FROM THE COUNTER TO THE SCREEN: TELL YOUR FOOD STORY
An industry observer, from trends to digital tools
Charlène Gilouppe has been a food editor for around ten years. Having worked in brand content for two foodtech companies, Quitoque and then epicery, she now works as a freelancer, supporting brands, culinary venues and trade fairs with their editorial identity.
On the programme at the Expert's Agora first with the talk ‘Trends for 2026: the 10 signs of fine food’, then, at the end of the day, with a presentation dedicated to common misconceptions about digital marketing for independent retailers. She also took the opportunity to wander the aisles of the trade fair. “I’m at the trade fair to discuss industry trends and digital marketing at the Expert's Agora, and to explore the aisles and discover the new products shaping the sector,” she summarises.
Products no longer sell themselves
Her first observation concerns how consumers approach the shelves. “These days, when consumers come to buy groceries, it’s primarily to treat themselves. They’re not just looking for a product for its own sake, but for everything that goes with it: the values championed by its manufacturer, the nutritional content, the benefits it can offer, as well as the whole story behind the product and the taste experience. ” For retailers, this changes the way they present their range. “It’s not just about showcasing the product; we need to highlight everything it offers the consumer and the experience they’ll enjoy when tasting it,” she continues.
This interpretation is in line with the data reported by Gourmet Selection’s 2026 Trends Snapshot. According to the French Consumer Barometer carried out by ObSoCo for Foire de Paris amongst 2,000 people in late 2025, for 6 out of 10 French people, consuming is now about having an experience. The same survey shows that the exceptional quality of a product makes a purchase ‘extraordinary’ for 43 per cent of respondents, ahead of the story behind it (31 per cent) and the human interaction resulting from the purchase (30 per cent), and that 93 per cent of French people would be interested in spending a day with an artisan to discover their craft, with culinary professions topping the list. This snapshot also highlights ‘appealing to the senses as a driver of purchase’ as one of the ten trends to watch this year. A product description that tells the story of the producer, the local area and the production process is therefore not merely a matter of adding a touch of soul. It meets a genuine need.
Transparency: a key trend for the coming years
Opinion polls confirm this expectation. According to an Ipsos survey from April 2025 on French people and the consumption of local products, 76 per cent of French people say they are concerned about the geographical origin of the food products they buy, and 71 per cent about the processes that guarantee their traceability. When asked what additional information they would like to find in shops regarding local products, 71 per cent cited the product’s precise origin, 39 per cent mentioned certifications or labels, and 31 per cent referred to the producer’s story. The 2026 Trends Snapshot highlights this as its third key trend, under the heading ‘Transparency: the new seal of trust’.
For a high-quality grocery shop, this demand presents an opportunity. You know your producers, you often visit their premises, and you can explain a recipe, a place of origin or a production method better than a label ever could. A sign indicating the product’s origin, a photo of a producer or a reference to a label on the shelf label can spark a conversation. However, this information must be clearly visible, both on your shelves and on your shop’s digital platforms.
Nutrition and pleasure: the end of a trade-off
The second trend highlighted by Charlène Gilouppe is the way in which consumers balance health and indulgence. “In recent years, food has been very much focused on performance. We wanted products that ticked lots of boxes: protein content, plant-based alternatives. Today, consumers want to eat well for their health, but they also want to treat themselves. We’re seeing far more brands trying to move towards products that tick both the nutrition and pleasure boxes.” She sees this as a cultural trait. “In France, people love to eat well and treat themselves. They don’t want to have to choose between enjoyment and nutrition.”
The 2026 Trend Snapshot describes this movement under the heading “food diversity: the new health equation”. As she wandered the exhibition aisles, her favourites illustrated this dual promise. “I’ve tasted quite a few things. There were lots of very interesting non-alcoholic drinks, but I was particularly taken with the olive oil butter – a really innovative format and absolutely delicious.” The new products recognised at each edition by the Best Of competition offer retailers a quick way to spot those products that combine innovation, flavour and clarity.
Why has digital become essential for independent shops?
This expectation of story and transparency doesn’t stop at the product. It applies to the shop itself, and this is where Charlène Gilouppe’s two points of view converge. “As an independent retailer, digital technology can provide a showcase for visibility. If a customer is searching online for a local shop, they must be able to find the information they need, so as not to miss out on business opportunities. It’s also a great way to stay connected with existing customers and attract new ones, by sharing your products, your story and the way you run your business.
” The tenth trend in The 2026 Trends Snapshot, ‘from point of sale to embodied brand’, describes this shift precisely. A grocery shop that shares stories about its producers, its new arrivals and its expertise online extends the advice given at the counter. Small business owners are, in fact, convinced of this. According to the France Num 2025 Barometer from the Directorate-General for Enterprises, 78 per cent of micro-enterprise and SME managers believe that digital technology brings real benefits to their business, highlighting in particular improved communication with their customers and its contribution to increased turnover.
The misconception about budget
Why do so many shops remain relatively inactive online? Charlène Gilouppe points to a barrier that is, above all, psychological. “The first misconception is the notion of budget. Digital marketing is thought to be very expensive, and when you’re an independent business with a small team, you tell yourself you can’t afford to invest. Except that today, there are plenty of free tools that allow you to achieve great results. ” The scarce resource, she believes, is time rather than money. “You just need to set aside a tiny bit of time. Sometimes, with just one hour a week, you can already get things done and raise your profile with your customers.”
The same France Num 2025 Barometer notes that the majority of micro-businesses and SMEs still allocate a specific budget to their digital projects, but that this proportion is falling slightly. For a neighbourhood grocery shop, the good news is that the first steps towards increasing visibility cost nothing more than a block of time set aside during the week.
First step: the Google Business Profile
“The key piece of advice on the digital front is to set up your Google Business Profile,” she replies when asked to give just one recommendation. “It’s a mini digital shop window featuring the business’s name, address and opening hours, as well as the option to regularly post photos and updates. This boosts organic search rankings, and it’s free. It’s the first step to get started. ”
In practical terms, the Google Business Profile appears free of charge in search results and on Google Maps. It allows you to enter your opening hours, add photos, post updates about new products or events, and respond to customer reviews.
For your fine food retail, the one hour a week mentioned by Charlène Gilouppe can be easily spread out. Check your opening hours, especially before a bank holiday. Take photos of a new delivery, a shop window display or a visiting producer. Post an update about a tasting session or a new product listing. Respond to reviews, including the less favourable ones. Each of these actions conveys online the transparency and the story that your customers now expect from the products you select.
Next edition 12 to 14 September 2027
The trade show's competitions demonstrate that this approach to embodied branding is already in practice. Since 2019, The Best French Fine Food Retailer has been recognising retailers who are reinventing local shops through their concepts, their local roots and their commitment to service. The next edition of Gourmet Selection will take place from 12 to 14 September 2027 at Paris Expo Porte de Versailles. At every edition, the Expert's Agora continues this work of analysing the trends and tools that help a high-quality grocery shop to thrive.
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