The French are greedy. And some brands – not always the healthiest – appeal to them more than others. This is revealed by the 2022 Observatory of the French favorite brands label, carried out on the basis of a survey sent to 4,900 people and covering 1,300 brands. “The 2022 edition confirms the domination of food brands” in the hearts of the French, in particular those “linked to sweet and savory pleasures”, indicates the Observatory.
At the top, we find St Michel biscuits, which stand out ahead of Lindt chocolates and Amora sauces and condiments.
In the Top 30, we find yoghurts (La Laitière n°4, Danone n°6), chocolate (Milka n°8, Ferrero Rocher n°20…), cakes (Lu n°7, Bonne Maman n°9…) ice cream (Carte d’or n°11, Magnum n°19)… But also savory brands, pasta (Barilla, Lustucru), or fish (Petit Vessel). In total, only four brands present in the top 30 are not food brands.
“We are totally in phase with the previous editions, comments to our newspaper the label company favorite brands of the French. These are brands known and recognized by all, which accompany the French in their daily lives, in good and less good times, such as confinement ”.
A ranking marked by two years of Covid-19
The 2022 ranking bears the traces of two years of pandemic. The Observatory notes “a stronger presence at the top of the ranking of home equipment brands”. Téfal won in ninth place (28th last year) and Moulinex entered the Top 30 in 27th place. Among the five brands with the highest growth rate, there are also two home equipment manufacturers: De Dietrich and Grohe.
The Observatory also indicates an increase in pure-players, online banks and e-commerce with Amazon. Doctolib appears on the podium of the most useful brands, ahead of Google, Bic, La Poste and Colissimo.
Finally, the Observatory also updates “an acceleration of the preference for French brands”. Trust and proximity are the two main criteria that justify the French people’s attachment to brands. The French then focus on quality and accessibility items, then on commitment.
Incidentally, Decathlon is the brand that generates a greater feeling of closeness, according to an additional ranking produced by the Observatory. It won ahead of E.Leclerc, then Amazon, Doctolib and Lidl.
For trusted brands, it is the German company Kärcher and the French tire company Michelin which stand out “thanks to their know-how and the irreproachable quality of their equipment”. Behind, we find Bonne Maman, Samsung and Evian.
As far as commitment is concerned, “it is the brands positioned on the environment, organic and sustainable development that perform the most”. L’Arbre vert is in the lead, ahead of Ethiquable Chocolate, Biocoop, Maison verte and E.Leclerc.
If today “a committed brand is not necessarily liked”, the favorite brands label company is “convinced that in the years to come, this theme will take on more and more importance in the ranking”.