Three quarters (75%) of French consumers prioritise local products when purchasing food, while 66% are willing to pay more to support fair remuneration for producers, according to new data by Worldpanel by Numerator.
As Worldpanel by Numerator noted in its Positive Consumption report, responsible consumption is increasingly shaping French purchasing habits, driven by health, environmental, social, and ethical considerations.
Choosing health
Health remains the top driver, with almost all (95%) French consumers associating food with good health, while 60% recognise diet’s impact on wellbeing. Ingredient scrutiny is growing, with 62% checking labels carefully.
This trend is fuelling the rise of flexitarianism, affecting nearly four out of ten households, and the growing popularity of ‘free-from’ products without additives or nitrites. Functional and enriched diets tailored to wellness needs are also gaining traction.
Environmental awareness is increasing, with 40% of households factoring carbon footprint into purchasing decisions and nearly half intending to reduce food waste. Organic food is also seeing a rebound in popularity, up 2.5% in early 2026.
Despite these shifts, price, convenience, and skepticism remain major barriers. Some 58% of households cite cost as the main purchase obstacle, 30% struggle with time constraints, and 27% distrust sustainability claims.
‘Down-to-earth reality’
“Although the food transition is underway, it faces a down-to-earth reality today where time savings and budget management regain priority,” commented Gaëlle Le Floch, strategic communication director, Worldpanel by Numerator.
Elsewhere, responsible purchasing practices are also extending to fashion and beauty. Eco-designed and natural products now reach 73% of households, while organic beauty products have declined.
Refillable items are growing in popularity, reflecting the increasing emphasis on circularity. Some 38.6% of French consumers now buy refill products, up five percentage points on 2022. In addition, 58% of French consumers check labels and product composition in the health and beauty space, while 79% prefer environmentally friendly products.
In general, Worldpanel by Numerator found that brands are under pressure to prove commitment through transparency and measurable action, as consumers demand accountability in sustainability claims.
“Now is the time to replace disappearing raw materials and prepare consumers for alternative products that need to be fun and desirable,” said Le Floch. “Brands and retailers that fail to anticipate this will be more vulnerable.”
