Consumer Lifestyles in France

CONSUMER LIFESTYLES IN
FRANCE
Euromonitor International
September 2015
CONSUMER LIFESTYLES IN FRANCE
LIST OF CONTENTS AND TABLES

Lifestyles in France ...................................................................................................................... 1
Chart 1
Lifestyles in France ...................................................................................... 1
Top Five Consumer Trends .......................................................................................................... 1

Sharing Economy Takes Off for French Consumers ................................................................ 1
Consumers Manage Energy Consumption To Save Money ..................................................... 2
Consumers Turn To DIY Beauty and Kitchen Equipment As Part of fait Maison Effect ......... 3
French People Continue To Travel But Keep Costs Down .................................................... 4
Children in France To Learn on Tablets at School.................................................................... 4
Consumer Segmentation .............................................................................................................. 5
Babies and Infants .................................................................................................................... 5
Chart 2
Babies and Infants in Focus 2000-2020 ....................................................... 5
Kids........................................................................................................................................... 6
Chart 3
Kids in Focus 2000-2020.............................................................................. 7
Tweenagers .............................................................................................................................. 7
Chart 4
Tweens in Focus 2000-2020 ........................................................................ 8
Teens........................................................................................................................................ 9
Chart 5
Teens in Focus 2000-2020......................................................................... 10
Young Adults .......................................................................................................................... 10

Chart 6
Young Adults in Focus 2000-2020 ............................................................. 12
Middle Youth ........................................................................................................................... 12

Chart 7
Middle Youth in Focus 2000-2020 .............................................................. 13
Mid-lifers ................................................................................................................................. 13
Chart 8
Mid-Lifers in Focus 2000-2020 ................................................................... 14
Late-lifers ................................................................................................................................ 15
Chart 9
Late-Lifers in Focus 2000-2020 .................................................................. 16
Housing and Households ........................................................................................................... 16

Home Ownership .................................................................................................................... 16
Chart 10
Home Ownership 2000-2020 ..................................................................... 17
Household Profiles.................................................................................................................. 18
Chart 11
Household Profiles 2000-2020 ................................................................... 18
Running Costs ........................................................................................................................ 19

Chart 12
Household Running Costs 2000-2020........................................................ 20
Money and Savings .................................................................................................................... 20

Attitudes Towards Payment Methods ..................................................................................... 20
Savings ................................................................................................................................... 21
Loans and Mortgages ............................................................................................................. 21
Chart 13
Borrowing and Saving 2000-2019 .............................................................. 22
Eating and Drinking .................................................................................................................... 22

Eating Habits .......................................................................................................................... 22
Chart 14
Food Expenditure Profile 2000-2020 .......................................................... 24
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Drinking Habits ....................................................................................................................... 24

Chart 15
Drinks Expenditure Profile 2000-2020 ........................................................ 25
Grooming and Fashion ............................................................................................................... 26

Female Grooming and Fashion Trends .................................................................................. 26
Male Grooming and Fashion Trends ...................................................................................... 27
Chart 16
Grooming and Fashion Expenditure 2000-2020......................................... 28
Health and Wellness .................................................................................................................. 29

Attitudes To Health and Well-being ........................................................................................ 29
Chart 17
Health of the Nation 2000-2020 ................................................................. 30
Shopping Habits ......................................................................................................................... 31

Main Household Shop ............................................................................................................ 31
Shopping for Big-ticket Items and Personal Goods ................................................................ 31
Chart 18
Where Households Shop for Essentials 2000-2019 ................................... 32
Leisure and Recreation .............................................................................................................. 33

Holidays .................................................................................................................................. 34
Public Holidays, Celebrations and Gift-giving ......................................................................... 34
Chart 19
Possession of Selected Home-Tech and Mobile Phones 2000-2020......... 35
Getting Around ........................................................................................................................... 36

Private Transport .................................................................................................................... 36
Chart 20
Getting Around on Private Transport 2000-2020 ........................................ 36
Public Transport...................................................................................................................... 36
Commuting ............................................................................................................................. 37
Chart 21
Getting Around on Public Transport 2000-2020 ......................................... 38
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II

LIFESTYLES IN FRANCE
Chart 1
Source:
Lifestyles in France
TOP FIVE CONSUMER TRENDS

Sharing Economy Takes Off for French Consumers
As a result of the financial crisis, and thanks to increased connectivity across France,
consumers are taking to the idea of a sharing economy with enthusiasm. According to a study
for Le Figaro published in July 2015, 22% of French people have already used a service such
as Airbnb and lift-sharing service BlaBlaCar and almost a third of French people plan to in the
next 12 months.
BlaBlaCar is a French-born service which allows people to join up, post journeys they are
making on the site and fix a price for passengers wanting to travel the same route. The idea for
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drivers is to cover petrol money, be more environmentally friendly by sharing the vehicle, make
friends and for passengers, to maintain the flexibility of car travel without having to own a
vehicle or drive alone.
Airbnb has taken off significantly in France, with Paris overtaking New York in terms of
numbers of subscribers. Increasing numbers of people are using the site both to rent out their
own property and find low-cost accommodation that allows them to live like locals when they
travel. Uber, the smartphone app for finding a lift by car has also become popular according to
Le Figaro, Paris is the second city in Europe for the service. However, UberPOP, a type of taxi
service provided by private individuals, has not been successful. Following riots involving
licensed taxi drivers, the service was suspended in June 2015, according to Le Monde.
Sharing accommodation is becoming more popular too. In the past, students and young
professionals have typically lived alone in self-contained studio flats, but increasingly people are
grouping together to rent larger houses and apartments. The website Appartager.com puts
home seekers in touch with sharers, allowing them to cut living costs and live in more spacious
accommodation.
The survey showed that young people (between 18 and 24) are the biggest users of carsharing services, house shares and services like Uber 36% of this age group use them. Once
they have tried them, they usually become regular users.
According to the report, the French are mainly in support of the sharing economy, with 82%
agreeing that it is revolutionising the way we consume goods and services and 80% said that
they make life easier. Some 82% also said it was better to encourage the sharing economy than
to try to block it.
The buying and selling of used goods is also becoming popular in France. The online
marketplace Le Bon Coin is one of the top 10 most visited websites in the country, attracting
buyers and sellers of everything from toy cars to five-bedroom houses. The site is free to post
on and buyers contact sellers directly, often looking for items in their area so they can collect
them in person, and prices are agreed between buys and sellers and unlike eBay, there is no
auction function.
Consumers are also enthusiastic about the sports and leisure store Decathlons regular
Trocathlon events. People bring second-hand goods to be sold by the store, and receive their
payment in Decathlon vouchers. A new online version has recently been launched in response
to consumer enthusiasm for used goods.
Consumers Manage Energy Consumption To Save Money

French people are keen to reduce the energy consumption in their homes, according to a
study published in April 2015 by the Agence de lEnvironnement et de la Matrise de lnergie
(ADEME). In 2014, three quarters of French people said they would like to cut down on energy
use.
The study showed that 44% of people always reduce the temperature of the heating in their
home to save energy, while 29% did so occasionally, and 38% said they always turned off their
electrical appliances completely whenever possible, to save energy, according to Financement
Participatif Frances Baromtre 2014.
Around a third said their home was not sufficiently insulated against the cold and the heat,
and 38% said they needed to carry out work to improve the insulation of their homes. However,
many people feel that the expense of insulating their home is off-putting.
A separate article on acqualys.fr, a portal specialising in sustainable housing, said that most
peoples decisions when it comes to energy and environmental matters were linked to the
potential for tax credits. The government offers a variety of tax credits for various environmental
improvements, as well as 0% interest loans and other financial incentives. Insulation of roofs
and exterior walls, double-glazed windows and other improvements are all potentially eligible for
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some form of financial aid, although the criteria are strict and in certain cases tradesmen
carrying out the work must be accredited by specific organisations.
A separate study, carried out annually by Le mdiateur national de lnergie, showed that in
2014 French people were interested in the idea of managing energy consumption better, having
faced rising energy prices in recent years. Around 40% of households restricted the use of
heating, and more did so among the over 65s (47%). A quarter of households said they had
reduced the temperature of the heating in their homes in order to keep bills to a minimum. The
energy market opened up to competition in France in 2007, and consumers can now choose
who they buy their gas and electricity from. However, only 1 in 10 households has made the
move to a new supplier.
One of the main incentives for reducing energy use is the save money the average French
household spent 1,950 on energy consumption in 2014 but reducing waste is also becoming
an important factor, and not just in energy consumption.
A separate study in April 2015 by the Commissariat gnral au dveloppement durable
(CGDD) on attitudes to sustainability showed that 43% of households believed that responsible
consumption was linked to combating waste while 36% said it was about buying locally.
Consumers Turn To DIY Beauty and Kitchen Equipment As Part of fait

Maison Effect
French homes tend to be extremely well equipped when it comes to larger home appliances,
but currently people are attracted by smaller items that allow them to carry out grooming
treatments in their own homes or make certain foods at home, in line with Frances fait maison
or home made trend.
Under the current economic conditions, consumers are not inclined to replace large electrical
items such as fridges, washing machines and cookers until they have to according to an
article in 20minutes.fr, 52% of people wait for their equipment to break down before they replace
it. But they are tempted by smaller gadgets that will make their lives easier, particularly when it
appears that there are longer-term savings to be gained.
Light-pulse hair removal systems are very popular. These offer permanent hair removal and
women are attracted to them as they promise long-term savings, reducing the need to visit the
beautician or dermatologist. The items they purchase are semi-professional, and consumers
hope to get the same results that they would in a salon at a lower overall cost.
Men have been buying beard trimmers in line with the current trend for full beards to reduce
the need for shaving daily. While more consumers have been going to the barbers, many men
are also equipping themselves so they can trim their beards at home, both as a way to save
money over the long term, and because of the convenience of having the equipment in the
home.
Smaller electrical kitchen items such as multi-function food processors and heating blenders
have been very popular as have multi-cookers, and consumers have also been buying deep fat
fryers. Multi-function kitchen items such as the Thermomix have also been attracting
consumers attention. Although their relatively high price can be a barrier, a lot of consumers are
interested because of the perception that they will be a good long-term investment, allowing
them to save money on processed foods and having to buy separate pieces of equipment.
People are keen to buy fresh ingredients and make their own juices and soups while using
equipment that makes the job easier. Home cooking items such as these allow people to make
foods they enjoy, such as hand cut chips, in their own homes and allow people to control the
quantity, manner of cooking and, most importantly, the cost.
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French People Continue To Travel But Keep Costs Down

French consumers are keen to travel, but financial pressures mean they are increasingly
looking for cheaper ways to go on holiday. Almost two thirds (63%) of French people plan to go
on holiday in 2015, an increase of five percentage points compared with the previous year.
However, the budget for holidays has slightly reduced to 2,180 according to a survey published
in France Info in June 2015.
People are choosing to cut costs on accommodation where possible by swapping houses, or
renting self-catering apartments. A growing number of French consumers are turning to Airbnb
to find cheap accommodation to rent. More than one million French consumers have signed up
to the online short-term rental site. There are around three million second homes in France, and
many families benefit from their familys holiday home to save on accommodation, too. Cutting
costs on travel arrangements also appeals to some consumers, who look to car-share to travel
cheaply to their destination.
For Late-Lifers, travel remains a priority - in a survey by CREDOC in June 2014 59% of
people aged between 60 and 69 and 47% of those aged 70 and over had been on holiday for
more than four consecutive nights during the previous 12 months. Almost the same number
(57% of 60-69-year-olds and 49% of over 70s) said they planned to go on holiday in the
following six months.
Cost is key, though, and of those not going away, more than half of those in their 60s blamed
financial reasons while almost a third of over 70s said money was the reason they were staying
at home. Late-Lifers benefit from lower costs and travel outside peak times and around a third
like to opt for package holidays. Many grandparents also take their grandchildren on holiday, or
look after them during part of the school holidays.
France is the most popular tourist destination in the world, so it is perhaps not surprising that
the trend for staying in France is continuing for French holidaymakers. According to a separate
study, only just over a quarter of French people plan to travel abroad on their holidays. The
choice of destination in France is varied, and a separate survey showed that 26% of those
holidaying in France will head to the coast, 14% to the country and 7% to the mountains, while
19% had not yet decided and 29% would stay home.
Children in France To Learn on Tablets at School

