Recent studies reveal fascinating insights about consumer spending habits, particularly highlighting trends among the French populace. According to OC&C Strategy Consultants, their latest survey spanning over 48,171 consumers across nine countries sheds light on the shifting dynamics of preference and purchase behavior, especially within France and younger demographics.
For the third consecutive year, Decathlon reigns supreme as the leading brand among French consumers, maintaining its top position for the fifth time over the past seven years. The well-known French sporting goods retailer has successfully captivated consumers with its constant innovation and unbeatable value for money, showcasing resilience even amid the rapid rise of e-commerce giants like Amazon.
Following Decathlon, Aroma-Zone has surged to the second position nationally, climbing eleven places from the previous year. This French leader specializing in natural beauty and care products adeptly aligns with consumer demands, ranking highest for value for money, product quality, and second for experiential shopping. This trend underlines the increasing consumer interest in engaging beauty experiences.
Unsurprisingly, Amazon, the sole foreign entity occupying the top ten, secured third place after also improving its ranking by nine positions. The e-commerce behemoth capitalizes on the swift growth of online shopping with its extensive product range, excelling particularly among Generation Z and Millennials and building strong customer loyalty through efficient service and quick deliveries.
While Amazon’s rise presents significant competition, the French market continues to favor homegrown brands. Iconic retailers such as Picard, Leroy Merlin, and Fnac have retained their esteemed status within the hearts of consumers, with Picard remaining within the top four for over ten years, and both Leroy Merlin and Fnac being mainstays since 2017.
Stéphane Blanchard, partner at OC&C Strategy Consultants, commented, "This year’s ranking has seen impressive gains from Aroma-Zone, which has successfully championed expectations among consumers, along with Amazon’s remarkable resurgence after several years of declining favor among French shoppers. Nevertheless, our classics—Decathlon, Picard, Grand Frais, Fnac, and Sephora—remain strong contenders, consistently appealing to consumers."
Meanwhile, consumer habits are adjusting, with increasing attention to the price-to-quality ratio. The French now prioritize product quality over low prices; quality preferences have increased by 5.3%, compared to merely 0.5% growth for low prices. This shift positions France at the forefront of European nations demanding exceptional quality.
The younger generations, particularly, seek convenience and enjoyable shopping experiences. The rise of online commerce and platform offerings brings brands like Amazon, Decathlon, Aroma-Zone, and Zalando to the forefront by providing seamless customer experiences. Although low prices remain significant, they no longer solely drive purchasing decisions.
Retailers such as Action, AliExpress, and Primark still attract consumers mindful of saving, yet increasingly these brands face competition where experience and quality matter more. Notably, shopping is becoming fun again, with brands like Temu introducing gamified purchase experiences, and Aroma-Zone engaging consumers through interactive shopping opportunities.
David De Matteis, another partner at OC&C, highlighted, "The pleasure of the shopping experience is declining after years of e-commerce growth because brands relentlessly strive to make the customer path faster and more practical. We find ourselves at a crossroads: consumers crave some ‘fun’ back, especially among the youth. It’s becoming increasingly important for brands to differentiate themselves and give customers reasons to return.”
With the shifting consumer tide, brands have adopted varying strategies, each reflecting unique strengths and challenges. Some, like Sephora and InterSport, are pursuing the “new consumer,” aiming to win over younger generations for market share. Alternatively, enduring brands such as IKEA and Decathlon focus on solidifying their cross-generational appeal through seamless customer interactions and continuous innovation. Others, such as Aroma-Zone and Picard, leverage current trends to adapt their offerings to meet active consumer demands.
The 2025 Cetelem Observatory also paints a comprehensive picture of consumer trends across Europe amid repeated crises—health-related, geopolitical, inflationary, and political. Interestingly, consumers persistently associate spending with pleasure and well-being, underscoring shifts toward seeking rewarding experiences, which include travel, leisure, and digital services.
This evolution signals a movement toward immaterial consumption patterns, where subscriptions to streaming platforms and other online services are increasingly prevalent. Though influenced by financial constraints, 80% of Europeans reportedly manage their expenses, particularly over fixed costs like housing and energy. The drive for responsible consumption aligns with growing consciousness about monetary habits, evidenced by 38% acknowledging they have increased their personal consumption.
Despite enjoying shopping, budget constraints limit spending potential for many. A staggering 58% of Europeans worry their income isn’t sufficient for their needs, pushing them to adjust purchasing strategies, with 86% admitting to forgoing purchases due to financial shortfalls. More consumers are turning to saving strategies, anticipating financial challenges or unexpected expenses.
This cautious approach is accompanied by increasing interest in sustainable and service-oriented consumption. A marked trend toward purchasing second-hand items and environmental responsibility is evident, especially among younger consumers who embrace new practices.
The 2025 Cetelem Observatory reveals this paradox of consumption—a balance of hedonism and responsibility—where the move is gradually toward greater abstraction and sustainability. While challenges remain, the sentiments show marked shifts as consumers reassess their approaches to spending, favoring experiences over mere transactions.