An innovation that meets the expectations of the French
Eating well is a major concern for the French and has even become their second-most important criterion for making purchasing decisions since the lockdown. Consumers report wanting to prioritize products made in France (92%*)¹ and those with recyclable packaging (84%)¹. Additionally, 16%* say they intend to cook more often using raw ingredients that they prepare themselves. But while the French say they want to cook at home, they also have little time. This also explains the rise in sales of homemade products (+23% invalue2).
Consumers are therefore looking for products that are convenient and eco-friendly, and that make their lives easier:40%³ of consumers have already opted out of purchasing a product because of its lack of convenience.
A revolution in the flour aisle!
To keep pace with these changing consumer habits, Francine is introducing a new practical, airtight, and 100% recyclable container—in addition to its bags—for its T45 wheat flour and self-rising flour. Designed to be sturdy for easy handling, it also features a transparent window on the side that allows you to see at a glance how much flour is left.
It is made from FSC-certified cardboard. Its plant-based plastic cap can be screwed on and off an unlimited number of times, making it easy to pour and offering numerous benefits in terms of ease of use, cleanliness, and preservation.
“This new packaging for our flours will simplify everyday cooking and make it even more accessible to everyone,” explainsClaire Madoré, Director of Marketing & E-business and Director of Supermarket Sales at Grands Moulins de Paris. “It’s also ideal for use with children—a demographic we pay close attention to and who we know are becoming increasingly active participants in the kitchen .”
Sources:
1 Kantar – LinKQ Tracking COVID Worldpanel FMCG+FLS – Survey period: June 5–7 – 7,357 respondents
2 Changes in spending PGC+FLS – P3 to P8 (March to July) 2020 vs A-1 Press Release January 2020
3 Opinion Poll Way “The French and Packaging Reduction” – November 2020
4 Children are now active consumers ! 92% of children say they prefer homemade food to ready-made meals, and 79% cook or help with cooking at least once a week (including 42% who do so several times a week). 85% say it would be more convenient to have a rigid flour container with a lid to make pouring easier. Finally, they are familiar with the Nutriscore (89%) and regularly sort their trash at home (84%).
