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

Nappies/diapers/pants in France in 2025 experienced a notable contraction, diverging from the broader regional context, where Western Europe generally saw more moderate declines or stabilisation in related baby care categories. In France, retail volume for nappies/diapers/pants dropped from 2.4 million units in 2024 to 2.3 million units in 2025, representing a 5% decline, which was steeper than the previous year and underscores the persistent downward trend observed over the past five years. The

Sales of tissue and hygiene in France faced a challenging environment in 2025, with current value sales declining by 2% to EUR5,128 million. This deceleration outpaced regional contraction due to economic pressures, subdued GDP growth, and low inflation. The landscape is marked by a pronounced shift in consumer behaviour, as price sensitivity drives migration towards private label and value-focussed products, while demand for innovation and premium quality persists in specific areas, particularl

In 2025, away-from-home tissue and hygiene in France experienced a year defined by macroeconomic headwinds and shifting demand dynamics. While away-from-home hygiene sales maintained steady growth, benefiting from the ageing population and increasing needs in healthcare centres, away-from-home tissue sales struggled to achieve any meaningful growth in both volume and value. The hospitality, restaurant and catering (horeca) channel—typically the main engine of growth for tissue sales—was notably

In 2025, retail tissue in France experienced flat value sales, with the total volume at 620,919 tonnes, virtually unchanged from the previous year. This stagnation is set against a backdrop of shrinkflation and intense economic pressure on consumers, who prioritise price over brand or product innovation. Retail tissue in France did not mirror the modest volume recovery seen in some Western European countries, as French consumers reduced usage of non-essential tissue products, traded down on esse

Menstrual care in France in 2025 continued to face significant headwinds, with current value sales falling to EUR430 million, a decline of 3% compared to the previous year, while volume also contracted slightly to 3.9 million units, down 1%. This represented a sharper value decline than the prior year and was shaped by persistent economic struggles that are forcing consumers to rationalise their purchases. With 2.9 million women in France affected by period poverty, many are unable to purchase p

In 2025, wipes in France continued to face a decline in both value and volume, diverging from more stable performances seen elsewhere in Western Europe. Volatile pulp prices in Europe have likely played a role in consumers' continued preference for cheaper alternatives such as surface cleaners, as does the implementation of the Descrozaille Law, which removes a critical lever that previously maintained the competitiveness of wipes relative to alternative cleaning products. As a result, consumers

Retail adult incontinence in France in 2025 demonstrated continued value and volume growth, with the year recording a retail volume of 829 million units and retail value sales of EUR466 million. The 2025 retail volume increased by 3% over the previous year, while value grew by 2%, both indicating strong and resilient demand compared to the previous five years. This expansion stands out in the regional context, especially considering the Western European environment where demographic ageing is a

Rx/reimbursement adult incontinence in France maintained a positive trajectory in 2025, with volume sales reaching 49 million units and current value at EUR29 million. The year saw continued growth in volume, reflecting the essential nature of these products and the resilience of demand. While regional Western Europe markets also experience growth in this area, France’s performance aligns closely with demographic shifts, as its total population reached 66 million in 2025, with the population age

The toilet care category in France experienced a mixed performance in 2025, with a growth rate of 0.2% in retail volume sales. This growth is relatively modest compared to other categories. The overall home care trend was influenced by the economic context and the Descrozaille law, which capped promotions in France at 34%, with a discount rate increase to 40% in 2025. This led to consumers turning away from national brands with higher unit prices and towards private label products, which offer n

The laundry care category in France experienced a challenging year in 2025, primarily due to the decline in consumer purchasing power. The median disposable income per household in France was EUR56,158 in 2025, which is a slight increase from EUR55,789 in 2024. However, the inflation rate was 0.9% in 2025, indicating a controlled inflation environment.

Air care in France experienced a decline in both volume and value sales in 2025, primarily due to the negative buzz around potential health hazards associated with these products, as well as cost-of-living pressures. A study by a major French consumers' association, 60 millions de consommateurs, highlighted the harmful effects of air care products, further deterring consumers. This decline was observed across various subcategories, with electric, gel, and liquid diffusers being particularly aff

The polishes category in France declined in 2025, primarily due to a lack of relevance in today's environment. The decline was driven by changing consumer purchasing patterns, particularly in the furniture market, where fast-fashion trends encouraged consumers to buy cheaper and more frequently rather than restoring existing furniture. This shift negatively impacted sales of floor polish, which was also affected by a decline in housing renovations and sales in 2024 and 2025.

