{"id":148041,"date":"2026-05-14T12:13:51","date_gmt":"2026-05-14T10:13:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=148041"},"modified":"2026-05-14T12:13:52","modified_gmt":"2026-05-14T10:13:52","slug":"ralentissement-de-la-croissance-chez-action-le-discounter-nest-pas-a-labri-de-la-crise","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/ralentissement-de-la-croissance-chez-action-le-discounter-nest-pas-a-labri-de-la-crise\/","title":{"rendered":"Ralentissement de la croissance chez Action : le discounter n’est pas \u00e0 l’abri de la crise"},"content":{"rendered":"\n

Il semble que m\u00eame les cha\u00eenes de magasins \u00e0 bas prix comme Action<\/strong> subissent les cons\u00e9quences de l’incertitude \u00e9conomique qui r\u00e8gne depuis la guerre en Iran. La croissance du chiffre d’affaires \u00e0 p\u00e9rim\u00e8tre constant est en baisse, ce qui t\u00e9moigne d’une certaine prudence de la part des consommateurs.<\/p>\n\n\n\n

Faiblesse des ventes en France et en Allemagne<\/h2>\n\n\n\n

Au premier trimestre 2026, Action a r\u00e9alis\u00e9 un chiffre d’affaires net de 4 milliards d’euros, soit une hausse de 14 % par rapport \u00e0 la m\u00eame p\u00e9riode l’ann\u00e9e derni\u00e8re. Mais la croissance du chiffre d’affaires \u00e0 p\u00e9rim\u00e8tre constant \u2013 c’est-\u00e0-dire \u00e0 nombre de magasins \u00e9gal \u2013 n’a atteint que 3,6 %, soit moins de la moiti\u00e9 de celle enregistr\u00e9e au cours de la m\u00eame p\u00e9riode l’ann\u00e9e derni\u00e8re. Les observateurs constatent que m\u00eame les magasins \u00e0 bas prix ne sont pas \u00e0 l’abri de l’impact de l’inflation croissante, qui met le budget des m\u00e9nages sous pression. Les consommateurs se montrent particuli\u00e8rement r\u00e9ticents en France et en Allemagne, tandis que les chiffres aux Pays-Bas, en Belgique et en Europe du Sud \u00e9taient conformes aux attentes, selon un communiqu\u00e9 de presse de 3i.<\/p>\n\n\n\n

En moyenne, 22,2 millions de clients ont fr\u00e9quent\u00e9 les magasins Action chaque semaine au premier trimestre, soit une hausse de 12,4 % par rapport \u00e0 la m\u00eame p\u00e9riode en 2025. Au cours des trois premiers mois de 2026, Action a ouvert 33 nouveaux magasins, ce qui, selon l’entreprise, la met en bonne voie pour ajouter au moins 400 magasins en Europe en 2026. \u00c0 la fin du trimestre, Action comptait 3 335 magasins sur 15 march\u00e9s europ\u00e9ens.<\/p>\n\n\n\n

Mille prix r\u00e9duits<\/h2>\n\n\n\n

Action a ouvert ses deux premiers magasins en Croatie, le 15e march\u00e9 de la cha\u00eene, suscitant un vif int\u00e9r\u00eat de la part des clients. L’ouverture du premier magasin \u00e0 Sesvete (Zagreb) a g\u00e9n\u00e9r\u00e9 le deuxi\u00e8me chiffre d’affaires journalier le plus \u00e9lev\u00e9 jamais enregistr\u00e9 pour un magasin Action et confirme la confiance dans le potentiel de ce march\u00e9. En septembre, Action fera son entr\u00e9e sur son 16e march\u00e9 : la Slov\u00e9nie. Le premier magasin devrait ouvrir \u00e0 Velenje, pr\u00e8s de Ljubljana.<\/p>\n\n\n\n

\u00ab En p\u00e9riode d\u2019incertitude \u00e9conomique, les consommateurs font des choix encore plus r\u00e9fl\u00e9chis dans leurs d\u00e9penses. La hausse du co\u00fbt des courses est perceptible pour de nombreux m\u00e9nages. Dans le m\u00eame temps, de plus en plus de clients se tournent vers Action pour trouver des produits de premi\u00e8re n\u00e9cessit\u00e9 de bonne qualit\u00e9 au prix le plus bas \u00bb, d\u00e9clare Hajir Hajji, PDG d\u2019Action. \u00ab Notre client\u00e8le croissante nous offre une base solide pour l\u2019avenir. Nous avons baiss\u00e9 pr\u00e8s de 1 000 prix et continuons \u00e0 nous concentrer sur les baisses de prix, afin que les produits dont les clients ont besoin restent accessibles \u00e0 tous. \u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"

Il semble que m\u00eame les cha\u00eenes de magasins \u00e0 bas prix comme Action subissent les cons\u00e9quences de l’incertitude \u00e9conomique qui r\u00e8gne depuis la guerre en Iran. La croissance du chiffre d’affaires \u00e0 p\u00e9rim\u00e8tre constant est en baisse, ce qui t\u00e9moigne d’une certaine prudence de la part des consommateurs.<\/p>\n","protected":false},"author":3,"featured_media":148042,"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":[15,25],"tags":[],"people":[],"extra":[],"company":[417],"topic":[266],"region":[243],"class_list":["post-148041","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","category-general","company-action","topic-resultats-financiers","region-europe"],"acf":[],"yoast_head":"\nRalentissement de la croissance chez Action : le discounter n'est pas \u00e0 l'abri de la crise - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Il semble que m\u00eame les cha\u00eenes de magasins 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