Tablet use has been increasing in France and moves by the French government to increase
the use of technology in schools will see them used by more consumers. In September 2014 the
French government announced plans to improve the teaching of technology in schools at all age
levels. The government aims to equip 70% of pupils in French schools and colleges with their
own device before 2020.
The minister for education said: From the youngest age, children are in contact with new
technology. The role of the school is to guide them in understanding the use of these tools and
to help them begin using them in an appropriate way. She added that teachers should help
pupils to understand the idea of a worldwide network which allows us to communicate with
people who are far away. French President Franois Hollande has reiterated the commitment to
technology, saying that in the school year beginning in 2016, all secondary school students will
be equipped and will be taught about technology.
Many consumers are already adopting tablet in the home the French government says that
almost 1 in 10 children under the age of seven owned a tablet in 2014, an increase of five
percentage points compared with 2012. And almost 1 in 5 children between seven and twelve
have a tablet. Children under the age of seven spend an average of three hours 10 minutes on
the internet each week, rising to five hours for seven to twelve-year-olds.
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CONSUMER SEGMENTATION
Babies and Infants
There are 2 million babies and infants aged two and under in France. The number of children
in this age group remained stable between 2000 and 2014, with no significant change forecast
by 2020.
France has robust birth rates, with 12.2 births per 1,000 women in 2014, a figure which has
reduced slightly since 2000 when it stood at 13.1 per 1,000 women. This is forecast to decline
slightly over the coming years to reach 11.8 by 2020. However, according to LInstitut national
de la statistique et des tudes conomiques (INSEE), the average age for a woman to have her
first child went beyond 30 years for the first time in 2013, compared with 26 in the 1970s, while
the average father was 33 years old in 2013, compared with 31 in 1990. Financial and career
pressures are often cited as reasons for delaying starting a family. One mother said: I am 43
and I have a daughter who is six months old. She is my first child and probably the only child we
will have but that is fine with me. We have been together for 15 years but we took a long time to
reach professional and financial stability which delayed our plans for a family.
Women typically return to work 10 weeks after their baby is born. Childcare costs are not
particularly expensive, depending on the type of childcare chosen, and there is state help, but
competition can be high. There are local authority-run crche facilities for babies from two
months to three years of age which are affordable, but getting a place is difficult. French writer
Pascal-Emmanuel Gobry wrote in Forbes: None of our parents friends have a crche spot. We
do not know anyone at our church who does. The French parenting blogosphere is filled with
stories of waiting for crche spots and pulling strings to get one. Parents tend to sign up before
the baby is born but a place is not guaranteed. Other options include employing a child minder
to look after babies in the child minders home, or a nanny who works in the familys home.
New mothers prefer to start out breastfeeding their infants
The number of mothers who breastfeed their babies at birth in France has increased from
fewer than half in the 1970s to 74% in 2013, according to the study published by Epifane in
2014. By the age of three months, 39% of babies were being breastfed, 10% exclusively and
11% predominantly, with 18% receiving formula. By six months, one baby in four was being
breastfed and of those, more than half were being fed formula. At one year old, 9% of babies
were still being breastfed. Returning to work at around three months means most mothers turn
to formula feeds after that point.
Parents buy more baby equipment online and more second-hand
Most new parents now buy baby equipment online some 70% of mothers said they had
bought something for their new baby via the internet. Three quarters buy small items such as
bottles and bibs online, while 62% buy larger items such as pushchairs and baby walkers. But
the pressure is on to keep costs down, and many parents buy second-hand items either through
online marketplaces like Le Bon Coin or at car boot/jumble sales. One woman said: I have
become an expert and can even negotiate, and I have found lots of baby items at good prices.
With three children and the crisis I buy practically everything second-hand.
Chart 2
Babies and Infants in Focus 2000-2020
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Source:
Euromonitor International from national statistics/UN
Kids
There were 4.7 million children aged between three and eight years old in 2014, a figure
forecast to remain stable for the coming years. Children do not legally have to attend school
until the age of six, when they start primary school, but the majority attend nursery school before
that. State schools are free, and children are usually sent to their closest school unless they
choose to request a place in school in a different area.
French school children do not wear uniform and can wear what they like to school. State
schools are secular so no clothing or jewellery demonstrating religious beliefs are allowed.
Children either eat lunch in the school canteen or at home bringing a packed lunch is not
usually allowed. The cost of school lunches depends on the area and the financial situation of
each family, and can range from a few centimes up to a few euros. Children have a gouter or
afternoon snack every day at around 16.00. This might include a piece of fruit, a biscuit, a pain
au chocolat, some bread with chocolate and a drink of juice or water.
There is currently a push from the government to increase digital awareness at school,
including teaching coding; however some schools have limited facilities to give children access
to computers. Playing with computers and tablets is common at home.
Many children stay at inexpensive after-school clubs run by the local authority in the evenings
until parents collect them after work, and attend local authority holiday clubs outside term time.
The vast majority of schools have Wednesday afternoons off and this is when a lot of extracurricular activities take place, such as baby gym for small children, swimming, football,
basketball, dance (everything from ballet to hip-hop), music and art classes. Parents are
expected to equip their children for most activities, providing sports kit or uniforms.
Back to school means back to the shops
For children in nursery and infant school, most school equipment is provided. However, at
each start of the new school year, parents receive a list of items that are required. For those
aged six and over and in primary school, a long list of required equipment is provided at the end
of term by the teachers and costs are covered by parents. These include almost all stationery
items to be used by the child, from pens and pencils through to exercise books, ring binders and
plastic covers for papers. The list is detailed down to the size, style and brand of each item and
when children bring in the wrong item, they are asked to change it for the right one.
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There is no school uniform, but many parents stock up on a new wardrobe for children at the
start of the school year and often buy a new school bag each year. One mother, whose
daughter was starting infant school for the first time in 2014, said: I will be buying clothes at the
last minute she is growing so fast that I would rather wait until a few days before school
starts.
French families and educators turn to tablets
According to the Minister de lEducation National, 8% of children under the age of seven
owned a tablet in 2014, five percentage points more than in 2012, and 19% of children between
the ages of seven and twelve. Children under the age of seven spend an average of three hours
10 minutes on the internet each week, rising to five hours for seven to twelve year olds.
Attitudes towards tablet use for children vary. In October 2014, one mother said in an article in
lExpress: I would not buy a tablet for children because I think that would legitimise the fact that
they play on it often. I would rather they say it is mummys tablet, she lets me borrow it.
Another mum said: We decided to buy real tablets the smallest on the market with parental
control, and we download free games for our children. Against our expectations, not only do
they look after them but they do not spend too much time on them.
Chart 3
Kids in Focus 2000-2020
Source:
Tweenagers
There were 3.1 million Tweens (aged 9-12 years) in 2014, and the numbers are forecast to
grow to 3.25 million by 2020. This age group are in the final years of primary school as when
they reach 12 they start secondary school.
There are no school uniforms so clothes are an important part of a budget for a growing
Tweenager. The end of the summer holidays and the run up to the start of term are a key time
for replenishing wardrobes and buying school equipment. For school equipment, consumers
often turn to the supermarkets and hypermarkets, although increasingly they are buying online.
Tweens eat either at home or at the school canteen, but most will not have a packed lunch at
school. The gouter remains important at this age, and children take a snack to school to be
eaten around 16.00.
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At this age there are few children using social networks regularly Facebook has a minimum
age limit of 13, for example, although they use sites such as YouTube to look up videos they
have heard about at school. Video games such as Minecraft are popular too.
Children typically begin receiving pocket money around the age of nine, and the average for
seven to eleven year olds is 12 a month, according to the website abcbanque.fr. A survey by
the Journal du Mickey asked French children between seven and fourteen years who their
favourite stars were and the TV presenter Kev Adams came top, followed by the singer Black M,
actor Omar Sy and the singers Matre Gims and Stromae also featured in the top 10, along with
Loup-Denis Elion, Issa Doumbia, Joy Esther, the singer Kendji Girac and DJ David Guetta.
French Tweens get their first mobile at 11
The average age for owning a first mobile phone is 11 years old in France. This corresponds
to the first year of secondary school when children are likely to begin to be more autonomous,
walking, taking buses and cycling to school alone, or having less regular school hours.
However, parents of younger children are still reluctant to buy them phones. One woman,
commenting on the news that on average, children in American had phones at the age of seven,
said: I do not understand why, at seven years of age, you would need to stay in contact with
friends you have seen all day long at school. I do not understand why, to get in touch with
grandparents, cousins, even mummy or daddy in the case of divorce, they need their own
phone.
Parents shop online but ask their kids opinion for back-to-school purchases
Parents often buy back-to-school equipment at the hypermarket, but increasingly they are
buying stationery and other equipment online in the hope of paying less. Keeping costs down is
important the overall price of equipment for a new secondary school student is more than
100 parents look to the internet for value. According to a study in 2012 by the association
Familles de France, buying online worked out between 15% and 20% cheaper for a child going
to school aged 11.
According to a study by Opinionway reported on ecommercemag.fr in September 2014, 40%
of parents said they had already bought equipment online. While parents may shop for items,
81% ask their childrens opinion before purchasing clothes, 86% for shoes and 72% for school
equipment.
Chart 4
Source:
Tweens in Focus 2000-2020
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Teens
There were 3.9 million Teens in France in 2014, a number forecast to rise slightly to 4.05
million by 2020. Secondary school starts at the age of 11 (in their 12th year) and key exams (le
diplme national du brevet) are taken at 14 or 15. Secondary education is due to undergo
substantial reform from 2016, when new interdisciplinary teaching methods are to be introduced.
Next, teenagers typically go to high school to study for the baccalaureat over three years
(known as Seconde, Premire and Terminale). This is the standard qualification required to go
in into higher education.
Teens are legally allowed to work a summer job from the age of 14, although until the age of
16 they must be given a minimum number of days off during the holidays. Some teenagers earn
extra cash by babysitting. Most teenagers receive an average of 47 a month pocket money,
according to abcbanque.fr. One 13-year-old said: I have 8 a month ... I save this money, I wait
for the right moment to spend it, for example on a book I want. When it is an online purchase,
my parents pay and I pay them back.
A 15-year-old said: "Since [first year of secondary school] I have had 8 a month. I buy myself
popcorn at the cinema, a t-shirt ... or I save up for BD (comic book albums that are popular in
France) or video games. I save money from Christmas and my birthday. I also help my dad out
in his business. Once I saved enough to buy myself a PlayStation 3. My dad was really proud of
me and I was pleased he was proud.
Another 14-year-old said: My mother gives me 80 a month, double last years amount. That
covers useful items like cosmetics. The rest I spend on my love of Madonna! CDs, DVDs,
books, necklaces ... I have collected everything about the singer for two years. But I have my
pocket money withheld almost every other month when I am sent out of lessons, for example.
Teenagers are under pressure to join social networks. One 14-year-old said on a forum: At
my age, 14, you have to have at a minimum Facebook, Twitter and Instagram. I am signed up to
those and Skyrock Skype. Many French teenagers have their own mobile phone once they
reach secondary school. An article in La Depeche in 2013 said that 78% of under-25s were
dependent on their mobile phones, although four students aged around 14 said they preferred
computers. They had all owned mobile phones since the first year of secondary school, and said
they all knew at least one person who was addicted to their phone and who checked it every
three minutes all day long, and spent the day with it stuck to their hand.
Teens watch less TV now than in the past, and prefer to consume media in other ways.
Almost all (97%) households with people aged 13 to 24 have a television, and 96% have a
computer with internet access. Half of households with young people have tablet and three
quarters have a games console, according to an article in NouvelObs.com from December
2014.
According to the Comit National Contre le Tabagisme, 26% of French 15-year-olds are
regular smokers, although it has been illegal to sell cigarettes to under-16s since 2004.
French teens spread themselves across social networks
French kids on average have their first phone at 11, and between the ages of 12 and 17 they
typically send 381 texts each week, according to a study by Credoc reported in LExpress in
January 2014. The report said that teens are moving away from Facebook (largely because it is
seen as the place parents hang out) and have instead moved towards other social networks.
A report on petitweb.fr said teens have a controlled profile on Facebook and Instagram,
through which they are likely to connect with family, but on other social networks are less
inhibited. A 15-year-old quoted in lExpress said: Facebook is for family and older people, it is
not a good idea to post all the details of your life there, she said, adding that young people often
use Twitter for that.
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A study for the Fdration Franaise des Tlcoms of people between the ages of 12 and 17
and hundreds of social network accounts showed that on Facebook or Instagram they post
official photos and on Snapchat, those that have been taken spontaneously. Snapchat, the
instant messaging application, allows people to send text, videos and images, but these only
have a lifespan of a few seconds, after which they are deleted. People studied were receiving
between 80 and 100 images a day.
According to lExpress, Snapchat is the preferred service for teens. One teenager,
commenting on the teen magazine site geoado.com in March 2014, said: I think Snapchat
could become the number one social network. Right now almost all my friends are no longer on
Facebook, but they are on Snapchat. The concept is quite nice but the risks of hacking are high
so users should beware. Other popular networks include Line, Whatsapp and Skype, which is
used for video calls by friends and by gamers.
French Teens are sleepless with their smartphones
Smartphone use has been blamed for insomnia in French teenagers. Some 15% say they
send text messages in the middle of the night and 11% say they are on social networks at night
time. As many as 1 in 10 set an alarm in the night so they can remain connected and check up
on their friends activities. As a result, 58% of teens surveyed in the report, published by
BFMTV.fr in March 2015, said they found it hard to get up in the morning and almost a quarter
said they were falling asleep in class.
Chart 5
Source:
Teens in Focus 2000-2020
Young Adults
There were 9 9.2million Young Adults in France in 2014, and the figure is forecast to remain
broadly stable until 2020. Many young people choose to go into higher education when they
finish high school and there are more students in France now than ever before, according to
INSEE. There were a record 2.4 million students enrolled in higher education in 2013.
The higher education system is split into different categories. The public sector universities,
where the largest proportion of students is enrolled, charge fees which vary according to the
discipline and begin at 184. Grandes coles are post graduate schools where courses last for
five years, which includes two years of preparation for entry exams into the grandes coles.
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10
These are seen as elite establishments. There are also specialist technical institutions which
cover subjects such as computing and technology, business, industry or services. Courses tend
to be shorter and more vocational.
As well as being a pathway into professional life, higher education is also seen as protection
against unemployment. Youth unemployment remains high in France 1 in 4 under 25s are
unemployed compared with 10% in the wider population, according to Le Figaro, and the
proportion of people without higher education qualifications is considerably higher. Those who
do have qualifications are more likely to be over-qualified for the job they are doing.
Apprenticeships are another route into employment. There were 400,000 apprentices in
France in 2014, two thirds of whom were men.
France also counts some 2 million young people who are neither in employment nor
education.
It is a tough time for people looking for work in this age group. In January 2014, one woman
aged 22 told grazia.fr: I finished my training in June; I did a baccalaureat then I got a diploma in
beauty therapy and I have been looking for a job in that line of work. Straight away I sent out my
CV and covering letter but all the responses have been negative, specifically because I do not
have enough experience. I have looked all over France but I have not had any success.
Another woman, aged 23, told grazia.fr: I have bac+ 5 (equivalent to a masters) in public
sector management and I have been looking for a job since August, but have found nothing. No
vacancies for management positions are open to people starting out. Most often, two years
experience is required.
Seasonal work provides some relief. France attracts more tourists than any other country, and
this, combined with agricultural work, opens up seasonal contracts, many of which appeal to
young people (although older people and the unemployed are now also competing for these
jobs). There were thought to be 667,000 seasonal jobs in France in 2014, an increase of 15.5%
on the previous year.
Financial pressures mean young people are staying at home longer and delaying families
the average age at which women have their first child is now over 30, and over 33 for men.
Sport, fashion, travel and music are all key interests for French young adults. An interest in
celebrity gossip is strong covering both French stars and Hollywood names.
Among young adults, shopping smart is important and people are pleased to bag a bargain.
Low-cost stores such as H&M and Zara are popular shopping spots and Primark, a recent
arrival in France, was awaited with impatience.
Owning a new car in this age group is rare the average age at which people buy a new car
was 54 in March 2015, according to BMTV, while under-30s make up 10% of those buying new
vehicles. Many young adults are seeking to reduce their expenditure in this area, and car
pooling services such as BlaBlaCar and Autolib have been increasingly popular, allowing people
to travel by car without owning their own vehicle.
Young adults are leaving France for work and new experiences
More than a quarter of young, qualified French adults would be prepared to move abroad for
work as they cannot find jobs in France, according to France Info. And many people are moving
abroad the Ministry of Foreign Affairs said that in 2013, the number of adults between 18 and
25 who have moved abroad had climbed by 14% since 2008. Incentives are not just restricted to
finding work people are also keen to learn a language and gain experience in another country.
According to Le Monde, of those people who do want to work abroad, 11% aim to return to
France in less than a year, 44% aim to work abroad for between one and five years while 28%
imagine their whole career abroad.
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Young adults stay in the family home and many return having left
Financial pressures are forcing a lot of young people to stay in their parents homes longer
than they would like. Almost half of people aged 18 to 25 live in the family home, according to a
study published in Le Figaro in June 2014. Two thirds would like to leave to live in their own
home but cannot afford to, while 83% of working people and 90% of those aged 24-25 years
would like to leave.
Chart 6
Source:
Young Adults in Focus 2000-2020
Middle Youth
Middle Youth accounted for 12.4 million people in 2014, and the population is forecast to
decline to 12 million by 2020. There are an increasing number of single people 9% of people
in their 30s lived alone in 2012, compared with 3% in 2010.
But for many, this is the age at which first children are born the average age for a mother to
have her first child is now over 30, and the average first-time father is over 33. So during this
time, finding childcare, buying baby equipment, childrens clothes, paying for activities as well as
covering the household bills all become crucial parts of everyday expenditure. This is also the
time for buying a first property the average first-time buyer in France is 37 years old.
Middle Youth are, on average, less affected by unemployment than young adults. Only 9% of
French people aged between 25 and 49 are unemployed according to INSEE, compared with
24% of those between 15 and 14 and 7% of 50 to 64-year-olds.
While the Paris region has offers the most opportunity for work, younger workers and families
are finding it hard to meet the costs of housing in the area, and many are going in search of a
better quality of life outside the capital in the provinces. One 32-year-old father told Le Journal
du Dimanche how he left the Paris head office of his employer to work in Bordeaux. It was not
easy to begin with, but it is now. From 20 to 30 it is great to be in Paris. From 30 to 40, the
provinces are better."
For many people in this age group, holidays become family affairs, and in the current climate
keeping down costs on holiday accommodation by opting for self-catering or staying with family
or in second homes has become popular.
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Becoming parents later

