61% of French people rate their purchasing power as “poor,” with another 10.9% describing it as “very poor.” These are the findings of the sixth survey conducted by Appinio for the trade magazine LSA, released on Monday, September 14. In 2022, 38% of respondents gave such an assessment.
One factor exacerbating this sentiment was the standoff between Iran and the USA in late February, which led to a sharp rise in fuel prices.
Michel-Edouard Leclerc, president of the strategic committee of the E.Leclerc retail chain, said the results do not surprise him. He noted that a “feeling of worsening circumstances” is growing among a segment of the French population, and since 2020, more than a million people have fallen below the poverty line.
Among the most visible signs of the rising cost of living, the French point to higher overall expenses — 87.4% compared to 82.3% in 2025, rising food prices — 86.1% compared to 81.5%, difficulty saving money — 67.5% compared to 64.5%, and challenges in covering monthly expenses — 56% compared to 52.3% a year earlier.
The French are rethinking consumer habits
According to the study, consumers are increasingly forced to make trade-offs in their food spending: they are cutting back on meat, dairy, fruits, and vegetables. Pet food is the exception. The French are also reducing spending on travel, leisure, and home improvements.
Jean-Yves La Fontaine, CEO of Appinio, noted that the French seem to have grown accustomed to long-term constraints on their purchasing power. He said they are not necessarily consuming less, but they are increasingly questioning every expense, comparing prices, and trying to optimize their shopping.
Consumers are also willing to switch to discount stores and replace familiar brands with cheaper alternatives. They are willing to reduce waste but do not want to cut the volume of their purchases or compromise on quality, and they are showing less interest in buying products nearing their expiration date.
One surprise in the study was the decline in the popularity of second-hand goods. Fewer French people are willing to buy used appliances and furniture, repair items, or rent them. At the same time, the impact of their personal consumption on society concerns them relatively little: only 49% said they consider the economic consequences, and 46% consider the impact on the planet.
Purchasing power and the 2027 elections
French anxiety regarding purchasing power also differs from the mood in other European countries. According to an Observatoire Cetelem study conducted in early 2026, the mood of the French is rated at 4.7 out of 10. The average for the ten European countries surveyed exceeds 5 points, and in countries like Poland, Portugal, and Sweden, it approaches 6 points.
Jean-Yves La Fontaine warned that this pessimism will influence the presidential election. Thierry Cotillard, president of Groupement Les Mousquetaires, emphasized that the main economic task is now not only curbing inflation but also restoring trust. He said that without trust, the French only buy essentials, postpone other expenses, and save more due to fears of new shocks.
Among responses regarding the 2027 presidential election, one of the most common was the desire to “improve our purchasing power and standard of living.” 41.8% of respondents believe the future president will be able to improve their purchasing power. Nearly 82% call this issue “very important” or “decisive” for their vote.
The Appinio study was conducted in France from August 26 to August 29, 2026, among 1,000 respondents aged 18 to 65.
Source: BFMTV
