CONSUMER TYPES: FRANCE

December 2014

CONSUMER TYPES OVERVIEW

INTRODUCTION TO FRENCH CONSUMER TYPES
PERSONAL TRAITS AND VALUES

CONSUMER BEHAVIOURS
REACHING THE FRENCH CONSUMER
MORE ON FRENCH CONSUMER TYPES
RESEARCH OVERVIEW

CONSUMER TYPES OVERVIEW

Background on Euromonitors consumer types analysis

Going beyond demographics to categorise consumers

Consumer types can be a powerful tool to help companies better
understand and appeal to their target market.

Why segment
consumers into
different types?

By going beyond typical demographic-based segmentation, such as

age or gender, and grouping consumers based on shared traits and
preferences, companies can better develop products and marketing
campaigns that resonate with key customers.
This report includes in-depth profiles of the five French consumer
types. Additional consumer types reports can be found on Passport
Survey and include profiles of consumers in the following countries:
Brazil

Germany

Russia

China

India

United Kingdom

France

Japan

United States

the next slide provides additional detail on how Euromonitor developed the 2013 consumer types

Euromonitor International

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 3

CONSUMER TYPES OVERVIEW

Uncovering key consumer types in nine global markets

Passport Survey took the following steps to determine the main consumer types in each of nine global
markets:

Step 1

Step 2

Step 3

Step 4

Identified 66 different
variables on which to
analyse and group
consumers

Conducted a cluster analysis

on ~16,300 responses to the
Global Consumer Trends
survey 2013; identified and
confirmed five consumer
types in each of the nine
countries surveyed

Looked in detail at each

types responses to all 150+
Global Consumer Trends
Survey questions to better
understand these individuals

Created a series of reports

highlighting the key traits of
each type within a particular
country and the best ways to
reach these consumers

For more detailed information on cluster analysis methodology, see Research Overview section at the end of this report.

Euromonitor International

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 4

CONSUMER TYPES OVERVIEW

Where do French consumers fit?

This report examines the personality traits and purchasing behaviours of the five French consumer types

Euromonitor International

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 5

CONSUMER TYPES OVERVIEW

INTRODUCTION TO FRENCH CONSUMER

TYPES
PERSONAL TRAITS AND VALUES
CONSUMER BEHAVIOURS
REACHING THE FRENCH CONSUMER
MORE ON FRENCH CONSUMER TYPES

RESEARCH OVERVIEW

INTRODUCTION TO FRENCH CONSUMER TYPES

Key traits of the five French consumer types

Undaunted Striver (14%)

Free-spirited Socialiser (20%)

Ambitious

Indulgent

Confident

Spontaneous

Image-conscious

Carefree

Status-oriented

Friend-focused

I want to be and have the best

Balanced Realist (20%)

I have fun and make the most of

each moment

Pragmatic
Skeptical
Quality-seeking
Middle-of-the-road
Thoughtful Saver (22%)

I avoid extremes or egoism

Secure Traditionalist (24%)

Conscientious

Content

Frugal

Private

Moral

Settled in ways

Responsible

Modest
I am content with where I am in life

I think things through before acting

the next slides profile each consumer type in more detail

Euromonitor International

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 7

INTRODUCTION TO FRENCH CONSUMER TYPES

Undaunted Striver profile

Top 5 Traits:
Attention-seeking

Status-oriented

SHOPPING

WORK AND SOCIAL LIFE

Trend and brand-conscious

Driven to succeed

Love to shop and experiment

with new products

Seek wealth and professional

success

Highly brand-conscious and

willing to pay for strong brands

Consider it important that others

know they are doing well

Regularly buy themselves small

treats

Often feel stressed and look for

ways to simplify life

CONSUMER BEHAVIOURS

PERSONAL FINANCE

Early adopters

Spend but also save

Maintain a careful diet and

fitness regimen

Maintain a balance between

spending on the present and
planning for the future

Ambitious
Confident
Image-conscious
Demographics:

57% male
Most affluent and educated
segment
Average age: 33

Engaged in civic and

environmental issues

Average household income:

US $48,046

Heavy users and early adopters

of technology

14% of French consumers

Euromonitor International

SURVEY: CONSUMER TYPES - FRANCE

Consider it important to be wellinsured

Confident that investments will
have long-term value

PASSPORT 8

INTRODUCTION TO FRENCH CONSUMER TYPES

Free-spirited Socialiser profile

SHOPPING

WORK AND SOCIAL LIFE

Impulsive, indulgent shoppers

Value social connections

Like to shop, browse and buy

new things

Consider friends an important

priority

Top 5 Traits:

Prone to making impulse

purchases

Would rather be wealthy than

have satisfying work

Indulgent

Love to treat themselves

Sometimes find it difficult to

balance social and professional
priorities

CONSUMER BEHAVIOURS

PERSONAL FINANCE

Free-spirited and unburdened

Spend for today

Relatively little concern for

health or diet (likely due to
young age)

Do not save as much as they

know they should

Spontaneous
Focused on friends
Carefree
Like to enjoy life
Demographics:

52% male
High proportion of students
and renters
Average age: 33
Average household income:
US $39,638
20% of French consumers

Euromonitor International

Willing to spend on green

products; less willing to make
everyday eco-friendly choices

Tend to spend on leisure and

non-necessities
Believe in using money to make
life easier

Engaged with technology and

social media

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PASSPORT 9

INTRODUCTION TO FRENCH CONSUMER TYPES

Balanced Realist profile

Top 5 Traits:
Middle-of-the-road

Pragmatic

SHOPPING

WORK AND SOCIAL LIFE

Practical shoppers

Keep life in perspective

Stick to their shopping list rather

than make spontaneous
purchases

Always make time for their

children

Dislike visiting shopping malls

Motivated by security, rather

than status

Do not believe brand names are

superior to non-branded goods

Enjoy ideal work/life balance

Skeptical
Focused on family
Quality-seeking

CONSUMER BEHAVIOURS

PERSONAL FINANCE

Demographics:

