Consumption: half of fresh produce purchased by those over 60

Perhaps because they have more time, are used to cooking and also have the purchasing power to do so, consumers over 60 account for half of the total expenditure on traditional fresh produce , a category that includes fish, meat , cheeses and fruit and vegetables, according to a study by the specialist company Kantar, on the sidelines of the Agricultural Show.

According to the market research company, there is a significant generational contrast in the consumption of these products from agricultural production . On the one hand, seniors are major consumers of these foods "that they have known since childhood", explains Kantar, adding that they know how to prepare and cook them, but also that they have "more time and greater purchasing power" to buy them.

On the contrary, "younger people do not have the codes, the culinary know-how, the time or the money" to prepare and therefore consume these products, explains Kantar.

To reach this conclusion, Kantar relies on the number of transactions in supermarkets, traditional specialist stores such as large fresh produce stores (Grand Frais for example), markets, fairs, or even specialist stores, for example in organic products.

In total, sales of fresh produce fell by 1.5% in 2024. They have been hit hard by inflation since 2022. "This is an adjustment variable for households' wallets because of their price," explains Kantar.

During the Covid-19 pandemic and successive lockdowns, sales of these products increased significantly since the French were at home cooking more and had a "larger budget because it was mainly devoted to food", Kantar continues.

“But post-Covid, the most affluent households have returned to restaurants, which they had been deprived of for many months, also explaining the drop in their purchases of fresh produce for meals at home,” concludes Kantar.