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French Consumer Lifestyles: Food and Health - July 2012

This is the first in a twice-yearly series of reports that analyses consumer data from four European countries – France, Italy, Spain, Germany – and forms part of the European Consumer Lifestyle series. The analysis will focus on consumers from each country and identify and explore specific consumer segments based on their attitudes, lifestyles and demographics. Topics that will be covered include attitudes towards economy, finance, health, diet, leisure, lifestyle and environment.

Mintel’s consumer survey in May 2012 offers a timely snapshot of French consumers’ mindset in the context of continued economic instability. The lagging recovery in economic prospects and employment is taking its toll on the French population and their new Socialist president, Francois Hollande, who came into office on 6 May 2012, aims to shift the emphasis of government policies from austerity towards economic growth.

Growth stalled in the French economy in Q1 2012, following growth of just 0.1% in Q4 2011. In June 2012, the Bank of France revised its growth expectations in Q2 2012 to contract by 0.1%, which would be the first contraction since France emerged from the recession in 2009. French unemployment hit 10% in Q1 2012, up from 9.8% in the previous quarter, according to national statistics office INSEE (compared to 11% across the eurozone member states).

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Table of contents

  1. French Target Groups - Introduction

    • Summary
      • Background
        • Five target groups
          • Figure 1: Target groups among French consumers, May 2012
        • Cross-country comparison
          • Figure 2: Target groups among German, French, Italian and Spanish consumers, % point difference vs average, May 2012
        • Category-specific data
          • Methodology
          • Executive Summary

            • Shrewd Shoppers take a considered approach to finance, health and shopping habits
              • Low Budget Creatives are financially stretched but thrive on new experiences
                • Private-label brands offer cash-strapped Risk Averse the reassurance they crave
                  • Early Adopters’ spending power remains unaffected by the recession
                    • Routine Shoppers show reluctance to adopt a more frugal lifestyle
                    • Shrewd Shoppers (39%)

                      • Key points
                        • Who are they?
                          • Figure 3: Demographic profile of Shrewd Shoppers, May 2012
                        • Shopper profile
                          • Their financial outlook
                            • Figure 4: Current financial situation, Shrewd Shoppers vs average target group response, May 2012
                          • Changes to grocery shopping behaviour
                              • Figure 5: Supermarkets used for main and top-up grocery shops, Shrewd Shoppers vs average target group response, May 2012
                            • Proactive about health; pragmatic about using convenience options
                              • What it means
                              • Low Budget Creatives (9%)

                                • Key points
                                  • Who are they?
                                    • Figure 6: Demographic profile of Low Budget Creatives, May 2012
                                  • Shopper profile
                                    • Their financial outlook
                                      • Changes to grocery shopping behaviour
                                          • Figure 7: Supermarkets used for main and top-up grocery shops, Low Budget Creatives vs average target group response, May 2012
                                        • Enthusiastic and experimental cooks, LBCs are keen to try new products
                                          • Figure 8: Cooking style, Low Budget Creatives vs average target group response, May 2012
                                        • What it means
                                        • Risk Averse (11%)

                                          • Key points
                                            • Who are they?
                                              • Figure 9: Demographic profile of Risk Averse, May 2012
                                            • Shopper profile
                                              • Their financial outlook
                                                • Changes to grocery shopping behaviour
                                                  • Figure 10: Grocery shopping habits, Risk Averse vs average target group response, May 2012
                                                  • Figure 11: Supermarkets used for main and top-up grocery shops, Risk Averse vs average target group response, May 2012
                                                • Conservative choices filter through to cooking and eating habits
                                                  • What it means
                                                  • Early Adopters (11%)

                                                    • Key points
                                                      • Who are they?
                                                        • Figure 12: Demographic profile of Early Adopters, May 2012
                                                      • Shopper profile
                                                        • Figure 13: Psychographic segmentation, Early Adopters vs average target group response, May 2012
                                                      • Their financial outlook
                                                        • Changes to grocery shopping behaviour
                                                          • Figure 14: Supermarkets used for main and top-up grocery shops, Early Adopters vs average target group response, May 2012
                                                        • Trading up tendencies apply to healthier and more convenient food
                                                          • What it means
                                                          • Routine Shoppers (30%)

