Made in France: How Consumers Can Accelerate Reshoring

Participants were invited to reflect on a contribution shared beforehand by Thomas Huriez, founder of the brand 1083. Drawing on his experience as an entrepreneur committed to redeveloping the textile sector in France, he expressed a strong conviction: proximity — not only geographical but also emotional and temporal — fosters citizen engagement and encourages responsible consumption choices. “The farther it is, the more disengaged we feel. But when it’s close — geographically or emotionally — we tend to make more responsible choices,” he noted. For him, rebuilding local supply chains that are more transparent and accessible would not only help relocate production but also create a shared narrative and strengthen the sense of belonging and coherence between individual choices and collective challenges.

Shifts in the perception of Made in France
Charles Huet, co-founder of La Carte Française, responded by recalling that “in the 1990s, this topic remained confined to activist circles amid accelerating globalization, which continued into the 2000s with a marked deindustrialization in France.” The turning point came in the early 2010s: Made in France gained visibility and gradually became “one of the most consensual topics nationwide, regardless of ideological divides,” driven both by the rise of new committed brands and by structuring public initiatives.

However, the Covid crisis marked a “tipping point for many consumers confronted with reality amid inflation,” he added. Rising production costs for French manufacturers combined with eroding purchasing power slowed the momentum. As a result, despite ongoing media coverage, Made in France now accounts for only a minority share of French consumers’ purchases. “Everyone aspires to it, but few actually consume it. There is a huge gap between words and actions,” he regretted.

Persistent barriers
This contrast between cultural consensus and purchasing reality is explained by a set of persistent obstacles still hindering the growth of Made in France consumption. One key issue highlighted by Charles Huet is a lack of awareness and general culture around French brands. “Consumers overwhelmingly favor major general retailers and are often unaware of fully French-made alternatives,” he emphasized.

This lack of knowledge comes with an identification problem: “There is often a major confusion about the apparent nationality of a product or brand.” Some brands perceived as foreign — like Coca-Cola or McDonald’s — actually produce predominantly in France. Conversely, the presence of a tricolor flag or a French-sounding name is no guarantee of local manufacturing. The result is blurred landmarks, leaving consumers struggling to navigate.

Price is another commonly mentioned barrier. “Made in France is perceived as more expensive,” noted Charles Huet. This perception persists despite not always reflecting reality. Several popular brands, such as Dop, Bic, or Mousline, offer French-made products at competitive prices, panelists pointed out. Yet these examples remain poorly identified as such. Lack of visibility and absence of a common narrative about Made in France perpetuate this misconception, even when price differences are minimal or nonexistent.

Another decisive factor is that purchasing decisions remain primarily guided by other criteria than origin or socio-economic impact, according to Charles Huet. “Does it fit me? Am I proud of it? Is it fashionable?” — these subjective dimensions continue to dominate consumer choices. “Made in France is not a purchase driver: it’s an added pride but not what tips the decision.”

La Carte Française: an underutilized lever
Each year, social and economic committees (CSE) distribute over €2 billion in gift cards, recalled the co-founder of La Carte Française — a gift card exclusively usable with retailers and brands whose products are over 70% assembled in France. Yet less than 10% of CSEs opt for this card. “They all say: I love Made in France. But very few act on it,” lamented Charles Huet.

In practice, nearly 90% of these amounts are captured by about fifteen generalist retailers preferred by employees. Elected representatives, though ostensibly sensitive to Made in France issues, also seek to meet employee expectations. To reverse this trend, he argued, the network of partners should be expanded and the offer’s clarity improved, making the Made in France choice more natural and attractive.

Strengths of Made in France
In the face of these obstacles, Charles Huet reminded the audience of some of the advantages linked to consuming Made in France products. Environmentally, France benefits from a decisive advantage thanks to “its electricity mix, the least carbon-intensive in the world.” Socially, prioritizing national production supports “the financing of the social model, strengthens economic sovereignty, and supports territorial cohesion,” he defended: “There is nothing greener, more eco-responsible, or more frugal than Made in France.” Yet some consumers turn to European products perceived as more accessible. “But these choices bring no direct benefits to French employment or the social model,” he qualified.