French people are having fewer babies, and starting families later. In spite of a slight decline,
Frances birth rate remains one of the highest in Europe, but people are waiting longer before
becoming parents. The average age to become a mother is now 30, compared with 26 in the
1970s, and more than half of babies are born into homes with at least one parent over 30.
People prefer to become parents when they are professionally and financially stable, and also
want to spend time together as a couple before starting a family, according to an article in
metronews.fr in September 2014.
French buyers face a longer wait before purchasing their first property
Buying a first property is a dream for a lot of people in Middle Youth, but it is one that has
become hard to realise. According to an article in Le Figaro. The number of people buying their
first home has shrunk in recent years. Young people are among the hardest hit. Property prices
in cities, the tough economic climate and the strict requirements of banks all make it difficult for
French people to buy their own home. According to Cafpi, the average age of first-time buyers
has risen from 33 in the first quarter of 2012 to 35 in the fourth quarter of 2014. The average
buyer in 2014 was 39, had an annual income of 53,769 and borrowed 176,500 over 17 years
and seven months.
Chart 7
Source:
Middle Youth in Focus 2000-2020
Mid-lifers
There were 12.7 million Mid-Lifers aged 45-59 years in 2014, a figure forecast to increase to
13 million by 2020. While this group is affected by unemployment, it is not the worst hit nearly
7% of 50-64 year olds are unemployed compared with a national average of 10%.
Nonetheless, financial pressures are present, and many people are concerned about saving
for retirement at this age. What is more, many people in this age group have older children and
ageing parents who need help and support, which leaves them squeezed in the middle. This is
nonetheless the age at which French people begin to think about buying their first new car the
average buyer of a new vehicle was 54 in 2015.
As people reach retirement there is extra pressure to save for the future. French people are
big savers and a lot of emphasis is placed on assets (which can refer to the assets one holds or
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inheritance). The average value of assets held by a French person aged between 40 and 49 is
132,000 and between 50 and 59 that figure rises to 203,700. There is a big gap between the
poorest 10% (2,000 assets at 50-59) and the richest 10% (693,000 at the same age).
However, at the upper end of this age group, saving has become less of a priority, according
to a study by HSBC related to people aged 55 to 64. The report showed that 1 in 10 people
nearing retirement thought it was better to carry on saving once they had retired, in order to
leave an inheritance for their children.
Second homes remain a dream for Mid-Lifers
According to an article in Les Echos in May 2015, 70% of French people would rather buy
than rent a holiday home. In 2011 there were 3 million homes used for weekends, leisure or
holidays according to Le Figaro, but the market has slowed significantly as people tighten their
belts in light of the economic conditions. The president of La Fdration nationale de l'immobilier
(FNAIM), the estate agents federation, told Le Figaro in February 2015 that the number of
transactions on the market had dropped by 30%, and prices from 15% to 20%.
But notaire Bernard Drouvin from Brittany said in Ouest-France (July 2014) that there were
new trends emerging. People are looking for smaller properties. And they are starting to buy
later. The average age of buyers has risen from 48-50 to 52-54. The second home is still a fixed
point for families, but not necessarily a place where children and grandchildren will stay from 1
July to 31 August. Another development it is becoming a way to prepare for retirement with
the hope of living there one day.
Older Mid-Lifers are happy to spend the kids inheritance to a degree
While the French are a nation of savers, the upper end of the Mid-Lifers age group is keen to
benefit from the fruits of their labours. There has been a trend for spending, rather than saving,
among those between 55 and 64, according to a study by HSBC where 1 in 5 said they
preferred to spend their money without worrying about future generations with more men than
women sharing this opinion.
One man, who is married with three children, will leave his house to his children, but told
Europe 1: My youngest is 24, he has already started his working life and is just about able to
get by. I am there to help him, but I cannot carry on living for my children. What we have earned
will be for our retirement. Not for anything crazy, but to travel for example and do things we have
not had time to do yet.
Chart 8
Mid-Lifers in Focus 2000-2020
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Source:
Late-lifers
There are 15.6 million people over the age of 60 in France, a number which is growing. In
2000 there were 12.1 million, and by 2020 the population is forecast to grow to 17.1 million.
INSEE predicts that over 65s will make up one third of the population in France by 2035.
The minimum retirement age in France is increasing from 60 to 62 in 2017, and over 60s tend
to live a busy life in retirement. Results of a survey published in Le Parisien showed that 85% of
seniors (in this case over 55s) were satisfied with their lives and continue to have an active
social life.
A separate study published in La Depeche in June 2015 showed that 70% were happy, and
15% of those very happy compared with a national average of 58%. In addition, 9 out of 10
people said they felt sufficiently supported by family and friends. Although younger people worry
about their retirement, Late-Lifers consider themselves in a good economic position. A healthy
asset base means they have a standard of life that is slightly higher than most, on average, but
there are significant gaps in wealth 1 in 5 lives on less than 1,000 a month.
Older people continue to live independently in their own homes for as long as they can 9%
of over 75s were living in special accommodation in 2011, according to the latest INSEE figures.
Another report said that most residents of retirement homes were single women with an average
age of 83.
People over 60 consider themselves dynamic, and this is a time when many pursue interests
they have not had time for in their working lives, such as the arts and culture, as well as
gardening and DIY. They are concerned about their health La Depeche says that hiking and
walking are popular pastimes and more than 60% of people take part in physical activity.
Travel is popular and an increasing number of French Late-Lifers spend all or part of the year
abroad. According to La Depeche, more than 1 million older people live abroad. A better climate
and lower taxes are cited as reasons.
Increasing numbers of Late-Lifers are getting divorced, according to a study by the Institut
national d'tudes dmographiques, reported in Le Monde in June 2015. The number of divorces
among people over 60 have doubled since 1985. Rather than stay single, some are turning to
online dating to meet a new partner.
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Over 60s are working longer

