In your commercial activity, it is important to take a step back on the consumption trends of your carriers.
15 years after its first edition, the favorite brand award of the French reveals its 2025 observatory: a large survey* carried out on the daily consumer report to brands. After a general downward trend for 15 years except during the COVID years, followed by a certain caution in 2024, here are some indicators observed in 2025:
Return of brands attachment
74% of French people today declare importance to the brands they choose. While they have been somewhat abused in recent months with inflation, they remain a solid indicator for consumers in their purchasing decisions. 81% of French people trust the brands and almost 3 in 4 French people attach importance to the brands they buy.
young people aged 18 to 24 are particularly awaitinginnovation (83% of them),engagement and oflisten from brands.
Purchase
2025 is marked by the particularly accentuated dynamism in the sectors of Pleasure consumption. First, it is beauty hygiene and fashion that progresses the most in the hearts of the French. After several years marked by the COVID 19 and inflation, French luxury brands benefit from a more positive situation, between pride of French industrial heritage and return to consumption. They find a revival of empathy, especially among the over 50s.
Attachment to French brands
The attachment of consumers to heritage and historical brands is clear: there is a clear correlation between the date of creation of brands and their level of appreciation with the French public. Brands dating from the 1970s or before benefit from an like rate above average. In addition, this longevity of brands seems to strengthen their quality and reliability in consumers: The older a brand, the more quality or trustworthy it will be qualified. And that is good, in optics as in eyewear, our sector benefits from many brands that are both French and ancient which have everything to please the carriers.
Confidence and proximity remain the major determinants
Proximity and confidence remain the strongest determinants on the love rating for brands. And proximity has been driver number 1 for 5 years. “Near the eyes, near the heart?” »» : This is what the French seem to express! The fundamentals of the French attachment to brands are therefore much more linked to their affinity capital (confidence, proximity, taste) than to rational dimensions (innovation, quality or even utility). While the price is in the lead in the expectations declared by consumers, we see in a surprising way that it is only little linked to attachment to a brand. Ditto for the commitment and usefulness that remain very secondary, except for the young generations.
*Survey carried out online on 1,300 brands from January 6 to 19, 2025 by the Institute of Studies OpinionWay for the favorite brand of French people with a representative sample of 4,900 French respondents aged 18 and over.
