France: consumer expectations for Bakery in the ‘new normal’


The coronavirus outbreak has had a profound impact on consumers, changing how they live, what they eat and how they purchase.  To understand these changes in behaviour and to offer our customers in-depth insights, Puratos is conducting consumer surveys around the world to discover how bakery categories will need to adapt and evolve to meet future consumer needs in the ‘new normal’.

In early June 2020, Puratos conducted a consumer survey in France. In this article, you can discover how the needs for bakery items have evolved for French consumers. What are their key criteria when buying bakery products, which items do they value most, and how do they prefer to buy them?

Everything starts with taste & freshness!

When purchasing bakery items, taste and freshness remain the most important selection criteria for French consumers, confirming the results of the latest Taste Tomorrow research. Price completes the top 3 in France. 

At the same time, the importance of healthiness is growing, with French consumers increasingly looking for food that bolsters their health & immunity. The corona crisis has also raised the importance of hygiene, as consumers want to avoid contamination risks.

France: consumer expectations for Bakery in the ‘new normal’

Winning bakery products

Product preferences of French consumers are evolving. The corona crisis is expected to boost sales of products that are: 

  • Indulgent, with sweet baked goods very appreciated as small indulgent treats. 

  • Healthy: breads with sourdough, more grains and high in fibre, as well as cakes with less sugar & fat are topping consumers' wish lists to improve their diet. 

  • Local, considered more authentic. 

  • Affordable, one out of two families expect financial losses due to the crisis and many will pay more attention to the amount spent on food.

  • Freshly packed with 1-2 days shelf life. 

France: consumer expectations for Bakery in the ‘new normal’

Winning sales channels

Purchasing behaviours are also changing, with artisan bakers likely to win market share after the crisis. 69% of French consumers also plan to pay more attention to hygiene in food outlets, once again highlighting the need to implement new hygiene protocols in-store.

Home baking

While staying at home during the lockdown, 75% of French consumers were home baking. The benefits they see are clear: home baking is considered healthier, and allows them to control the ingredients and also save money.

France: consumer expectations for Bakery in the ‘new normal’

Discover more consumer insights

France was one of the eight stops in Puratos’ quest to understand global consumers in the ‘post-corona period’. Discover the consumer surveys in:

Stay tuned

In the coming months, we will continue to explore and gather in-depth insights into global and local consumer behaviour, attitudes, choices and trends related to Bakery categories.

Contact your local Puratos presentative