The year 2024 is marked by a return to deflation in the hygiene and beauty sector, a trend that is particularly affecting food superstores. “Volumes are still falling,” notes Valérie Locci, citing a 2.4% decline in products sold compared to the previous year. The sector’s sales have also contracted by 2.5%. While prices have fallen after several years of inflation, this has not been enough to reverse the downward trend in volumes. Beauty categories, notably make-up, perfumes, hair care and skincare, were particularly hard hit, with sharp declines in both units sold and sales. “GSAs are mainly used to stock up on foodstuffs. In a context of inflation, the French are arbitrating their purchases, and beauty products are often perceived as less essential,” stresses the expert.

The rise of e-commerce and convenience stores

While food superstores are struggling to grow, other channels are doing well. E-commerce and convenience stores are performing remarkably well, with growth of 6% in units for e-commerce and 1% for convenience stores. “The French are looking to simplify their lives and travel less, and these channels meet this demand,” explains Valérie Locci.

Despite their often higher prices, convenience stores play a key role …