Table of Content

Consumer landscape 2021
Life priorities
Fewer French respondents spend time with their parents than average
French prioritise time for work much less than the global average
Time for favourite activities outranks other activities for Millennials upward
Consumers in France want uniquely crafted and personalised products
Curated experiences appeal to Gen Z above uniquely tailored products
Engagement with brands not as valued as trying new products/services
Millennials more likely to extensively research products before they buy
Home life
Connecting virtually and exercise most popular home activities
Playing video games just tops Millennials’ weekly at-home activities
Access to outside space most desirable for French households
Baby Boomers prioritise energy efficiency over other features
Eating habits
Preference for home-cooked meals far exceeds ready-to-eat food
Busy Millennials most likely to reheat or prepare a ready meal
Foods with superior taste appeal most to French consumers
Flexitarian eating habits feature strongly among all generations
Low percentage of snacking as nearly half eat at the same time each day
Gen Z vary their meal times, as less likely to adhere to strict schedules
Working life
High salary most important factor; women want to work near home
All generations aspire to having jobs that offer a good work-life balance
Earning a high salary is highest expectation across all ages
Low percentage expect to work from home compared with globally
Flexible start and finish times more important to younger generations
Sustainable living
French consumers have most trust in recyclable labels
Gen Z most concerned about climate change
Reducing food waste is top of the agenda for French consumers
Older generations have a more sustainable lifestyle
Energy-efficient products appeal to green consumers
Younger generations favour sustainable packaging
Consumers less likely to share opinions but more likely to boycott brands
Gen Z and Boomers likely to boycott brands that do not share their ethos
Leisure habits
Socialising with friends online popular, but 35% regularly take day trips
Greater percentage of younger generations enjoy regular day trips
In-person socialising most frequent leisure activity, followed by shopping
Millennials more likely to go shopping for leisure than other cohorts
Gen Z manages to rack up the most domestic leisure trips
Travel destinations are not chosen based on shopping opportunities
Relaxation and outdoor activities appeal to all generations
Health and wellness
Women more likely to take health supplements/vitamins daily than men
Over half of respondents walk or hike for exercise at least weekly
Team sports and yoga most popular amongst Millennials
Adoption of meditation for stress-reduction same as global average
Herbal remedies are the go-to for Gen X for stress-reduction
Shopping habits
French consumers are focused on buying better quality over quantity
Baby Boomers want quality products from locally-owned stores
French shoppers far less likely to rely on outside influences than globally
Gen Z trust friends and family to provide them with recommendations
Convenience of subscription services most motivating for consumers
Consumers not inclined to shop in-store to see new products and trends
Boomers most motivated to shop in-store to see and try before buying
Consumers look for best prices and free delivery when online shopping
Gen Z shop online for brand variety
Technology
Respondents do not feel it is as important to cultivate their personal brand
Millennials more actively manage their data sharing and privacy settings
Lower level of ownership of smart appliances than the global average
Ownership of fitness wearables low in comparison with global average
Consumers use health-related/medical sites less than the global average
Online video gaming is enjoyed by younger generations in France