{"id":24669,"date":"2023-02-07T15:54:42","date_gmt":"2023-02-07T14:54:42","guid":{"rendered":"https:\/\/observatoirecetelem.com\/lobservatoire-cetelem-de-la-consommation\/secteurs-et-marques-une-triple-incarnation"},"modified":"2025-11-27T17:54:14","modified_gmt":"2025-11-27T16:54:14","slug":"sectors-and-brands-a-dominant-triumvirate","status":"publish","type":"page","link":"https:\/\/observatoirecetelem.com\/en\/lobservatoire-cetelem-de-la-consommation\/from-forced-choice-to-smart-purchase-a-low-cost-to-suit-everyone\/sectors-and-brands-a-dominant-triumvirate","title":{"rendered":"Sectors and brands: a dominant triumvirate<\/strong>"},"content":{"rendered":"
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Clothing, food and air travel: top of the low-cost tree<\/strong><\/strong><\/h2>\n<\/div>\n\n
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While the low-cost concept has gradually spread to all sectors, three in particular have grown to embody the concept more powerfully. Clothing, food and air travel are the three sectors most synonymous with low-cost products, according to 66%, 62% and 58% of Europeans, respectively. In fourth place is mobile telephony, which reflects how successful operators have been in developing low-cost offerings in what is often a highly competitive field. Conversely, the car industry, a market in which Dacia\u2019s success caused something of a paradigm shift, is rarely associated with the low-cost concept (39%). The same goes for banks, despite the emergence of a substantial online market, as well as energy, a sector that has recently been opened to competition in a number of countries (Fig. 8)<\/strong>.<\/p>\n<\/div>\n\n

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\n Fig 8 – Level of development of low-cost according to sectors\n <\/p>\n \n \n Download this infographic for your presentations\n <\/a>\n <\/div>\n

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\n \"Comparison\n \n The infographic presents, in percentage, the level of development of the low-cost market in 13 sectors. The responses are divided into “Very developed”, “Rather developed”, “Rather not developed”, and “Not at all developed”.\n\nData by sector:\n1. Clothing, textiles\nVery developed: 18%\nRather developed: 48%\nRather not: 27%\nNot at all: 7%\nTotal developed: 66% – Total not developed: 34%\n\n2. Food retailers\n16% \/ 46% \/ 30% \/ 8%\nTotal developed: 62% – Not developed: 38%\n\n3. Air transport\n16% \/ 42% \/ 31% \/ 11%\nTotal developed: 58% – Not developed: 42%\n\n4. Mobile phone operators\n13% \/ 40% \/ 36% \/ 11%\nTotal developed: 53% – Not developed: 47%\n\n5. Appliances\n11% \/ 40% \/ 40% \/ 9%\nTotal developed: 51% – Not developed: 49%\n\n6. Furniture\n11% \/ 40% \/ 39% \/ 10%\nTotal developed: 51% – Not developed: 49%\n\n7. Hotels, accommodation\n10% \/ 38% \/ 40% \/ 12%\nTotal developed: 48% – Not developed: 52%\n\n8. Digital tools (computers, smartphones, tablets)\n11% \/ 36% \/ 41% \/ 12%\nTotal developed: 47% – Not developed: 53%\n\n9. Gardening and DIY\n9% \/ 37% \/ 43% \/ 11%\nTotal developed: 46% – Not developed: 54%\n\n10. Rail, bus, or car transport\n10% \/ 34% \/ 41% \/ 15%\nTotal developed: 44% – Not developed: 56%\n\n11. Automobile\n10% \/ 29% \/ 44% \/ 17%\nTotal developed: 39% – Not developed: 61%\n\n12. Banks\n10% \/ 29% \/ 41% \/ 20%\nTotal developed: 39% – Not developed: 61%\n\n13. Energy providers\n8% \/ 28% \/ 42% \/ 22%\nTotal developed: 36% – Not developed: 64%\n\nThe perceived development is highest in textiles, food, and air transport, and lowest in energy, banking, and automobiles.\n\nSource: Cetelem Observatory 2023\n <\/span>\n <\/figure>\n <\/div>\n <\/div>\n<\/div>\n\n
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Lidl, Ryanair and Aldi: a renowned trio<\/h2>\n<\/div>\n\n
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Thus, three sectors stand out, but so do three brands.
Lidl tops the list, having been cited spontaneously by 16% of Europeans, followed by Ryanair, the brand that revolutionized the airline industry, and Aldi, the first established retailer to take the low-cost route (Fig. 9)<\/strong>.<\/p>\n<\/div>\n\n

