Retail
Why mash and more matters in France's frozen aisle
Retail
The French fry? Think again. In the global frozen potato market, France holds a fascinating position. It’s at once traditional and forward-looking, indulgent yet health-aware, and perhaps most notably: proudly local. For retailers and brands looking to win shelf space, let’s have a good look at the nuanced profile of the French consumer.
Globally, we see powerful trends shaping retail in 2025. As Agristo's Back to the Future trend report highlights, consumer expectations are shifting fast. People want more than convenience. They want emotional connection, sensorial exploration with different textures, and effortless preparation. France reflects all three but with a distinct local flair. What sets the French market apart is not just what consumers eat, but how, when, and why they eat it.
The French consumer at a glance
So, how would you define the typical French consumer? He’s not just grabbing a quick dinner. He’s curating a moment. But above all, he’s predominantly a convenience seeker. Frozen potato products? Predominantly consumed during lunch (73%) and served either as:
A separate side dish (63%)
A stand-alone snack (26%)
An appetizer prior to the meal (16%)
Furthermore, the French are avid consumers, with 51% consuming at least once per month, and 7% more than once per week. Want to know more about everything that drives the French consumer and where the indicated gaps lie? Reach out to your Sales rep and let’s talk.
What's on the plate?
Let’s bust a myth right here: France is not all about fries.
In fact, according to our internal consumption research, mash is the #1 consumed frozen potato product at home, slightly outperforming fries. This isn’t a fluke — it’s a deeply ingrained habit. As we’ve explored in the past, mashed potatoes resonate with French consumers because they’re versatile, evoke childhood memories, and feel like a healthier, more wholesome choice. Mash’s success isn’t limited to at-home meals. It regularly tops the charts in out-of-home consumption too, often switching places with fries depending on the context.
But let’s not forget variety. After mash and fries, some other potato formats are clear winners. Our Product Team has the insight and knowhow to create textured, flavorful options that align with France’s love of gourmet food experiences.
The oven culture and air fryer revolution
When it comes to preparation, France is leading the oven and air fryer revolution. Oven usage is dominant at 97%. But perhaps most notably, air fryer usage is surging: already hitting 55% and climbing fast.
Retailers: this is your cue. Consider offering air fryer optimized ranges with visible oven instructions, QR codes linking to recipes, and clear front-of-pack messaging. It makes your frozen aisle not just a product shelf, but a full consumer experience.
Being gourmand or going green: what drives their choice
While convenience is important, French consumers are driven more than most by taste, indulgence, and togetherness, according to in-house market research. They’re bon-vivants. They care about convivial moments around the table. They cook for extended family. And they want their food to be as delicious as it is easy to prepare.
These emotional and social anchors mean retailers should think beyond functional benefits. Position frozen potato products as enablers of joy, tradition, and family connection. Highlight the feeling of comfort, the gourmet possibilities, and the shared moments they create. At the same time, don't ignore sustainability. France is a frontrunner in health and environmental awareness. Frozen potato products that spotlight local sourcing, lower impact packaging, and responsible farming practices will earn loyalty.
What this means for retailers
The French consumer is evolving, and your frozen aisle should evolve with them.
Here’s how:
• Lead with mash. It’s not just a side; it’s an emotional favorite. Offer gourmet variations or convenient formats to tap into both nostalgia and innovation.
• Maximize oven and air fryer potential. Offer clear prep instructions, QR-coded recipes, and product lines optimized for both.
• Position for pleasure and connection. Think family moments, indulgent textures, and regional dishes. Packaging should invite consumers to enjoy the moment.
• Celebrate private label. The quality perception gap is shrinking. Emphasize taste tests, transparent sourcing, and visual appeal to match brand players.
• Think local. Agristo’s French facility opens the door to storytelling around provenance, freshness, and sustainability.
The result? Products that meet the modern shopper’s expectations and their emotional needs. And for you? Increased basket size, stronger brand loyalty, and a deeper connection with your most discerning
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