- 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.
- 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.
- Naturalness, food waste, packaging and grass-fed emerge as critical sustainability drivers of grocery choice.
- 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.
Of French shoppers have made an effort to buy more local products in the last 12 months, above the global average
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
- 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.
- 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.
Of French beef consumers are willing to pay more for grass-fed beef, more than any other sustainability attribute