THE CCI OF LYON METROPOL COMES TO PUBLICATE AN EXCITING STUDY ON CONSUMPTION AND DISTRIBUTION IN LYON AND ITS REGION. THIS IS THE 10TH EDITION OF THIS INQUIRY THAT STARTED 44 YEARS AGO.
This survey perfectly reflects the major developments of the moment, with the breakthrough of the Internet, the arrival of alternative, local, shorter circuits, the boom of second-hand products, the renewal of markets, the upheavals in urban travel ...
It was conducted by the AID observatoire and managed by the CCI Lyon Métropole with a representative sample of 6419 households selected according to the quota method and represented 18000 hours of interviews, 12500 coded places of offer, 230000 registered purchases. .
1 / A consumption driven by demography (evolution of the household debt in euros / households and the overall consumption potientiel of the study area)
"Consumer spending has remained stable between the last two surveys, so since 2012, explains Bernard Gagnaire, head of the trade division of the CCI Lyon Métropole. It is the demographic dynamics of the territory that has allowed to maintain a growth of local consumption potential of around 7%, ie a gain of 880 M € compared to 2012 ". The budget per household devoted to consumption has remained very stable at just over 12000 euros, while the number of households has increased by 70 000 units (out of 1.075 million) and the number of inhabitants by 100 000 (2.5 million ).
2 / The big Lyonnais trade under pressure (evolution of the distribution circuits)
In detail, in food, the study illustrates:
A new stability of small businesses. For the first time since 1980 this category no longer loses market share, but the increase is mainly driven by specialized mini-markets,
The decline in traditional formats of supermarkets (medium-sized supermarkets, large hypermarkets) is confirmed only the formats of proximity see their influence progress,
Hard discount loses market share and repositioning itself,
Non-sedentary trade responding to new consumer aspirations is growing slightly in food,
Online food sales do not take off yet ...
In non-food, too, supermarkets lose market share mainly because of the underperformance of hypermarkets, small businesses are progressing slightly, the influence of the internet is progressing on all products and all territories.
3 / Organic specialists are progressing
Another strong trend, alternative and local responsible consumption is growing rapidly in Lyon and region. "Consumption of organic products, purchases from local producers and artisans, purchases on the markets or purchases of second-hand goods are progressing significantly," says the study.
Today 61% of households in Lyon say they buy organic food, they were only 48% in 2012. 20% even say they buy organic fruits and vegetables at least once a week. They do this at 45% in supermarkets but this share decreases in favor of small businesses and specialists.
4 / The Lyon markets make a card
Another key lesson of the study, purchases on the markets are booming with a turnover up 20% that exceeds 460 million euros. In Lyon itself, sales increased by 31% to 163 million euros. The main market of the region, that of the Croix Rousse, generates 32 million euros, the turnover of a beautiful supermarket.
5 / Local products in shape
In line with the organic boom and the markets, local products are also on the rise. 41% of households say they buy products from producers at least once a week, Amap and other producers' stores alone represent 27% of places of purchase.
6 / The car is slowing down in purchasing methods
The decline in car use for urban shopping is one of the most spectacular movements in the long run. While the use of public transport remains stable, it is walking progress which is a sign of a refocusing of consumption towards proximity, we even witness a shift in the Lyon-Villeurbanne center with 39 % of purchases that are now on foot against 36% to the car.
Delivery / withdrawal options are increasing for consumers, while at the same time the time spent on shopping is decreasing and purchases near the workplace or commuting are developing.
7 / The main Lyon business centers and their influence