Engaged but not preoccupied

Less can be more

61% female

Try to eat well and exercise

regularly

Prefer to have fewer, but nicer

things

Care about the environment but

not willing to pay extra for green

Do not believe happiness

comes from material goods

Use technology only for

practical purposes and rarely
spend on new devices

But occasionally willing to

spend money to enjoy the
present

Most live with a spouse or

partner
Average age: 48
Average household income:
US $39,205
20% of French consumers

Euromonitor International

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 10

INTRODUCTION TO FRENCH CONSUMER TYPES

Thoughtful Saver profile

Top 5 Traits:
Conscientious

Frugal

SHOPPING

WORK AND SOCIAL LIFE

Anti-materialistic

No need to chase success

Avoid shopping whenever

possible

Do not equate wealth with

happiness

Rarely treat themselves to

unnecessary indulgences

Keep a strict boundary between

personal and professional life

Minimal interest in acquiring

status symbols

Do not need external affirmation

of success

CONSUMER BEHAVIOURS

PERSONAL FINANCE

Conscientious consumers

Super savers

Take good care of physical and

mental wellbeing

Save whatever they can spare

Civic-minded
Moral
Responsible
Demographics:

61% female
High proportion of retirees
Average age: 43
Average household income:
US $35,735

22% of French consumers

Euromonitor International

Pay attention to product

ingredients, sourcing and
manufacturing

Avoid using credit cards,

especially for non-necessities
Consider it important to be wellprepared and well-insured

Minimal interest in technology

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PASSPORT 11

INTRODUCTION TO FRENCH CONSUMER TYPES

Secure Traditionalist profile

Top 5 Traits:
Content

Careful with money

SHOPPING

WORK AND SOCIAL LIFE

Only the essentials

Simple, balanced lifestyle

Avoid shopping whenever

possible

Consider family a bigger priority

than career

Focus on value rather than

quality or brand name

Rarely feel stressed or under

pressure

Rarely make unplanned or

unnecessary purchases

Not concerned with how others

perceive them

CONSUMER BEHAVIOURS

PERSONAL FINANCE

Private and independent

Careful and uncertain

Least health-conscious
segment

Rarely spend on leisure or nonnecessities

Unconcerned with
environmental issues

Careful to save any extra

money they have

Use technology to stay in touch

but consider themselves
passive users

Not sure their investments will

have long-term value

Modest
Private
Settled in ways
Demographics:

55% male
Most likely to live in a small
town or village
Average age: 39
Average household income:
US $32,249
24% of French consumers

Euromonitor International

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 12

CONSUMER TYPES OVERVIEW

INTRODUCTION TO FRENCH CONSUMER TYPES

PERSONAL TRAITS AND VALUES

CONSUMER BEHAVIOURS
REACHING THE FRENCH CONSUMER
MORE ON FRENCH CONSUMER TYPES
RESEARCH OVERVIEW

PERSONAL TRAITS AND VALUES

Exploring four personality areas

A wide variety of characteristics and preferences
Opinions, attitudes, and approaches to life vary greatly between the five consumer types in France
The next slides compare and contrast key traits of each type within the following personality areas:

Work and
Personal Life

Financial
Attitudes

Which consumers
are willing to trade
time with their
family for a higher
salary?

Which segments
are future-focused
and carefully plan
their investments
and purchases?

Who is in need of
products and
services that will
help them feel less
stressed?

Which consumers
will immediately
spend any extra
money on new
products or
services?

Who thinks they

can have it all?

Euromonitor International

Shopping and
Spending

Civic
Engagement

Is shopping only an
enjoyable activity
for consumers with
higher incomes?

Which consumers
are active in their
community and
looking for more
ways to get
involved?

How important are

trendy brand
names when
consumers are out
shopping?

Which consumers
are looking for a
good bargain?

SURVEY: CONSUMER TYPES - FRANCE

Who believes they

can make an
impact on the
environment
through their
actions or
purchases?

PASSPORT 14

PERSONAL TRAITS AND VALUES

Work and personal life

What comes first family or career? Who has a balanced life and who feels stressed?
Family is a
high priority

Thoughtful
Saver

Thoughtful Savers are more

likely than any other
segment to consider family
a top priority, but are not
always able to achieve
work/life balance.

I feel rushed
and
overwhelmed

Undaunted Strivers
consider professional
success a top priority
and believe social
status is key to
happiness. Trying to
keep up can often be
stressful.

Euromonitor International

Balanced Realists
consider time with family
especially with their
children their top
priority. They enjoy an
ideal work/life balance.

Balanced Realist

Secure
Traditionalist
Free-spirited
Socialiser

Undaunted Striver

Free-spirited Socialisers
consider career, family
and friends all to be
important. Balancing
these priorities can
sometimes be difficult.

My life feels
well-balanced

Secure Traditionalists value

family over career. They are
content with where they are in life
and rarely feel stressed or
overwhelmed.

Career is a
high priority

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 15

PERSONAL TRAITS AND VALUES

Financial attitudes
Which segments are future-focused and which prefer to enjoy the present?
Who saves and who spends extra money?
I prefer to enjoy the
present

Undaunted Striver
I tend to spend extra
money and enjoy the
present, but I save too.

Though I try to enjoy the present

moment, financial security is very
important to me.
I save any
extra money I
have

Free-spirited
Socialiser
It is important to
savor the present
moment.

Thoughtful Saver

I spend rather
than save
extra money

Balanced Realist
I occasionally spend
discretionary income
on indulgences but
only if I have planned
it in advance.

Euromonitor International

Secure Traditionalists
and Thoughtful Savers
put any extra money into
savings so they can feel
secure about their future
(though Thoughtful
Savers try to enjoy the
present too).
Balanced Realists seek
a middle ground
between enjoying the
present and planning for
the future.

