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Consumer Food Trends and Insights in France

Market Insights 27 March 2025

Pourdebon.com, France’s largest online farmers’ market, has released its latest survey, offering insights into short-supply-chain consumption trends across the country. In 2024, 64% of French consumers purchased directly from producers, a slight 3-point decline from the previous year, driven by growing price sensitivity. Despite this, the preference for local, seasonal, and high-quality products remains a dominant factor in shaping purchasing decisions for households and restaurants nationwide.  

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Business Growth and Consumer Behaviour 

Serving nearly 800 producers, Pourdebon.com achieved one million orders since its launch, reflecting significant growth in 2024. While traditional physical retail remains dominant, an increasing number of consumers, particularly younger buyers aged 18-34, are opting for home delivery. Strong engagement is seen in regions like east-central France (home to Burgundy wines) and the coastal northwest (renowned for its seafood), with fruit, vegetables, cheese, and meat emerging as the most popular product categories. 

 

Restaurant Sector: Focus on Seasonality on Transparency 

In the restaurant industry, over half of surveyed consumers prioritise seasonal ingredients when choosing restaurants, highlighting a trend toward mindful consumption. Transparency is critical, with 90% of consumers expressing a preference for seeing producer names on menus. Additionally, 77% associate non-local sourcing with the decline of French agriculture. In response, Pourdebon.com expanded its direct-from-producer model into the B2B market, offering restaurateurs easier access to quality, locally sourced ingredients. 

 

Economic Factors and Core Values 

While economic pressures and price concerns are rising, consumer priorities remain firm. 72% value taste above all, and over half prioritise products of French origin. As France’s largest advocate for fair remuneration in this sector, Pourdebon.com empowers producers to set their own prices, ensuring market sustainability while remaining committed to quality, locality, and supporting producers. 

 

Discover more about Pourdebon.com’s offerings at www.pourdebon.com