St Michel biscuits come first, ahead of Lindt chocolates and Amora toppings.
The French like to eat. And not necessarily the healthiest products. This is what emerges from the 2022 Observatory of the French Favorite Brand label, unveiled Thursday in an event organized by the Union des Marques. He “confirms the dominance of food brands in the Top 30 with a preponderance of brands linked to sweet and savory pleasures“, Indicate in a press release published on Monday the authors of the Observatory, which interviewed 4900 French out of 1300 brands.
It’s very simple, among the top 30 brands with the highest approval rate, 26 are food brands. With St Michel number one biscuits, in front of Lindt chocolates and Amora toppings. Yogurt and dessert La Laitière and Panzani pasta complete the top 5.
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More generally, the top 30 gives first place to cakes, biscuits, chocolates, ice creams, sweets and other yogurts, with the presence in the list also of Danone (for natural yoghurts, 6th), Lu (7th), Milka (8th), Bonne Maman (10th), Carte d’Or (11th), Andros (16th), Nestlé Dessert (17th), Côte d’Or (18th), Magnum (19th) and Ferrero Rocher (20 °). “Pleasure acclaimed by the French, linked to the post-crisis recovery of Covid-19commented Claire Doin, partner of French Preferred Brand. Savory gourmet products are no exception, with Petit Navire (12th), Barilla (13th), Lustucru (14th) or President (22nd) on the list.
French trademarks in force
Also noteworthy is the progression this year of appliance brands, such as Tefal (from 28th in 2021 to 9th) and Moulinex (entering the top 30 this year, in 27th place). “It is related to the fact that we have come home a lot during the Covid crisis.“Says Claire Doin. “And then these are brands that have a positioning close to the French one or accessible“.
Features appreciated by the French. “Trust and closeness are the two criteria that most favor the attachment to brands for the French“, In fact, note the authors of the study. This is why we find a large majority of French brands on the list. “The French are attached to French brands, a trend that is even more pronounced this year»Analyzes Claire Doin. If this sensitivity to local and “made in France” existed before the pandemic, “it increased compared to last year, and has persisted ever since, even in the post-Covid crisis“.
In addition, for this edition, additional rankings have been created relating to the image associated with the brands (useful, committed, transparent, reliable, close to me, accessible). It is Decathlon that thus reaches the top of the brands that generate a feeling of closeness. Kärcher wins the trust award, Doctolib the utility award (ahead of Google) and the Green Tree the commitment award.
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