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Consumption But what do we like so much about the “aperitif” ritual?


A small hand slips into the bowl filled with delicacies: Philippine, 7 years old, loves Friday evenings… Because her parents have decided to mark them with the “aperitif” as we say in everyday language, a story of put an end to an intense week.

The practice of the aperitif is indeed revealed as a well-established habit among 90% of French people who organize them at home regularly, according to a latest study carried out by the Syndicat des apéritifs à croquer

. The frequency is particularly strong among CSP+, 25-34 year olds and… men, who show themselves – on this aspect! – very organized for its preparation.

“A Safe Haven”

“The aperitif is a safe haven. It’s also an opportunity to let go,” summarizes Nelly Bonnet, the general secretary of the union. Yes, the aperitif is a real relationship cement. 60% of French people questioned in the same study take it accompanied, mainly with friends or relatives (96%), their spouses (89%) and their family (87%). The practice of the aperitif alone, noted in 40% of respondents, seems to refer only to very occasional moments. The pandemic and confinement alone at home seem far away… and that’s good.

So what exactly do we like so much about the “aperitif” ritual? In the study, respondents rank first “the fact of being together, with loved ones” (54% of French people), “the fact of experiencing a moment of conviviality, of laughter” (52%), and finally the “the pleasure of sharing and discussing with loved ones or guests” (46%). Individual motivations come in second place: “live a moment of relaxation, decompress” (38%), “let go to break with their daily life” (18%) or “have a little pleasure of indulgence before the meal” (13 %). In the end, it’s a bit of everything at the same time.

The aperitif, yes, but made up of what? To drink, red wine, rosé, white, beers, liqueurs… And to nibble? “The aperitif is extremely varied in terms of both textures and flavors. The trend is towards spiciness”, continues Nelly Bonnet. Companies are constantly working on new flavors or tastes, combining them more daringly and are looking for as few ingredients as possible in the formulation of products. The organic and natural offer is also increasing over time. Savory products made from lentils or vegetables are thus now consumed without complaining.

Six or seven products?

Gourmands are the French. For a successful aperitif, they estimate that you need at least three products on the plates, which do not require any preparation. For the majority, you even need around six to seven different products (peanuts, tiles, crackers, lentil soufflés, pretzels – a timeless aperitif…).

Chewable aperitifs remain essential for more than 97% of French people, for an average annual budget of 68 euros per household in 2021, the study further reveals. In terms of overall volumes, growth remained vigorous in 2021 with a turnover in mass distribution of 1.84 billion euros, i.e. 2.8% more than in 2020. The segment of extruded products and salt tiles has particularly its sales increased (+7% in volume compared to 2020), ahead of salted seeds.

The world of aperitifs is not spared from rising prices. But will the French really be ready to skip the aperitif this summer? In view of the summer tables, we doubt it…

Study conducted via L’Obsoco with a sample of 1,000 people representative of the population of metropolitan France aged 18 to 75. between March 17 and 23, 2022. Representativeness was established using the quota method according to the following criteria: age, gender, region, size of the urban area of ​​residence and socio-professional category.



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