The French favorite brand reward revealed the fifteenth edition of the rankings of its observatory carrying this year on 1,300 brands. This large survey carried out with OpinionWay with 4,900 consumers also shows trends in the daily consumer report to brands.
After a general downward trend for fifteen years, Except during the years of the COVID crisis, followed by a certain caution in 2024, The year 2025 seems to mark a shudder of recovery with a rating of love of brands which starts upwards. A corollary sign, maybe, Household consumption return, While inflation is reduced. This 2025 observatory shows that 81 % of French people trust the brands and that almost three in four French people attach importance to the brands they buy. This importance is even more pronounced in hygiene-beautical and food products, confirming a search for reinsurance on the sanitary quality of products. Especially among young people aged 18 to 24 (83 %), who are waiting for innovation, commitment and listening from brands. Marking phenomenon : for the first time, It’s a non -food brand, BIC, which rises in first place of the general top 30. She is followed by Samsung, which retains its second place, A testimony of confidence.
Increasingly appreciated French brands
Big winner of this edition, BIC progresses 11 places compared to 2024 ! This partner brand of the Olympic Games undoubtedly benefits from the very positive effects of its successful 2024 school back -to -school campaign on sustainability : "Write more, buy less. »The top 30 remains worn, like every year, by the “pleasure” consumption sectors, with brands that remain a safe bet in the eyes of the French. Nevertheless, Gourmet pleasures concede more and more places in non -food brands. There is also a correlation between the progress of household equipment brands and sales in this sector, particularly dynamic in 2024. Finally, The French have an ever more pronounced appetite for French brands, which now represent more than 60 % of the top 30.
Brands attachment
But what emerges the most, It is that brands remain a solid indicator for consumers in their purchasing decisions, No offense to distributor brands. The importance conferred on the brand chosen is particularly significant in hygiene-beauté for 79 % of French people questioned, closely monitored by food (78 %) and the maintenance of the house (73 %). And the fundamentals of the French attachment to brands are more linked to their affinity capital (trust, proximity, taste) than rational dimensions such as innovation, quality or utility. So, While the price is in the lead in the expectations declared by consumers, We see in a surprising way that it is only little linked to the attachment to a brand. "We understand through these figures the real attachment of the French to the heritage brands, authentic and close to them : These brands, who have always been part of their landscape, reassure them ", Frédéric Micheau analysis, Deputy Director at OpinionWay.