The bleach category in France faced significant challenges in 2025, primarily due to consumers increasingly turning to safer alternatives such as multi-purpose cleaners made with traditional ingredients like vinegar, baking soda, and black soap. These alternatives posed strong competition to bleach, further diminishing its role in the cleaning aisle. Despite this, bleach retained a loyal customer base, particularly among seniors and those valuing its effectiveness.

In 2025, home insecticides in France performed well due to the hot summer weather which caused wasps and mosquitoes to proliferate. The overall retail value of home insecticides was EUR177 million, with a growth rate of 0.1% compared to the previous year. Sprays and baits remained popular due to their high efficiency and constant effect without health hazards.

In 2025, France's surface care market experienced a small decline in both retail value and volume, reflecting cautious consumer spending. The median disposable income per household in France was EUR56,518, showing a slight increase from EUR55,789 in 2024. This minor growth in disposable income, coupled with an inflation rate of 0.9% in 2025, indicates a challenging economic environment that influenced consumer behaviour.

In 2025, France's dishwashing market experienced a small decline in both retail value and volume, reflecting cautious consumer spending. The retail value of the dishwashing category was EUR864 million, representing a decline of 2% compared to the previous year. The median disposable income per household in France was EUR56,185 in 2025, a slight increase from EUR55,789 in 2024.

Home care in France experienced a challenging year in 2025 due to economic pressures and legislative changes. Despite these challenges, certain trends have emerged that are expected to shape the future of this market. Laundry care remained the largest subcategory, driven by its essential nature and consumer demand for effective and affordable solutions. The rise of budget-friendly options, such as DIY cleaning ingredients and refillable products, gained popularity due to their affordability and

Street stalls/kiosks saw value sales increase in France in 2025, buoyed by the recovery of public events, meetings, incentives, conferences and exhibitions, and a return of office activity that supported weekday demand. Food trucks and mobile vendors also continued to expand from a low base, with some operators achieving premium price points despite low headline entry prices. The segment’s strongest momentum came from festival- and concert-linked trading and from transport-adjacent locations ben

Value sales for cafés/bars in France increased only modestly in 2025, despite better spring and summer weather than in 2024 and continued tourism flows. Political instability, international tensions and fears around public debt kept many consumers in belt-tightening mode, limiting terrace traffic and discretionary spend, while staff shortages persisted across 2024 - 2025. Independent cafés/bars, and especially bars-tabac, remained the most exposed given weaker cost optimisation, narrower opening

Flat value sales in 2025 left France’s full-service restaurants under sustained pressure, as consumers reduced visit frequency, limited spend per occasion and increasingly traded down into limited-service restaurants. Inflation easing towards mid-2025 did not translate into stronger dining-out confidence, and many operators remained reluctant to pass higher operating costs fully into prices. Chained players created pockets of momentum through Asian concepts and experience-led formats, but the wi

Value sales of self-service cafeterias in France were broadly flat in 2025, as weak activity in commercial centres and hypermarkets limited growth in the core mall-based estate. Tourism recovery helped transport-linked locations outperform, with motorway travel gaining share as rail and air became more expensive, but this uplift did not fully offset softer trading in shopping centres. Operators leaned on abundance-led value propositions, including buffet formats, sharper promotions and loyalty t

France’s consumer foodservice value sales increased modestly in 2025, as operators protected affordability in the face of higher energy and ingredient costs and consumers stayed cautious amid fragile purchasing power. Price-led product architecture strengthened, from mini menus under EUR5 to single-ingredient concepts and filling comfort foods, while investment continued in digitisation, central kitchens and scale-building activity. Delivery and takeaway were increasingly supported by QR-enabled

Across locations in France, consumer foodservice value sales rose modestly in 2025, with growth concentrated in travel and selectively in retail-led missions, while standalone and lodging remained comparatively muted. Tourism flows improved versus 2024 and motorway usage strengthened as rail and air travel became more expensive, lifting transport hubs and rest areas. At the same time, consumer hesitation persisted despite inflation easing, keeping price-led propositions and cost control central