Fair Trade: French Consumers Balancing Responsibility and Purchasing Power

In Brief
The "Max Havelaar France Food Transition Barometer," conducted with OpinionWay and published on November 5, 2024, examines French consumer behaviors and expectations regarding responsible products. The study, based on a representative sample, comes amid high inflation and ongoing food crises, which intensify economic and ethical concerns. 
It analyzes purchasing intentions for local, organic, French-made, and fair trade products while also exploring consumer perceptions of value chain transparency and sensitivity to food sovereignty issues. 
Key findings reveal a strong demand for products guaranteeing fair incomes for producers but also a clear tension regarding perceived high prices. This paradox points to a shift in consumer expectations and evolving strategies for brands and retailers. 

Key Takeaways
• 48% of French consumers believe ensuring fair incomes for farmers is essential. 
• 70% demand greater transparency on profit margins, especially via product labeling. 
• Fair trade products generated a revenue of €1.3 billion in 2023, driven by staples like cocoa and bananas. 
• Inflation significantly impacts eating habits for 44% of respondents, far more than the Covid crisis (20%). 

Analysis and Insights
A strained food transition: This study underscores a fundamental tension between rising demands for sustainability and the need for affordability. For F&B actors, this represents a structural challenge, requiring a delicate balance between ethical innovation and cost efficiency. Businesses must rethink their models to integrate these expectations without compromising profitability. 
Towards a new transparency standard: The strong push for transparency (70%) signals a turning point. It calls for revamped marketing practices and enhanced communication across supply chains. Integrating verifiable tools, such as QR codes to trace product origins and producer remuneration, could become the norm to meet these demands. 
Food sovereignty as a strategic lever: Concerns over unfair competition and imported standards reflect a geopolitical shift in food preferences. Collective and commercial catering players could capitalize on locally sourced supplies while highlighting compliance with French regulations. This approach could serve as a key differentiator for increasingly discerning consumers. 
A case study for certification labels: Fair trade has demonstrated remarkable resilience (4% growth in 2023) despite challenging market conditions. This success stems from its focus on everyday staples (coffee, bananas, cocoa) that appeal to a wide consumer base. This model could inspire other niche food sectors seeking differentiation. 

France offers a unique case study for examining consumer responses to inflation and food transition pressures. These trends hold global relevance, especially in markets grappling with the local-versus-global supply dynamic. Insights from the French experience could inform strategies in other advanced economies facing similar challenges. 

Alice Polack