{"id":1294,"date":"2025-07-08T11:53:38","date_gmt":"2025-07-08T09:53:38","guid":{"rendered":"https:\/\/2030investirdemain.com\/?p=1294"},"modified":"2025-07-22T17:08:12","modified_gmt":"2025-07-22T15:08:12","slug":"buying-local-price-remains-the-top-priority-for-consumers","status":"publish","type":"post","link":"https:\/\/2030investirdemain.com\/en\/2025\/07\/08\/buying-local-price-remains-the-top-priority-for-consumers\/","title":{"rendered":"Buying local? Price remains the top priority for consumers"},"content":{"rendered":" \n
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Catherine Rolland, Analyst, Sycomore AM<\/strong><\/p>\n

Consumers claim to be receptive to the \u201cMade in France\u201d label, yet in practice, price remains the primary purchasing criterion. This topic was discussed during the third workshop of the \u201cSocial\u201d working group \u2014 \u201c(Re)localisation Done Right: A Competitiveness and Sustainability Challenge\u201d \u2014 within the Think Tank \u201c2030, Investir Demain\u201d.<\/strong><\/p>\n

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\u201cMade in France\u201d rarely drives consumer purchasing decisions<\/strong><\/h3>\n

The \u201cMade in France\u201d label is attractive. Consumers express concern for national sovereignty, the need for reindustrialisation, and support for short supply chains. In theory, they claim they are ready to prioritise French brands that commit to local production.<\/p>\n

In practice, there\u2019s often a gap between intent and action. When it comes to actual purchasing decisions, \u201cMade in France\u201d is typically not as decisive as price. The inflationary context of recent years has further reinforced this trend, as confirmed by major retail players.<\/p>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n \n\n\n

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Consumers who are truly motivated by \u201cMade in\u201d claims represent a relatively marginal customer base for most mainstream brands. These consumers tend to be urban, economically secure, and professionally active.<\/p>\n\n\n\n

That said, the origin of a product does carry more weight in certain sectors. In the food industry, health-conscious consumers are reassured by compliance with French safety standards. In fashion, ethical or identity-driven considerations \u2014 such as concern for working conditions \u2014 may influence choices. In the luxury sector, \u201cMade in France\u201d or \u201cMade in Italy\u201d denotes craftsmanship and is therefore a key element in purchasing decisions.<\/p>\n\n\n\n

Pricing for \u201cMade in France\u201d products must remain competitive<\/h3>\n\n\n\n

Outside the high-end segment, where price sensitivity is lower, companies must ensure that locally produced goods remain competitively priced. For instance, Renault\u2019s pricing strategy for the electric R5 model is designed to be aligned with similar offerings from foreign competitors. While the model is produced in Douai, with 75% of suppliers located within 300 km, this \u201cMade in France\u201d aspect serves as a complementary \u2014 but secondary \u2014 marketing asset, with price remaining the dominant factor.<\/p>\n\n\n\n

Rowenta, on the other hand, made the decision to reshore the production of a stick vacuum cleaner previously manufactured in Asia. This was a high-price-point product, making the cost differential more acceptable. Additionally, logistics costs and parts inventory levels were significantly reduced. This initiative supports the ongoing development of its industrial site in Vernon, in the Eure region.<\/p>\n\n\n\n

Employment retention is a key motivation for localisation<\/h3>\n\n\n\n

For many companies, the primary motivation for bringing production back to France is job preservation at legacy sites. Renault\u2019s transformation of its Flins plant in 2021 is a clear example: the site is now focused on circular economy initiatives \u2014 refurbishing automotive parts, recycling raw materials, repairing EV batteries, and reconditioning used vehicles.<\/p>\n\n\n\n

Supply chain resilience is a growing concern<\/h3>\n\n\n\n

While relocating production can be a virtuous move, it requires a solid business model. Cost structures remain a central concern, but companies are increasingly factoring in the benefits of more resilient, localised supply chains. The COVID-19 crisis exposed the vulnerabilities of offshore production in distant low-cost countries \u2014 including supply chain disruptions and procurement breakdowns.<\/p>\n\n\n\n

SEB provides another illustrative example: to strengthen supply chain security, the group relocated part of its European and Chinese electronic board production to Saint-L\u00f4, in Normandy.<\/p>\n\n\n\n

Rebuilding national production requires industry revitalisation<\/h3>\n\n\n\n

Developing local manufacturing capabilities also depends on rebuilding entire industrial ecosystems \u2014 and that means reviving lost skills. Julien Chaverou, CEO of CAMIF, advocates for the reconstruction of mid-range production in France in the home and textile sectors, which are currently underdeveloped. A challenge to watch closely.<\/p>\n\n\n\n

This document reflects the author\u2019s opinion as of the publication date. It does not constitute an investment recommendation.<\/em><\/p>\n\n\n\n

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Consumers who are truly motivated by \u201cMade in\u201d claims represent a relatively marginal customer base for most mainstream brands. These consumers tend to be urban, economically secure, and professionally active. That said, the origin of a product does carry more weight in certain sectors. In the food industry, health-conscious consumers are reassured by compliance with […]<\/p>\n","protected":false},"author":1,"featured_media":1237,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[21],"tags":[],"class_list":["post-1294","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/posts\/1294","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/comments?post=1294"}],"version-history":[{"count":1,"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/posts\/1294\/revisions"}],"predecessor-version":[{"id":1295,"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/posts\/1294\/revisions\/1295"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/media\/1237"}],"wp:attachment":[{"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/media?parent=1294"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/categories?post=1294"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/tags?post=1294"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}