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CONSUMERS&BRANDSTarget
audience:
consumers
inPays
de
la
Loire
(France)Consumer
Insights
ReportMarch2024Consumer
Insights
Target
Audience
ReportIntroductionReport
overviewConsumer
InsightsGlobalmethodology
(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
analyses
consumers
who
liveinPaysdelaLoire
andcompares
themtothe
average
consumer
inFrance.Duration:
approx.
15
minutesLanguage:official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeThereport
offers
the
reader
acomprehensiveoverview
ofconsumers
inPaysdelaLoire
(France):who
theyare;
what
theylike;what
theythink;
andhow
Region:
56countriestoreach
them.
Itprovides
insightson
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.
Additionally,thereport
allows
thereaderNumberofrespondents:•
12,000+
forcountries
with
theextended
survey(including
France)tobenchmark
consumers
inPaysdelaLoire
(’’region’’)
•
2,000+
forthebasicsurveyagainstthe
average
French
consumer,
labelledas’’country’’
inthe
charts.Sample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedregularly
andisbased
ondataFieldwork:from
theConsumer
InsightsGlobal
survey.•
Continuousfrom
JanuarytoDecember•
Countries
thatreceive
theextended
survey
areupdatedfourtimesayear2(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
March2024Sources:Consumers
in
Pays
de
la
Loire
(France)Management
summary:
key
insightsGeneral
demographicsConsumerlifestylePerspective
andoutlookMarketing
touchpointsConsumers
inPaysdelaLoire
tendtobeolder,
16%
areBaby
Boomers.Ahappy
relationship
isarelativelyimportant
aspect
oflifetoconsumers
inPaysdelaLoire.Arelatively
highshare
ofconsumers
inPaysdelaLoire
think
thathealth&Consumers
inPaysdelaLoire
tendtolisten
to
theradiomore
often
than
thesocial
security
are
issuesthatneed
to
be
average
consumer
inFrance.addressed.37%
ofconsumers
inPaysdelaLoirehaveamedium
household
income.Arelatively
highshare
ofconsumers
inPaysdelaLoire
areinterested
inhomeandgarden.77%
ofconsumers
inPaysdelaLoireareactive
onFacebook.Many
consumers
inPaysdelaLoirehavecentrist
political
views.79%
ofconsumers
inPaysdelaLoireliveinsmall
towns
and
ruralcommunities.Non-digital
advertising
touchpointsinPaysdelaLoire
aresimilar
to
therest
ofFrance.Consumers
in
Paysde
laLoire
aremorelikely
to
havegardening
and
plantsasahobbythan
theaverage
consumer
inFrance.31%
ofconsumers
in
PaysdelaLoireareneither
positive
nornegative
abouttheeconomic
situationof
France.PaysdelaLoire
hasarathersmallmigrant
community.33%
ofconsumers
inPaysdelaLoireremember
seeing
advertising
on
searchengines.43%
ofconsumers
inPaysdelaLoireareneither
optimistic
norpessimisticabouttheirpersonal
future.27%
ofconsumers
inPaysdelaLoirefollow
soccer.3Sources:Consumer
Insights
Global
as
of
March2024CHAPTER
01General
demographics•
Ageand
household
composition•
Employment
andincome•
Livingsituation•
Diversity4Many
consumers
in
Pays
de
la
Loire
live
in
a
nuclear
familyGeneral
demographics:
age&household
compositionGenerations16%Householdtype19%21%12%34%SingleCouple27%24%36%29%9%10%Singleparent35%34%Nuclear
family33%Multi-generational
1%1%family7%9%Related
adults21%19%2%3%OtherRegionCountryGen
ZMillennialsGen
XBoomersRegionCountry5Notes:’’Howoldareyou?’’;
Single
Pick;Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=695
respondentsin
Paysde
la
Loire,n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Sources:Many
consumers
in
Pays
de
la
Loire
workin
goods-producing
industriesGeneral
demographics:
employment
and
incomeWork
forceJobsector
ofwork
forceNational
householdincome
brackets28%27%73%31%37%33%33%33%81%86%73%33%19%14%RegionCountryRegionCountryRegionHighCountryMiddle
