Rapport nr - SIFO

40quality in France. Perhaps the insurance of quality certified by Label Rouge was totally in accordancewith the expectations of consumers in this period.Figure 7.1 Study of CREDOC-INC 2001However, the appellations valuing tradition more than certification of quality were not so successful,and perceptions were not identical for all consumers. Young people were probably more influenced bythe media and without point of reference concerning quality compared to older consumers, and whoalso had only one solution to be insured of the quality- the certification by label (Figure 7.2).Figure 7.2 Relation between age and labels (Study of CREDOC-INC 2001)As seen in the previous figure, the older persons had a perception and some points of reference, developedby their own experience, and were less influenced by these food crises. Therefore, older consumersneeded less certification of quality. Although it is difficult to draw many conclusions from onlyone study and it seems important to emphasise the link between the consumer’s preference to havequality assurance during this period and the increase of Label Rouge’s success. However, this is notthe only explanation that can be made to explain the difference of notoriety between Label Rouge andappellations. For example, and as mentioned previously, appellations and labels do not concern thesame products. In fact Label Rouge can be possible for all products, even industrial products. Largebrands like “Poulet de Loué” can also have the Label Rouge if their quantity and means of transformationlook like more like at an industrial product than at a farming product. Having this type of product