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France: How do consumers perceive the food labels?

At the 2022 edition of the Paris International Agricultural Show, Demain la Terre held a conference, in partnership with ScanUp, in order to present the results of a study on how consumers perceive and understand labels. The goal of this study was to better grasp how consumers perceive and understand food labels, what their expectations are regarding these labels and also to see what place consumers attribute to the Demain la Terre label. In total, 17,754 consumers were surveyed online, using the ScanUp application.

The study reveals that 53% of the consumers know between 5 and 10 labels. 30% of the participants know less than 5, and 17% of them know more than 10. 81% claim that the labels give them confidence in the products, while 67% of the consumers think that they play an important role in their shopping decisions. 

When faced with a food label they are not familiar with, 65% of the consumers try to find out what guarantees it provides. To do so, 90% of them visit the label’s website while 54% of them claim not to do so only due to a lack of time.

54% of the participants are more sensitive to a label that meets the current issues in general while 46% prefer a more specific label. The study also reveals that the absence of plastic packaging is the first thing consumers expect from a fruit or vegetable with a label. Then, the label must guarantee a production without any synthetic pesticide. Finally, the label must also protect biodiversity and pollinating insects. For the consumers that were over 30 years old, a production without synthetic pesticides takes precedence over the elimination of plastic packaging.

As for Demain la Terre, the label’s reputation gained 10 points in less than 2 years. 14% of the 17,754 participants claimed to know the label, and 73% regularly include it in their shopping basket. For the 86% who are not familiar with the label yet, 68% claim that it would play a role in their shopping decisions.

For more information: 
Marc De Nale
Demain la Terre
Phone: 06 62 94 10 88
marc.denale@demainlaterre.org

Caroline Péchery
Scan Up
caroline@scanup.fr   


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