LowWorkingNot-workingGoodsServices6Notes:Recodes
based
on:’’Which
ofthe
following
categoriesbest
describes
your
currentemployment
status?’’;Single
Pick;’’Which
ofthe
following
categoriesbest
describes
yourcurrentjob
sector?’’;
Single
Pick;
’’Monthly/annualhousehold
income
(local
currency)’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick
n=695
respondents
in
Pays
de
la
Loire,n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Sources:A
relatively
large
share
of
consumers
in
Pays
de
la
Loire
live
in
a
house
ratherthan
an
appartmentGeneral
demographics:
livingsituationType
of
communityAccommodation
typeHome
ownership28%41%44%56%45%55%76%25%79%72%59%21%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
’’Whatis
yourcurrentliving
situation
(main
residence)?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=695
respondents
in
Paysde
la
Loire,n=12173respondents
in
FranceSources:Consumer
Insights
Global
as
of
March2024Pays
de
la
Loire
has
a
rathersmall
migrant
communityGeneral
demographics:
diversityMigrant
backgroundLGBTQ+
community71%79%92%94%29%21%8%6%RegionCountryRegionCountryMigrant
backgroundNomigrant
backgroundLGBTQ+
communityNot
LGBTQ+8Notes:’’Were
youoryour
parents
bornoutside
ofyour
currentcountry
ofresidence?’’;Multi
Pick;
’’Do
youconsider
yourself
part
ofthe
LGBTQ+community?’’;
Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=695respondents
in
Paysde
la
Loire,n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Sources:CHAPTER
02Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
Sportsfollowed•
Innovation
adoptionA
happy
relationship
is
a
relatively
important
aspect
of
life
to
consumers
in
Paysde
la
LoireConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinPays
de
laLoire54%52%50%47%46%45%39%38%34%32%30%28%20%19%16%13%12%
11%8%7%Ahappyrelationship
good
timeHavingaAn
honestandrespectablelifeTobesuccessfulSafety
and
LearningSocialjusticeMakingmy
owndecisionsTraditions
Advancingmy
careersecuritynew
thingsRegionCountry10
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=695
respondents
in
Pays
de
la
Loire,n=12173respondents
in
FranceConsumer
Insights
Global
as
of
March2024A
relatively
high
share
of
consumers
in
Pays
de
la
Loire
are
interested
in
homeand
gardenConsumer
lifestyle:
main
interestsTop10
interestsofconsumersinPaysdelaLoire47%46%44%43%42%41%38%38%
39%38%36%35%31%28%27%25%25%25%23%22%Movies,TVshows&musicTravelFood
&diningHome
&gardenHealth
&fitnessSportsFamily
&parentingFashion&beautyHistoryScience
&technologyRegionCountry11
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;Wheredo
you
currently
live?;Single
Pick;Base:
n=695
respondents
in
Paysde
la
Loire,n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Consumers
in
Pays
de
la
Loire
are
more
likely
to
have
gardening
and
plants
as
ahobby
than
the
average
consumer
in
FranceConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofconsumersinPaysdelaLoire45%42%41%39%38%38%38%37%37%31%30%30%30%29%29%29%29%29%27%24%Cooking/bakingReadingOutdoor
Gardening
Travelingactivities
andplantsDoingsportsandfitnessDIYandarts&craftsBoardVideogamingPetsgames/cardgamesRegionCountry12
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=695
respondents
in
Paysde
la
Loire,n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Consumers
in
Pays
de
la
Loire
participate
in
similar
sports
and
activities
as
theaverage
consumerConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofconsumersinPays
de
laLoire22%20%14%
14%11%11%11%10%9%8%8%8%6%6%5%5%
5%Dancing5%4%4%HikingRunning&joggingCyclingFitness,aerobics&cardioSwimming&divingSoccerBasketballYoga
&pilatesBadmintonRegionCountry13
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=325
respondents
