The survey highlights the budget, purchasing habits and choice criteria of the French regarding their food shopping. The study highlights the attendance rates of points of sale as well as the brands preferred by consumers regarding their perception of prices, promotions, in-store offers, accessibility of points of sale but also the shopping experience and brand image.
consumer behavior in the face of inflation
If the average French budget is 470 euros per month for food shopping, the respondents are divided into three groups: 42% spend less than 300 euros per month, almost two in ten French (19%) allocate between 301 euros to 400 euros of their monthly shopping budget. And finally, more than one in three French people (38%) spend between 401 euros and 500 euros per month on food shopping. The study shows that this budget gap corresponds to consumer age groups: 36% of 18 to 24 year olds and 29% of 25 to 34 year olds spend less than 200 euros per month. To In contrast, 44% of those aged 65 and over spend at least 400 euros per month for their grocery shopping. Another point of difference, 24% of women allocate more than 200 euros per month in their food budget against 20% of men. Among the higher budgets, 43% of men spend more than 400 euros per month on their groceries compared to only 33% of women.
The French are changing their behavior to optimize their purchasing power
While inflation in France reached 5.9% over the year last August, the French are changing their behavior to optimize their purchasing power. Thus, 73% of them dedicate themselves to optimizing the budget and 59% to food sanity. concrete, 35% of French people compare prices more, 30% buy more products on sale, 22% reduce their consumption of meat or fish and 19% want to buy more private label items.
The brands most valued by consumers
76% of the French identify two important criteria in their brand selection. Price is considered the main purchasing criterion for 67% of respondents (eight points more than in 2021). Next is the choice of products for 56% of respondents tied to easy access, then promotions for 52% (eight points more than in 2021).
The study details the habits of the French: 87% of respondents shop in supermarkets and 23% deliver their shopping or come to pick up their shopping at Drive. When asked where respondents shop, almost a quarter (24%) responded to E.Leclerc, ahead only of Carrefour (21%) and Intermarché (12%). Carrefour establishes itself in Île-de-France and Provence-Alpes-Côte d’Azur, regions with high population density, while E.Leclerc is more popular in other regions. More than eight in ten consumers (87%) shop at several stores. This trend increased from last year by 11 points. In this context, E.Leclerc leads among the brands most frequented by consumers (54%), ahead of Lidl (52%) and Intermarché (43%).
The favorite French brands
E.Leclerc stands out as the preferred brand of respondents for almost a quarter of them (24.4%). Carrefour is the favorite brand for 17.3% of respondents and Lidl for 11.4% of them. E.Leclerc is recognized for its promos with an average rating of 7.5/10 and its product offering with 7.9/10. On his side, Lidl consolidated its position in the top three from last year by remaining top on price (7.8/10) and accessibility (7.7/10). Behind these brands, Carrefour took third place.
If generalist brands stand out in the ranking, other, more specialized ones do well by offering a shopping experience valued by consumers like Picard and Biocoop rated 7.7 and 7.5/10 respectively. Although brand image is not the main criterion for choosing a brand, the first place was awarded to Biocoop (7.4) on a par with E.Leclerc. Just behind, Grand frais (7.3) climbed to the third step of the podium.
Organic, a new market driver
Although 34% of the French never or very rarely buy organic products, the same proportion say they buy them occasionally and 31% of respondents say they buy them regularly or systematically this. 73% of consumers make their organic purchases in general supermarkets. This is followed by direct sales to local producers (27%) and to specialized brands (24%).
The OpinionWay survey for Bonial is based on a representative sample of the French population and Bonial users of 5,004 people. This sample was created using the quota method, regarding age criteria and region of residence. Respondents submitted a self-administered online questionnaire to the CAWI (Computer Assisted Web Interview) system, between August 1 and August 11, 2022.