This paper looks at the scope for individual adaptation toflood risk in the South of France. From a survey of 418 respondents in two flood-prone areas, we collected data on the adoption of individual adaptation measures and the willingness to pay for individual and collective measures. First, we study the determinants of adoption and of the willingness to pay. We then compare willingness to pay for individual versus collective measures. We end with a cost-benefit analysis of individual adaptation. Results show a willingness to pay for adaptation measures, although few have yet been adopted. Perceptions of hazards and damage have different influences: the first favours the adoption of measures, the second increases the willingness to pay for measures. Finally, the cost-benefit analysis suggests that completely dry proofing a house up to a certain height may not be economically viable. This calls for the promotion of cheaper and potentially more cost-efficient measures.