement \u00e9tait encore mesur\u00e9, contr\u00e9 par le lancement opportun de produits premier prix par la distribution fran\u00e7aise.<\/p>\n

En Allemagne, berceau d\u2019Aldi et Lidl, le discount \u00e9crase aujourd\u2019hui tous les autres r\u00e9seaux, avec 40 % de parts de march\u00e9. Personne n\u2019envisage un tel sc\u00e9nario en France, o\u00f9 le taux de 15% pourrait n\u00e9anmoins \u00eatre rapidement atteint, avec moins d\u2019acteurs et des concepts magasins totalement diff\u00e9rents.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Une progression dans un contexte qualitatif : plus de complexe \u00e0 aller chez Lidl ! <\/h2>\n
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Le succ\u00e8s grandissant de Lidl et Aldi s\u2019explique d\u2019une part par la n\u00e9cessit\u00e9 d\u2019\u00e9conomiser ressentie par un nombre croissant de Fran\u00e7ais, confront\u00e9s au ph\u00e9nom\u00e8ne du Trading down : ceux qui achetaient auparavant une Marque Nationale se mettent \u00e0 acheter une MDD et ceux qui se tournaient encore hier vers une MDD se rendent chez Lidl.<\/p>\n

D\u2019autre part, la premiumisation de ces enseignes, lanc\u00e9e depuis quelques ann\u00e9es par le leader Lidl, s\u2019av\u00e8re payante. Chez Aldi par exemple, les produits sont maintenant mis en sc\u00e8ne et le bio a fait son entr\u00e9e dans les rayons. L\u2019acte d\u2019achat dans ces enseignes est d\u00e9culpabilis\u00e9<\/p>\n

Enseignes d\u00e9sormais matures, orchestrant une v\u00e9ritable mont\u00e9e en gamme, Lidl et Aldi et le petit nouveau en France Supeco incarnent aujourd\u2019hui un segment \u00e0 part enti\u00e8re de la grande distribution. A suivre de pr\u00e8s.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Les parts de march\u00e9 de Lidl et Aldi progressent en France, port\u00e9es par les inqui\u00e9tudes concernant le pouvoir d\u2019achat mais aussi par leur premiumisation. Les deux enseignes s\u2019\u00e9loignent petit \u00e0 petit d\u2019un concept de \u00ab hard discounter \u00bb et semblent cr\u00e9er et revendiquer un segment \u00e0 part enti\u00e8re de la grande distribution, plus statutaire, tout en offrant non plus les prix les plus bas mais le meilleur rapport qualit\u00e9 prix.<\/p>\n","protected":false},"author":10,"featured_media":4242,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"color_menu":"","footer_color_background":"","featured_image_url":"","footnotes":""},"categories":[],"tags":[],"news-type-taxonomy":[187],"news-topic-taxonomy":[],"class_list":["post-4241","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nHard Discount - En Plein Essor en France - Altavia<\/title>\n<meta name=\"description\" content=\"Le hard discount s\u00e9duit de plus en plus de Fran\u00e7ais. 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