price takes precedence over quality

price takes precedence over quality
price takes precedence over quality

More than a third of French people (35%) have changed their eating habits in 2023, according to the third wave of surveys conducted by Occurrence and Sociovision, two subsidiaries of the Ifop group, dedicated to communicating the dietary transition.

“Too expensive” food

They don’t necessarily do it cheerfully. 62% of those who changed their behavior did so because of the price increase. The other reasons proposed in the survey (ecological impact, diet change) are significantly lower (19 and 17% respectively). In return, pleasure eating declines. One in two French people (49%) say they are often unable to eat as they would like because food has become too expensive. This is a figure 16 points higher than that of the 2019 study campaign and 5 points higher than that of 2020.

If this result is not really a surprise, it is the extension proposed by the authors which provides current lessons. “The price argument is cannibalizing any chance of existing considerations linked to the food transition,” summarizes Pierre Gomez, director of development at Occurrence.

Health and environment relegated

The rate of French people (76%) who consider that the ecological transition of food must accelerate is down three points compared to 2022. And in 2023, it is the communication campaigns relating to purchasing power which marked them the most (53%), relegating the themes of health (42%) and the environment (28%) even though they were more cited in 2020.

Food purchases continue to be made largely in supermarkets (76% if we add the large self-service, cut-to-order or specializing in fresh produce). However, they are the ones who mainly focused their communication on the price in 2023.

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