The aperitif biscuit market - France

The global market for aperitif cookies, particularly favored in France, demonstrates significant growth. The market, valued at 17 billion euros in 2020 in Europe, is largely dominated by private labels, holding 39.9% of market share as of 2022, followed by international giants such as PepsiCo with 17%. 

Organic aperitif cakes alone accounted for 35 million euros by P2 2020, marking a 40% increase from the previous year. Despite this, traditional staples like salted seeds remain dominant, accounting for 1,000 million euros in sales in 2022. Inflation has affected prices, particularly in healthier product variants, with producer prices for aperitif cookies rising about 28%. France's trade balance remains positive in this sector, primarily exporting to and importing from Belgium, reflecting the intertwined nature of production with major industry players.

The Flourishing French Market for Aperitif Snacks: Trends and Consumer Preferences

In France, the aperitif, a customary pre-meal gathering featuring snacks and drinks, has evolved into an occasion that sometimes replaces dinner. This cultural transformation has significantly impacted the market for aperitif snacks, particularly cookies that are a staple at these social gatherings. The French aperitif cakes market is marked by an annual consumption rate of roughly between 3 and 4 kilograms per person, underscoring a strong potential for growth especially when compared to the European average of around 4 kilograms and notably higher figures in the UK and the Netherlands.

This burgeoning demand is largely driven by the French's growing fondness for tuiles and extruded biscuits. France, while enjoying a stable aperitif tradition, still holds room for market expansion as it represents only about 13% of the European market's value. French consumers demonstrate a strong preference for aperitif moments, with men partaking more often than women, and individuals over 65 and the 35-49 age bracket indulging in these snacks most frequently. A notable 70% of men enjoy aperitifs more than once a month compared to 64% of women, and the popularity of aperitif sessions peaks during the summer and festive seasons.

The French market is seeing an increased lean towards healthier and environmentally-friendly snack options. Consumers are progressively looking for organic and low-calorie products, with around one-third of the population consuming organic food at least once a week. The demand for healthier options has spawned a new wave of products, including reduced salt and fat offerings, which promotes a significant challenge for manufacturers to balance taste with nutritional value.

Despite the stronghold of private label products and prominent groups like PepsiCo, Mondelez, Kellogg's, and Intersnack, the sector remains open to innovation. New entrants, leveraging health and environmental concerns, have introduced products with a reduced ecological footprint and better health profiles. The competition within the aperitif snack sector is dynamic, yet challenging, as producers strive to meet evolving consumer expectations while maintaining palatability. In analyzing this robust market, one may underline the increase in production costs attributable to raw materials, which have led to price hikes for snack cakes. Notably, the healthy, organic, and gluten-free variants are growing steadily.

Prominent Players Steering the Aperitif Cookies Market Landscape

The aperitif cookie market teems with a mix of big international names and dynamic newcomers, all vying for a piece of the ever-growing consumer appetite for these sociable snacks. As we delve into the savory narratives of these market stalwarts, we recognize a blend of deep-rooted tradition and bold innovation.

• PepsiCo : As one of the leading giants in the snack industry, PepsiCo's reach is extensive, cutting across numerous market segments including aperitif cookies where their powerhouse brands like Lay's and Doritos enjoy vast popularity. Their strategic move in recent years to repatriate production to France underscores an eco-conscious shift, aiming to reduce transportation impact and cater directly to local tastes.
  
  
• Mondelez International : Another heavyweight in the snack ring, Mondelez, brings to the table beloved brands such as Belin and TUC, which have become synonymous with the aperitif moment. Mondelez boasts production facilities within France, indicating a commitment to locale-specific manufacturing and the prowess to innovate and adapt to the changing tides of consumer demand.
  
  
• Kellogg's and Intersnack : These companies, though not as pronounced in the aperitif niche as PepsiCo and Mondelez, still command considerable market share with an array of products that cater to a range of tastes and preferences. With Intersnack pushing the boundaries of the norm with interesting flavors and textures through its Vico brand, it demonstrates a keen attunement to the pulse of the market.
  
  
• Europe Snacks : Ascending to the role of silent behemoth, Europe Snacks is the force behind a multitude of private-label products that adorn supermarket shelves. Their presence is pivotal to the private labels' stronghold on the market, outlining the influence that a dedicated producer can have in driving private-label success.
  
  
• Too Good : As a beacon of healthy snacking, Too Good has stormed the scene with their low-sugar, low-fat product lines, including innovative "popping" techniques for their crisp production. They are clear evidence of how a newcomer can disrupt traditional models with a sharp focus on health-conscious offerings and shrewd marketing strategies.
  
  
• Organic and Health-forward Brands : A slew of organic-focused brands such as Bjorg, Léa Nature, and the sprouting Payzan illustrate the market's swing towards health and sustainability. These brands leverage their organic, gluten-free, and locally-sourced credentials to carve a niche.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 11/11/2023

Summary and extracts

List of charts

• Size of the global Savory Snacks market
• Aperitif cookie sales
• Type of aperitif consumers
• Aperitif frequency by age group
• France's favorite aperitif products
• Aperitifs à croquer - the ideal aperitif
• What makes an ideal aperitif product?
• When are aperitifs served?
• French people's reasons for hosting an aperitif at home
• How often can the French host an aperitif at home?
• Poll: Have you consumed organic products in the last 12 months?
• Growth of the organic food market in France
• French summer aperitif frequency
• Search interest "Apéritif
• Market share in value of players in savoury aperitifs and potato chips
• Market share of aperitif products
• Sales index for the manufacture of cookies, rusks and preserved pastries
• Growth of different types of snack cakes
• Trends in production prices for rusks, cookies and preserved pastries
• Main destination countries for French aperitif cake exports
• Main countries supplying aperitif cakes
• French trade balance for aperitif cookies
• Percentage of French people who made video-appetizers during the first lockdown, by age group