par Aude Chardenon8 June 20210 commentaires

Local products, made in France... The new concerns of online shoppers

The health crisis has intensified some already predictable consumer trends. More sustainable, more local, more responsible, consumer purchases show concerns that go far beyond the health crisis that we have been living through and that we are still going through. We can see these fundamental trends towards more responsible and sustainable consumption as soon as we look for information on a product, especially on the Internet.

When we ask consumers, it is clear that the health crisis is intensifying some of their previous concerns.The desire to consume local products from short circuits, and certified “made in France”, is growing, as is shown by numerous studies.

It is now essential to be able to meet these expectations.Faced with the consumers’ enthusiasm for local production, short circuits and organic food, and also their appetite for nutritional information apps.We can also see a revival of local shops, which confirms our need to be more connected to our immediate environment in this context of global uncertainty.

This strong demand for clarity and transparency was measured by Alkemics well before the Covid-19 crisis;in 2019, a study conducted by Opinionway* revealed that 83% of French consumers would research a product before buying it.This is even more significant in the consumer world,with more than one French person in two having already refused to purchase due to a lack of information on a food product*.

The quality of the product data depends first and foremost on good quality photos, which make the Internet user want to make a purchase while also providing essential information such as the composition, the presence of any allergens, increased visibility of the product’s weight, volume, wording, etc.All of this information helps the consumer to do their research more easily, and standardising this information is extremely valuable for the online seller who must ensure the search engine optimisation of their website.

But as we know, these new purchasing behaviours are part of underlying trends – according to Accenture**, and 95% of consumers who have made at least one change to their lifestyle expect this change to be permanent – and they will be constantly evolving.Therefore, the fight against food waste is a growing concern among consumers but also among companies. For example, the French retailers who are subject to the Garot law, which prohibits, among other things, throwing away unsold food.

Certain information, such as the product’s expiry date or a best-before-end date, means that when consumers order online, they will receive a product with a use-by date that is long enough away so that they do not have to consume it quickly… or throw it away.This is what the Casino Group is doing through its subsidiary O’Commerce/O’Logistique, which specialises in the preparation and delivery of online orders.

Another initiative that is slowly emerging is the Eco-Score, a new indicator for evaluating the environmental impact of food products.This system, which is gradually being used among by manufacturers and retailers, will become even more important in the coming months.

To learn more, watch the replay of our conference co-hosted with Groupe Casino : Ecommerce: How does qualitative product data pave the way to performance & sustainability?

*OpinionWay survey for Alkemics “The French and transparency on food products”

**SAP/Accenture 2020 study The (real) priorities of consumers post-lockdown