There were huge demonstrations when it was announced that the state retirement age should
increase from 60 to 62 in 2017. Already there has been an increase in older people remaining in
work. According to a report in La Tribune from February 2014, just over 40% of men and women
aged 60 were working in 2012, 20 percentage points higher than in 2003. At the age of 65, 10%
of men and 7% of women were working in 2012, and 6% of those between 65 and 69 were
working.
French Late-Lifers love to travel when they can afford to
French Late-Lifers look forward to using spare time to travel. In a survey by CREDOC in June
2014 59% of people aged between 60 and 69 and 47% of those aged 70 and over had been
away for more than four nights in a row during the previous 12 months. Almost the same
proportions (57% of 60-69 year olds and 49% of over 70s) planned to go on holiday in the
following six months. For those not going away, more than half of those in their 60s and almost
a third (31%) of over 70s said money was the reason they were staying home. Late-Lifers
benefit from lower costs and travel outside peak times and around a third like to opt for package
holidays.
A separate report showed around a quarter of baby boomers take their grandchildren with
them on holiday. The majority (62%) of this age group like to travel in France, while 34% go
abroad for winter sun, according to an article on Seniorscopie.com.
Chart 9
Source:
Note:
Late-Lifers in Focus 2000-2020

Old-Age Dependency Ratio:
% of persons older than 65 per persons aged 15-64
HOUSING AND HOUSEHOLDS

Home Ownership
There are 29 million households in France, up from 25.5 million a decade ago, and this
number is forecast to grow to more than 30 million by 2020. There are 12 million living in
apartments compared with 16.8 million in houses.
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The number of homeowners is growing; 16.7 million homes were owned by their occupiers in
2014, and the figure is forecast to reach 17.7 million by 2020. Renters make up 11.4 million
households. For students and young professionals, it is common to live alone rather than share
a house and the largest proportion of households is made up of single people, with those living
alone accounting for more than 10 million households in 2014. Couples without children account
for 7.7 million and couples with children 7.4 million. While the number of households comprising
couples with children is forecast to remain stable, the number of those without children is
expected to grow.
Owning property has become a key aspiration for many French people, although talk of a
housing ladder is less prevalent than in countries such as the UK. Only 4 in 10 people want to
become homeowners, according to a survey by CSA/Groupe Pichet. The same survey showed
that 53% of people wanted to become homeowners as preparation for retirement. Respondents
said they wanted to own their homes so that they would not have to pay rent when they had
stopped working.
However, the barrier to homeownership remains high. On 2013, the average homeowner was
37 years old, a year older than in 2012. The average home loan taken out was 168,000 across
19.5 years, with an average deposit of 32,000.
New-builds are generally more sought after than older homes; some 71% of respondents to a
survey carried out by PAP.fr, a site that allows individuals to sell property and land without an
agent, said they would rather buy a new-build house. And while people may dream of buying a
property, buying land on which to build a house is more desirable to many. Two thirds of people
dream of building their own home, the survey by PAP.fr showed. Another survey, carried out by
Ipsos for estate agents Orpi, showed that 79% of French people dream of a detached house
with a garden.
The housing market in France is relatively subdued in large parts of the country, although
there are huge differences between the regions. In certain cities demand is high and property
sells very fast, but in rural areas a house may remain on the market for years. Average house
prices fell by around 1.5% in France in 2014 according to FNAIM. The average price per square
metre in Paris currently stands at more than 8,000, while in Alpes Maritimes the average price
per square metre is around 4,100. In Creuse and Haute-Marne, by contrast, the average cost
per square metre is a little more than 900.
While some families move to a larger home when they need more space, many choose to
extend their family home instead. It is often a cheaper option than buying a larger house and
allows them to design their own home, stay in an area they are settled in and increase the value
of their property. A trend for building one-floor houses or bungalows in recent decades means
some are able to increase the floor area of their house by adding another storey, often using a
building firm specialising in this work.
People renovating houses and making them more environmentally friendly, for example by
replacing old windows with double glazing or insulating loft spaces and walls, can apply for tax
relief and may also be eligible for regionally-allocated grants. People renovating can also
currently apply for 0% interest loans, although qualifying criteria are strict.
Outside space is important to French people, and many dream of having their own pool.
Indeed, there are already 1.76 million private pools in French homes the country is the second
to the US in terms of pool ownership.
Chart 10
Home Ownership 2000-2020
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Source:
Euromonitor International from national statistics
Household Profiles
The largest group, 10 million households, is made up of single people. The number of
households made up of couples living together with children stood at 7.5 million in 2014 and is
forecast to remain at similar levels, while households without children totalled 7.7 million and
looks set to rise to 8.1 million by 2020. Single parent families account for 2.13 million
households, a similar figure to 2004. The figure is forecast to rise to 2.5 million by 2020.
According to INSEE, in 2013 1 in 10 children under 18 lived in reconstituted families with
step-parents and step- or half-siblings for example.
In cases of divorce, it has become increasingly common for children to divide their time
equally between both parents, usually spending one week with the mother and one week with
the father. In 2012, this approach was used in 21% of cases, compared with 12% in 2003,
according to the Ministry of Justice.
As children grow up, they increasingly live with their parents for longer. While around a third
(34%) of students live in rented accommodation, either alone or with a partner, almost a third
(32%) live with their parents while they study. Many also move home after they graduate, due
largely to high unemployment rates among young people. According to Eurostat, the percentage
of people aged between 25 and 34 moving back to the family home rose from 8% in 2006 to
12% in 2011.
Although they are growing in popularity, house shares remain relatively unusual for both
students and young professionals. When people do leave the family home they frequently live
alone in small self-contained studios or apartments.
According to the OECD Better Living Index, in France the average household net-adjusted
disposable income per capita was US$28,799 a year in 2015, more than the OECD average of
US$25,908 a year, although there is a significant gap between the richest and the poorest. The
OECD says the top 20% of the population earn close to five times as much as the bottom 20%.
French people are passionate about their pets. According to Sant Vet, half of all homes have
a pet and there are 61.6 million pets in France, including 10.7 million cats and 7.8 million dogs.
A quarter of homes have at least one dog, the survey showed, and there are also some 36
million fish living in French homes.
Chart 11
Household Profiles 2000-2020
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Source:
Euromonitor International from national statistics
Running Costs
The average household spent 1,950 on energy bills in 2014, compared with 1,530 a
decade ago. This figure is forecast to rise to 2,074 by 2020. As a result of high costs, people
are more sensitive to the idea of reducing energy bills by consuming less.
All new homes must be built to high environmental standards and for existing properties there
are many incentives such as tax credits, low-cost loans and grants, to encourage people to
improve household energy efficiency. Solar panels are seen on roof tops across France and
heat pumps and other geothermic heating systems are also becoming more popular, and
although they are more expensive to install at the outset, in theory the energy savings over time
make them cost effective.
Awareness of environmental issues is increasing all the time. Recycling is collected from
homes regularly, some areas collect glass from homes as well as paper and recyclable plastics.
Most major supermarkets no longer give away carrier bags, but instead charge a small sum for
a thin plastic bag and a little extra for a more substantial bag that can be reused many times.
Financial constraints lead more French people to do their own home improvements
The French are keen on home maintenance, undertaking a lot of jobs themselves, and with
financial constraints still present they have been more active. According to an Ipsos/Brico Pro
survey published in May 2014, 88% of French people said they did DIY and 42% of those said
they had done more home improvements themselves in reaction to the financial crisis. People
under the age of 35 are doing more DIY than others since the start of the crisis. Certain large
DIY stores offer cheap one-day workshops where people can learn to tile, lay parquet flooring
and so on, and these are popular with consumers. Some people turn to YouTube to find tips and
learn the basics of home improvements.
More French people sharing houses to cut costs
Sharing a house with peers is becoming more popular. House shares are uncommon in
France, many students and young professionals live alone in studio flats or one-bedroom
apartments. In recent years, sharing accommodation has become more popular. In a report
published by estate agents Guy Hoquet, 16% of people had shared a house or flat with others,
but that figure rose to 34% among people aged 18-24. For many, the choice to share a home
would be by necessity rather than choice, but it is a solution that is becoming more attractive as
living costs are difficult to meet.
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Chart 12
Source:
Note:
Household Running Costs 2000-2020

