Price or quality, between the two ... More than ever, French consumers are torn between two contradictory concerns, recalls the latest study by the E.Leclerc Observatory of New Consumption, carried out online by Ipsos on April 24 and 25, with 1051 people.
On the one hand, the imperative of low prices, therefore: according to this study, whether for fresh products, cleaning products or groceries, 57% of those questioned give more importance to the price now than 'before the Covid-19 crisis, and 95% of them even declare that they will continue to pay more attention to it after the health crisis.
Firstly, the economic downturn: the 10 million or so workers on short-time work have little visibility over their future and are - legitimately - worried. They save and count. "Confined, they had the time, or took it, to compare the prices between brands or within the same category of products, before placing an order via the drives," confirms Michel-Edouard Leclerc, the boss of namesake brands, convinced that the search for the right price is more relevant than ever. "After the deconfinement, we will have to be more competitive than ever in prices," he predicts.
Local and healthy products
On the other hand, the respondents also point out their desire to eat local products, made in France and healthy. “Confined with their children, the French want to favor quality and eat a balanced diet. And then, they also want to support the local economy, ”decrypts Michel-Edouard Leclerc. Consciousness has changed. The more expensive fruits and vegetables produced in France are still bought by consumers. The French therefore turn more to products of French origin (note: 45% of them do it more than usual) - origin is even the first criterion of choice for fruits and vegetables -, to fresh products (37%) or from short circuits (37%).
Once the epidemic has passed, the respondents also intend to keep these criteria in mind: the nutritional qualities (52%) of a product, its origin (54%) or its traceability (50%) are very often cited as paramount. Conversely, this quest for healthier consumption leads to a drop in purchases of prepared meals (28% of French people buy less).
More men in the kitchen than before
Other habits have been disrupted since the beginning of this crisis: more and more men are shopping, but are also interested in what is going on in the kitchen. And one in five customers consumes more via a drive: "this mode of purchase combines speed of execution and reassures from a health point of view", recalls "MEL".
Attention to prices, culture of quality ... alongside these two imperatives, Michel-Edouard Leclerc is convinced, the period of deconfinement will correspond to a third trend: the need to diversify its purchases, to (re) discover flavors, tastes. “Consumers bought pasta and rice out of necessity, and hamburger steaks, but now they're going to want diversity, renewal. They will watch the other meats, and reassured by the barrier measures that we have put in the fresh section, will stop sulking the traditional shelves and start eating cheese by the cup. They will rediscover the pleasure dimension ”.