in
Pays
de
la
Loire,n=5601
respondents
in
FranceConsumer
Insights
Global
as
of
March202427%
of
consumers
in
Pays
de
la
Loire
follow
soccerConsumer
lifestyle:
sports
followedTop10
sports
followed
byconsumersinPays
delaLoire27%26%14%14%
14%13%11%11%10%10%
10%9%9%7%5%6%5%5%4%
4%SoccerTennisRugbyAthletics(track&field)CyclingRegionBasketball
Handball
Motorsports
BoxingCountrySwimming&diving14
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;Where
do
youcurrently
live?;SinglePick;Base:
n=263
respondents
in
Paysde
la
Loire,n=4350
respondents
in
FranceConsumer
Insights
Global
as
of
March202452%
of
consumers
in
Pays
de
la
Loire
are
laggards
or
in
the
late
majority
ofinnovation
adoptionConsumer
lifestyle:
innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinPaysdelaLoire41%41%29%26%23%23%9%6%1%1%InnovatorsEarly
adoptersEarly
majorityRegion
CountryLatemajorityLaggards15
Notes:Sources:Recode
based
on’’Which
ofthese
statements
apply
to
you?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=695
respondents
in
Pays
de
la
Loire,n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024CHAPTER
03Perspective
and
outlook•
Challenges
facing
thecountry•
Politics•
View
on
country’seconomic
situation•
View
on
personal
economic
situation•
Economic
concerns•
View
on
personal
future16A
relatively
high
share
of
consumers
in
Pays
de
la
Loire
think
that
health
&
socialsecurity
are
issues
that
need
to
be
addressedPerspective
andoutlook:
challenges
facingthecountryThe
10
most
important
issuesfacing
France
accordingtoconsumersinPaysdelaLoire62%60%45%45%43%42%42%41%40%39%39%39%
38%38%37%37%37%35%33%
34%Rising
prices
Health/inflation/
andsocialcost
of
living
securityPovertyEconomicsituationClimatechangeEnviron-mentEducationCrimeImmigration
HousingRegionCountry17
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=695
respondents
in
Paysde
la
Loire,n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Many
consumers
in
Pays
de
la
Loire
have
centrist
political
viewsPerspective
andoutlook:
politicsPolitical
attitudes
ofconsumersinPays
delaLoireRegion26%28%22%25%Country23%27%28%22%LeftCenterRightPrefer
notto
answer18
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=695
respondents
in
Paysde
la
Loire,n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March202431%
of
consumers
in
Pays
de
la
Loire
are
neither
positive
nor
negative
aboutthe
economic
situation
of
FrancePerspective
andoutlook:
view
on
economic
situation
ofFrancePerceivedeconomic
situation
of
FrancebyconsumersinPays
delaLoireRegion6%19%31%28%16%Country8%17%27%29%18%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative19
Notes:Sources:’’Howwould
you
evaluate
the
economic
situation
ofyourcountry
ofresidence?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=695
respondents
in
Paysde
la
Loire,n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March202442%
of
consumers
in
Pays
de
la
Loire
are
neither
positive
nor
negative
abouttheir
personal
economic
situationPerspective
andoutlook:
view
on
personal
economic
situationPerceivedpersonal
economic
situation
of
consumersinPays
de
laLoireRegion
5%28%42%19%5%Country8%26%39%19%8%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative20
Notes:Sources:’’Howwould
you
evaluate
yourpersonal
economic
situation?’’;
Single
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=695
respondents
in
Pays
de
la
Loire,n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March202429%
of
consumers
in
Pays
de
la
Loire
are
worried
about
violence
and
publicunrestsPerspective
andoutlook:
economic
concernsAgreementwithstatements
regardingeconomic
concernsofconsumersinPaysdelaLoire57%56%53%53%29%25%18%17%6%4%Ihavebeen
trying
tospend