In constant 2014 prices
MONEY AND SAVINGS

Attitudes Towards Payment Methods
As many as 71% of French people prefer to use their bank cards to pay for goods, and 61%
would like to use their cards more often, according to a CSA survey for the Minister of Finance
and the Economy. However, for smaller day-to-day purchases, 86% of people use cash, with a
card used only when the consumer does not have enough cash. Around 1 in 10 French people
would use their card as a first choice for small purchases.
Many retailers continue to impose a minimum payment threshold of 15 for card payments
but this may cease. According to a report on France Info in May 2015, Michel Sapin, the
Minister for Social Affairs, has called for an end to minimum charges for card payments and has
told banks to reduce the fees imposed on retailers to allow this to happen.
Contactless payment is beginning to be more prevalent, and new bank cards will by default
have this function, but according to the CSA report only 29% of French people want to make
contactless payments. Even fewer 17% are interested in using their mobile phone to pay for
goods and services.
For families, the chequebook is still essential. Schools and extra-curricular clubs and activities
tend to favour payment by cheque, although for household bills, a direct debit system is
common. Cheques are losing favour in other areas and are increasingly refused in shops and
restaurants. It is common to see a sign explaining that, due to a high number of cheques not
being honoured, the management have decided to stop accepting them. Retailers who do
accept them often ask consumers to produce a form of ID.
Use of credit cards for borrowing is not widespread in France. The term carte de crdit is
usually interchangeable with carte bancaire, or debit card. Consumers choose from crdit
immdiat (immediate debit) or a credit dfr (deferred debit), and the funds to pay for a
purchase should be in the consumers bank account at the time of purchase for immediate debit,
or by an agreed monthly date in the case of deferred debit. Credit cards are available, but they
are not prevalent. There are strict laws to protect consumers from over-borrowing through
renewable credit. There were 2.7 bank payment cards per capita in circulation in France in
2014, but only 0.3 cards with credit function per capita.
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Savings
The French save on average 15% of disposable income. The figure has fluctuated a little but
has remained broadly stable over the past decade and is forecast to grow slightly to 16% by
2020. According to an article in Le Figaro, many economists believe an increase in saving is
down to collective pessimism and caution relating to weak economic growth in France. The
price of property and repayment of mortgages leave households obliged to save, the report said.
An article in La Tribune said the reason the French save so much (the European average was
about 11% in 2013, and in the US and UK closer to 4%) was that saving is in the French DNA,
while Americans prefer credit. It also stated that France is a country of homeowners, and so
people need deposits, while Germany has historically been a country of renters.
Saving for a rainy day is common. One saver said on the doctissimo.fr forum: I have
calculated that with six months salary I can manage my household costs, food, and petrol
without changing my behaviour for one year. That gives me enough to manage in case of a big
problem.
The basic savings account chosen by many is the Livret A. Only one Livret A is permitted per
person (children and adults may open them), and savers can put a minimum 10 and a
maximum 22,950. The rate of interest is set by the government, and the accounts are offered
by banks and the Banque Postale (where the minimum deposit is 1.50).
Another popular product is life assurance. These are essentially wrappers in which other
investments are held and a third of French people are invested in them, according to an article
published in Le Figaro in April 2015. These offer fiscal benefits, which increase the longer they
are held.
Loans and Mortgages

The French are increasingly credit averse; according to figures published by the Federation
Bancaire Francaise, the proportion of households with credit fell for the fourth consecutive year
to 47% in 2014, the lowest level in 25 years.
The number of households with mortgages stood at 31% (no change from 2013). The
proportion of those with personal loans was 26% at the end of 2014, down from 27% the
previous year, and the lowest level since records began in 1989. The French have never been
enthusiastic borrowers but the further decrease in loan take-up may also be explained by a
number of laws (loi Lagarde and loi Hamon in particular) which are aimed at protecting
consumers from over-indebtedness. According to the Federation Bancaire Francaise,
households principally use credit to pay for household items, cars, or to cover home
improvements, but they are far less likely to borrow for leisure or day-to-day spending.
This would appear to be more about a generally cautious attitude to borrowing rather than
concerns about affordability. The majority (84%) of households using credit said the cost of
borrowing was affordable. Indeed, mortgage rates are at historic lows in France. The average
loan rate in 2015 was 2% and the average term was 17.6 years.
Rates may be low but obtaining a home loan is not easy. In an article on the Obs Immobilier
website in April 2014, mortgage broker Cafpi said banks were very selective but first-time
buyers were nonetheless active. However, these buyers are more likely to be post-divorce
rather than new couples or professionals with no deposit.
Most first-time buyers will take out a mortgage and they typically need 10% deposit, at least.
Estate agent Century 21 said that the average deposit in the first quarter of 2014 was 11% for
those making repayments of 1,000 a month. France has a first-time buyer scheme called PTZ
which helps by offering a limited value loan at 0% interest for new-build properties.
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Concerned French consumers concentrate on saving

Spooked by the financial crisis and concerned about what lies ahead, French savers are
putting money away for a rainy day. The average French person had 25,000 in a savings
account in 2013, according to an article on Boursier.com from February 2014. An article in La
Tribune from January 2014 suggested that the high level of savings was related not just to the
current financial situation, but also to pessimism about the future. A study by l'Observatoire
BPCE in July 2013 said that 72% of adults believed that in todays society, everyone needs to
take care of themselves and rely less on the state.
Payment sans contact coming whether consumers are ready or not
Banks have been rolling out contactless payment card across France, which will allow
payments of less than 20 to be made without contact or pin, which could make it easier to
make small purchases without cash. However, the French are not enthusiastic about this
development. Only a small proportion of French people have used contactless payments, even
when they know the option is there. A study for BFM Business showed that 44% of French
people were aware of the contactless payment system, but only 15% had used it. And 30% had
not used the payment method even though they were aware they could. Many people are
nervous about the potential for fraud. One consumer commenting on the 60million-mag.com site
said I received my new card and the bank staff did not even specify that this card could make
contactless payments. I found out by accident. I was at a till when the cashier passed the card
over the screen, and I read payment accepted. I was speechless!
Chart 13
Source:
Note:
Borrowing and Saving 2000-2019
Euromonitor from trade sources/national statistics

Outstanding balance in constant 2014 prices
EATING AND DRINKING

Eating Habits
A survey by INSERM (Institut National de la Sant et de la Recherche Mdicale) in April 2015
showed that three quarters of French people eat three meals a day at relatively fixed times,
while the remainder eat two meals a day. For a third of those eating three meals, lunch is
usually outside the home at work or in a restaurant with colleagues and friends. For a quarter of
them, most meals are eaten at home at the table with the family, and they take care to eat the
recommended five portions of fruit and vegetables a day. And for 17%, meals are eaten at home
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in front of the TV or listening to the radio. Most of this group were older, alone and with lower
incomes. At family meal times, table manners are important children are taught from a very
young age how to sit properly, how to use their knives and forks, how to use a napkin.
Typically a kitchen will have an oven and hob, often as separate appliances rather than one
cooker unit. Hobs may be gas (either connected to the local gas supply or a refillable gas bottle)
or electric. A grill as a separate part of the cooker is unusual, although modern ovens tend to
include a grill function. Microwaves are widespread and many people have a toaster. Not
everyone has a kettle people will often heat water on the stove or in the microwave for hot
drinks.
Traditional French dishes remain the mainstay of French cooking in a gallery of the 30
favourite dishes in France featured on Le Journal des Femmes website, the majority of dishes
were French. The number one dish was magret de canard, and the rest of the list was
dominated by traditional recipes, although number two was the Belgian classic moules frites and
north African influences put couscous at number three. There were a number of classic Italian
dishes such as pizza, spaghetti carbonara and lasagne. While some enjoy foods with a bit of a
kick to them, very spicy dishes are not widely appreciated.
In a poll for Le HuffPost, 6 of the top 10 favourite fast food brands sold sandwiches (filled
baguettes). The bakery chain Paul, selling sandwiches and offering a range of meal deals, was
voted the favourite. Sushi Shop came in fifth. Indeed, sushi has been increasingly popular in
recent years, and sushi restaurants have become a familiar sight in French cities. A separate
report on the Neo Restauration website showed that the favourite brand of chain restaurants
was La Pataterie, a recent addition which is quickly growing in popularity. The chains
restaurants are aiming for a cosy, country atmosphere and dishes are based around the potato
(baked potatoes, gratins, tartiflettes among others).
The French are also becoming enthusiastic about burgers according to a report quoted in
lExpress, the French ate 1 billion burgers in 2014, a 10% increase on the previous year.
Gourmet burgers adapted to the French palate are the most popular.
There has been a trend for food trucks in French cities, particularly in Paris. These mobile
restaurants sell street food of all kinds of cuisines, international and French. Street food is a
relatively new concept in France but has been very popular with consumers. There were only
around 110 officially recognised food trucks in France, according to an article in lExpress in
February 2014, but there were more than 250 requests for permits in Paris over 18 months as
consumer demand grows.
So-called slow food has also been growing in popularity. A number of gourmet chefs have
launched side-projects offering lower cost, simpler food made from local products in more
informal settings. Indeed, French consumers increasingly look for local produce for their own
cooking and also in restaurants, seeking a shorter supply chain known as court circuit between
producer and consumer.
A survey for a campaign called Tous au restaurant showed that people are eating less when
they dine out, but are prepared to pay for better food. Only 14% of people said they would order
a full menu with starter, main course and dessert, while 80% said they would choose a main
course and dessert. To choose a restaurant, 46% consult the internet and once they get there,
58% use their smartphones to take photos of their food and six out of ten will comment on their
experience on social media.
French people are reducing meat intake
Vegetarianism and eating less meat is a new trend for France, a country which has
traditionally had a very meat-based cuisine. According to an article in Le Parisien, there are
growing numbers of vegetarian restaurants and although only 2% to 3% of the population are
thought to be vegetarian, people are eating less meat. One consumer said they had reduced
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meat in their diet because they wanted to reduce the carbon footprint, give an income to
neighbouring producers, eat healthy, use local food that is in season, develop links in the local
community and help to look after the countryside.
French consumers eat regularly and together
Most people in France sit down for meals at regular times breakfast, lunch and dinner are
eaten at roughly the same time by large numbers of people across the country, whether with
family, friends or colleagues. Restaurants have fixed opening times for certain services and are
often closed or do not serve food between main mealtimes. Most businesses close down for
around two hours at lunch time rather than staggering lunch breaks and employees either go
home to eat, bring in their own lunch to take out of the shop or office, buy a sandwich or similar
takeaway food or sit down to lunch at a reasonably priced restaurant. According to Crdoc
consumer studies and research institute, 80% of meals are eaten with other people.
Chart 14
Source:
Note:
Food Expenditure Profile 2000-2020
Euromonitor International from national statistics/Eurostat/UN/OECD

