For its first year as Official Supplier of the Tour de France, M&M'S® is launching the "Détour de France", celebrating the French desire for escape.
HAGUENAU, FRANCE, July 16, 2026 / EINPresswire.com / -- To mark its first year as Official Supplier of the Tour de France and Tour de France Femmes with Zwift, M&M’S ® is launching the “Détour de France”, a celebration of the French love for escapism, inspired by a new M&M’S ® and OpinionWay study.
The study reveals that one in four French people (23%) enjoys taking unexpected detours,
and that 82% have already made a deliberate detour for a gourmet break, proving that for many, the journey matters much more than the destination. Rather than always seeking the fastest route, French travelers consider the journey an adventure in itself, prioritizing curiosity, summer rituals, and gourmet stops over speed.The French prefer to enjoy the journey:
The main takeaway from the study is clear: the French like to take their time. Three out of five respondents choose the longest route, and nearly a quarter (23%) appreciate unexpected detours.
This tendency to slow down is even more pronounced during the summer holidays, with 82% of those surveyed admitting to having made a deliberate detour just to enjoy a gourmet break. When asked which region they would be willing to drive several extra hours to, respondents ranked Brittany first (17%), followed by Auvergne-Rhône-Alpes (14%) and Provence-Alpes-Côte d'Azur (13%). Locals themselves confirm this fondness: 46% of Bretons choose their own region as a detour destination.
The study's surprising generation is the 18-24 year olds: 91% of them have already deviated from their route to eat, with 23% doing so "often." That's 10 points higher than the 50+ age group (81%).
The results highlight a genuine desire to travel differently, with curiosity sometimes taking precedence over speed.
On the roads of France, the Tour de France remains an unmissable event:
For many French holidaymakers, this spirit of adventure and discovery perfectly aligns with the country's most famous summer journey: the Tour de France.
This year again, nearly half of the French (45%) say they will follow the race in one way or another. Among them, 42% watch it on television, 18% follow it on social media, and 12% plan to cheer on the riders along the roadside.
Even among those who cannot attend in person, enthusiasm remains high: 57% would like to see the famous publicity caravan make a detour through their town or city.
Breakaway riders, climbers, or last-place finishers: what kind of traveler are you?
The study compared the attitudes of French people during their journeys with the typical profiles of Tour de France riders
: • The Peloton Rider (28%): generally follows the planned route with the others.
• The Breakaway Rider (25%): likes to leave the planned route to discover new places.
• The Climber (24%): is willing to make extra efforts to reach a worthwhile destination.
• The Last-Place Rider (22%): takes their time and enjoys the journey more than the destination.
When the Tour Takes a Detour:
To mark its first year as an Official Supplier of the Tour de France, M&M'S launched "Le Détour de France," a creative activation that reinvented traditional sports sponsorship. The brand took a detour through three cities off the official route—Lyon, Strasbourg, and Nantes—to bring the excitement of the event directly to fans who couldn't attend.
Accompanied by Loic Bruni and creators such as Félix Détour, Lapany, Ton pote Gillian, and Just Riadh, a vehicle entirely decked out in M&M'S colors offered an immersive experience right to the doorsteps of the winners. Prior to the activation, a social media contest gave the most creative participants the chance to win this exclusive tour.
Through this initiative, M&M'S celebrates spontaneity, unexpected detours, and the joy of being together, reminding everyone that the best memories are often created by taking the road less traveled.
*OpinionWay study of 2237 French people aged 18 and over (June 17-24, 2026)
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