                                                            • Key points
                                                              • Who are they?
                                                                • Figure 15: Demographic profile of Routine Shoppers, May 2012
                                                              • Shopper profile
                                                                • Their financial outlook
                                                                  • Changes to grocery shopping behaviour
                                                                    • Figure 16: Supermarkets used for main and top-up grocery shops, Routine Shoppers vs average target group response, May 2012
                                                                  • Relative indifference shown towards healthy eating and cooking habits
                                                                    • Figure 17: Attitudes towards healthy lifestyles, Routine Shoppers vs average target group response, May 2012
                                                                  • What it means
                                                                  • Appendix – Financial Tracker

                                                                      • Figure 18: Current financial situation, by France, May 2012
                                                                      • Figure 19: Financial situation compared to last year, by France, May 2012
                                                                      • Figure 20: Financial confidence, by France, May 2012
                                                                      • Figure 21: Impact of the slowdown, by France, May 2012
                                                                      • Figure 22: Current financial situation, by demographics, France, May 2012
                                                                      • Figure 23: Financial situation compared to last year, by demographics, France, May 2012
                                                                      • Figure 24: Financial confidence, by demographics, France, May 2012
                                                                      • Figure 25: Impact of the slowdown, by demographics, France, May 2012
                                                                  • Appendix – Food/General Lifestyle Tracker

                                                                      • Figure 26: Grocery shopping habits, by France, May 2012
                                                                      • Figure 27: Attitudes towards healthy lifestyles, by France, May 2012
                                                                      • Figure 28: Cooking style, by France, May 2012
                                                                      • Figure 29: Most popular grocery shopping habits, by demographics, France, May 2012
                                                                      • Figure 30: Next most popular grocery shopping habits, by demographics, France, May 2012
                                                                      • Figure 31: Other grocery shopping habits, by demographics, France, May 2012
                                                                      • Figure 32: Most popular attitudes towards healthy lifestyles, by demographics, France, May 2012
                                                                      • Figure 33: Next most popular attitudes towards healthy lifestyles, by demographics, France, May 2012
                                                                      • Figure 34: Most popular cooking style, by demographics, France, May 2012
                                                                      • Figure 35: Next most popular cooking style, by demographics, France, May 2012
                                                                      • Figure 36: Other cooking style, by demographics, France, May 2012
                                                                  • Appendix – Cluster Analysis

                                                                      • Figure 37: Target groups, May 2012
                                                                      • Figure 38: Target groups, by demographics, France, May 2012
                                                                      • Figure 39: Agreement with the statements ‘I consider all available options before deciding what product to buy’ and ‘I often buy things on the spur of the moment’, by demographics, France, May 2012
                                                                      • Figure 40: Agreement with the statements ‘I tend to make purchase decisions quickly, based on 'gut feeling'’ and ‘I only buy brands I have bought before’, by demographics, France, May 2012
                                                                      • Figure 41: Agreement with the statements ‘I like to try new brands that I see’ and ‘I want to stand out from the crowd’, by demographics, France, May 2012
                                                                      • Figure 42: Agreement with the statements ‘I like people to admire things I own’ and ‘I do my own thing, regardless of the current trends’, by demographics, France, May 2012
                                                                      • Figure 43: Agreement with the statements ‘I don’t like to be too different from everyone else’ and ‘I like to have new products ahead of everybody else’, by demographics, France, May 2012
                                                                      • Figure 44: Agreement with the statements ‘I shop around from a variety of brands’ and ‘Once I find a brand I like I tend to stick to it’, by demographics, France, May 2012
                                                                      • Figure 45: Agreement with the statements ‘I look for the lowest possible prices when I go shopping’ and ‘I always look out for special offers’, by demographics, France, May 2012
                                                                      • Figure 46: Agreement with the statements ‘I am happy to pay extra for better quality’ and ‘I tend to go for premium rather than standard goods/services’, by demographics, France, May 2012
                                                                      • Figure 47: Agreement with the statements ‘I feel more comfortable buying branded products than a shop's own label’ and ‘I seek other people’s opinions before choosing a product’, by demographics, France, May 2012
                                                                      • Figure 48: Agreement with the statement ‘I always buy the brands I think my family/friends would approve of’, by demographics, France, May 2012

                                                                  Companies Covered

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                                                                  French Consumer Lifestyles: Food and Health - July 2012

                                                                  £1,295.00 (Excl.Tax)