Secure Traditionalist
I am very focused on the
future , so I save any extra
money I have.

Free-spirited
Socialisers and
Undaunted Strivers are
more likely than other
segments to spend
rather than save extra
money.

I try to plan for the

future

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 16

PERSONAL TRAITS AND VALUES

Shopping and spending

Which segments enjoy
shopping? Who spends their
money on brand names and who
sticks to budget options?
Undaunted Strivers and Freespirited Socialisers both earn high
incomes, enjoy shopping and prefer
to buy brand names.
Balanced Realists and Thoughtful
Savers are less interested in
shopping and are brand agnostic.
Both groups are willing to buy lessexpensive, non-branded alternatives.
Secure Traditionalists avoid
shopping and tend to buy whatever
is on sale in an effort to stay within
their low budget.

Undaunted
Striver

I love to shop

Free-spirited
Socialiser

$
Brand names
are not
important

$
I prefer
brand
names

Thoughtful
Saver

$
$

Balanced
Realist

Secure
Traditionalist

I only shop when I

have to

*Note: Size of $ indicates size of average household income

Euromonitor International

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 17

PERSONAL TRAITS AND VALUES

Civic engagement
Who is active in the community? Who feels empowered to make a
difference?
Who is most willing to pay for conscientious goods?
It is important to be active in
the community

I am willing to pay a
premium for ethically or
environmentallyconscious goods

Undaunted Striver

I am not sure
my actions
make a
difference

Free-spirited
Balanced Socialiser
Realist

Undaunted
Striver

Thoughtful
Saver
I can make a
difference to the
world

Free-spirited
Socialiser

Thoughtful
Saver

Balanced
Realist
Secure
Traditionalist

Secure Traditionalist
I am not active in my
community

Euromonitor International

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 18

CONSUMER TYPES OVERVIEW

INTRODUCTION TO FRENCH CONSUMER TYPES
PERSONAL TRAITS AND VALUES

CONSUMER BEHAVIOURS
REACHING THE FRENCH CONSUMER
MORE ON FRENCH CONSUMER TYPES
RESEARCH OVERVIEW

CONSUMER BEHAVIOURS

Key behaviours of the five French consumer types

Health and
Diet
Green
Attitudes

Which segments are most likely to exercise on a regular basis?

Who pays attention to nutrition and who eats whatever they want?
How willing is each segment to pay a premium for green goods?
Which segments are most concerned about climate change?
Which segments try to make everyday eco-friendly choices?
Who likes to shop and who tries to get in and out as quickly as possible?

Shopping
Habits

Which segments stick to their list? Which tend to make impulse purchases?
Which segments prefer quality over quantity?
Which product attribute is each segment willing to pay extra for?

Technology
Use

Euromonitor International

Who is most likely to own a smartphone or tablet?

How does each group typically use technology?
Does technology play a bigger role in some segments lives than others?

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 20

CONSUMER BEHAVIOURS

Health and diet

Interest in Ingredients and
Nutrition

Exercise Habits

Eating Habits

Undaunted Striver

Exercise is a big
priority. I love to run or
cycle.

I often eat takeaway or ready

meals, but make sure they are
healthy.

I buy healthy, nutritious options

whenever possible.

Free-spirited Socialiser

I exercise
occasionally.

I usually watch my diet but

leave room for indulgences too.

I do not pay much attention to

the ingredients list.

Balanced Realist

I exercise regularly
but not fanatically.

I try to eat healthy every day so

there is no need to diet.

I look for all natural, low fat and

low sugar foods.

Thoughtful Saver

Regular exercise is an
important part of my
routine.

I monitor my daily food intake

but sometimes diet when I
need to lose a few pounds.

I rarely buy foods that do not

meet a high nutritional standard.

Secure Traditionalist

I rarely exercise.

I eat what tastes good. No diets

for me!

Nutrition is not a factor in my

eating habits.

Undaunted Strivers, Balanced Realists and Thoughtful Savers all maintain dedicated diet and exercise
regimens, and carefully examine ingredients and nutritional information when grocery shopping.
Free-spirited Socialisers are less strict. Though they exercise fairly regularly, they are not as careful with their
eating habits. Secure Traditionalists, on the other hand, have little to no interest in healthy eating or regular
exercise.

Euromonitor International

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 21

CONSUMER BEHAVIOURS

Green attitudes

Make choices to better the environment

Who is most concerned about the environment? Who is most willing to pay extra for green goods
or make eco-friendly everyday choices?
Commitment to green causes does
not necessarily mean consumers will
pay a green premium. Both
Thoughtful Spenders and
Balanced Realists care about the
environment but neither are willing to
pay extra for green.

Undaunted
Striver
Thoughtful
Saver
Balanced
Realist

Free-spirited
Socialiser

Undaunted Strivers are the

best target for green
marketers. They care about
the environment and they are
willing to spend on its behalf.

Free-spirited Socialisers and Secure Traditionalists are relatively

unconcerned about green issues, yet they are fairly willing to pay extra
for green goods. This suggests that some consumers consider green
goods worth the higher price (perhaps for health or safety reasons) even
Secure Traditionalist
if they are not very concerned about the environment at large.
Concern about climate change

*Note: Size of circle indicates willingness to pay extra for green goods

Euromonitor International

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 22

CONSUMER BEHAVIOURS

Shopping habits: Preferences and motivations

Shopping preferences and
motivations

How does each segment approach a typical shopping trip?

Get in and out as

fast as possible

Take my time. I
love to browse!

Undaunted Strivers enjoy

shopping and often make
impulse purchases but choose
quality over quantity.
Free-spirited Socialisers also
enjoy shopping and are even
more prone to making impulse
purchases, but tend to choose
quantity over quality.

