This year, Natexpo is launching a new series of content. Its objective: to give a voice to experts in the organic sector, professionals who have been observing market developments for many years and who have valuable insights to share. This month, we welcome Gaëlle Le Floch, Strategic Insight Director at Kantar Worldpanel France.

Gaëlle Le Floch, you are Strategic Insight Director at Kantar Worldpanel France. What is your background in a few words?

When I joined Kantar a long time ago as a junior consultant, I never imagined I'd stay for so many years. But I quickly became passionate about deciphering data from the consumer goods and retail sectors. It's a true laboratory that allows me to... to understand our society and to decode the trendsMajor social movements are crucial because commerce is at the heart of all societal issues; it's the very core of the system. Therefore, understanding it and supporting it through its various transformations is a tremendous challenge. a framework for understanding responsible consumptionof our relationship with food, with prices, in short, with all the challenges that society must face. I have held many different positions, up to the last one which is particularly close to my heart because it allowed me to delve deeper into the issues of sustainable consumption.

After several years of tension, the organic market is showing signs of recovery. How do you interpret this new momentum?

Indeed, there has been a resurgence in organic farming since 2025, the main reason being the restructuring of organic specialist retailerswho reviewed their offerings and streamlined their store network. The least successful stores were closed, and the chains focused on the best-performing ones.

Organic farming has also benefited from less inflationary context In recent months, a more favorable environment has emerged for valuing consumption, allowing some consumers to once again prioritize quality and focus less on price. This is especially true since several retailers, including Biocoop, have worked on pricing, implementing promotional campaigns and offering pantry staples at reduced prices. A first, and a very popular one. We've even seen some organic products sold for less than conventional products. for example certain fruits and vegetables, olive oil, orange juice or even chocolate.

The resurgence of organic farming can also be explained by a health concern and concerns about glyphosate, with the Duplomb law having brought these issues back to the forefront with the general public.

The organic farming campaigns led by theAgence BIO Highlighting the health benefits of consuming organic, respect for the environment, fair compensation for producers and animal welfare also played a role in justifying its higher cost compared to conventional, something that had been very little explained until then.

And finally, we must add the end of the drastic rationalization policy in supermarketswhich put an end to the hemorrhaging of the organic market in supermarkets.

But the recovery remains fragile, and the market share of organic products in FMCG+PFT* across all distribution channels is capped at between 4 and 5%. Since the beginning of 2026, the general distribution channel has even slipped back into negative territory in terms of volume.

How have French purchasing habits evolved in recent years with regard to responsible consumption? Have you observed any particularly significant changes?

Progress is uneven, highly dependent on the crises we face. What is undeniable is thata certain sobriety is taking hold in mass consumptionThe days of 4% volume growth are over; we're barely at a stable level, because the French have become champions of reducing food waste, cutting back on sugary drinks, alcohol, and meat, and their meal portions are smaller…

It is also undeniable that the awareness is realand that many consumers want to to give more meaning to their consumption, and to make more responsible choices, for 60% of them. But between intentions and actions, there is a gap, the green gap, because Only 40% of them have adopted behavior aligned with their intentionsThere are many obstacles to adopting more virtuous consumption: price, which is by far the primary obstacle cited by consumers. But also a resistance to change, as it is often more comfortable to settle into established purchasing habits and not question one's consumption patterns. This is especially true given that consumer distrust of brands regarding their sustainable offerings or environmental actions remains high. The fear of greenwashing is still quite present. Consumers would like to be relieved of the mental burden they feel when shopping for everyday products. They want to be able to buy healthy products with complete confidence, as health remains the primary criterion for choosing responsible products. Health is a major concern because it is now proven that many diseases are linked to our diet. The second key factor is the origin of products, as consumers increasingly favor local products and are paying more and more attention to fair compensation for farmers and animal welfare. As for the environment (climate, water scarcity, biodiversity, etc.), it is a criterion considered by the most informed consumers, but it is not a deciding factor for the majority of French people. Most people struggle to make a connection between their consumption and the impact it will have in the future on the climate or the scarcity of resources.

What emerging trends could reshape consumption over the next 3-5 years?

French consumers will be increasingly demanding in terms of quality and on the evidence provided by agri-food stakeholders that their products are healthy and locally sourced. They will always want more transparency and pedagogybut with messages that are easy to understand, and without multiplying the labels which cause confusion. They will take more and more meals eaten outside their homeAnd at home, they will need quick and practical solutions, hence the reliance on ready-made meals or pre-prepared food. These processed products will have to eliminate additives and all suspect ingredients, and eradicate the excesses of ultra-processing.

Finally, with the aging population, We need to accelerate the adaptation of the product offering and the store experience to the needs of the senior target market.which will be the majority, but has great difficulty finding the products, packaging, and services that suit it. This is a major issue that is not being adequately addressed.

What advice would you give to a brand launching today in this sustainability segment?

 You have to choose your battles. A brand cannot promise to be virtuous in all aspects of sustainability.Unless it targets a niche market willing to pay a premium, this niche of highly informed and CSR-conscious consumers represents 13,4% of the population. It's also important to remember that... The consumer thinks first of himself and his health before ensuring that the farmer is paid a fair wage or before thinking about the planet. Other sustainability criteria are a bonus that must remain accessible, because there is no willingness to pay more. And it is necessary make the products desirableSustainable products should not be confined to a bubble of austerity. A sustainable product must first and foremost be good and bring pleasure to the consumer; this is an essential element of consumption.

Finally, do you have a hidden talent or an unknown passion to share with us?

I like to sing, but to say it's a hidden talent…! However, singing Verdi's requiem at the Salle Pleyel remains a memorable experience.

 

Thank you Gaëlle Le Floch!