The second wave of DiverCités, a study program led by Publicis Media and 366, looks at the French relationship with everyday shopping. First lesson: consumer sensitivity to price has become central, boosted by inflation and reinforced by multiple communications on the subject. It is today shared by all categories of the population, regardless of their level of financial comfort or their place of residence. However, the study notes an increasing sensitivity from the city center (39%) to rural areas (60%).
Digital uses
As the relationship with consumption evolves, a subtle but significant change is also occurring in the way consumers perceive their shopping. They find notable satisfaction in the preparation, execution and evaluation of their shopping mission, linked to the feeling of control over their purchasing power, their consumption and their territory. To optimize this form of control, they rely on increasingly sophisticated, increasingly shared and increasingly digitized tools. Whether in urban or rural areas, the disparities are quite small in terms of digital uses (coupon sites, reimbursement applications, etc.). However, these disparities appear to be greater for traditional levers (prospectus, advertising, etc.)
Endangered brands
In parallel with this quest for control, the very structure of purchasing journeys is evolving. The centrality of mass distribution and the place of brands are thus put to the test. In everyday shopping routes, the supermarket loses its mental, geographical and temporal centrality. It's about making the best use of it, by confining yourself more and more to everyday shopping and taking advantage of the price battle between the brands. The rest is increasingly purchased elsewhere: second hand, at Action, Normal or online, for example. The major brands of everyday consumer products seem less and less often essential in the purchasing process. With a few exceptions, they recede or even disappear in the hierarchy of criteria for preparing for everyday races.
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