Stick to my
list

I buy in bulk if
I can save
money

Euromonitor International

Regularly make
impulse
purchases

Id rather have
fewer but nicer
things

SURVEY: CONSUMER TYPES - FRANCE

Balanced Realists and

Thoughtful Savers take the
opposite approach: they do not
enjoy shopping, rarely buy on
impulse, and choose quality over
quantity.
Secure Traditionalists only buy
what is on their shopping list so
they can get in and out of the
store as fast as possible. They
will buy in bulk if it saves money.

PASSPORT 23

CONSUMER BEHAVIOURS

Shopping habits: Willingness to pay

Who is willing to pay more for upgraded product features? Which claims or features appeal most to
each consumer type?
Secure Traditionalists
usually go with the
cheapest option, but are
willing to pay for comfort.

Balanced Realists will pay

extra for quality. They pride
themselves on making smart,
rational spending choices.

Secure Traditionalist

No matter the claim or

category, Undaunted Strivers
are the most willing to pay
extra. They are especially likely
to pay a premium for strong
brand names.

Undaunted Striver

Balanced Realist

Least
willing to
pay more

Most
willing to
pay more

Thoughtful Saver

Thoughtful Savers try not to

pay more than they have to,
but they are willing to spend
on environmentally/ethically
conscious goods.

Euromonitor International

Free-spirited
Socialiser

Free-spirited Socialisers will

pay extra for performance
and multi-functionality. They
love innovation and unique
features.

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 24

CONSUMER BEHAVIOURS

Technology use
Phone ownership and
activities

Undaunted Striver
Technology is a huge part of
my life. I love to shop online
and visit social media sites.
87% own a smartphone
54% own a tablet

Thoughtful Saver
Other than checking the news, I do
not spend much time online so I
have little need for new technology.
43% own a smartphone
20% own a tablet

Free-spirited Socialiser
I like to have the latest technology,
and often use my phone to stream
content or connect with friends.
82% own a smartphone
32% own a tablet

Balanced Realist
I go online mainly for practical
purposes and rarely purchase
new technology.

Secure Traditionalist
I occasionally purchase new
technology but do not spend
much time online.
55% own a smartphone
24% own a tablet

43% own a smartphone

19% own a tablet

Euromonitor International

SURVEY: CONSUMER TYPES - FRANCE

Undaunted Strivers and Freespirited Socialisers are the

most tech-savvy segments.
Both are highly active online
and make sure to purchase the
latest technology.
Secure Traditionalists are
less engaged with online
activities. Though most have a
smartphone, they do not
consider it a high priority to
have the latest gadgets.
Balanced Realists and
Thoughtful Savers are even
less interested in new
technology. They use the
internet primarily for practical
purposes rather than for
entertainment or socialising.

PASSPORT 25

CONSUMER TYPES OVERVIEW

INTRODUCTION TO FRENCH CONSUMER TYPES
PERSONAL TRAITS AND VALUES

CONSUMER BEHAVIOURS

REACHING THE FRENCH CONSUMER

MORE ON FRENCH CONSUMER TYPES
RESEARCH OVERVIEW

REACHING THE FRENCH CONSUMER

Applying consumer types to sales and marketing

So how should companies reach somebody who

seeks the best in all things?
lives a fast-paced, fun-filled lifestyle?
tries to avoid extremes?
strives to make ethical choices?
does not need much to be happy?

Euromonitor International

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 27

REACHING THE FRENCH CONSUMER

Business implications Undaunted Striver

What are the best ways to reach the Undaunted Striver?

Top Traits

Business Implications

Attention-seeking

Undaunted Strivers favor bold colors and distinctive designs anything that draws a
second glance or helps them stand out from the crowd.

Status-oriented

Undaunted Strivers like to have the best of everything. They are the key audience for
high-end luxury brands and on-trend products and services.

Ambitious

Undaunted Strivers seek products and services that help them set, track and reach their
personal and professional goals.

Confident

These consumers believe they have the capacity to effect change. They like to be
engaged, involved, and would respond well to calls to action in marketing campaigns.

Image-conscious

Undaunted Strivers work hard to achieve their ideal image and welcome anything that
helps them succeed at being the best in all areas of life.

Euromonitor International

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 28

REACHING THE FRENCH CONSUMER

Business implications Undaunted Striver (2)

Health and Diet

Green Attitudes

This image-oriented
segment will be the
most willing to pay for a
broad range of health,
wellness, spa and
beauty services.

Their preference for

high-end goods, a
willingness to pay a
green premium and
high incomes make
this an ideal market
for eco-friendly
brands.

Undaunted Strivers like Undaunted Strivers are

trying new things, but
more active on social
also tend to stick with
networks than any
brand names. They are
other segment, which
a key audience for
means brands hoping
strong brands
to reach them should
launching new
invest heavily in social
products lines.
media marketing.

Help this group

trumpet their greenmindedness with
products that clearly
communicate their
eco-credentials on
the logo or label.

Undaunted Strivers are

the most active online
shoppers. Marry wellknown brands and ecommerce to capture a
piece of this segments
sizeable wallet.

Undaunted Strivers are

by far the most
physically active
French segment. Gyms
and exercise apparel/
equipment brands
would be wise to target
this group.

Euromonitor International

Shopping Habits

SURVEY: CONSUMER TYPES - FRANCE

Technology Use

These consumers love

new technology and
strive to always have
the latest model,
making them an
attractive target for new
device launches.

PASSPORT 29

REACHING THE FRENCH CONSUMER

Business implications Free-spirited Socialiser

What are the best ways to reach the Free-spirited Socialiser?

Top Traits

Business Implications

Indulgent

Free-spirited Socialisers love treating themselves. Marketers should target them with
products and services that deliver a dose of fun or pleasure.

Spontaneous

Their proclivity for impulse purchases make this is a key target for point-of-purchase
advertising.

Focused on friends

Friends play an important role in these consumers lives as well as their purchase
decisions, making social media marketing crucial for connecting to this group.

