A new trend is clearly emerging: European consumers like to buy local products and want big companies to offer more. This is shown by a study carried out in 17 countries by the Cetelem Observatory.
According to the study, 94% of consumers seem to trust products made in their country or region (93%), compared to 75% for “other European countries”, and only 26% for products from China.
In France, 49% of the survey participants believe that encouraging the purchase of local products should be a priority.
Companies are starting to incorporate this new trend in order to satisfy the consumers which are “better informed” and “more sensitive to environmental and social criteria”. The price, however, remains a major obstacle to this development. Indeed, 64% of the European consumers think that local products are expensive, a figure which climbs to 76% for the French.
Two out of three consumers, however, are willing to pay a little extra for local products.
The study was carried out in 17 European countries, from November 27th to December 10th, 2018, among 13,800 participants aged 18 to 75, from a sample representative of the population of each country, according to the quota method.