ShopFully has unveiled the results of a study carried out in conjunction with OpinionWay into the purchasing habits of the French and their choice of retailer for their shopping needs. The survey, carried out among 1,010 French people aged 18 and over, highlights the criteria that influence their choices, the growing adoption of private labels, and the types of products for which consumers would like to see more promotions in the stores.
Purchasing power being a major concern for French consumers, it is not surprising that price has become the number one criterion in their choice of supermarket. In fact, 72% of respondents say that they prefer chains offering the most competitive prices, a phenomenon that is particularly marked among young people under the age of 25 (84%). Among the most popular chains for their competitive prices, Lidl (39%), Leclerc (32%) and Aldi (29%) top the list. In addition, 41% of consumers say that the promotions available play a decisive role in their choice of retailer.
Proximity to home is the second choice criterion, cited by 59% of the French, particularly the consumers over the age of 65 (67%). Intermarché (19%), Carrefour (17%) and Coopératives U (16%) are the most popular chains for this criterion. Product diversity (44%) is the third most popular choice, with Grand Frais particularly strong in this area (16%). This criterion is particularly important for those looking for a varied shopping experience and specific products.
Distributor brands widely favoured
Distributor brands (private labels) occupy a central place in the consumption habits of the French: 86% of them buy them regularly. The perceived quality of these products is a key factor for 47% of consumers, who judge it to be similar to that of major brands, while 39% choose them mainly for their attractive price.
Promotions: a strong demand for food products
Almost all French consumers (97%) would like to see more promotions on food products, with a strong demand for fresh meat (40%) and fruit and vegetables (39%). Fresh fish and seafood (27%), charcuterie (19%), as well as desserts and yoghurts (17%) are also among the products most eagerly awaited to be on special offer. Hygiene and beauty products are of interest to 29% of consumers, particularly young people (40%) and families with children (41%), while 22% are looking for promotions on household and pet care products.
According to Henri-Noël Bouvet, director France & Iberia at ShopFully, "this study highlights the crucial role played by promotions in consumers' purchasing decisions. To attract and retain customers, retailers need not only to offer competitive prices, but also to communicate their promotional offers effectively to make them visible and accessible. Today, the ability to communicate these offers in real time and on the appropriate channels is a real lever for influencing buying behaviour. The rise of private labels also reflects this trend, with consumers increasingly looking for products that combine quality and attractive prices.
Methodology: OpinionWay survey for ShopFully based on a panel of 1,010 French people, representative of the French population aged 18 and over. This sample is representative of the French population aged 18 and over, thanks to the use of quotas for gender, age, socio-professional category, region and conurbation size. The interviews were conducted between September 19th and 23rd, 2024.
Source: shopfully.com/fr