Carefree

Free-spirited Socialisers are more likely to respond to marketing messages that focus
on enjoying the present moment rather than planning for the future.

Like to enjoy life

A good bottle of wine, a nice massage anything that makes life more enjoyable
appeals to these bon vivants.

Euromonitor International

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 30

REACHING THE FRENCH CONSUMER

Business implications Free-spirited Socialiser (2)

Health and Diet

Green Attitudes

Shopping Habits

Technology Use

Free-spirited
Socialisers are more
inclined to partake in
healthy habits they can
do with friends, such as
group fitness classes.

Free-spirited
Socialisers are more
likely to get involved
with causes that link
charity with social
connection, such as
group volunteer
projects.

To connect with
consumers who like to
try new things and love
to treat themselves,
orient spontaneous
splurges to their desire
for novelty and
exploration.

Marry ecofriendliness with

indulgence (think
sustainablyproduced chocolate
or wine) to win this
hedonistic groups
wallet.

Social networks factor

heavily into these
consumers lives as well
as their purchasing
decisions, which
means brands should
allocate marketing
spend towards social
media channels.

Despite their indulgent

nature, Free-spirited
Free-Spirited
Socialisers do recognise Socialisers are a key
the importance of saving audience for fun,
and may appreciate
frivolous online videos,
businesses that make it
games and apps.
easier for them to be
responsible spenders
while still enjoying life.

Short on time and

willing to pay for multifunctionality, this is an
important target market
for food, beverages,
and health and beauty
products that save time
by meeting multiple
needs.

Euromonitor International

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 31

REACHING THE FRENCH CONSUMER

Business implications Balanced Realist

What are the best ways to reach the Balanced Realist?

Top Traits

Business Implications

Middle-of-the-road

Balanced Realists like to stay neutral. They avoid brands that sit on an extreme end of
the price or style spectrum.

Pragmatic

These practical consumers have little need for fuss, frills or unnecessary add-ons. Keep
things simple and straightforward to win this segment.

Skeptical

This group takes a close, critical eye to marketing and product claims, so brands must
make sure they can back up claims with facts.

Quality seeking

Balanced Realists will pay a premium for products and services they know they can
trust.

Focused on family

Balanced Realists consider time with loved ones a top priority. They look for products
and services that help them make the most of family time.

Euromonitor International

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REACHING THE FRENCH CONSUMER

Business implications Balanced Realist (2)

Health and Diet

Green Attitudes

Shopping Habits

Technology Use

This skeptical segment

is more interested in
proven health solutions
than in extreme diets or
fitness fads.

Win over this

quality-seeking
segment by
demonstrating how
eco-friendly features
make a product or
service superior to
non-green
alternatives.

Balanced Realists
choose quality over
quantity. They gravitate
towardsand pay more
forproducts or
services with a proven
record of performance.

Family, not status,

matters most to this
segment. Position new
technology as a way to
connect with loved
ones.

Balanced Realists
carefully scrutinise
product labels and opt
for brands that not only
meet their high
standards, but
communicate
ingredients clearly and
transparently.

Euromonitor International

Balanced Realists
prefer fact-based
marketing messages
rather than extreme
or alarmist
statements about the
environment.

This group sticks to

their shopping list, so
brands must work to be
considered an intended
purchase rather than
an impulse purchase.

SURVEY: CONSUMER TYPES - FRANCE

Focus marketing
efforts on highlighting
product endorsements
from other consumers
and product placement
to expose Balanced
Realists to new
technology without
overwhelming them.

PASSPORT 33

REACHING THE FRENCH CONSUMER

Business implications Thoughtful Saver

What are the best ways to reach the Thoughtful Saver?

Top Traits

Business Implications

Conscientious

Thoughtful Savers do their homework before making a big purchase, so brands must
communicate crucial information clearly and easily.

Frugal

Committed to ensuring a financially stable future, this group is always on the lookout for
ways to save money and mitigate risk.

Civic-minded

This group dedicates time and energy (but not necessarily money) to bettering their
community and may be enticed by brands that support local charities or events.

Moral

Thoughtful Savers believe it is important to act ethically, and choose to patronise

businesses that do so too.

Responsible

These consumers take pride in their ability to plan ahead, meet goals, and do the right
thing. Brands should expect them to take their time when deciding on a purchase.

Euromonitor International

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PASSPORT 34

REACHING THE FRENCH CONSUMER

Business implications Thoughtful Saver (2)

Health and Diet

Green Attitudes

Shopping Habits

Technology Use

This segment thinks of

healthy habits as an
investment in the
future. Brands should
emphasise how they
help to ensure longterm vitality and wellbeing.

Brands that are

good for the earth
but also easy on the
wallet will fare best
with this ecoconscious but also
cost-conscious
group.

Wary of overspendingand
businesses that seem
to encourage itthese
consumers will steer
clear of retailers known
for pushy sales tactics.

Apps and other online

tools that help with
organisation, to-do lists
and time management
will be highly appealing
to these conscientious
consumers.

Given their communityfirst ethos, Thoughtful

Savers are an
important audience for
locally-sourced foods
but only if the price is
right.

Thoughtful Savers
may be looking for
ways to get their
children into ecofriendly habits such
as recycling or
bicycling, and will
appreciate brands
that help them do so.

A focus on frugality
plus indifference to
brand names make this
a key segment for
private-label goods and
discount retailers.

These moral and

family-focused
consumers shun risqu
content, making them a
key audience for
family-friendly media,
games and
entertainment.

Euromonitor International

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REACHING THE FRENCH CONSUMER

Business implications Secure Traditionalist

What are the best ways to reach the Secure Traditionalist?

Top Traits

Business Implications

Content

These consumers only purchase things they truly believe they need and avoid buying
indulgences or non-necessities.

Careful with money

Secure Traditionalists look for low-cost brands, discount retailers, deals and special
offers.

