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Battle of the discounters: Costco and Atacadão conquer France!
The article highlights the challenges that international discounters such as Costco and Atacadão experience when entering the French market and analyzes the purchasing behavior of French consumers on November 22, 2025.
Battle of the discounters: Costco and Atacadão conquer France!
The retail market in France is currently experiencing an exciting, albeit challenging, transformation. Several international retail chains are trying to gain a foothold in the Grande Nation and are bringing a breath of fresh air to the traditional shopping habits of the French. The Brazilian discount chain Atacadão and the American giant Costco receive particular attention in this context.
How TF1 Info reports, a new Costco store recently opened that encourages buying in bulk at discounted prices. Customers enjoy price advantages, such as 24 juices for just 6.29 euros, which would cost three times as much in conventional stores. But as attractive as the offer seems, there are concerns: the large selection can be overwhelming, and the annual subscription of 36 euros for access is perceived by some as a hurdle.
Customers in the area of tension between price and practicality
Marketing expert Yolande Piris emphasizes that the massive offers and the unusual format of the stores could deter potential buyers. Costco originally planned to open 15 stores in France, but to date only three exist - even though the first opening took place eight years ago.
The same applies to Atacadão, which only has one branch in the Île-de-France. This discount chain, an offshoot of Carrefour, will open its first test store in fall 2023. The prices are said to be 10-15% lower than those of traditional supermarkets, and Atacadão could therefore be particularly interesting for low-income households, while wealthier families are less targeted.
Tradition meets innovation
Consumers in France are strongly tied to their usual shopping options, and this represents a significant challenge for new discounters. In France, purchasing power is 15 percent lower than that of Germans, and consumer behavior is fundamentally different. Enjoyment is very important here: the emotional dimension plays an important role in purchasing decisions, which influences the acceptance of discount models.
In addition, an analysis of shopping habits shows that high-quality food is valued and there is a strong interest in new products. less than 10,000 items in the range and a warehouse-like atmosphere could quickly turn off potential buyers as many have become accustomed to the standards of conventional supermarkets.
How 20 minutes added, several German discounters such as Lidl and Leclerc have already taken responsibility in the past by regularly adapting their offers to the French market. However, given the current economic uncertainties, Atacadão could reach a special target group in the current inflationary situation.
The perception that French consumers are less price sensitive while spending heavily on groceries could have a significant impact on the future success of these discounters. Experts agree that challenges such as rising production costs and the issue of resource scarcity due to climate change will continue to test the flexibility and strategy of discounters, which requires the suppliers to have a good hand.