Action is known as a price fighter in non-food, but according to Nielsen IQ, its impact is no longer limited to that segment. “The retailer is gradually becoming a relevant player in FMCG,” the report says.
Third more food
“Action is more than a non-food discounter,” Nathalie Stepien of Nielsen IQ told Lebensmittel Zeitung. New figures from the market researcher show that more and more customers are also buying food and near-food products at Action, leaving their trusted supermarket or discounter behind. The analysis shows that the chain is mainly taking sales away from the large food discounters, particularly Aldi and Lidl.