Modest

To engage these humble (and sometimes skeptical) consumers around a cause, show
the impact their purchase or participation makes.

Private

These consumers prefer to keep to themselves and will avoid businesses that probe
for their personal information.

Settled in ways

Why change a good thing? Secure Traditionalists need a lot of convincing before
taking up a new habit or switching to a new brand.

Euromonitor International

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REACHING THE FRENCH CONSUMER

Business implications Secure Traditionalist (2)

Health and Diet

Green Attitudes

Shopping Habits

Technology Use

While not very focused

on health or diet, these
consumers are more
willing to make small
changes to their routine
than attempt radical
health, fitness or diet
makeovers.

This group has no

need to accumulate
more stuff. They are
more likely to swap
products they already
use for greener
alternatives than buy
new things they do
not actually need.

Secure Traditionalists
tend to stick with a
routine, but coupons or
other promotions may
persuade them to try
something new.

Secure Traditionalists
will quickly click away
from websites or eretailers that do not
respect their online
privacy. Let them opt in
(or out) of sharing
personal information.

Superfoods and fad

diets are of little
interest to this group,
but they are a key
audience for traditional
ingredients and timehonored recipes.

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Show these skeptical

consumers exactly
how making a green
purchase benefits the
environment, or they
may not see the point.

These consumers like

to get in and out of
stores as quick as
possible and will opt for
retailers that facilitate a
fast, no-fuss shopping
experience.

SURVEY: CONSUMER TYPES - FRANCE

This segment prefers

mobile devices and
plans which support
basic phone functions,
namely calling and
texting, rather than
more advanced
features.

PASSPORT 37

CONSUMER TYPES OVERVIEW

INTRODUCTION TO FRENCH CONSUMER TYPES
PERSONAL TRAITS AND VALUES

CONSUMER BEHAVIOURS
REACHING THE FRENCH CONSUMER

MORE ON FRENCH CONSUMER TYPES

RESEARCH OVERVIEW

MORE ON FRENCH CONSUMER TYPES

A closer look at consumer types in France

How are French consumers distributed across the five types?

25%

20%

15%

10%

5%

0%
Secure Traditionalist

Thoughtful Saver

Balanced Realist

Free-spirited Socialiser

Undaunted Striver

The next slides provide additional demographic details on these five consumer types

Euromonitor International

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PASSPORT 39

MORE ON FRENCH CONSUMER TYPES

Age and gender

Undaunted Striver

Free-spirited Socialiser

60%
50%
40%
30%
20%
10%
0%

50%
40%
30%

20%
10%
0%
15-29

30-44

45-59

60+

Male
Female
(57% male)

15-29

Balanced Realist

30-44

45-59

60+

Male
Female
(52% male)

50%
40%
30%
20%
10%

0%
50%

Thoughtful Saver

15-29

30-44

45-59

60+

Male
Female
(61% female)

40%

50%

Secure Traditionalist

40%

30%

30%

20%

20%

10%

10%
0%

0%
15-29

30-44
45-59
Male
Female

15-29

60+

45-59

60+

Male
Female
(55% male)

(61% female)

Euromonitor International

30-44

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MORE ON FRENCH CONSUMER TYPES

Size of city and parental status

Size of city
Undaunted Striver
Free-spirited Socialiser
Thoughtful Saver
Balanced Realist
Secure Traditionalist
0%
< 25,000 inhabitants

20%

40%

25,000-500,000 inhabitants

60%

500,000-1.5 million inhabitants

80%

100%

1.5 million+ inhabitants

Parents with children under 18 in household

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Undaunted Striver

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Secure Traditionalist

Balanced Realist

Thoughtful Saver

SURVEY: CONSUMER TYPES - FRANCE

Free-spirited
Socialiser

PASSPORT 41

MORE ON FRENCH CONSUMER TYPES

Employment and education

Employment status
60%
50%
40%
30%
20%
10%
0%
Full-time worker

Part-time worker

Undaunted Striver

Self-employed

Free-spirited Socialiser

Not working

Student

Thoughtful Saver

Retired

Balanced Realist

Other
Secure Traditionalist

Highest education level

Undaunted Striver
Free-spirited Socialiser
Thoughtful Saver
Balanced Realist
Secure Traditionalist
0%
Primary or secondary school

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10%

20%

30%

A-levels or college equivalent

40%

50%

Vocational school

60%

70%

Bachelor's degree

SURVEY: CONSUMER TYPES - FRANCE

80%

90%

Graduate degree

100%
Other

PASSPORT 42

MORE ON FRENCH CONSUMER TYPES

Income
Household Income Distribution for Five Consumer Types (in US$)

50%

Average Annual Household Income:

45%

Undaunted Striver

US$48,046

40%

Free-spirited Socialiser

US$39,638

35%

Balanced Realist

US$39,205

30%

Thoughtful Saver

US$35,735

Secure Traditionalist

US$32,249

25%
20%
15%
10%
5%
0%
$0-$21,000

$21,001-$42,000

Undaunted Striver

Euromonitor International

$42,001-$63,000

Free-spirited Socialiser

$63,001-$84,000
Balanced Realist

$84,001-$105,000 $105,101-$158,000
Thoughtful Saver

SURVEY: CONSUMER TYPES - FRANCE

$158,001+

Secure Traditionalist

PASSPORT 43

CONSUMER TYPES OVERVIEW

INTRODUCTION TO FRENCH CONSUMER TYPES
PERSONAL TRAITS AND VALUES

CONSUMER BEHAVIOURS
REACHING THE FRENCH CONSUMER
MORE ON FRENCH CONSUMER TYPES

RESEARCH OVERVIEW

RESEARCH OVERVIEW

Examining the 2013 consumer types at the global level

Going beyond country-level analysis to look at consumer types across the world
It is crucial for companies operating across multiple regions or countries to understand how country-specific
consumer types fit into the broader global picture.
The next slides highlight how Euromonitors 45 country-specific consumer types can be categorised into
seven global groups.