In Constant 2014 prices
Drinking Habits
A study published in April 2014 showed that the frequency at which people drink alcohol has
declined. According to the study by Entreprise et Prevention, 10% of French people drink an
alcoholic drink every day, compared with 14% two years ago. The same study revealed that
only 20% of French people regularly go to drinking establishments, compared with 33% in the
UK and 48% in Spain. When they do go to a bar or caf, 44% said they always order an
alcoholic drink.
Alcohol is usually consumed with food beginning with an aperitif (beer, wine, champagne, or
stronger drink such as pastis, for example) before the meal, then wine with the meal and
perhaps a digestif in the form of a stronger alcohol at the end. Drinking without food is less
common, although binge drinking is a growing phenomenon and is a concern.
Socialising with colleagues over drinks is a recent trend, and is known as les afterworks.
Bars and cafs often advertise their afterwork events and promotions, and guides to the best
places for after work drinks can be found online. An article on the website for startups,
maddyness.com, showed that 81% of respondents considered les afterworks essential for the
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well-being of a company. Sales people have the most afterworks evenings, with 32% of them
socialising after office hours, 28% of people working in marketing and design and 15%
engineers and production workers go out for drinks with colleagues.
Alcohol is on sale in a wide range of outlets including supermarkets, specialist wine shops or
general grocers. People living in wine regions will often buy their wine directly from the
winemaker. In spring and autumn there are foires au vin or wine fairs where people can benefit
from lower prices, particularly when they buy larger quantities of wine. These events attract
serious collectors and consumers looking for bargains.
There has been a trend towards capsule coffee makers such as Nespresso, which are seen
as desirable because of their efficiency and the quality of the drinks they make. SodaStream
machines are also very popular in 2013 around 5% of homes had a SodaStream machine.
People use them to make their own sparkling water from the tap, as well as making sodas. One
consumer said she liked the practical, time saving aspect; we always have sparkling water in
the house without carrying lots of bottles and we do not have to pay for litres of fizzy drinks at
the checkout.
According to an article on lepoint.fr in January 2013, French consumers have doubled the
amount of tea they drink over the past 20 years. Tea in France tends to be served without milk,
and fragrant teas rather than basic British-style blends are more popular. Drinking tea is often
seen as a sophisticated or healthy choice.
The rise of sophisticated middle class tea drinkers
Drinking fine teas is becoming very popular in France, and is seen as something quite
sophisticated and cosmopolitan. Fragrance is important if someone is offering a choice of
different teas they will often offer to let you smell the tea leaves to get an idea of the flavour. The
tea most commonly found in France is not like that bought in the UK, which is too harsh for most
palates. Consumers tend to favour lighter, perfumed blends and tea is usually served without
milk. Mariage Frres, with its teas in dainty fabric teabags and Kusmi teas, which has stores on
many high streets selling its teas in eye-catchingly colourful packaging, are both popular.
Craft beers are developing a following
Homemade, locally produced and natural products are growing in popularity in France.
Although the country is known for its wine production, there is a growing trend for craft beer.
Brewed on small premises across Paris, it has been drawing in discerning drinkers who might
ordinarily go for little-known Belgian beers. In other parts of France, too, small breweries are
selling their beers in organic markets and in bars.
Chart 15
Drinks Expenditure Profile 2000-2020
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Source:
Note:

GROOMING AND FASHION

Female Grooming and Fashion Trends
A slim figure is considered attractive and many, though not all, French women are careful
about their weight, eating smaller portions and refusing extra helpings. French women have a
reputation for being well-groomed and many visit beauticians regularly. There is a trend for more
natural-looking hair, although some women particularly older generations go for a regular
blow-dry at the hairdressers and do not wash their hair themselves between appointments.
Others choose to have wavy or curly hair straightened permanently with Brazilian straightening
treatments. Famous names such as Sienna Miller and Kate Middleton are frequently referred to
as trend leaders.
Shorter hair has also been popular, with several high-profile stars prompting women to
consider following suit. An article in lExpress mentions TV presenter Alessandra Sublet and
actress Alyssa Milano as trend leaders for cropped hair, and Jennifer Lawrence for the long bob.
Women tend to buy everyday products such as deodorant, shampoos, showergels and
toothpaste along with their household shopping. For skincare, many women turn to the
pharmacy. Some pharmacies have resident beauty therapists who offer skincare advice. Makeup and perfume is often bought from specialist stores such as Sephora, with its wide variety of
own-brand and big name products. On trend make-up colours for 2015-2016, according to
French Marie Claire, include nude lips, enhanced and smoky eyes and coloured eye shadows
particularly orange tones.
Grooming is important to many French women, and French manicures remain a mainstay for
those who visit beauticians but nail art with colourful designs on nails is also popular particularly
among younger women and girls. Many women visit beauticians for other grooming services,
such as hair removal. There has been a trend towards full epilation, as well as Brazilian waxing,
led by Hollywood trends.
Use of suncream is widespread, but it is not used as much as it should be, according to a
survey by Mingle Trend from 2015. The survey showed that 15% of French people apply
suncream whenever they go out in the sun, but 25% of people living in the south of France
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never wear suncream. 16% of women apply suncream when they are outside in the sun. There
is also a trend towards protecting hair from the sun.
Cosmetic surgery is becoming less taboo 8% of French people say they have had some
form of cosmetic surgery, according to a survey for 20minutes.fr. Of those, 18% had their nose
remodelled, 11% their stomach, 8% liposuction on the thighs, 4% liposuction in the buttocks and
4% had breast augmentation. However, there is a strong movement towards natural ageing, and
respected stars such as Juliette Binoche, Vanessa Paradis and TV journalist Claire Chazal have
all been quoted saying that they would not undertake cosmetic surgery.
Clothing fashion trends currently swing towards the seventies, with a lot of bohemian styles,
mix and match patterns, printed summer trousers and also flares. Mixing sporty shoes with
dresses and smarter clothes is becoming a more common sight, with chic less is more styles
always prevalent.
French women prefer the natural look for their hair
Natural-look hair is on trend among French women, with a reluctance to look over styled. The
long bob is in, and low-maintenance is key; the aim is to look as though you just pulled a comb
through your hair. Brushing or combing according to hair type is important. One woman said: I
untangle my hair in the shower after I shampoo then I do not touch it. I do not brush it ... I do not
like to comb my hair because then it goes fluffy. An article in Closer.fr said: You can dry your
hair naturally (without a hair dryer) to create waves.
DIY beauty gadgets are appealing to women
French homes are very well equipped with gadgets but one area of electrical items that is
attracting consumers is that of professional-style beauty tools. Blow-dry brushes and hair dryers
with accessories and light-pulse epilators are popular with women wanting to save time and
money by taking care of their beauty needs in their own homes. Consumers buy semiprofessional products to look after themselves at home, rather than going to the hairdresser or
beauty therapist, in this context of strained buying power, according to an article in
20Minutes.fr.
Male Grooming and Fashion Trends

According a Top 100 created by the French website AdopteUnMec (Adopt a Guy), a dating
site which lets women members choose men they would like to date, Bertrand Chameroy, TV
journalist and presenter, Benjamin Lebeau of the band The Shoes and Gaspard Ulliel, French
actor and model, make up the top 3. Many of the entrants have stubble or what the French call a
three day beard, scruffy hair and are slim or muscular.
One French woman writing on madmoizelle.com assessed the current standards of
attractiveness in France, saying: [As I see it] the ideal man according to French women is quite
young (around 30), white and has a beard. He is not fat, but not muscular like Thor either;
instead he is athletic. He prefers chinos to suits but rarely wears novelty socks. He may have a
tattoo, but not necessarily, and probably has brown, not very short hair.
Many French men do not shave every day, and the three day beard and increasingly the full
beard are commonly seen on men of all ages. A report on TV channel M6s blog in January
2014 said that 65% of men no longer shaved, and that beard trimmers are becoming a common
gift.
Full beards have become trendy, and as a result, barbershops are enjoying a comeback. An
article in Le Figaro in February 2015 told of a barber who had opened his shop as a one-man
operation in 2013, and now employs ten staff. The trend is stronger in Paris but is spreading to
the provinces too.
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There has been a trend for undercut hairstyles shorter at the back and sides and longer on
the top, styled with product on the longer section. Curly hair tends to be left natural and long
enough to see the curls.
Personal care basics include shower gel, shampoo, deodorant, shaving equipment where
necessary and face moisturiser. It is becoming increasingly popular for men to remove
unwanted body hair the blog lHomme Tendance said that 82% of men between 15 and 25
removed unwanted hair as part of their daily routine, falling to 65% of 26-year-olds plus. The top
reason was aesthetic.
Male fashion trends often veer towards the timeless chic idea, but mens fashion blog Comme
un camion pinpoints denim jackets, hoodies, printed shirts and turned-up trousers. Espadrilles
are popular for summer footwear. According to French GQ magazine, the chino is also an
important trend, worn smart or rolled up with casual shoes.
Beards see barbers making a comeback
Full beards have become trendy, and as a result, barbershops are enjoying a comeback. An
article in the Figaro in February 2015 told of a barber who had opened his shop as a one-man
operation in 2013, and now employs ten staff. The trend is stronger in Paris but is spreading to
the provinces too. The beard has become so common that policemen are now authorised to
wear one as long as it is neatly trimmed.
Men are heading back to the clothes shops
More men are taking control of their wardrobes and are shopping for their own clothes, having
previously been prepared to let their partners choose their clothes. In an article in Le Figaro in
December 2014, the style director of mens clothing brand Celio said: Historically, women made
half of the purchases in our stores. The trend has been inverted; last year 65%-70% of
purchases were made by men. They no longer think of clothes as basic necessities, but instead
are enjoying dressing with style.
Men are now spending more than women on fashion, according to the Institut Francais de la
Mode (French fashion institute). When it comes to prt-a-porter, 43% of 25 to 34-year-olds
spend more than women. A study for ChicTypes.com, a mens fashion website, said big-ticket
investments include shoes and coats, where men look for quality before price, but 1 in 10 men
also said they bought around one t-shirt a month.
Chart 16
Grooming and Fashion Expenditure 2000-2020
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Source:
HEALTH AND WELLNESS

Attitudes To Health and Well-being
A large percentage of healthcare costs are covered by the state, but people must pay into the
social security system to be eligible. At every consultation or treatment, people are required to
pay and present their carte vitale. The carte vitale is the proof of cover under the social security
system, it cannot be used to pay, but it allows the patient to be reimbursed quickly.
Not all treatments, consultations and medicines are covered 100% the different must be
made up by the patient and most people pay for complementary health insurance to cover the
remainder. Most policies are taken out with not-for-profit mutual (mutuelle) organisations. As a
result of the crisis, more people have decided not to pay for health insurance. There were 3
million people without insurance in October 2014, according to a report on Europe 1, or 5% of
the population. Those without insurance are most likely to be young people with financial
difficulties, long-term unemployed and retired people who were once covered by their
employers collective insurance policies.
Most doctors are in private practice but they are paid by through the state system. To ensure
reimbursement for appointments with specialists, often patients need to be referred by a GP.
However, it is also common for people to go directly to a consultant for specific health issues, for
example a dermatologist for skin issues, without going via a GP referral. A pregnant woman will
have consultations with her gynaecologist throughout her pregnancy, and babies and children
frequently see a paediatrician for all ailments instead of a regular GP.
Medicines are reimbursed on a sliding scale; some are covered 100% and others 15% by the
state. Some medicines are not covered at all. French people are enthusiastic consumers of
homeopathic medicine, which is seen as a gentle alternative although there are strong
debates over whether or not its affect is simply a placebo. Consultation with a homeopathic
practitioner, and the homeopathic medicines they might prescribe, are covered in the same way
as other medicines. Some GPs are also homeopathic practitioners. Many people are open to
trying herbal medicines and other alternative therapies.
Preventative medicine is important. Women are offered a course of physiotherapy treatment
after childbirth to ensure pelvic floor muscles are efficient to avoid future problems, for example.
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People taking part in sporting events such as marathons and regular sports activities with clubs
are required to present a certificate from their doctor to prove they are fit enough to take part.
Obesity rates have been growing in France but levels remain below the OECD average of
19%; 15% of the French population are obese. Overweight people (as opposed to obese) make
up 28% of the population, up from 26% in 2000 and forecast to grow to 29% in 2020. The
government has taken steps to tackle the growing problem, such as a soda tax, a levy on
sugary soft drinks, implemented in 2011. Since 2007, food companies have been obliged to put
health warnings such as For your health, avoid snacking between meals on packaging.
Smoking is still prevalent in France there are thought to be 13 million smokers and the
number of smokers among women, young people and those in social difficulty have increased.
While smoking inside bars and restaurants has been banned, people continue to smoke in
outdoor terraces, and there is little or no taboo around smoking in front of children.
Packets of cigarettes will be plain, smoking in cars where children under 12 are passengers
and in childrens play areas will be banned. The idea is cut the numbers of people taking up
smoking, and make todays children the first smoke-free generation. Electronic cigarettes, which
have become a very common sight, will also be banned from certain public areas. Around a
quarter of French adults have tried e-cigarettes according to an article in Le Monde published in
February 2015.
Health is the top concern of the French
The French worry more about their health than about anything else, a study published in
October 2014 has shown. According to a report in Le Figaro, 8 out of 10 workers said that
health matters worried them on a daily basis, whether that meant the consequences of an
illness, the cost of staying healthy or paying for treatment.
Millions of French people turn to e-cigarettes
Some 12 million people, or more than a quarter of the French population, have tried ecigarettes, and among smokers that figure rises to 58%, according to a report on tobacco use
published in February 2015 by the Institut national de prvention et dducation pour la sant
(INPES). A total of 3 million French people use e-cigarettes, around 6% of 15 to 75-year-olds.
Half of those use them on a daily basis, around one third at least once a week and 1 in 10 once
a month. The majority (82%) of those who use e-cigarettes say they do so to reduce their use of
regular cigarettes, and on average they cut down by 8.9 cigarettes a day. Nonetheless, 75% of
e-cigarette users are also frequent smokers.
Chart 17
Health of the Nation 2000-2020
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Source:
Note:

