Consumer trends & changes in purchasing behaviours

Category : Distribution channel: strategy and new experiences

Published on 29/11/2018

image Consumer trends & changes in p...

Alcohol consumption continues to decline in France, as 52% of French people report drinking less often than once a week and 19% say they never drink alcohol (12% of men and 25% of women). 11% of French people continue to consume alcohol daily, which is the lowest figure ever recorded.
o The average alcohol budget is €325 per year per household in 2017 (€5 less than in 2016)
o 44% of customers consumed an alcoholic beverage at a CHR in 2017 (1% less than in 2016)

Consumption of meat fell by 3.1% in volume and rose slightly in value (+0.4%), which shows that the French now choose quality over quantity. Consumption of beef fell by 3.2% in volume in supermarkets, but rose by 2.4% across all circuits over the first 7 months of the year.
o 21% of French people consume beef every day or almost every day (-1%)
o 50% consume it several times a week (=)
o 14% consume it once a week (+2%)
o 11% consume it less often (-1%)
o 4% never consume it (=)

A Nielsen survey carried out during SIAL 2018 classifies the French according to their eating habits:

1/ Traditionalists (29%) cook every day and spend a lot of time shopping and cooking. Eating is very important to them. They prefer cheap foods and quantity over quality. They are generally older households.

2/ Quickies (18%) do not find cooking, food, or nutrition important. They rarely cook and time is a decisive factor in their choices. They prefer finished products and often buy snacks. They are generally young families.

3/ Enjoyers (16%) eat everything and have a fairly traditional diet, eschewing food trends. To them, the most important aspect of eating is the flavour. They like to enjoy their meals and can afford to do so. They are generally families, often in rural areas.

4/ Locavores (17% of households) eat seasonal, organic, and/or local products to protect the environment and support local producers. Freshness, quality, and traceability are also important to them. They are generally older, more affluent couples.

5/ Dieters (9%) follow a diet and avoid certain foods (with fat, sugar, cholesterol) or eat “free from” products (gluten-free, no added sugars ...). Their behaviour is based on health reasons: they are sick, or at least, they feel better when they follow a diet. Sometimes they are influenced by a loved one.

6/ Following recent food and farming scandals, Animal-aware consumers (6%) are motivated by the desire to avoid cruelty to animals. They limit their meat consumption and are against slaughtering animals for food. They are generally people living alone, often in cities, and who have a pet.

7/ Aesthetes (5%) pay a lot of attention to their diet, to feel better physically, monitor their weight, or improve their physical and mental performance. They are generally younger and often live in cities.

According to the latest figures from INSEE, as of 1st January, 2018, France had 13.1 million people aged 65 or over, commonly known as Seniors. If recent demographic trends continue, France would have 21.9 million seniors in 2070 – 8.8 million more than in 2018.