This morning at the International Agricultural Show in Paris, Interfel presented the results of the 2024 fruit and vegetable confidence barometer, conducted by the CSA institute for FranceAgriMer and Interfel.
In general, "confidence in fresh produce remains high, above that of frozen, tinned and ready-cooked products. Leading the way in this area, fruit and vegetables enjoy a stable and high level of confidence for the fifth year running, as shown by the fact that more than 9 out of 10 French people (93%) trust fresh fruit and vegetables. Additionally, the French remain very attached to the category: almost 9 out of 10 (85%) think fresh fruit and vegetables are important, or even essential, to eat at least five portions of fruit and vegetables a day," according to Interfel.
A few changes in the TOP 5 of trusted players:
1st:
- Consumer associations, even if the trust placed in them is waning
- Health professionals and family/friends
2nd:
- - Farmers
- - Local greengrocers/retailers
- - Scientists
Agricultural mobilization has caught the attention of the French, who support the movement
Agricultural mobilization has aroused keen interest among the French. 22% of French people cite the difficulties faced by producers, and more broadly the mobilization of farmers, as a major topical issue. The mobilization of farmers, which 87% of the French consider to be legitimate, also seems to have brought certain concerns to the fore. The question of the origin and lack of traceability of fresh fruit and vegetables is once again a cause for concern: 28% of French people (nearly 3 out of 10) cite this as one of the main reasons for their mistrust (+7 points, compared to 2023). This situation also seems to be having an impact on concerns about pesticide residues. In 2024, 41% of French people said they were very concerned about pesticide residues, compared to 34% in 2023.
Prices of fresh fruit and vegetables stabilize, but French consumers remain vigilant
After three years of inflation, the French are seeing a stabilization in consumer prices. For this 2024 survey, price seems to be a little less of a concern, but remains as decisive a purchasing criterion as it has been for the last three years for 41% of the French. For the first time since 2021, high prices have been mentioned less in the news reports about fresh fruit and vegetables (8% in 2024 vs. 14% in 2022 and 2023). At the same time, the proportion of French people satisfied with the price of fresh fruit and vegetables has risen by 5 points (41% in 2024), after having fallen several times since 2021.
Towards a stabilization of the 'range shift' in 2025
While purchasing behavior has changed in recent years, the 'range shifting' trend - in particular the decrease in purchases of fruit and vegetables with labels, logos or French/local origin - should stabilize in 2025. Among consumers who have reduced this type of purchase since the start of inflation in 2021 (62% of the French), 90% plan to maintain or resume these purchases in 2025. Additionally, labels and logos remain a mark of consumer confidence. In the TOP 3 labels/logos that inspire the most confidence in fresh fruit and vegetables, we find the 'no' or 'zero pesticide residue' claims (75%), followed by the Eco-responsible Orchards (71%) and Fruits and Vegetables of France logos (67%).
In conclusion, this 11th edition of the barometer confirms the confidence placed in fresh fruit and vegetables, despite resurgent concerns about origin, traceability, and pesticide residues. These increases seem to be linked to the context of strong agricultural mobilization. At the same time, more than a quarter of French people (26%) are deeply concerned about the impact of the climate on available supply. In terms of purchasing power, there are encouraging signs: a more favorable perception of prices, a slowdown in the proportion of French people who say they have limited their consumption, and a stabilization of the "range shifting" trend.
A survey conducted by the CSA Institute among a sample of 1,009 individuals representative of the French population (November 21st to 29th, 2024) for FranceAgriMer and Interfel.
Source: Interfel
Photo: Dreamstime