Recently, the world have become very fond of Made in France. Their purchasing behavior is proof of this, as we can see a very clear increase in the number of retailers offering products made in France. Starting with textiles, food or toys, all sectors of activity in France are concerned.
For French and foreign consumers alike, Made in France products are synonymous with quality and supports the local and responsible economy. More and more consumers want to consume less but better. This reflects a promising trend for the Made in France market.
Therefore, how is it appropriate, nowadays, for a brand to position itself on the Made in France and to play on this trademark to communicate?

The attractiveness of Made in France

Conscientious consumers

In recent years, consumers have clearly changed their eating habits and lifestyles in favor of consumption centered on eco-responsible products, of which Made in France products are a part. Today, 92% of people are concerned about the origin of their food. They seek above all organic and local products..
The tendency to be conscientious in its purchasing processes has become a priority for more and more international consumers. According to Ifiop, in 2017, 74% of people were willing to pay more for better quality products and 75% thought that products made in France were of better quality. These figures are not insignificant and show a growing trend in the willingness of consumers to buy responsibly

IFOP survey on made in France

Why people buy French?

  • 94% to support French companies
  • 93% to preserve employment and French know-how
  • 86% act as a citizen

Already, consumers are focusing on quality, which is an incredible growth opportunity for the Made in France market. Indeed, Made in France products are considered to be quality products for 92% of French people and are the assurance of being manufactured according to socially respectful standards of employees for 87% of French people. By buying Made in France, the French consumer can then fight at his own level against over-consumption and for the respect of working conditions.
Also, consuming Made in France has advantages in terms of environmental protection. 84% of French people think they are helping the environment by buying French products. This can be explained by optimizing transport and reducing waste. Indeed, some countries are very polluted because of their massive textile industry. For example, 70% of the rivers in China are polluted because of the toxic substances from the textiles discharged during textile manufacturing. According to the NGO Greenpeace, each garment contributes 20 times its weight to greenhouse gases.

A good argument to boost sales

The Made in France market has long been a real niche market since French companies tended to internationalize their production and minimize the more expensive production in France.
Today, many companies have understood that Made In France is a real competitive advantage and more and more of them are integrating into this promising market. 62% of them find that Made in France is an argument that has a strong impact on sales. Indeed, the demand is strong and these companies are also seeking to take responsibility. The companies can then display a price higher than the market since consumers accept to pay more for the assurance of quality and exemplary know-how. For example, mass distribution companies such as Leclerc or Intermarché are rethinking their communication strategies by focusing much more on organic and local commitment while seeking to promote employment.
Thus, today, the Made in France sector represents nearly 40,000 jobs for an annual turnover of 7.2 billion euros.
Also, promoting Made in France abroad helps to promote the export of national production. Indeed, many foreign consumers are interested in French products which are synonymous for them with know-how, tradition, quality and refinement. For example, the company Maesa, a producer of custom-made perfumes, has grown exponentially in recent years thanks to exports. The perfumer's French know-how is recognized internationally. The French company has achieved 80% of its turnover abroad, which has risen from 9 million to 76 million euros in six years.
China is a fervent consumer of French products. In 2016, 30% of the e-commerce market was covered by China. The Chinese market therefore offers many development prospects for French e-merchants. Many Chinese e-commerce sites oriented towards international markets offer visibility to French brands.

Made In France, an effective marketing argument

The demand for Made in France is strong worldwide. This is why companies that manufacture their products mainly, or even 100%, in France have an interest in focusing their communication globally on this competitively advantageous theme. This sales argument must then appear in the eyes of the consumer when he is interested in a product. It is an efficient consumption tool and a real opportunity to improve the company's image. The Made in France mention must be everywhere but above all proven. The consumer expects the company to provide real information.
It is also an opportunity for the company to claim values such as quality, civic and environmental commitment which are today undeniable communication tools. This modern initiative is a real proof of commitment to ethical and civic values. Indeed, consumers are increasingly looking for companies with real authenticity. Made in France is a way to achieve this and reach the consumer directly.