The analysis of the monthly study by panelist Kantar for November reveals that the movement of “yellow vests” has accentuated the trends observed for several months. The French have done their food shopping more on the Internet and have visited hypermarkets less. Auchan and Carrefour, which were already suffering from customer disaffection with stores over 2,500 m², are losing ground against brands such as Intermarché, Système U and Leclerc, positioned on generally smaller formats. Gaëlle Le Floch, director of strategic studies at Kantar, analyzes these changes in consumer behavior exacerbated by the “yellow vests”.
Challenges. What was the impact of the “yellow vests” movement for large food retailers in November?
Gaëlle Le Floch. According to our survey carried out from October 29 to November 25, the movement of “yellow vests” has accelerated the gloom in the sector that we could observe since the beginning of the year. Because regardless of the “yellow vests”, the market was already unfavorable and the sector was not boasting. Thus, the growth in turnover achieved by the so-called generalist circuits represented by supermarkets, hypermarkets, hard discounters, convenience stores and the Internet has only reached 0.8% since January, against 1 to 2% per year on the past eight years. French spending on consumer goods rose 0.7% in November, growth twice as low as that observed over the past twelve months. The French also bought less products (-0.9%), a trend since January but which has accelerated over the past month. For months, we have been experiencing a mini-revolution in the way of consuming. A large number of French people want to be careful what they eat. They prefer organic, local, which is more expensive. They buy less but better. The numbers all point in that direction, but the movement intensified in November.