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\n Fig 9 – Brands most associated with low-cost\n <\/p>\n \n \n Download this infographic for your presentations\n <\/a>\n <\/div>\n

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\n \"Top\n \n The infographic presents the five most frequently cited brands when respondents are asked to name up to three companies that symbolize low-cost. The results are expressed as a percentage of spontaneous responses.\n\nData:\nLidl: 16%\nRyanair: 14%\nAldi: 11%\nEasyJet: 7%\nPrimark: 4%\n\nFood retailers (Lidl, Aldi) and air transport (Ryanair, EasyJet) are among the brands most associated with low-cost.\n\nSource: Cetelem Observatory 2023\n <\/span>\n <\/figure>\n <\/div>\n <\/div>\n<\/div>\n\n
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But although these three brands have a truly international reach, a geographical analysis highlights certain particularities specific to each country. Poland\u2019s Biendronka, for example, is a decidedly local low-cost phenomenon (Fig. 10)<\/strong>.<\/p>\n<\/div>\n\n

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\n Fig 10 – Brand most associated with low-cost by country\n <\/p>\n \n \n Download this infographic for your presentations\n <\/a>\n <\/div>\n

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\n \"Map\n \n The infographic represents a map of Europe indicating, for each country studied, the brand most frequently cited as a symbol of low-cost. Each country is associated with a single brand. The labels are placed around or inside the borders depending on the available space.\n\nData by country:\nGermany: Lidl\nAustria: Hofer\nBelgium: Aldi\nBulgaria: Wizz Air\nSpain: Ryanair\nFrance: Lidl\nHungary: Wizz Air\nItaly: Ryanair\nPoland: Biedronka\nPortugal: Ryanair\nCzech Republic: Tesco\nRomania: Wizz Air\nSlovakia: Ryanair\nSweden: Lidl\nUnited Kingdom: Aldi\n\nAccording to the countries, food retailers (Lidl, Aldi, Biedronka) or low-cost airlines (Ryanair, Wizz Air) are the most frequently cited.\n\nSource: Cetelem Observatory 2023\n <\/span>\n <\/figure>\n <\/div>\n <\/div>\n<\/div>\n\n
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\n Fig 11 – Main low-cost brands in Europe by sector\n <\/p>\n \n \n Download this infographic for your presentations\n <\/a>\n <\/div>\n

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\n \"Table\n \n The infographic presents a table similar to the previous one, covering eight additional countries. The sectors remain: food, DIY, furniture\/decoration, air transport.\n\nTable data:\nGermany\nFood: Lidl, Aldi, Penny, Netto, Kaufland\nDIY: Bauhaus\nFurniture\/decoration: Action, Ebay, Hema, KiK, NKD, Ikea\nAir transport: Germanwings, Air Berlin, EasyJet, Ryanair, Eurowings\n\nAustria\nFood: Hofer, Norma, Lidl\nDIY: Bauhaus\nFurniture\/decoration: Action, Ebay, Willhaben\nAir transport: Wizz, Ryanair, EasyJet, Eurowings, Vueling, Transavia, Jet2\n\nBelgium\nFood: Lidl, Aldi, Penny\nDIY: Brico Planit, Brico D\u00e9p\u00f4t, Mr Bricolage, HUBO\nFurniture\/decoration: Action, 2ememain, Hema, La Foir\u2019Fouille, Ikea, Gifi\nAir transport: Transavia, Ryanair, Iberia, Blue Air, Vueling, EasyJet, Air Arabia\n\nBulgaria\nFood: Lidl, Penny, Kaufland\nDIY: Mr Bricolage\nAir transport: Wizz, Ryanair, Transavia, Jet2\n\nSpain\nFood: Aldi, Lidl, Mere, Dia, Primaprix\nDIY: Bauhaus, Mr Bricolage, Brico D\u00e9p\u00f4t\nFurniture\/decoration: Action, Gifi, Hema\nAir transport: Vueling, Iberia Express, Volotea, Ryanair, EasyJet, Aer Lingus, Transavia, Germanwings, TUIFly\n\nFrance\nFood: Lidl, Aldi, Supeco, Ed, Costco, Netto, Primaprix\nDIY: Brico D\u00e9p\u00f4t, Brico Man\nFurniture\/decoration: Action, Gifi, Hema, Costco, Leboncoin, Ikea, Normal\nAir transport: EasyJet, Transavia, Ryanair, Vueling, Volotea\n\nHungary\nFood: Aldi, Lidl, Coop\nDIY: Bauhaus\nAir transport: Wizz, Ryanair, EasyJet, Vueling, Jet2\n\nLidl, Aldi, Ikea, Bauhaus, and low-cost airlines dominate the list of most representative brands in each country.\n\nSource: C-Ways\n <\/span>\n <\/figure>\n <\/div>\n <\/div>\n<\/div>\n\n
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\n Fig 11 (part 2) – Main low-cost brands in Europe by sector\n <\/p>\n \n \n Download this infographic for your presentations\n <\/a>\n <\/div>\n

