2018-欧洲购物者调查_法国（英文版）-1mb

European Shopper Survey Summary - France

Core Content

The European Shopper Survey, conducted by IRI in 2017, provides insights into the evolving landscape of grocery shopping across Europe, with a specific focus on France. The survey explores three main areas: the shift towards a multichannel shopping path, the impact of digital experiences on grocery shopping, and the current state of food wellness in France.

Main Areas of Investigation

1. Is Grocery Shopping Turning into a Multichannel Path?

   • Shoppers are increasingly using multiple channels for grocery purchases.
   • Specialist stores such as frozen food stores, pharmacies, and traditional stores are the most visited.
   • Mass market stores still maintain relevance in the shopping path.
   • French shoppers visit fewer stores compared to the European average.
   • Personal & beauty care products are highly diversified in terms of purchasing channels.

2. Is Digital Experience Changing the Way for Grocery Shopping?

   • 31% of French shoppers regularly use the internet to seek information before shopping.
   • 58% of info seekers obtain savings through coupons and promotions.
   • 87% of shoppers plan their grocery shopping with a list, with 5% using mobile apps to do so.
   • 1/3 of shoppers use the internet while in-store, primarily for promotions and product information.
   • Barriers to online shopping include the preference for in-store product experience.
   • 31% of current non-buyers of grocery online are likely to start purchasing online in the next 6 months.

3. How is Food Wellness in Europe?

   • Wellness food is becoming a more relevant part of the French diet.
   • Organic food is a key component of wellness food, with 59% of French shoppers seeking additive-free products for better health.
   • A new way to cook and ingredient lists are tools used by French shoppers to maintain a healthy diet.
   • Bio stores and street markets are the main alternative channels for purchasing wellness food in France, alongside traditional and mass market stores.

Key Findings

• Multichannel Trend: Grocery shopping is becoming more multichannel, with specialist stores gaining traction, although mass market stores remain relevant.
• Digital Influence: Digital solutions are influencing shopping behavior, especially in product information search and list preparation. However, physical interaction with products is still a significant barrier to full online adoption.
• Wellness Food Growth: There is a clear upward trend in the purchase of wellness food, driven by health consciousness and the availability of organic and additive-free products. Bio stores and street markets are preferred channels for these products.

Growth Opportunities

• The potential for growth in online grocery shopping is significant, especially among current non-buyers.
• Focus should be on increasing average spending and purchase frequency among online shoppers.
• Marketing efforts should emphasize the benefits of wellness food, such as health improvement and economic savings, while also addressing the need for in-store experiences.

Conclusion

The survey highlights a shift in consumer behavior towards a more diverse shopping experience, with digital tools playing an increasing role. However, traditional in-store shopping remains important, particularly for product evaluation. Wellness food is on the rise, and there is a growing interest in organic and additive-free products, indicating a need for targeted strategies in both online and offline channels.