While the SIAL Paris 2018 food exhibition is underway, a survey by Kantar TNS focuses on food consumption trends in France. There, pleasure is an essential and structural dimension of the food universe. Hence: “For 63% of French people, food is above all associated with pleasure, as against 30% who consider it more a necessity. This is one of the highest scores in Europe” explains Pascale Grelot-Girard, Kantar’s Market Intelligence Director. Another specific – and lasting – French characteristic is that eating well is also associated with pleasure (65%), and the quest for high-quality (66%) or tasty (40%) products. Consumers expectations in terms of variety (59%) and sharing (45%) are also very high. These expectations account for the pronounced interest in food innovations that offer new tastes and sensations. “But 63% of French people also want to eat healthily, and 59% follow a balanced diet” Ms Grelot-Girard stresses.
A TASTE FOR WHAT’S HEALTHY, ‘REAL’ AND ‘TRUE’
“We know from our previous studies that the French are a little more worried than other Europeans about the impact of their diet on their health”. Accordingly, 9 in 10 French people express the need for transparency with regard to the agri-food industry. And as in most European countries, this expectation relates mainly to the list and composition of ingredients (56%), but also – and above all – to their origins (61%). Next come the places of manufacture (43%) and the farming conditions (42%). The requirement for what is ‘true’ and authentic also translates into a strong increase in the proportion of consumers who say they regularly check the nutritional composition of products on the packaging (62%: up 7 points on 2016).
A MORE HOLISTIC VIEW OF FOOD IN FRANCE
Another sign is the fact that the attention paid to certification labels remains very high, and the demand for organic continues to grow. Globally, the French have a more and more holistic view of their food. “In a globalised and digitalised world, they are re-appropriating their freedom of choice by asserting strong convictions, for example in reducing their meat consumption, and choosing products that are more respectful of animal welfare and the environment – judged important by the interviewees to the tune of 91% and 90% respectively”, says Pascale Grelot-Girard.
SENSITIVE CONSUMERS
“Consumers are highly sensitized to reducing food waste – an action judged important by 94% of them – and consider themselves to be the prime players in this regard”, scoring 66%, ahead of the supermarkets (52%), collective catering (46%) or commercial catering (45%). “They are also proving to be sensitive to the notion of fair pay for farmers, more than in all the other countries of the study, and this is very important to know,” the Kantar TNS expert points out. “About 78% of the French people polled also say they are even ready to pay a little more so that this kind of work is better rewarded”.
FRANCE’S FOOD TRENDS AND ITALIAN COMPANIES
All these trends are well known and followed also by Italian food companies, such as those speaking in Italianfood.net’s video interviews at SIAL 2018. In France, authentic Italian food combined with organic and healthy food is now the most sought-after trend. This also is what important importers like Carniato and Au Gourmand say.