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PASSPORT 45

RESEARCH OVERVIEW

Identifying the main categories of consumer types

Across all 45 country-specific consumer types, seven groups emerged with shared characteristics:

Social
Indulgent
Friend-focused

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Family-focused
Private
Minimalistic

Quality-seeking
Practical
Optimistic

Tech-savvy
Status-oriented
Confident

Uncertain
Stressed
Approval-seeking

SURVEY: CONSUMER TYPES - FRANCE

Settled in ways
Independent
Frugal

Unconventional
Skeptical
Indifferent

PASSPORT 46

RESEARCH OVERVIEW

How do the 2013 consumer types relate to the 2011 types?

The 2013 consumer type groups are directly related to the 2011 global consumer types as follows:

Euromonitor International

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PASSPORT 47

RESEARCH OVERVIEW

Overview of Global Consumer Trends survey methodology

Focus and Design

Fielding

Data Cleaning

The Global Consumer

Trends survey covers seven
areas of consumer life:
Healthy Living, Eating &
Drinking, Shopping,
Technology, Green
Influences, Spending, and
Personal Traits & Values

A diverse set of online

panellists in nine countries
were invited to participate
between July and August
2013

Only unique, complete

responses to the Global
Consumer Trends survey
questionnaire were used in
analysis

Panellists were pre-screened

to ensure that the sample
matched each countrys
population according to
nested quotas for age (from
16 to 65+) and gender

After data cleaning of

respondents with duplicate IP
addresses, illogical
responses, and responses
with fast completion times,
16,327 of responses were
retained for analysis

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PASSPORT 48

Survey, design, execution

and analysis were developed
collaboratively across teams
within Euromonitor
International, in conjunction
with outside sample partners.
All surveys were completed
in local languages across the
nine markets studied: Brazil,
China, France, Germany,
India, Japan, Russia, UK and
US

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RESEARCH OVERVIEW

Cluster analysis methodology in detail

Choosing the consumer trait inputs

Identifying the consumer type clusters

After extensive work with the Global Consumer

Trends survey dataset, Passport Survey identified
a subset of questions that encapsulated and
differentiated a wide range of consumer attitudes
and behaviors within each of the nine countries
surveyed

Drawing on the key subset of questions, a series of

k-means cluster models were fit to the data in each
country (2-8 clusters)

Questions spanned the major themes of the Global

Consumer Trends survey, including: healthy living,
meal preparation, technology use, marketing
influences, shopping priorities, spending behaviors,
and personal traits and values

As the number of clusters increased during the

analysis, a model with a more fine-grained
classification was accepted if it predominantly split
one of the clusters from the more coarse
classification into two

The 28 attitudinal personality questions formed

the core of the clusters

For example, in increasing the number of

clusters from two to three, it turned out that
individuals who would have been assigned to
type-2 in the 2-cluster classification were split
into types-2 and -3 in the three-cluster
classification

Demographic traits were not used in the

analyses; any prevalence of consumers from a
particular demographic within one cluster is due
to respondents other shared characteristics
Questions with a high correlation to one another
were then condensed so that only one version was
included in the analysis, to prevent over- and
under-statement of results
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No one cluster model was quantitatively more

compelling than any other, so a more conceptuallyled, hierarchical approach was adopted

Relative sizes of clusters were also considered

In this way, the five cluster model was ultimately
determined to be the best fit

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RESEARCH OVERVIEW

Cluster analysis survey questions (1)

The following questions were used in the consumer typologies
cluster analysis:
Q5.10 How much do you agree or disagree with the following
statements? [Response choices: Disagree, Neither Agree nor
Disagree, Agree] I like to stand out in the crowd; Its important to
me that other people think I am doing well; I feel I can make a
difference to the world through my choices and actions; I know
within myself when I have done a good job; I feel under constant
pressure to get things done.
Q91 How much do you agree or disagree with the following
statements? [Response choices: Disagree, Neither Agree nor
Disagree, Agree] I like to try new products and services; I have a
strict boundary between my work (or school) and personal life; I
find I am looking for ways to simplify my life; Its important to me
to be well insured; I like to enjoy life and dont worry about
planning for the future.
Q92 How much do you agree or disagree with the following
statements? [Response choices: Disagree, Neither Agree nor
Disagree, Agree] I usually get what I want in life; I enjoy spending
my money rather than save it; You can tell a lot about a person
from the car they drive; Life used to be simpler and better; I try to
have a positive impact on the environment through my everyday
actions.
Q92 How much do you agree or disagree with the following
statements? [Response choices: Disagree, Neither Agree nor
Disagree, Agree] I am worried about climate change; I prefer
branded goods to non-branded alternatives; I expect to live and/or
work in another country during my lifetime; Parents know best

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and children should respect their wishes; I believe that my

investments will have long-term value; Being active in the
community is important to me.
Q58 Which of the following factors or ingredients do you look for on
food labels and food ingredient labels? Please check all that
apply. Response choices: Contains added vitamins or fiber; Has
limited sugar or no added sugar; Has limited or no added fat;
Reduced or low calorie; Contains protein; Is heat-treated or
otherwise sanitised; Is organic; Is all natural
Q2.4 On average, how often do you: [Response choices: Never,
Rarely, 1-2 times a year, Once every few months, 1-2 times a
month, 1-2 times a week, Almost every day] Participate in
physical exercise; Take health supplements/vitamins; Participate
in stress-reduction activities (eg, meditation, massage).
Q57 On average, how often do you: [Response choices: Never,
Rarely, 1-2 times a year, Once every few months, 1-2 times a
month, 1-2 times a week, Almost every day] Participate in team
sports (e.g. football); Participate in individual sports (e.g. running,
cycling). Note: only shown to respondents who indicated that they
exercise at least once very few months in Q2.4.
Q3.4 Please look at the following statements and tick all that apply: I
am on a diet trying to lose weight; I actively monitor what I eat in
order to manage my weight.
Q3.2 On average, how often do you: [Response choices: Never,
Rarely, 1-2 times a year, Once every few months, 1-2 times a
month, 1-2 times a week, Almost every day, 2 or more times each
day] Prepare your own meal to eat in your home (not a ready
meal); Eat a ready meal or feed a ready meal to others in your
household

