In a recent analysis of consumer behaviour in France, Kantar has identified that in 2019 health and environment are among the top five areas that concern French people who have a growing interest in organic, traceable products.
However, there is still a strong concern about the family budget, so it is a question of striking a balance between better quality and an acceptable price. During 2018 the trend of “buying less to buy better” became popular and had an impact on volume with consumers reducing their purchase of FMCG by 1.2%. There is an opportunity though for brands who can strike the right balance: 63% of French households are willing to pay more for a better quality product.
With the interest in the environment and sustainability as a whole, many companies are developing Corporate Social Responsibility (CSR) programmes. The truth though is that this is only part of the answer – CSR is good move but, if other elements of the mix are missing, CSR alone won’t bring success. The formula for success in France still includes traditional elements: competitive pricing (including promotions), location, product range, experience and quality.
The FMCG marketing France is very complex. For a full overview of current consumer trends and the retail environment, watch the video to learn more.