Made in France: "the manufacturing origin is in the top 5 criteria" before a purchase

Ugo Pascolo 4:01 p.m., November 12, 2021

Is the origin of manufacture of a product a determining factor in the purchasing decision for the French?

Simon Barbeau is convinced of this.

Guest of "La France bouge" at the Made in France (MIF) fair, of which Europe 1 is a partner, the CEO of Brandt assures him, "what we have just gone through for a year and a half with this crisis means that the consumer is in the process of changing its criteria and priorities ".

If the first remains the price, some "like the origin of manufacture go up in the top 5 criteria", according to Simon Barbeau.

Simon Barbeau, CEO of Brandt, live from @MIF_Expo: "The home appliance market is currently growing by around 20%. In 2021, the Brandt group is growing 50%" pic.twitter.com / kLQ6ffcRgJ

- Europe 1 (@ Europe1) November 12, 2021

"50% growth"

No wonder then that the Brandt group lets consumers know "that it is possible to buy an oven or an induction hob" made in France.

A strategy which explains not only the presence of the group at the MIF, but also the propensity of the brand to put forward the label "Made in France, and even guaranteed French origin". 

It is clear that to bet on the made in France is a success for the group, since while the "market of the household appliances is today in growth of approximately 20%, on 2021 the Brandt group makes 50% growth ".

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"We believe much faster than the market", continues Simon Barbeau, "in particular because this awareness of the made in France is more and more present".

And he is not the only one to make this observation, since more and more French companies are relocating their production on the national territory.

Moreover, the MIF has 830 exhibitors this year, i.e. 40% more than in 2019.