Competitive, But Lucrative: France's Food Service Industry

AgExporter, Oct, 2000 by Roselyne Gauthier

A French Customer Is a Busy Customer

In March, when the French newspaper Le Figaro asked its readership about food, the replies thundered with Gallic clarity, "Je suis presse, vite alors!"

Translation: "I'm busy-quickly, please!"

The image of slow, elaborate food preparation, so long associated with French haute cuisine, conflicts with the realities of modern life. Respondents said they wanted easy-to-cook foods.

With more men and women working full-time and busier than ever, food has slipped on the list of French consumers priorities.

Time spent eating per day was reduced, as was meal preparation, which was compressed into 30 minutes from an hour.

This reduced time explains the new popularity of frozen foods. Per capita consumption currently amounts to 30 kilograms.

Another example of the power of convenience: the growing demand for fruit juices, at the expense of fresh fruit and juice squeezers. Sales of ready-to-eat salads packed in plastic bags and containers are also booming.

Flavors the French Will Savor

The survey also asked French consumers about their taste in foods: Sweet flavors are more popular than strong ones. This was especially true for people under 35, who grew up more accustomed to chocolate bars and cookies than their parents. This age group prefers mild flavors, perhaps a throwback to spreadable cheeses and other products they enjoyed as children.

And, while these younger consumers tend to like ethnic foods, they want them with a softer touch, This generation tends to eat less spicy, salted or peppered foods than older adults.

The author is an agricultural specialist with FAS at the American Embassy in Paris.