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RESEARCH OVERVIEW

Cluster analysis survey questions (2)

Q68 When you prepare food at home, how much time do you
typically spend actively preparing and cooking a typical meal or
snack at home? [Response choices: Less than 2 minutes, 2-5
minutes, 5-15 minutes, 15-30 minutes, 30-60 minutes, More than
an hour, I never prepare food for this meal or snack] Dinner
(evening meal).
Q72 How many hours do you spend on each of the following devices
in a typical day? [Response choices: Do not own this device;
None; Less than 1 hour; 1-2 hours; 3-4 hours; 4-5 hours; 6-7
hours; 7-8 hours; 8-9 hours; 9-10 hours; 10-11 hours; 11-12
hours; 12-13 hours; 13-14 hours; 14-15 hours; 15-16 hours; 1617 hours; 17-18 hours; 18-19 hours; 19-20 hours; 20-21 hours;
21-22 hours; 22-23 hours; 23-24 hours] Personal smartphone;
Personal desktop/laptop; Personal tablet.
Q4.3 Thinking about your online activities, on average how often do
you do the following: [Response choices: Never, Rarely, 1-2
times a year, Once every few months, 1-2 times a month, 1-2
times a week, Almost every day] Buy something online (eg,
tickets, music, clothing, groceries); Use an Internet banking
service either to check an account balance or make a payment,
transfer etc.; Research big ticket items and/ or visit a price
comparison website (e.g., Travel Supermarket, confused.com,
etc.).
Q98 Still thinking about your online activities, on average how often
do you make the following kinds of purchases: [Response
choices: Never, Rarely, 1-2 times a year, Once every few
months, 1-2 times a month, 1-2 times a week, Almost every day]
Buy apparel or shoes online; Buy household essentials online.
Q99 And one last time, thinking about your online activities, on
average how often do you do the following: [Response choices:
Never, Rarely, 1-2 times a year, Once every few months, 1-2

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times a month, 1-2 times a week, Almost every day] Stream video
or music online; Upload/share photos or videos; Visit a social
networking website; Participate in microblogging; Read reviews of
products or services online; Write a review for a product or
service.
Q76 Please state how much you are willing to pay for a home care
or cleaning product (eg, laundry detergent, dish soap) with each
of the following attributes, compared to the same product without
that attribute. [Response choices: Not willing to pay any extra (0%
more); Willing to pay a little more; Willing to pay somewhat more
(50% more); Willing to pay a lot more; Willing to pay more than
double the original price (100% more)] Environmentally/ethically
conscious.
Q82 Please state how much you are willing to pay for an apparel or
footwear product (eg, shirt, pair of shoes) with each of the
following attributes, compared to the same product without that
attribute. [Response choices: Not willing to pay any extra (0%
more); Willing to pay a little more; Willing to pay somewhat more
(50% more); Willing to pay a lot more; Willing to pay more than
double the original price (100% more)] Environmentally conscious
or eco-friendly.
Q78 Please state how much you are willing to pay for toiletries (eg,
toothpaste, shampoo, deodorant, shower gel) with each of the
following attributes, compared to the same product without that
attribute. [Response choices: Not willing to pay any extra (0%
more); Willing to pay a little more; Willing to pay somewhat more
(50% more); Willing to pay a lot more; Willing to pay more than
double the original price (100% more)] Environmentally/ethically
conscious.

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RESEARCH OVERVIEW

Cluster analysis survey questions (3)

Q80 Please state how much you are willing to pay for a beauty
product (eg, makeup, fragrance, skin care) with each of the
following attributes, compared to the same product without that
attribute. [Response choices: Not willing to pay any extra (0%
more); Willing to pay a little more; Willing to pay somewhat more
(50% more); Willing to pay a lot more; Willing to pay more than
double the original price (100% more)] Environmentally/ethically
conscious.
Q84 Please state how much you are willing to pay for fresh,
unprocessed food (eg fruits, vegetables, raw meat, fish, eggs,
etc.) with each of the following attributes, compared to the same
product without that attribute. [Response choices: Not willing to
pay any extra (0% more); Willing to pay a little more; Willing to
pay somewhat more (50% more); Willing to pay a lot more;
Willing to pay more than double the original price (100% more)]
Environmentally/ethically conscious.
Q86 Please state how much you are willing to pay for packaged,
processed food (eg canned goods, bagged snacks, milk or
yogurt, etc.) with each of the following attributes, compared to the
same product without that attribute. [Response choices: Not
willing to pay any extra (0% more); Willing to pay a little more;
Willing to pay somewhat more (50% more); Willing to pay a lot
more; Willing to pay more than double the original price (100%
more)] Environmentally/ethically conscious.
Q5.6 In the past 12 months have you changed any of the following
habits? [Response choices: I never do this; Decreased; Stayed
the same; Increased] Overall spending; Putting more money
aside into savings; Purchase fewer products and services.
Q5.8 Finally, in this last section, we would like to learn a little more
about you, your lifestyle, and your shopping preferences. Please
look at the following statements and tick all that apply: I like to

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browse in stores even if I don't need to buy anything; I like to visit

shopping malls; I avoid going shopping whenever possible; I often
make impulse purchases; I like to find bargains; I would rather
buy fewer, but higher quality things; I regularly buy myself small
treats - products or services as I feel I deserve them.

SURVEY: CONSUMER TYPES - FRANCE

PASSPORT 52