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France: Market overview
France has a population of nearly 68 million people, with 80% living in urban areas. It has the second largest economy in Europe, driven largely by small and medium enterprises. While known for its contributions to global culture like art, food, and fashion, France also has a highly developed digital economy and is focusing on further digital innovation. The presentation provides an overview of France's demographics, economy, culture and character, as well as the growing opportunities in its digital landscape for international marketers.
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France: Market overview
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- 2. obaninternational.com 2 Oban International: French marketoverview Who is this presentation for? International marketers looking for an informative yet digestible overview of the French market. What does this presentation contain? Information on France’s population, culture, business and digital marketing landscape.
- 3. French geography &demography
- 4. obaninternational.com France is dividedinto two types of territories: • La France métropolitaine: • 13 regions • La France d'outre-mer: • 5 regions and departments • 5 overseas “collectivités” • The French Southern and Antarctic Lands • La Nouvelle-Calédonie France is the largest country in Europe by land area
- 5. obaninternational.com France has thesecond largest population in Europe Source: https://www.cia.gov/the-world-factbook/references/guide-to-country-comparisons/ Germany 79m France 68m UK 66m
- 6. obaninternational.com France has the21st largest population in the world Rank Country 1 China 1,397,897,720 2 India 1,339,330,514 3 United States 334,998,398 4 Indonesia 275,122,131 5 Pakistan 238,181,034 6 Nigeria 219,463,862 7 Brazil 213,445,417 8 Bangladesh 164,098,818 9 Russia 142,320,790 10 Mexico 130,207,371 11 Japan 124,687,293 12 Ethiopia 110,871,031 13 Philippines 110,818,325 14 Egypt 106,437,241 15 Democratic Republic of the Congo 105,044,646 16 Vietnam 102,789,598 17 Iran 85,888,910 18 Turkey 82,482,383 19 Germany 79,903,481 20 Thailand 69,480,520 21 France 68,084,217 22 United Kingdom 66,052,076 x 21 x 20 x 5
- 7. obaninternational.com 7 France: Rural landscapes,urban lives 80% of population live in urban locations Land use is broadly agricultural • 52% agricultural soils • 40% natural soils • 8% artificial soils
- 8. obaninternational.com A quarter ofthe population lives in the three largest metropolitan areas - 5,000,000 10,000,000 15,000,000 Saint-Étienne Avignon Douai et Lens Montpellier Toulon Rouen Grenoble Rennes Strasbourg Nantes Nice Lille Bordeaux Toulouse Marseille et Aix-en-… Lyon Paris Paris alone accounts for nearly 20% of the French population
- 9. obaninternational.com 9 “Racial” or ethnicmakeup • France does not officially gather ethnic demographic data. • “Race” isn’t a word used to describe people. • This is a key part of the debate about equality across ethnic minorities as without data, it is hard to assess the issue and quantify progress. • The INSEE mainly collects data about immigrants. • Languages: • French – 56m native speakers or 87% • Arabic– 2.3m native speakers or 4% • Portuguese – 1m native speakers or 1.5% • Spanish– 800k native speakers or 1.2% • Italian – 600k native speakers or 1%
- 10. obaninternational.com 10 Like many countriesin Europe, France has an ageing population - median age 42.3 Median Age Year UK France 1960 35.6 33 2020 40.5 42.3 - 5 10 15 20 25 30 35 40 45 50
- 11. obaninternational.com Key French demographicstats • Unemployment rate: 8.3% (2020) • Population growth: 0.1% annual change (2019) • Life expectancy: 85.3 (2017) • Fertility rate: 1.88 birth per woman (2018)
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- 13. obaninternational.com France is the7th largest economy in the world The World Bank Dec 2020 The 168 countries outside the top 25 make up less than a fifth of the total global economy. 0 5 10 15 20 25 30 USA China Japan Germany India Countries 6- 10 Countries 11-15 Countries 16-25 Rest - 168 % Share of the global economy
- 14. obaninternational.com 14 France’s main importand export partners 0% 2% 4% 6% 8% 10% 12% 14% 16% Germany United States Italy Spain Belgium United Kingdom Export 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Germany Belgium Italy Spain China Netherlands United Kingdom Import Source: Statista
- 15. obaninternational.com France has aworkforce of 30m, the 2nd largest in the EU after Germany Service: 78% Industry: 20% Agriculture: 2%
- 16. obaninternational.com The 3rd largestGDP in Europe, fuelled by SMEs 3m SMEs 99.9% of enterprises in France, of which 95.5% are of micro- enterprises. 64% of employ- ment On par with EU averages. 56% of value added SMEs are at the core of the European economy. 0% 2% 4% 6% 8% 10% 12% 14% 16% Media, communication or information (e.g., broadcasting, telecoms, computer programming) Other Retail or wholesale (incl. online shops) Personal services (e.g. beauty and wellness, repair of household goods) Professional services (e.g., financial services, consulting, travel agents, business services) Source: https://www.statista.com/statistics/701501/monthly-sme-industry-sectors-france/ , https://www.statista.com/statistics/701501/monthly-sme-industry-sectors-france/ 65% of EU SMEs lost revenue due to covid
- 17. obaninternational.com 17 Doing business inFrance might not be so slow after all!