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\n \"Table\n \n The infographic presents a table listing the main low-cost brands for eight European countries. The sectors covered are: food, DIY, furniture\/decoration, and air transport.\n\nTable data:\n\nItaly\nFood: Aldi, Lidl, Penny, EuroSpin, IN’s Mercato, MD Discount\nDIY: Bricocenter\nFurniture\/decoration: Action, Gifi, Ikea\nAir transport: Volotea, Ryanair, Wizz, Transavia, EasyJet, BlueAir, Vueling\n\nPoland\nFood: Kaufland, Aldi, Lidl\nFurniture\/decoration: Action, Ikea\nAir transport: Wizz, Smartwings, Vueling, Ryanair, EasyJet, Norwegian.no\n\nPortugal\nFood: Aldi, Lidl\nDIY: Brico D\u00e9p\u00f4t\nAir transport: Ryanair, Iberia, Transavia, Norwegian.no, Air Arabia, EasyJet, Vueling, Blue Air, Eurowings\n\nCzech Republic\nFood: Lidl, Penny, Kaufland\nDIY: Bauhaus\nFurniture\/decoration: Ikea\n\nRomania\nFood: Cora, Lidl, Mere, Kaufland, Penny\nDIY: Mr Bricolage, Brico D\u00e9p\u00f4t\nAir transport: Wizz, Blue Air, Ryanair, Vueling\n\nUnited Kingdom\nFood: Lidl, Aldi, B&M (distribution), Poundland, Poundstretcher\nFurniture\/decoration: Gumtree, Hema, Ikea\nAir transport: Smartwings, EasyJet, Ryanair, Germanwings, Wizz, Norwegian.no, Jet2, Vueling, AirEuropa, Transavia\n\nSlovakia\nFood: Kaufland, Lidl\nDIY: Bauhaus\nFurniture\/decoration: Ikea\nAir transport: EasyJet, Ryanair\n\nSweden\nFood: Netto, Lidl\nDIY: Bauhaus\nFurniture\/decoration: Ikea\nAir transport: Ryanair, Air Arabia, Norwegian.no, Vueling, Wizz, Eurowings, EasyJet, Blue Air\n\nThe most frequent low-cost brands vary by country, with a recurring presence of Lidl, Aldi, Bauhaus, Ikea, and airlines like Ryanair or EasyJet.\n\nSource: C-Ways\n <\/span>\n <\/figure>\n <\/div>\n <\/div>\n<\/div>\n\n
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Clothing, food and air travel: top of the low-cost tree While the low-cost concept has gradually spread to all sectors, three in particular have grown to embody the concept more powerfully. Clothing, food and air travel are the three sectors most synonymous with low-cost products, according to 66%, 62% and 58% of Europeans, respectively. In […]<\/p>\n","protected":false},"author":1925,"featured_media":24363,"parent":24626,"menu_order":5,"comment_status":"closed","ping_status":"closed","template":"t-etude-chapitre.php","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"class_list":["post-24669","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/observatoirecetelem.com\/en\/wp-json\/wp\/v2\/pages\/24669","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/observatoirecetelem.com\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/observatoirecetelem.com\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/observatoirecetelem.com\/en\/wp-json\/wp\/v2\/users\/1925"}],"replies":[{"embeddable":true,"href":"https:\/\/observatoirecetelem.com\/en\/wp-json\/wp\/v2\/comments?post=24669"}],"version-history":[{"count":4,"href":"https:\/\/observatoirecetelem.com\/en\/wp-json\/wp\/v2\/pages\/24669\/revisions"}],"predecessor-version":[{"id":33452,"href":"https:\/\/observatoirecetelem.com\/en\/wp-json\/wp\/v2\/pages\/24669\/revisions\/33452"}],"up":[{"embeddable":true,"href":"https:\/\/observatoirecetelem.com\/en\/wp-json\/wp\/v2\/pages\/24626"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/observatoirecetelem.com\/en\/wp-json\/wp\/v2\/media\/24363"}],"wp:attachment":[{"href":"https:\/\/observatoirecetelem.com\/en\/wp-json\/wp\/v2\/media?parent=24669"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/observatoirecetelem.com\/en\/wp-json\/wp\/v2\/tags?post=24669"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}