Certain sectors appear more directly connected to consumer concerns, particularly regarding health, observed Charles Huet. “For food products, Made in France remains associated with a strong quality guarantee, while toys made in France can be seen as safer for children.” In his view, “everyone has a good reason to buy Made in France” — whether unionist, environmentalist, patriotic, or entrepreneurial. “Made in France is a daily, consensual, powerful lever — but still difficult to activate.”

Encouraging consumption
To further encourage consumption of Made in France products, Charles Huet mentioned several potential levers, notably economic ones, including purchasing power enhancement through employers, as well as a more strategic orientation of public support. “Even with constant public spending, a multiplier effect on employment and social model funding can be achieved,” he noted.

For example, billions of euros in bonuses paid annually by the State could potentially be directed towards payment cards exclusively usable for buying French-made products. Such a mechanism would boost the visibility of French brands and initiate cultural and economic learning about Made in France, according to Charles Huet. Public procurement is another often underused lever. Without instituting national preference, several panelists noted that public purchases could be aligned with coherent economic, social, and environmental goals.

Other suggestions involved a more cultural approach. This would include better promoting Made in France, facilitating product identification, and building a narrative capable of garnering support. Many French consumers unknowingly buy locally made products due to poor clarity about origin, labels, or brands. For Charles Huet, buying French “is not just an act for oneself, it’s an act for others.” This requires a degree of projection, sometimes giving up short-term reflexes — hence the need to make this narrative more accessible, embodied, and desirable.

Finally, consumers themselves have a central role beyond the mere act of purchasing. Questioning a seller, expressing expectations — these free actions, when multiplied, can influence a distributor’s choices. “Consumers don’t just give money; they also send a signal,” noted Charles Huet. To him, consuming Made in France relates to a broader question of collective responsibility and altruism. “It questions the depth of our eco-responsibility feelings. If we want a responsible society, we must act responsibly ourselves and set an example.”

Valuing Made in France
While some companies emphasize their local roots, Made in France rarely drives their strategic choices. At Renault, for example, the production of the new R5 in France is mainly explained by the nature of the product — a high value-added electric vehicle — rather than explicit consumer demand, explained Clémentine De Quatrebarbes, Analyst & Investor Relations at Renault Group.

“At low price differentials, consumers may favor French products. But if the gap is too wide, brand image must compensate,” she stated. Thus, Made in France often remains a secondary marketing argument — “the cherry on top” — but rarely a primary purchase criterion. In this logic, marketing enhances a pre-existing industrial decision: “We make the most of an already established strategy by highlighting know-how and local roots.”

And from the investors’ side?
While consumers can encourage reshoring through their purchases, investors could also help build an ecosystem favorable to Made in France. Several panelists mentioned this still underdeveloped avenue. “Once a few major companies and startups are identified, does the investment universe offer sufficient depth?” wondered Karine Leymarie, Head of Investment and Sustainable Finance Expertise at MAIF.

“We will see more funds emerging around sovereignty themes,” anticipated Grégoire Cousté, mentioning the opportunity to include a Made in France dimension. Charles Huet suggested offering savings products — including employee savings — oriented toward companies with a strong industrial footprint in France or Europe. These products could take the form of thematic funds, meeting growing investor demand: “According to our latest survey on French people and responsible investment, 70% consider ‘local economic development’ a priority theme,” added Grégoire Cousté.

However, as Tarek Issaoui, Chief Responsible Economist at Sycomore AM, stressed, “profitability must be there” — a criterion savers still struggle to project over the long term. Karine Leymarie also emphasized the need for simplification and storytelling: “Savers have strong expectations regarding local investment. Today, the most resonant stories are about concrete, solidarity projects rooted in territories. But we could also build this narrative around large companies that also have genuine local roots. There is still a perception bias to overcome.”

This is especially important since some companies, such as LVMH or Hermès, have a much higher industrial footprint in France than their sales in the country. “They produce ten times more in France than they sell there,” noted Charles Huet. But their luxury image does not spontaneously evoke local employment, making their inclusion in thematic funds potentially counterintuitive. Hence the need for educational and simplification efforts to clarify the promise carried by these products.