Megatrends in France

August 2022

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in France.

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This report comes in PPT.

Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in France report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in France report answers:

  • How is the consumer mindset in France changing? In France, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in France purchase decisions?
  • Where and how do consumers shop in France?
  • What health-related activities do consumers in France participate in?
  • What megatrends should I focus on in France (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Bumble’s acquisition of dating app Fruitz will expand its Generation Z reach
French less likely than global counterparts to use tech
Only two fifths of French consumers actively manage their data settings
Generation Z are keenest to receive personalised offers
Friends and family remain the top source of information
Post-pandemic, slightly more want activities to shift to face-to-face than to online
Experience more
Balenciaga drops more virtual products through Fortnite’s first luxury partnership
Most French prefer real world over virtual experiences
More than half of French people socialise online at least monthly
Travel priorities include relaxation and outdoor activities
Generation Z are the keenest to resume face-to-face activities
Middle class reset
Upway sells reconditioned e-bikes at affordable prices
Baby boomers are the most frugal cohort
Mindful consumption is on the rise
Younger generations are cutting down on purchases
Premiumisation
LVMH targets luxury tourists with La Samaritaine refurbishment
Consumers are looking for a simpler life
French enjoy uniquely tailored products and services
Quality trumps other attributes in most categories
Shifting market frontiers
Système U launches “made in France” linen clothing collection
Most consumers are keen to embrace other cultures
Baby boomers are the most focused on supporting local businesses
Shopping reinvented
B oxy’s unstaffed shops-in-a-box are spreading across France
Most products still purchased in-store, despite online growth
Social media engagement by French shoppers is relatively low
Younger generations engage most with brands on social networks
Sustainable living
Flockeo’s new CO2 calculator aims to support sustainable tourism
Most French people are motivated to take action against climate change
Reducing food waste is the top environmental priority
Over a quarter of consumers boycott brands that do not share their ethos
Recyclable and biodegradable packaging is seen as the most sustainable
Wellness
Typology launches ingredient-led hair product range
Consumers seek healthy ingredients but rarely take supplements
Herbal remedies are seen as the most effective stress-buster
The French lag behind global counterparts when it comes to health tech
Health and safety precautions are a priority amidst the pandemic
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