- 18. obaninternational.com 18 France has producedmany global superstar businesses
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- 20. obaninternational.com 20 French architecture, art,food and fashion has influenced global culture throughout history Medieval Gothic art • Originated in northern France in the 12th century. • Seen in architecture, sculpture, stained-glass windows and illuminations
- 21. obaninternational.com French culture remainsglobally influential today Source: Google
- 22. obaninternational.com France was themost visited country in the world in 2018 Eiffel Tower Louvre museum Calanques of Marseille Nice Val Thorens Source: Google
- 23. obaninternational.com How does theworld view France?
- 24. obaninternational.com 24 France’s colonial pastplays a part in how it’s perceived internationally 400 years Labour shortage in The New World drove slave traders across the Atlantic From the 16th to the 19th century. 12 million slaves Western Africa or “the slave coast” was the main source. 1.5 million deaths Most died during transport.
- 25. obaninternational.com France ranks 7thon The Good Country Index 9 3 38 8 7 Countries covered so far:
- 26. obaninternational.com PD | High •Educated to be emotionally dependant on parents. • Fair degree of inequality accepted. • Increased hierarchy in companies Ind. | High • Educated to be emotionally independent from group. • Unique balance with Power Distance. • family has more emotional glue than other Individualist cultures Mas. | Low • Focus on quality of life, welfare. • Upper class is feminine, lower class masculine which is not found in any other countries. • Top managers earn less than expected given Power Distance score. UA | High • The French don’t like surprises. • Good at developing complex technologies and systems. • Emotional safety valves; talkative, need rules. • PD combo makes for good rebels too. LTO | High • Pragmatic; truth depends on context and time. • Adaptable to changing conditions, and perseverance in achieving results. Indl. | Average • Less relaxed, enjoy life less often then commonly assumed. Source: https://www.hofstede-insights.com/country-comparison/ Source: Hofstede’s country comparisons
- 27. obaninternational.com A nation ofpessimists? A 2011 BVA-Gallup International survey found that despite their relatively high standard of living, the French were the most pessimistic people in the world.
- 28. obaninternational.com “Customer service ispoor in the eyes of all those Anglo-Saxons who believe that the customer is king. Not so in France. The French are self-motivated to be the best in their trade. They, therefore, expect respect for what they do, after which they are very much willing to serve you well.” Source: https://www.hofstede-insights.com/country-comparison/ French attitudes to customer service…
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- 30. obaninternational.com 76.6% use internetand there are 109.5 mobile subscriptions per 100 people Source: Statista market report
- 31. obaninternational.com 31 Healthy e-commerce growthahead for France 79% 3% 1% 13% 4% E-commerce by payment method Card Cash Bank Transfer Digital wallet Other 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 2017 2018 2019 2020 2021 2022 2023 2024 2025 Revenue by segment in millions Video-on-Demand Video Games ePublishing Digital Music Source: Statista
- 32. obaninternational.com 32 Digital payment methodsare increasingly used for day-to-day purchases 0. 20,000. 40,000. 60,000. 80,000. 100,000. 120,000. 2017 2018 2019 2020 2021 2022 2023 2024 Digital Commerce Mobile POS Payments Source: Statista
- 33. obaninternational.com 33 France is bettingon digital to boost its economy “With €7 billion, I think the digital sector is the sector that is receiving the biggest investment overall compared to all other sectors except the environmental sector.” Cédric O - Digital Minister
- 34. obaninternational.com 34 Oban International canhelp you expand internationally • Oban International can help you navigate different markets around the world using our network of Local In-Market Experts (LIMEs). To find out how, please get in touch. • Connect with Oban International on social media by clicking on the icons below: About Oban International Oban International is the leading digital marketing agency for international growth. By identifying our clients' biggest opportunities for global expansion - and ensuring they avoid costly mistakes - we help ambitious brands hit tough global targets. Since 2002, we have worked with a wide variety of businesses to develop market strategies, optimise performance in existing markets and launch into new ones. Our core team of digital experts, based in our Brighton UK HQ, work with insights from our unique network of LIMEs (Local In-Market Experts). Together, they plan and deliver powerful digital strategies and campaigns in any market on the planet.