The French are greedy. And some brands—not always the most helpful ones—are liked more than others. This is evidenced by the Label’s Observatory of French Favorite Brands 2022, based on a survey conducted among 4,900 people and covering 1,300 brands. “The 2022 edition confirms the dominance of food brands” in the hearts of the French, in particular those “associated with sweet and savory pleasures,” the Observatory points out.
At the top, we find the Saint-Michel biscuit, which stands out in front of Lindt chocolates and Amora sauces and condiments. The top 30 includes yogurts (La Laitière No. 4, Danone No. 6), chocolate (Milka No. 8, Ferrero Rocher No. 20…), cakes (Lu No. 7, Bonne Maman No. 9…) ice cream (Carte d’or n° 11, Magnum n°19) … As well as unsweetened varieties, pasta (Barilla, Lustucru) or fish (Petit Vessel). In total, only four brands in the top 30 are non-food brands.
“We are completely in phase with previous releases,” the label company of the French favorite brands comments to our newspaper. These are the well-known and recognized brands that accompany the French in their daily lives, in good times and less good times, such as confinement.”
Ranking marked by two years of Covid-19
The 2022 ranking bears the marks of a two-year pandemic. The Observatory notes “a stronger presence at the top of the home appliance brand rankings.” Téfal finished in ninth place (28th last year) and Moulinex entered the top 30 at 27th. Among the five fastest growing brands are also two appliance manufacturers: De Dietrich and Grohe.
The observatory also points to an increase in the number of players, online banking and e-commerce with Amazon. Doctolib is on the podium of the most useful brands, ahead of Google, Bic, La Poste and Colissimo.
Finally, the Observatory also reports an “accelerated preference for French brands”. Trust and intimacy are two of the main criteria that justify French brand loyalty. Then the French focus on quality things and…