(Le Figaro, Gilles Boutin, March 18, 2026)
The Rexecode-Skema survey based on 500 purchasing managers in six European countries shows that French products enjoy an excellent non-price perception for quality, design, innovation, and services, ranking among the top three in agri-food, pharmaceuticals, and clothing.
Prices perceived without considering quality are uncompetitive in most sectors, leading to an overall quality-price ratio judged mediocre and worsening compared to 2022, with France in the bottom half of the ranking everywhere.
This weakness explains the loss of market share in Europe over the last thirty years and the persistent trade deficit, while Germany and the Netherlands better offset high prices thanks to superior non-price competitiveness.
France produces well but sells too expensively.
France produces excellent products… but sells them at prices a bit too high. This is, essentially, the message of the Rexecode-Skema study on the “competitiveness of French exports among foreign importers.”
The quality-price ratio is mediocre and determines the purchase.
The study concludes that the quality-price ratio in France is “mediocre.” Yet “ultimately, it is precisely this that determines the purchase decision,” recalls Laurent Ferrara, professor of international economics at Skema Business School.
General deterioration compared to 2022.
The quality-price ratio shows a widespread decline. In 2026 France is now in the second half of the ranking in all sectors, while in 2022 it still occupied third place in the pharmaceutical and personal care sectors, as well as clothing and accessories.
Germany better compensates for high prices.
Germany is so strong in terms of quality and innovation that it is perceived as the best choice in terms of quality-price ratio […] Unlike France, countries like China or Italy are gaining ground.
Investment in non-price positioning is necessary.
France has already made efforts to improve its competitiveness in recent years […] the high labor cost does not prevent the Netherlands or Germany from being competitive […] today it is necessary to invest more in aspects beyond price to stand out.
(Excerpt from the newsletter by Giuseppe Liturri)
