the rise of local produce overshadows organic

A trend qualified as emerging a few years ago, the interest of the French in more responsible consumption has grown considerably with the crisis linked to Covid-19. Closer to the consumer, better identified in its origin, the demand for local or regional products is booming. While, at the same time, in stores, sales of organic food products were down 1.7% over the first ten months of the year.

One in four French people say they have consumed more from local producers in 2020, according to an Ipsos survey of February 2. And the French, questioned in June by the FIFG, would even be 66% ready to “Buy more local and made in France products, even if it means paying 10% or 15% more expensive”, while only 36% would do the same with “Organic food products”.


In the opinion surveys of the Research Center for the Study and Observation of Living Conditions, Pascale Hebel, director of the consumer and business division, also notes, “This desire to have local, regional products. Local in the broad sense ”. Is it because after the Covid-19 “The consumer, worried about what he eats, needs to be reassured” or because he frequents more local supermarkets where “The supply share of organic products is lower” ? She notes, in any case, that the profiles are different. The local attracts “Rather older populations, between 45 and 60 years old, more mature, more concerned with questions of protectionism of French products”, while the bio interests “Younger populations, less aware of economic issues”.

Emily Mayer, from research firm IRI, also notes “A dynamic of local products. For consumers, they tick the desired quality box. And they are on average 10% more expensive, against a price differential of nearly 30% for organic products ”. This institute conducted a study in May to examine the growth of local brands. The conclusion is clear : “On average, they increase by 6% when the consumer market grows by 2%”, add Mme Mayer.

The IRI institute has defined the local offer based on companies which carry out more than 50% of their activity in their region of production. With this premise, which excludes fresh products, he estimates this market at 1.8 billion euros. Significant differences appear, depending on the geographic area.

You have 70.76% of this article to read. The rest is for subscribers only.