Consumers are establishing new habits for their daily purchases

Shopping is an important moment in life for the French! 92% of French people mainly organize their weekly shopping in hypermarkets and supermarkets, devoting an average of 1.7 hours per week to this activity, up from 2022 (1.5 hours). Supermarkets therefore remain the main purchasing channels and have continued to gain popularity since 2021.Today, 76% of French people do their big weekly shopping there, and for smaller shopping trips, they turn to local shops and home delivery.

The increase in time spent shopping reflects the growing importance given to this moment in life. Indeed, 58% of respondents consider shopping as a pleasure, stores or shopping malls are therefore perceived as real places of social interaction. On average, the French visit shopping centers 2.5 times per month, mainly for shopping (63%) but also for outings at 37% (up +9 points compared to 2022).

Inflation, this “new normal” that hurts

Inflation is having a significant impact on shopping habits. In 2024, the average monthly budget for groceries increased to €398 (up €25 from 2022), and 63% of consumers are keeping a close eye on their spending. Budget control has never been more attentive since 2019.

The majority of French people (89%) have noticed an increase in prices and 75% of them anticipate a further increase in the coming months. To cope, they buy more on sale and visit several stores to find the best prices.

In this context, the French are paying ever more attention to their spending. : apart from health, basic necessities are under increased vigilance. Indeed, the French are looking to save money wherever they can. Basic necessities are subject to savings research: starchy foods (23%), fresh vegetables and fruits (28%, +11 points compared to 2022), desserts (29%), hygiene & beauty (36%, or +13 points compared to 2022). This is all the more the case for “pleasure” purchases: outings and leisure (59%), high-tech (59%), fashion (58%), alcohol (55%), sweet groceries (51%).

When it’s time to consume, Shoppers are more vigilant about in-store information and actively seek out promotions. 84% of shoppers make their decisions in-store, demonstrating the importance of on-site communication.

Despite budgetary constraints, The French try to maintain responsible behavior, often opting for local or nearby products.Even though the trend is downward, 35% of them are ready to pay more for environmentally friendly products and committed brands.

Increasing expectations from mass distribution and national brands

At present, The priority expectation of shoppers remains the guarantee of low prices. Consumers expect retailers to guarantee the lowest prices, highlight promotions and offer a wide selection of products. 71% of consumers buy more products on sale and 51% visit multiple retailers to find the best prices.

The barometer also reveals consumers’ perception of efforts made by retailers on the one hand and brands on the other, to maintain the purchasing power of the French : 34% think that distributors do, compared to 25% for national brands. A communication avenue to explore for the latter?

This observation goes hand in hand with the gain in popularity of private labels (MDD)preferred by 55% of consumers. 45% also think that they offer a better quality/price ratio than major brands, and 45% think that this quality/price ratio is equivalent. 65% believe that the quality of the ingredients in private labels is equivalent to that of national brands.

In conclusion…

The Shopper 2024 barometer in-Store Media and Ipsos reveals that inflation strongly influences purchasing behavior. The average budget for groceries is currently €398 per month, up from 2022 and 63% of consumers are closely monitoring their spending. 92% of French people do their shopping in hypermarkets or supermarkets, with an increase in the time spent shopping (1.7 hours per week).

Shopping malls are visited on average 2.5 times per month. 71% of consumers buy on sale and 51% visit several stores to find the best prices. Private labels (Private labels) are gaining popularity and are preferred by 55% of consumers for their quality/price ratio.

In a context of budgetary constraints, so-called responsible purchases are less popular, even if 35% still say they are ready to pay more for environmentally friendly products. Expectations of mass distribution include the guarantee of low prices and a wide range of products.

In conclusion, consumers are adopting a more cautious, value-driven approach, with a preference for promotions and private labelsThey are also opting for new habits such as shopping in different stores to reduce their expenses while remaining committed to responsible consumption.

Methodology
2,000 French shoppers responsible for purchases for their household were surveyed between March and April 2024 (panel representative of the French population, quota method).