Transparency is increasingly becoming a decisive factor in food purchases. Consumers are not only seeking clarity on where products come from, but also on what they are actually buying, how prices are structured and how value is shared between producers and retailers.
Transparency as a trust driver
The study highlights a strong preference for transparency in both packaging and pricing. More than 8 out of 10 French consumers associate transparent packaging—where the product is visible—with greater honesty and trustworthiness. In addition, 71% believe it signals higher quality, while 61% perceive such brands as more innovative. Only a minority consider that transparent packaging reduces visual appeal.
Price transparency is equally valued. Nearly 9 out of 10 respondents support the idea of clearly displaying price composition on labels, provided the information remains simple and easy to understand. For 85% of consumers, this helps them better understand how their money is distributed and reinforces a sense of responsible purchasing that supports producers.
Against a backdrop of pressure on household budgets, transparency in pricing is increasingly seen as a key trust indicator.
Barriers to “buying French”
While there is a strong willingness to consume domestic products, several obstacles remain. Price is the main barrier for 61% of respondents—and rises to 77% among those under 35. However, lack of clarity on product origin (37%) and limited availability or choice in stores (35%) also play a significant role.
A lack of interest in French-made products remains marginal, cited by just 6% of respondents. However, only 9% say they exclusively buy products made in France, and nearly one in three doubts the feasibility of doing so on a daily basis. This suggests that while demand exists, consumers face practical challenges in navigating current market offerings.
Demand for clearer and verifiable information
The study confirms that consumers are calling for simpler, more reliable information:
- 89% believe they do not have sufficient information to clearly identify the origin of ingredients
- 23% want simpler and clearer labelling
- 20% call for stricter regulations to prevent misleading claims
- 19% would like detailed origin information for all ingredients
Overall, consumers are increasingly rejecting vague marketing claims in favour of concrete, verifiable information.
Rethinking promotions and value distribution
Promotions remain relevant for consumers, but expectations around fairness are evolving. According to the study, 93% of respondents see value in promotions being funded by retailers rather than manufacturers.
Among them:
- 57% view this as a matter of fairness towards producers
- 41% believe it restores meaning to promotional offers
- 35% say it would strengthen trust in the retailer
These findings highlight a shift in consumer expectations, where promotions are no longer judged solely on price, but also on how value is distributed across the supply chain.
