nearly 6 out of 10 French people choose their brand based on promotions

Fresh vegetables, meat, pasta, oil… In one year, the price of certain foodstuffs has soared, sometimes up to +15% or 30%. Although general inflation in the sector remains more subdued for the time being – 3.8% increase between April 2021 and April 2022according to INSEE – the situation is expected to continue to deteriorate. The statistics institute forecasts inflation at 6.3% over one year in June, and the war in Ukraine raises fears of a further rise in prices from the start of the school year.

As a result, the French are already paying attention to their food budget, the second most important in their expenditure after that dedicated to housing. IThey are thus 7 out of 10 to believe that promotions have a “great importance” or a “fairly important” for them, according to a study* carried out in March by NielsenIQ for Tiendeo, a platform specializing in digital offers and catalogues. Among them, women (73%) and the youngest (72% of 25-35 year olds) are the most concerned.

In detail, nearly 6 out of 10 French people (57%) say that promotions influence the choice of where they do their food and household shopping. One in five French people (19%) also say they adapt the products purchased to what is on sale. In this context, distributor brands are more in demand than before, according to Henri-Noël Bouvet, from Tiendeo.

Finally, the products on which the French seek promotions the most are hygiene and personal care products (toothpaste, shower gel, shampoo, creams, etc.), then food with packaging (rice, pasta, cans ), yoghurts and dairy desserts, and finally cleaning products (detergent, dishwasher products, etc.).

What types of promotions find takers? Direct price, second unit and loyalty card discounts are the most popular and valued, according to this study.

* Study carried out with a panel of 1,200 household purchasing managers, representative of the French population aged between 25 and 65, interviewed between March 16 and 22, 2022.

Leave a Comment