Quality of food products and consumer attitudes in France

Abstract

The French animal food product market is nowadays very segmented, particularly with the proliferation of quality marks relating to: (1) official labels identifying a superior quality (Label Rouge), environmental quality (organic farming) or quality linked to origin (PDO and PGI); (2) product descriptions highlighting a specific feature such as 'on-farm processed' or 'mountain produce'; (3) certification of products aimed at applying normative standards. For official labels, professionals voluntarily undertake to set up and monitor a quality-focused approach individually (organic farming) or collectively (PDO, PGI, Label Rouge). Independent and competent bodies carry out regular checks, and the public authorities supervise the system. Fresh beef and lamb under quality schemes represent about 6% and 15% of French meat production. Geographical indications identify a product as originating from a region, when a given and unique trait is attributable to this region. Protected Designation of Origin (PDO) was firstly developed mainly for dairy products. The integration of local breeds into PDO includes all PDO ewe cheeses, the majority of PDO meat, about half of PDO cow cheeses and a third of PDO goat cheeses. The breed may contribute to the product's specificity or may be mainly a means of differentiation and a marketing claim. The evolution of demand results from changes in: (1) demographic composition and way of life of consumers; (2) characteristics of agriculture and food products; and (3) preferences of consumers for specific attributes (e.g. taste, health and locality). For beef, French consumers seem to favour a beef eating-quality guarantee. The market outcome of certification programmes depends upon consumer awareness, understanding and confidence in high quality labels.