{"id":137443,"date":"2025-12-12T10:59:44","date_gmt":"2025-12-12T09:59:44","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=137443"},"modified":"2025-12-12T10:59:47","modified_gmt":"2025-12-12T09:59:47","slug":"action-nest-plus-un-discounter-non-alimentaire-14-des-clients-y-achetent-des-produits-alimentaires","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/action-nest-plus-un-discounter-non-alimentaire-14-des-clients-y-achetent-des-produits-alimentaires\/","title":{"rendered":"Action n’est plus un \u00ab discounter non alimentaire \u00bb : 14 % des clients y ach\u00e8tent des produits alimentaires"},"content":{"rendered":"\n

Action <\/strong>est connu pour \u00eatre un discounter dans le secteur non alimentaire, mais selon Nielsen IQ, son impact ne se limite plus \u00e0 cela depuis longtemps. \u00ab Le d\u00e9taillant devient progressivement un acteur important dans le secteur des produits de grande consommation \u00bb, peut-on lire.<\/p>\n\n\n\n

Un tiers de plus en alimentation<\/h2>\n\n\n\n

\u00ab Action est plus qu’un discounter non alimentaire \u00bb, d\u00e9clare Nathalie Stepien de Nielsen IQ au Lebensmittel Zeitung. Les nouveaux chiffres du cabinet d’\u00e9tudes de march\u00e9 montrent que de plus en plus de clients ach\u00e8tent \u00e9galement des produits alimentaires et quasi alimentaires chez Action, d\u00e9laissant pour cela leur supermarch\u00e9 ou discounter habituel. L’analyse montre que la cha\u00eene absorbe principalement du chiffre d’affaires des grands discounters alimentaires<\/a>, notamment Aldi et Lidl.<\/p>\n\n\n\n

Aujourd’hui, 13,7 % des m\u00e9nages allemands ach\u00e8tent des produits FMCG chez Action. La p\u00e9n\u00e9tration est pass\u00e9e de 7,9 % au d\u00e9but du mois d’octobre 2023 \u00e0 10,3 % un an plus tard et \u00e0 13,7 % \u00e0 la fin du mois de septembre 2025. Avec environ 150 millions d’euros, la part de march\u00e9 reste certes inf\u00e9rieure \u00e0 1 %, mais la croissance est importante : Nielsen IQ enregistre cette ann\u00e9e une augmentation de 73 % du chiffre d’affaires des produits non alimentaires. <\/p>\n\n\n\n

43 % de cette augmentation est due au transfert de clients provenant d’autres magasins. Dans le secteur alimentaire, le chiffre d’affaires augmente de 35 % ; ici, 67 % du chiffre d’affaires suppl\u00e9mentaire provient m\u00eame d’un changement de canal de distribution.<\/p>\n\n\n\n

Encore plus de potentiel<\/h2>\n\n\n\n

Selon les chercheurs, Action parvient en outre \u00e0 fid\u00e9liser rapidement de nouveaux clients. \u00ab Une fois qu’ils sont entr\u00e9s, ils reviennent souvent \u00bb, concluent-ils. Les achats r\u00e9p\u00e9t\u00e9s augmentent, ce qui, combin\u00e9 \u00e0 l’expansion continue des magasins, indique un potentiel de chiffre d’affaires consid\u00e9rable.<\/p>\n\n\n\n

Ce potentiel est \u00e9galement confirm\u00e9 par l’exp\u00e9rience en France, o\u00f9 Action compte plus de 800 magasins. Les consommateurs fran\u00e7ais d\u00e9pensent par exemple d\u00e9j\u00e0 environ 14 % de leur budget consacr\u00e9 aux soins corporels chez Action. Cela souligne le fait que le discounter peut \u00e9galement se d\u00e9velopper rapidement dans les cat\u00e9gories FMCG.<\/p>\n\n\n\n

Les chiffres de Nielsen IQ montrent clairement qu’Action n’est plus uniquement un ph\u00e9nom\u00e8ne non alimentaire. Le discounter est en train de devenir un acteur de la grande distribution plus large, capable de grignoter des parts de march\u00e9 structurelles aux marques \u00e9tablies, y compris dans le secteur alimentaire. Les supermarch\u00e9s voient ainsi appara\u00eetre un nouveau concurrent.<\/p>\n","protected":false},"excerpt":{"rendered":"

Action est connu pour \u00eatre un discounter dans le secteur non alimentaire, mais selon Nielsen IQ, son impact ne se limite plus \u00e0 cela depuis longtemps. \u00ab Le d\u00e9taillant devient progressivement un acteur important dans le secteur des produits de grande consommation \u00bb, peut-on lire.<\/p>\n","protected":false},"author":5,"featured_media":137444,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[],"people":[],"extra":[43],"company":[417,203,204],"topic":[386],"region":[],"class_list":{"0":"post-137443","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"extra-plus","10":"company-action","11":"company-aldi","12":"company-lidl","13":"topic-fmcg"},"acf":[],"yoast_head":"\nAction n'est plus un 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