Does food brand commitment impact French consumption?

This article was written based on the results of a quantitative study conducted by Episto in July 2024 with 1000 French participants. The insights you are about to discover were revealed on the Episto platform thanks to the AI Insights feature, which provides a comprehensive and written analysis of the study's results.

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The importance of brand commitment for consumers

Food brands' commitment to environmental and social responsibility significantly impacts French consumers' purchasing decisions. Approximately 7% of respondents state they only choose committed brands, while 45% claim to pay increasing attention to brand commitment. However, 30% of participants do not necessarily pay attention, and 18% believe it has no impact on their purchasing choices.

Reasons for purchasing labeled products

Consumers choose to purchase labeled products primarily for ethical and health reasons. Approximately 70% of respondents cite ethical considerations, such as fair trade and supporting local producers, as a key motivation. Health benefits (62%) and environmental preservation (61%) are also significant factors. Animal welfare is mentioned by 54% of participants.

Brand boycott behaviors

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

These brands perceived as engaged

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

Conclusion

The commitment of food brands regarding ethics, health, and environment plays a crucial role in French consumers' purchasing decisions. Labeled products are favored for their ethical and health guarantees, while brands perceived as unethical or having a poor reputation are often boycotted. These trends highlight the importance for brands to maintain responsible and transparent practices to retain their customer base.

👜 Insight Takeaway

• 45% of consumers are increasingly paying attention to brands' commitment to environmental and social responsibility
• 70% of respondents choose labeled products for ethical reasons, such as fair trade and support for local producers
• 62% of consumers have already boycotted food brands, primarily due to product quality issues and media scandals

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These insights are derived from our study The French Plate - What Influences Our Diet.

👉 Download the full report.

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