Does the commitment of food brands have an impact on French consumption?

This article was written on the basis of the results of the quantitative study conducted by Episto in July 2024 on 1,000 French people. The insights you are about to discover were revealed on the Episto platform thanks to the AI Insights feature, which enables a complete, written analysis of the study results.

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The importance of brand engagement for consumers

Food brands' commitment to the environment and social responsibility has a significant impact on French consumers' purchasing decisions. Around 7% of respondents say they only turn to committed brands, while 45% say they are paying increasing attention to brand commitment. However, 30% of participants are not necessarily paying attention, and 18% believe it has no impact on their purchasing choices.

Reasons to buy labelled products

Consumers choose to buy labelled products primarily for ethical and health reasons. Some 70% of respondents cite ethical issues, such as fair trade and support for local producers, as a key motivation. Health benefits (62%) and environmental preservation (61%) are also important factors. Animal welfare is cited by 54% of participants.

Brand boycotting behaviour

Boycotting food brands is a common practice among French consumers, with 62% of respondents having already boycotted one or more brands. The main reasons include product quality issues (54%), media scandals or negative reputation (51%), and health or food safety issues (48%). Negative environmental impact (47%) and misleading marketing practices (46%) are also frequent reasons for boycotting.

Brands perceived as committed

Brands perceived as committed to the environment and societal issues include Biocoop, Bjorg, Ethiquable, and La Vie, which are frequently cited by respondents. Other brands such as Danone, Carrefour and Leclerc are also mentioned, although sometimes with mixed opinions on their actual commitment. Labels such as Label Rouge and private labels (Marque Repère, Reflets de France) are also recognized for their commitment, showing a certain confidence in local certifications and initiatives.

Conclusion

Food brands' commitment to ethics, health and the environment plays a crucial role in the purchasing decisions of French consumers. Labeled products are preferred for their ethical and health guarantees, while brands perceived as unethical or with a bad reputation are often boycotted. These trends underline the importance for brands of maintaining responsible and transparent practices to retain customer loyalty.

👜 Insight Takeaway

• 45% of consumers are paying increasing attention to brands' commitment to the environment and social responsibility.
• 70% of respondents choose labelled products for ethical reasons, such as fair trade and support for local producers
• 62% of consumers have already boycotted food brands, mainly because of product quality problems and media scandals.

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These insights are taken from our study L'assiette des Français - What influences our eating habits?.

👉 Download the full report.

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