Action discount retailer sees growth in cleaning and beauty sectors

The Dutch non-food discounter Action has seen significant growth across Europe, establishing itself as a major player in the budget retail sector. With over 3,100 stores in 14 countries, including approximately 650 locations in Germany, the company focuses on maintaining low operating costs through standardized processes and minimal marketing budgets.

Recent consumer interest has focused on the efficacy of Action's low-priced product lines, specifically in cleaning supplies and cosmetics. Analysis of cleaning products suggests that many of Action's detergents use similar chemical foundations—such as surfactants and acids—to those found in premium brands, though differences often exist in the concentration of active ingredients and fragrances.

In the cosmetics sector, the retailer has gained popularity on social media platforms like TikTok and Instagram, where users seek inexpensive alternatives to luxury brands. While high price points in cosmetics are often driven by packaging and brand image rather than manufacturing costs alone, independent consumer tests indicate that budget options can perform competitively against much more expensive counterparts.