SHOPPING HABITS
Main Household Shop
While large hypermarkets sell everything from yoghurt to lawnmowers, people are
increasingly finding them too big, too far from home and too time-consuming. In an article in Le
Particulier, Elisabeth Exertier, director of Le Site Marketing, said: The gigantic size and
distance have become intrinsic weaknesses for hypermarkets, consumers say so
spontaneously. Scaled down supermarkets have increasingly appeared in and near residential
parts of town, such as Carrefour Market or Simply Market, part of Auchan, which offer local
shopping and more manageable store sizes for shoppers in a hurry.
In light of the financial climate, families are trying to keep costs down and low-cost
supermarkets have been popular. One shopper said in an online post: They have a lot of
brands that I would normally not buy (because they are too expensive) and I find it offers good
value for money and it is nice, there is only what I need so I am not tempted [to buy more].
With shoppers turning more often to low-cost shops, there has been a tug of war between
large supermarkets and low-cost stores to attract budget-conscious shoppers, an article in the
Daily Mirror in October 2014 said: A basket of budget own-brand goods is now about 13%
cheaper at a French hypermarket than at a discounter, while a basket of branded goods is only
5% more expensive at Carrefour than at Lidl, compared with a 20% premium in Britain.
Nonetheless, many consumers do part of their household shop at a low-cost store and part at a
supermarket.
Online food shopping with home delivery is not common and is only available in certain parts
of the country. However, it is increasingly common to shop online via the website of a
supermarket and collect items from a dedicated drive through area, known as Drive, either at a
dedicated warehouse or an area attached to a store. People choose this option to pick up their
shopping on the way home from work, for example.
There is strong interest in organic, fair trade and sustainable shopping, and as a result
specialist supermarkets such as Biocoop have been increasing the number of stores they have
across the country. However, according to a survey published in April 2015 for Association Max
Havelaar France, consumers feel more concerned with local produce than fair trade or ethically
sourced goods. The majority (91%) believed that consuming responsibly was more about local
produce, shorter supply chains (87%) or made in France (80%). Only 58% thought it meant
buying fair trade products.
In the wake of the horse meat scandal, many people turned away from buying frozen meats.
A commenter on the Notre Temps blog said: I never buy frozen meat (I do not trust it), but I buy
cauliflower, broccoli, spinach and beans. It is more reliable than buying fresh vegetable and also
there is less waste. I also buy ice cream and frozen desserts. People will often shop for ready
meals at frozen food store Picard, which is seen by many consumers as an acceptable
alternative in place of cooking from scratch when time is short.
Shopping for Big-ticket Items and Personal Goods

As financial conditions remain constrained, many French people turn to online market places
such as Le Bon Coin to buy second-hand goods from cars to refrigerators. The site allows
people to advertise items free of charge, and individuals can contact sellers direct. Unlike eBay,
there is no auction function. People can search for items in their area, allowing them to meet to
purchase rather than rely on postal services.
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For new items, French people are prudent spenders and like to research the best prices.
People often turn to online discount stores such as cdiscount.fr or Rue du Commerce, both of
which have a huge range of items from white goods through to sports equipment. Those who
like to see before they buy visit high street and out-of-town retailers such as Darty and
Boulanger, or hypermarkets such as Carrefour or E.Leclerc.
When it comes to home consumer appliances, French people tend to wait until they need to
be replaced rather than simply upgrading. According to an article in 20minutes.fr, 52% of people
wait for appliances to break down before they replace them.
When it comes to items such as clothes, the French are keen to bag a bargain and according
to LSA, 78% of French people only buy clothes in the sales. Consumers will wait until the sales
to do much of their shopping, and are generally aware of when the seasonal sales will begin.
Buying fashion for less at high street stores such stores as H&M and Zara is popular, and the
low-cost Primark is a recent entry in France. A commenter on the online magazine
Madmoizelle.fr said she was looking forward to visiting the stores specifically to buy tights,
which had a great reputation, tops and socks and other basics. While low-cost shopping is
popular, there have also been trends towards ethical fashion.
Consumers are flocking to try drive-in supermarkets
Home delivery is not common when it comes to supermarket shopping, but drive-in
supermarkets are beginning to pop up all over the country. The concept involves shopping
online or via a smartphone app, selecting a time slot, then driving to the supermarket or
hypermarket, where staff put your shopping directly into your car from a depot. According to a
study by Parabellum, drive-in shopping is particularly popular with married executives who are
aged between 25 and 39these make up 68% of customers. Those aged between 40 and 54
also make frequent use of the service, and 70% of customers are women. One consumer said,
in an article on agro-media.fr, that she was often too busy to shop: It is a good thing, drive-ins, I
stop by and pick up my shopping after work. What is a shame, though, is that some food and
hygiene products are not on the site I love sushi and finding sushi rice or seaweed is still
impossible.
The trend for shorter supply chains and local produce is strong
Eliminating the middle men and buying direct from local producers is becoming an important
way of buying food for a lot of French people. An article on franceinfo.fr gave the example of a
farmer sowing seeds for leeks, which he had already sold in advance to local families.
Consumers commit in advance to finance the farm, he said. The farm sells vegetable boxes to
people living in the area and is part of the Association pour le maintien dune agriculture
paysanne (AMAP) scheme. Through the scheme, consumers commit to paying in advance for
produce, which helps small-scale farmers to manage running costs.
Chart 18
Where Households Shop for Essentials 2000-2019
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Source:
Note:
Euromonitor from trade sources/national statistics

LEISURE AND RECREATION

French people have more than nine hours leisure time in a week, according to Le Figaro. In
an article published in August 2014, the newspaper said people had more time, but that budgets
for leisure pursuits were restricted by the financial crisis. Three quarters of people said that they
spent their leisure time on the internet, 62% watching TV, and 49% seeing friends and loved
ones. A third said they spent time on outdoor pursuits (including camping, fishing, gardening).
Only 19% said they spent their time playing video games a smaller proportion than the 22%
who said they played off-screen games such as Scrabble and Sudoku.
However, the Blog du Moderateur, a blog dedicated to internet news, said that French people
were spending one and a half hours a day on social networks, 30 minutes less than the
worldwide average. Social networking sites are frequently used to organise face-to-face events
as well as interacting online in France. Twitter has grown in popularity and tweets are frequently
referred to in the news. There has been concern about young people and the use of social
media, particularly after deaths linked to bullying on sites such as Ask.fm, favoured by
teenagers.
Almost two thirds of French people practise a physical or sporting activity at least once week,
according to the Ministry of Sport. Walking is the most common activity, followed by swimming.
People who practise sports through an association are generally registered for a licence, and
the sport with the most members is football, with almost 2 million members (only 5% women).
Next is tennis, with 1 million, and third is horse riding, with over 706,000 members.
French people are often very well equipped for sporting activities. People tend to wear the
appropriate clothing: leisure cyclists will commonly have a full cycling outfit and joggers wear
proper running gear rather than shorts and an old t-shirt, for example.
Film is a large part of French culture and people continue to go to the cinema, although
certain age groups are more interested than others. An article in Le Figaro said that more than
two thirds of French people had been to the cinema in 2013, with over-50s representing almost
a third of the audience. Those aged 6-14 made up 16% and 15-24-year-olds 17%. A commenter
on the article suggested that the increase in over 50s was could be down to the content of TV
shows which, they said, target a younger audience. Increasing numbers of younger people also
use streaming services films in the home, and with the arrival of Netflix in France there is more
competition with the big screen.
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French people watch less TV but are signing up to Netflix

French TV viewing times have fallen in 2014 partly because events such as the Olympics
and the French elections boosted viewing times significantly in 2012, and partly because the
weather was good and people spent more time outside. French people spent on average three
hours 43 minutes watching TV in the last quarter of 2014, according to a report published on
liberation.fr. However, they are spending more time watching videos online an average of 7
minutes a day according to the article. YouTube is the third most visited website in 2015 and
the American streaming site Netflix launched in 2014, gaining 500,000 subscribers. The number
of subscribers is predicted to rise to 2 million by 2019, according to an article in Le Figaro.
French people are keen to buy and sell second-hand sports and leisure equipment
The sharing economy has picked up in France significantly, and the idea of buying and selling
second-hand sports and leisure equipment has become a significant trend. Online marketplace
Le Bon Coin, where individuals buy and sell all sorts of items, is in the top ten most used
websites in France, coming in just after Wikipedia, according to Le Blog du Moderateur.
Decathlon, the sports and leisure store, has run its Trocathlon events (troc means barter) since
the 1980s but they are taking on a new life online. Traditionally, people leave their second-hand
leisure equipment at the stores to be sold in a market. If they are bought, the seller is paid in
Decathlon vouchers. If not they take the items home. These events take place twice a year.
Now, though, the brand has launched an online Trocathlon marketplace where people can sell
their sports and leisure equipment year-round.
Holidays
Difficult economic conditions continue in France, but an increased number of French people
are planning to go on holiday. Almost two thirds (63%) of people plan to take a holiday in 2015,
compared with 60% in 2014, according to a Protourism survey. The majority will holiday in
France, with only 27% planning to go abroad. A separate survey showed that around a quarter
(26%) of those holidaying in France will head to the coast, 14% to the country and 7% to the
mountains, while 19% had not yet decided and 29% would stay home.
Free accommodation is a popular way to keep costs down staying with parents, friends or in
a second home, and 80% will be using their own vehicle to travel. People are keen to research
and find the best value deals, and choosing areas in France that they believe will be better
value, avoiding the Cote dAzur and heading instead to Brittany in search of a cheaper holiday.
Renting apartments or other self-catering accommodation is popular and Airbnb is making its
mark as a good value means to find holiday accommodation, and glamping has also made its
way to France. According to RTL, the concept of glamping (renting ready-built tents, yurts and
tipis) has rapidly been adopted by establishments which do not necessarily have the most
attractive location, but which would like to attract a new clientele that is better-off and has high
standards. Ordinary camping remains popular too. A survey published by camping-and-co
showed that people like camping as much as luxury hotels. Camping was seen by 57.7% of
people as a mid-price rather than low-cost option.
Public Holidays, Celebrations and Gift-giving

