Le comportement des consommateurs face au bio
Published on 10/09/2019
According to the agency Bio, 9 out of 10 French people say they consumed organic products in 2018. While the share of regular consumers (at least once a month) is stable (71% in 2018 vs 73% in 2017), the share of daily consumers is down 4% (12% in 2018 vs 16% in 2017), and the number of non-consumers is increasing (12% vs. 8% in 2017). Nearly ¾ consume organic products, and 12% do so daily.
Price remains the main impediment to the purchase of organic products (84% of consumers find organic products too expensive), and the number of French who find it normal that organic products are more expensive is rising (56% in 2018 vs 52% in 2017).
7 distinct types of French/ Least likely to consume/purchase organic products ---- Most likely to consume/purchase organic products
11%: Young, unattached urban dwellers
15%: Frugal singles
13%: Consumers lacking confidence
14%: Early adopters
14%: Converted young families
14%: Connected and sophisticated
19%: Organic citizen-ambassadors
- In terms of motivations, health remains the main reason to consume organic products (69% of French people). Then come flavour and quality (58%), the preservation of the environment (56%), ethical or social motivations (25%), and animal welfare (28%). 18–24-year-olds are more concerned about the environment (60%) and animal welfare (37%) than the average French person. The over-65s are more likely to consider health (75%) and the environment (64%).
- According to Nielsen, those who consume the most organic products account for 66% of the market and 76% of the growth in the retail segment.
- A study conducted by Natexbio shows 3 broad categories of consumers shopping at organic specialised stores (Biocoop, Naturalia, La Vie Claire, New Robinson, ...) :
o The “devotees” represent 35% of customers and are the “cornerstone” of the specialised network. They shop almost exclusively at these stores, are loyal to their chosen brands and are very knowledgeable. Their children are used to consuming organic products and will continue to shop at these stores: organic values are not forgotten. Price is also not an impediment to these consumers. They are motivated by both sustainability and health issues.
o The “believers” represent 54% of customers and are the generation that is migrating from conventional products to the specialised network – in particular, following various health crises. They represent “the bedrock of the future.” These are the consumers who, for reasons of health, food crises, or even the birth of their first child, begin to shop at specialised stores for increased security and higher quality. They have higher price sensitivity, as they are used to non-organic products, but they are not opposed to paying more as long as they understand the reasons why. On the other hand, they continue to purchase non-organic products as well: their purchases are segmented according to their needs. They are more receptive to advertising campaigns and retailer positioning, and they consume organic for their health and safety, more than out of concern for the planet.
o Finally, the “casual” are customers who will not increase your bottom line, as they come to meet a specific need or to find a particular product.