French exports: recognised quality in Europe, prices still holding back competitiveness

At a time when value chains are being reshaped and international competition is intensifying, French products still benefit from a favourable image across several European markets. This is one of the main conclusions of a study carried out by Rexecode in partnership with SKEMA Business School, based on a survey of 480 European importers across six countries.

The findings show that France remains well positioned on non-price competitiveness. Food products rank second, while pharmaceuticals, hygiene and beauty products, along with clothing, remain in third place on these criteria.

This perception continues to rest on established strengths: product quality, innovation, design and associated services. For Laurent Ferrara, professor of international economics at SKEMA Business School and president of the International Institute of Forecasters, this remains a significant asset for French exports. He notes that “the image of non-price aspects of French consumer goods remains broadly positive on the European market”, even if that recognition no longer offsets certain structural weaknesses.

Pricing remains a key weakness in overall perception

Behind that qualitative image, price remains the main source of tension. In several sectors, French products are still seen as more expensive than those of their competitors. The situation is particularly clear in pharmaceuticals and hygiene-beauty products, where France ranks last among the ten economic areas compared. In food products and home equipment, France also remains in the lower half of the ranking.

Laurent Ferrara stresses that this weakness continues to affect the final perception of French products. In his view, “our main problem comes from the fact that product prices are considered uncompetitive compared with those of our international competitors”, leading European importers to judge value for money less favourably than before.

One exception remains: clothing and accessories, where France ranks second on price competitiveness, an unusual result in the broader picture.

Competitiveness seen as incomplete

This tension between recognised quality and high prices is reflected in the value-for-money indicator. In 2026, France no longer appears in the top half of the ranking in any of the four sectors studied.

For Marlène Goncalves Andrade, economist in Rexecode’s Studies and Modelling division, this reflects less an isolated weakness than a broader lack of alignment. She argues that “French competitiveness rests on real qualitative fundamentals, but fragmented ones”, and points out that reputation and innovation alone are no longer enough to secure purchasing decisions.

According to her, consistency between quality, design and price becomes decisive when buyers choose between suppliers.

European competition remains intense

The study also confirms the strength of several direct competitors. Germany retains a dominant position on non-price criteria thanks to its reputation for industrial quality, despite products also being seen as expensive. Italy continues to benefit from a clear advantage in design and ergonomics, particularly in clothing. At the same time, Central and Eastern European countries maintain a strong structural price advantage, while China is gradually narrowing the gap on qualitative criteria.

A useful reading of trade developments

The results mirror trends observed in European trade flows. In clothing, where the French image remains strong, France’s share of European exports rose from 12.1% to 18.6% between 1995 and 2024. By contrast, in food products, pharmaceuticals-hygiene-beauty and home equipment, the relative weight of French exports has halved over the same period.

For Olivier Redoulès, director of studies at Rexecode, the survey helps identify more clearly the industrial levers that need strengthening. He notes that it sheds light on “our capacity to embed reindustrialisation over time” and stresses that, in a context marked by rising protectionist measures, non-price competitiveness remains a key resilience factor for exporters.