Key findings from the survey:
- When it comes to everyday food, organic products must contend with the power of habit and price pressure. Nearly all French people consider organic products to be too expensive.
- The French rarely consume organic products exclusively or on a consistent basis. They make this choice after weighing numerous factors—particularly budgetary considerations—which lead them to “mix” between different distribution channels.
- Price is an even greater barrier when the added value of organic products is not clearly demonstrated on the packaging compared to their conventional equivalents.
- Health remains the strongest driver of organic consumption, but it is not enough to make it an automatic choice.
- Organic products are widely accepted and retain strong symbolic value, particularly in terms of health, naturalness, and “eating better.” But this support is now more conditional than automatic. For example, the highly processed nature of certain organic products is as significant a barrier to purchase as price.
- More than two out of three French people experience a mental burden that is difficult to manage while shopping, limiting the alignment of their purchases with their beliefs.
- Contrary to popular belief, the 18–24 age group has a strong preference for organic products but is more heavily constrained by price.
- Families overwhelmingly favor organic products.