There are 11 national and religious holidays in France. Unlike countries such as the UK,
which tends to have bank holidays on Mondays, French holidays can fall any time in the week.
Where a holiday falls on a Thursday, for example, it is quite common for workers to take the
Friday off to make a four-day weekend. People often travel to visit family or friends, or to take a
short break, which leads to highly congested roads on holiday weekends.
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On 14th July, Bastille Day, there are often processions and fireworks to mark the occasion.
On 21st June every year France celebrates the Fete de la Musique. While this is not a holiday,
towns and villages across France organise musical events in the streets and local bars, cafs
and theatres. Valentines day is celebrated with traditionally romantic evenings out, meals,
flowers and gifts between couples. Halloween has become an important event in France in
recent years. Children dress up in spooky costumes and knock on neighbours doors trick or
treating. People stock up on sweets to make sure they have something to offer. Mothers day,
fathers day and grandparents days are all celebrated, with people offering gifts such as flowers
and cakes or organising family meals to mark the occasion.
Celebration cards are not a huge part of French culture it is not common to give birthday
cards to friends and family, for example. Exceptions are wedding invitations and baby arrival
cards.
French travellers look to save money on accommodation
French holidaymakers are keen to keep down the cost of travel by renting cheap self-catering
accommodation, using second homes and staying with friends and family. Use of Airbnb is a
growing trend in France. The group says 1 million French people have used its service,
connecting homeowners with short-term renters. The favourite destination for the French using
the site is France and Corsica, Royan, Arcachon and the Cte dOpale in the north are the most
popular spots. An article in frenchweb.fr said that, with its 40,000 Airbnb subscribers, Paris had
now overtaken New York as the most active city. One consumer, commenting on an article on
lExpress website, said it was a very interesting concept, which puts humans into the heart of
tourism. A way to meet locals, to exchange in the real spirit of sharing, but added, with these
sorts of encounters you need to use caution.
French people are comfortable changing telephone contracts
The days of committing to a contract with a telephone provider are over for many French
people in 2015, according to a report published on zdnet.fr in May 2015. The proportion of
residential phone contracts without a tie-in period, or those who have completed their tie-in
period, rose by 8.2 percentage points over the year leading to the first quarter of 2015. Some
59% of contracts are now without restriction. Consumers now have more choice of lower cost
contracts since the entry of the free market in 2012. The group introduced cheap residential and
mobile contracts (an unlimited service for 19.99 a month) and brought about a price war,
prompting many consumers to change their provider. Now the trend for consumers is to check
for the lowest prices and remain free from a restrictive contract.
Chart 19
Possession of Selected Home-Tech and Mobile Phones 2000-2020
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Source:
Note:

GETTING AROUND
Private Transport
According to the Comite de Constructeurs Francais dAutomobiles, there were 38 million
vehicles on French roads in January 2014, of which 32 million were privately-owned cars.
Meanwhile FF2RM says there are 4 million motorbikes and scooters in France.
Just under three quarters of French households have a bicycle, a percentage which is
expected to remain stable until 2020. In 2014, around 1 in 10 households have a motorcycle
and around 84% have a passenger car.
Outside the cities, many people rely on their cars as public transport can be sparse. A study
by the Ministry for the Environment in 2014 showed that cars are used for 90% of day-to-day
journeys in the countryside compared with 15% in Paris, 50-70% in large towns and 75-85% in
small and medium towns.
Paris launched its bike sharing programme, Velib, in 2007 and in 2014 the city launched a
childrens bikes version called Ptit Vlib after 86% of families said they would be interested in
the scheme. High levels of pollution have forced Paris to take such schemes seriously, and the
city wants to become the world leader for cycling. In April 2015 the authorities launched the Plan
Vlo 2015-2020 which aims to triple the number of journeys taken by bike by 2020.
An article in Le Monde in September 2014 said that the number of people choosing bikes as a
sole means of transport in the Ile de France area had doubled between 2001 and 2010,
reaching 650,000 people a day. Those using their bikes combined with a means of public
transport had also increased, bringing the total number of bike users to 715,000 a day.
Chart 20
Source:
Note:
Getting Around on Private Transport 2000-2020

Public Transport
Public transport has seen an increase in use across France one of the main reasons for this
is a tightening of belts due to the financial crisis. A study carried out by l'Union des transports
publics et ferroviaires (UTP) reported in Le Figaro in September 2014 that French people spent
4,300 on their cars on average in 2013, but that 47% of them reduced their journeys in town
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since the start of the crisis. Just over a third of people (36%) have increased their use of public
transport. One in two people use the bus, tram, train, metro and RER overground service
regularly.
In smaller towns and villages people are finding it harder to get about on public transport. Just
over a quarter (27%) of people in towns with fewer than 100,000 inhabitants use public transport
regularly, compared to 70% in larger towns and cities.
Half of people surveyed in the report in Le Figaro said public transport was practical for
avoiding traffic jams and parking problems, and 19% said they saw its use as a way to help the
environment. However, while 90% of people said they used public transport to visit friends or
family and 86% for leisure reasons, only 66% relied on it for getting to and from work. Of the 25
million workers commuting each day, 18 million use their car. And 40% of car journeys cover
less than 2km.
Frances trains have a reputation for being technically very good, but not always on time. The
TER services, (Train Express Regional) are slower train while TGVs (train grand vitesse) are the
celebrated high-speed trains that connect major cities. One blogger said: Of the many trains I
have used in the space of a few weeks, fewer than five were on time and one managed to arrive
early. A relatively high number of strikes affecting rail services in France have also knocked
consumers confidence. Industrial action has had an impact on peoples experience on the
Parisian RER overground services.
Commuting
French people spend on average 23 minutes travelling to work according to an article in Les
Echos in June 2014. The higher the level of qualification the person has, the longer their
commute is likely to be. More than a third (35%) of people commute for longer than 30 minutes
and 7% of those travel for more than one hour.
People in the Ile de France region have the longest commutes, with an average 33 minutes,
and more than 45 minutes for 32% of them. Those in Basse-Normandie and ChampagneArdenne have the shortest commutes, an average of 17 minutes.
A separate study published on the TF1 news website in July 2015 showed that 63% of French
people travel to work by car, with only 2% carpooling. Almost 1 in 5 of people used public
transport and 9% walk to work, while 4% cycle to work. The same proportion did not commute
as they worked from home. A separate study from the end of 2013 showed that households in
France spend on average 600 each year sitting in traffic jams, or 934 in Paris.
The school run is also frequently done by car an article on the Le Monde blog said that 73%
of school children travelled by car to school at least some of the time. Local authorities
frequently organise events to encourage children to come to school on foot or by bike, and a few
areas have set up a pedibus system where children walk together to school accompanied by
adults.
Car-sharing sites are popular with travellers
The car-sharing site BlaBlaCar has captured the imagination of French consumers. Many of
those who have never used the service are familiar with the concept. BlaBlaCar is a lift-sharing
service which allows people to offer people a place in their car for a journey. The idea is to
share petrol money and pool resources, reducing the journeys economic and environmental
impact. One user of the service, a manager in the financial sector, said : I was reticent to begin
with but my misapprehensions disappeared after the first journey. Since then, I have used
BlaBlaCar twice a month on average, even though I have two vehicles, one for my own use and
one a company car. Thanks to car sharing I have increased my network of friends and met
some great people. Uber has not been quite so successful traditional taxi drivers have been
angry about its use and it has effectively been banned.
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Paris aims to become the cycling capital of the world

Parisians have been increasingly taking to their bikes to travel around the city, and the
authorities are keen to encourage them. Currently 5% of journeys from home to work in Paris
are made by bike and the city would like to increase that proportion to 15% by 2020. The mayor
of Paris has unveiled ambitious plans to double cycle path lengths and turn Paris into the cycling
capital of the world. The aim is to improve air quality as well as the comfort of the citys
hundreds of thousands of cyclists.
Chart 21
Source:
Note:
Getting Around on Public Transport 2000-2020

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Consumer Lifestyles in France

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CONSUMER LIFESTYLES IN

CONSUMER LIFESTYLES IN FRANCE

LIST OF CONTENTS AND TABLES

Lifestyles in France ...................................................................................... 1

Top Five Consumer Trends .......................................................................................................... 1

Babies and Infants in Focus 2000-2020 ....................................................... 5

Kids in Focus 2000-2020.............................................................................. 7

Tweens in Focus 2000-2020 ........................................................................ 8

Teens in Focus 2000-2020......................................................................... 10

Young Adults .......................................................................................................................... 10

Young Adults in Focus 2000-2020 ............................................................. 12

Middle Youth ........................................................................................................................... 12

Middle Youth in Focus 2000-2020 .............................................................. 13

Mid-Lifers in Focus 2000-2020 ................................................................... 14

Late-Lifers in Focus 2000-2020 .................................................................. 16

Housing and Households ........................................................................................................... 16

Home Ownership 2000-2020 ..................................................................... 17

Household Profiles 2000-2020 ................................................................... 18

Running Costs ........................................................................................................................ 19

Household Running Costs 2000-2020........................................................ 20

Money and Savings .................................................................................................................... 20

Borrowing and Saving 2000-2019 .............................................................. 22

Eating and Drinking .................................................................................................................... 22

Food Expenditure Profile 2000-2020 .......................................................... 24

CONSUMER LIFESTYLES IN FRANCE

Drinking Habits ....................................................................................................................... 24

Drinks Expenditure Profile 2000-2020 ........................................................ 25

Grooming and Fashion ............................................................................................................... 26

Grooming and Fashion Expenditure 2000-2020......................................... 28

Health and Wellness .................................................................................................................. 29

Health of the Nation 2000-2020 ................................................................. 30

Shopping Habits ......................................................................................................................... 31

Where Households Shop for Essentials 2000-2019 ................................... 32

Leisure and Recreation .............................................................................................................. 33

Possession of Selected Home-Tech and Mobile Phones 2000-2020......... 35

Getting Around ........................................................................................................................... 36

Getting Around on Private Transport 2000-2020 ........................................ 36

Getting Around on Public Transport 2000-2020 ......................................... 38

CONSUMER LIFESTYLES IN FRANCE

CONSUMER LIFESTYLES IN FRANCE

TOP FIVE CONSUMER TRENDS

CONSUMER LIFESTYLES IN FRANCE

Consumers Manage Energy Consumption To Save Money

CONSUMER LIFESTYLES IN FRANCE

Consumers Turn To DIY Beauty and Kitchen Equipment As Part of fait

CONSUMER LIFESTYLES IN FRANCE

French People Continue To Travel But Keep Costs Down

Children in France To Learn on Tablets at School

CONSUMER LIFESTYLES IN FRANCE

Babies and Infants in Focus 2000-2020

CONSUMER LIFESTYLES IN FRANCE

Euromonitor International from national statistics/UN

CONSUMER LIFESTYLES IN FRANCE

Kids in Focus 2000-2020

Euromonitor International from national statistics/UN

CONSUMER LIFESTYLES IN FRANCE

Tweens in Focus 2000-2020

Euromonitor International from national statistics/UN

CONSUMER LIFESTYLES IN FRANCE

CONSUMER LIFESTYLES IN FRANCE

Teens in Focus 2000-2020

Euromonitor International from national statistics/UN

CONSUMER LIFESTYLES IN FRANCE

CONSUMER LIFESTYLES IN FRANCE