The 5th edition of the Max Havelaar France and OpinionWay Food Transition barometer has just been unveiled. This takes stock of the expectations and habits of the French and the evolution of their purchasing motivations. In an inflationary context, the study highlights in particular that the French still wish to consume responsibly, even if their purchasing power and the price of products remain central concerns. Among the main lessons of this study, we learn that 48% of respondents prioritize fair remuneration for farmers during their purchasing process, and that 3/4 of French people deplore a lack of information on the share of the price of purchase returned to producers.
The French were also asked about their vision of responsible food in 10 years: what are their aspirations? Where is the state of play in terms of purchasing responsible products? Decryption.
The French vision of food consumption in the future
After going through various crises, what is the ideal food consumption of the French? It seems that it can be summed up in one sentence: “Fairer prices for everyone, farmers and consumers” – and this in a sustainable way! Indeed, the dual priority for a majority of French people results from reasonable prices (41%) which guarantee fair remuneration for producers (41%).
Beyond this desire, consumer expectations extend to other criteria: 36% of French people aspire to products that are good for their health, while 33% of respondents highlight the importance of supporting the local economy. Issues such as animal welfare (27%) or environmental protection (26%) are also seen as essential in tomorrow's food consumption.
Unfair environmental and social competition, the first obstacle to the generalization of sustainable food
The international regulation of agricultural trade and food sovereignty are also at the heart of the expectations of the French. Indeed, 51% of respondents consider unfair competition as an obstacle to the generalization of the food they want in the future, and 39% of respondents criticize the Government's inaction.
According to them, the most urgent measures to be taken are the limitation of imports of food whose production conditions do not comply with French standards (54%) and the adoption of minimum prices on agricultural products, in order to ensure a decent income for farmers (43%).
Responsible consumption is taking hold despite crises and obstacles
Responsible consumption seems to be taking hold in a sustainable manner, with two main aspirations: local and fair remuneration for farmers. Crises have permanently changed eating habits: among them, inflation, COVID, the agricultural crisis and even climate change.
But the French's sensitivity to price does not override either their intentions to buy responsibly, nor the underlying motivations to take action. Among the latter, support for farmers remains stable despite the crises (58%), as does health (55%). As for the purchase price, 77% of respondents cite it as being the main obstacle to their consumption of responsible food products. However, the purchase of these products is gradually becoming part of their daily lives: 91% of French people buy a responsible food product at least once a month and 70% at least once a week. Finally, one in two French people express the desire to do more to have more responsible consumption.
As for the criteria that most influence the purchasing process, the most cited are the fact that the product is local (72%), its place of production (72%), and the fact that it comes from fair trade (60%).
A desire for transparency for more informed choices
The barometer also shows a growing consumer expectation for more transparency on the distribution of value throughout the production chain: 70% of respondents want companies and distributors to communicate the amount of the price paid Transparency on the conditions breeding and animal welfare is also desired by respondents (63%) as well as information on the environmental impact of the products purchased (61%). This transparency would allow consumers to make more informed and ethical choices.
Despite a persistent inflationary context, the French are still committed to responsible food consumption. Fair remuneration for producers, transparency of margins and even the protection of local sectors are among their priority wishes. Public authorities and the agri-food industry must therefore take concrete measures to support these approaches.
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