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France

Key Takeaways

  1. With a strong food culture, French consumers show a particular focus on local produce with over 8 in 10 making an effort to choose local options more over the past 12 months and see local linked closer to sustainability than most other markets. 

  2. Sustainability ranks only behind enjoyment, taste and health as a driver of grocery choice, with sustainability deemed very important or essential for just under half of French shoppers. 

  3. Naturalness, food waste, packaging and grass-fed emerge as critical sustainability drivers of grocery choice.  

  4. Biodiversity emerges as a higher order sustainability topic that is important to communicate on, suggesting French shoppers have quite a mature understanding of sustainability, as in most markets this does not resonate as a grocery influencer.

84%

Of French shoppers have made an effort to buy more local products in the last 12 months, above the global average 

43%

Say that the naturalness of a product influences their grocery choice, far ahead of any other sustainability attribute 

 

48%​ of consumers believe that

more sustainably-produced products are essential or very important to their grocery choices​

Priority Sectors

  1. In the beef category, there is a focus on naturalness, feed and high welfare, as well as traceability/local with low food miles. Similarly for dairy products, grass-fed, local and natural emerge as key influencers on choice.

  2. Organic featured relatively strong in the French market, linked to their strong desire for natural products, for both dairy and PCF in particular. Organic is often seen by consumers as the “gold standard” of natural production of food and drink, especially in France. 

31%

Of French beef consumers are willing to pay more for grass-fed beef, more than any other sustainability attribute

 

Prioritisation Graphs 

The graphs display which sustainability attributes consumers find most appealing and are most willing to pay a premium for in the priority categories. The horizontal axis is based on the overall appeal of this sustainability measure in this sector, the vertical axis shows the extent to which people would be willing to pay more for this benefit. 

Hover over each datapoint for more information and navigate to other categories by clicking the right or left arrow on the navigation bar below each graph.