Health, Environment Key To Success Of FMCG Brands In France: Kantar

French consumers are displaying a growing interest in organic and traceable products, a new study by Kantar has revealed, indicating that health and environment are among the top five concerns for French shoppers in 2019.

‘Striking A Balance’

Consumers are also looking at striking a balance between better quality and affordable prices as the family budget continues to be a key concern for French shoppers.

The study also found that 63% of French households were willing to pay more for a better quality product.

In 2018, the trend of ‘buying less to buy better’ was growing in popularity, resulting in a 1.2% decline in FMCG sales.

Role Of CSR

With a notable increase in interest among consumers about environment and sustainability, many firms have introduced corporate social responsibility programmes, the study pointed out.

However, in addition to CSR initiatives, a typical brand’s success was found to be driven by traditional elements like competitive pricing, location, product range, experience, and quality.

SOURCE : https://www.esmmagazine.com/retail/health-environment-key-success-fmcg-brands-france-kantar-78027