lessmoney
inthepast12
monthMy
cost
of
livinghasincreased
notablyIamworried
aboutviolence
andpublicunrestsinmyIamworried
aboutnotbeing
abletopaymy
billsIhavelost
my
jobinthepast12
monthscountry
of
residenceRegionCountry21
Notes:Sources:’’Which
ofthese
statements
apply
toyouwhen
youconsider
youreveryday
life
in
the
past12
months?’’;
Multi
Pick;
Wheredo
youcurrently
live?;Single
Pick;Base:n=695
respondents
in
Paysde
laLoire,n=12173
respondentsin
FranceConsumer
Insights
Global
as
of
March202443%
of
consumers
in
Pays
de
la
Loire
are
neither
optimistic
nor
pessimisticabout
their
personal
futurePerspective
andoutlook:
view
on
personal
futurePerceivedpersonal
future
ofconsumersinPays
delaLoireRegion8%28%43%15%6%Country10%30%36%17%7%Very
optimisitcOptimisticNeither
optimistic
norpessimisticPessimisticVery
pessimistic22
Notes:Sources:’’Howdo
youfeelabout
yourpersonal
future?’’;Single
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=695
respondents
in
Paysde
la
Loire,n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024CHAPTER
04Marketing
touchpoints•
Media
usage•
Digitaladvertising
touchpoints•
Social
networks•
Internet
usagebydevice•
Non-digital
advertising
touchpointsConsumers
in
Pays
de
la
Loire
tend
to
listen
to
the
radio
more
often
than
theaverage
consumer
in
FranceMarketing
touchpoints:media
usageType
of
mediaconsumersinFrance
havebeen
using
inthepast4weeks79%
79%65%59%57%
57%57%54%39%
39%35%34%34%31%29%26%22%
23%22%
22%Podcasts15%
15%TVRadioMovies
/cinemaDigitalvideo
Onlinenews
Digitalmusiccontent
websites
contentRegionMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersCountry24
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=695
respondents
in
Pays
de
la
Loire,n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March202433%
of
consumers
in
Pays
de
la
Loire
remember
seeing
advertising
on
searchenginesMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereconsumershavecome
across
digitaladvertisinginthepast4weeks38%35%33%31%28%26%
26%25%23%21%20%20%
20%19%18%17%16%15%9%
9%VideoportalsSearchenginesVideostreamingservicesSocialmediaWebsitesandappsof
brandsOnlinestoresVideogamesEditorialwebsitesandappsMusicportalsOtherappsRegionCountry25
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=695
respondents
in
Paysde
la
Loire,n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March202477%
of
consumers
in
Pays
de
la
Loire
are
active
on
FacebookMarketing
touchpoints:social
networksTop10
social
networks
used
by
consumersinPays
de
laLoire77%76%59%57%56%55%39%38%37%34%24%22%21%21%19%18%12%10%5%
5%RedditFacebook
YouTubeSnapchatTikTokPinterestCountryLinkedInTwitterTwitchRegion26
Notes:Sources:’’Whatsocial
media
platforms
do
youuse
regularly?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=575
respondents
in
Paysde
la
Loire,n=10542
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Consumers
in
Pays
de
la
Loire
access
the
internet
via
a
streaming
device
lessoften
than
the
average
consumer
in
FranceMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinPaysdelaLoire
useregularlyto
accesstheinternet90%87%69%68%45%43%42%40%29%28%26%24%18%15%16%15%13%9%SmartphoneLaptopDesktop
PCTabletSmart
TVGamingconsoleSmartwatchSmartspeakersStreamingdeviceRegionCountry27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=695
respondents
in
Paysde
la
Loire,n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Non-digital
advertising
touchpoints
in
Pays
de
la
Loire
are
similar
to
the
rest
ofFranceMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumershavecome
across
non-digital
advertisinginthepast4weeks58%55%33%32%31%31%31%
31%24%23%22%21%21%19%1
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