"The success is beyond what we imagined." Alexandre Maizoué, head of Krispy Kreme in France, is delighted. In less than a year, he's managed to establish the American doughnut brand in Paris. It's true that its launch was accompanied by a major advertising campaign in the French capital. But with a carefully controlled budget, since the target consumer area was limited. No expensive TV spots, but billboard and social media campaigns. The communication strategy was updated with Barbie, Harry Potter and Halloween versions of the doughnuts boosting sales. As a result, Krispy Kreme, which has presented its product as the new croissant, boats some 20 outlets and sales of almost €15 million for 2024 in Paris.
This example is proof: Even though France is proud to have inscribed the French gastronomic meal on UNESCO's intangible cultural heritage list, the country is hungry for fast-food chains, particularly from across the Atlantic. The two leading burger chains are McDonald's and Burger King, followed by chicken specialist KFC. But behind these pioneers, the offer continues to grow. Bubble teas, woks, poke bowls, tacos, sushi, bagels and doughnuts have joined the ranks of burgers, pizzas, kebabs and sandwiches.
The success of fast-food chains owes much to their marketing power. Their advertising campaigns are reshaping French eating habits. The same is true of food manufacturers, who also hammer home their promotional messages to win over customers. And to launch new products. Every two years, the Global Food Marketplace, which opens on Saturday, October 19 in Paris, provides a showcase for innovation in the food industry and an opportunity to take a closer look at trends.
"I want to eat above all for pleasure. That's what consumers tell us first when we ask them," explained Xavier Terlet, trends and innovation expert at ProtéinesXTC. This trend is reflected in NielsenIQ's top 10 most commercially successful fast-moving consumer goods product innovations of 2023. The three food products in the ranking are Heineken's Desperados Tropical beer (flavored with rum and passion fruit) and a winning duo from Italian giant Ferrero: Kinder chocolate ice cream and Kinder Tronky wafers.
"After the multiple crises we've experienced, Covid-19, the war in Ukraine, food inflation and the current anxiety-inducing context linked to political instability, we need little pleasures. Food plays this role," stressed Terlet. Sweet and savory products, for snacking, are popular. Even if they are high in calories and don't exactly contribute to a balanced diet.
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