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Summary of our market study
The French market for aperitif cookies is estimated at €2 billion.
The global market for aperitif cookies is experiencing significant growth. The market, estimated at €17 billion in 2020 in Europe, is largely dominated by private labels, which will hold 39.9% of market share in 2022, followed by international giants such as PepsiCo with 17%. The French market accounts for around 13% of the value of the European market.
Traditional basic products such as salted seeds dominate.
Producer prices for aperitif cookies rose by around 28% after the Covid period.
France has a positive trade balance in this sector.
Trends in the French aperitif market
In France, the aperitif, a customary pre-meal gathering with snacks and drinks, is deeply rooted in culture, and sometimes replaces dinner.
The French market for aperitif cakes is characterized by annual consumption of around 3 to 4 kilograms per person. The European average is around 4 kilograms, and is significantly higher in the UK and the Netherlands.
This booming demand is largely due to the growing French craze for extruded tiles and cookies. The market for seeds and peanuts alone exceeds €1 billion.
French consumers are more likely to be men than women, and people over 65. 70% of men eat aperitifs more than once a month, compared with 64% of women, and the popularity of aperitifs peaks during the summer and the festive season.
The French market is increasingly moving towards healthier snack options. Consumers are increasingly looking for organic and low-calorie products. A third of the population eat organic food at least once a week. This demand has spawned a new wave of products with reduced salt and fat content.
In France, organic aperitif cakes alone accounted for 35 million euros in 2020, up 40% on 2019.
Private labels and major groups such as PepsiCo, Mondelez, Kellogg's and Intersnack dominate the market. However, new entrants are offering products considered healthier.
Aperitif cookie market players
- PepsiCo: one of the main giants of the snacking industry, with the Lay's and Doritos brands.
- Mondelez: another snacking heavyweight with the Belin and TUC brands.
- Kellogg's
- Intersnack , Vico brand
- Europe Snacks: offers a wide range of private label products.
- Too Good: specialist in healthy snacking and low-sugar, low-fat products.
- Bjorg, Léa Nature, Payzan , organic brands
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Summary and extracts
1 Market overview
1.1 Definition and scope of study
The aperitif was originally a snack consisting of both drinks (alcoholic or non-alcoholic) and cookies (sweet or savoury), which preceded the meal. It represents a real moment of conviviality for those who share it, and has gradually evolved to replace dinner. In fact, aperitif dinners are becoming increasingly popular with the French.
Aperitif cookies are the dry savoury products consumed at these events. The market is divided into four main food categories: salted seeds, tiles and extruded products, potato chips and crackers.
The global market for snack cakes is growing, and is expected to expand at a CAGR of 4.9% between 2021 and 2029. The main consumers of these products are developed countries, notably the United States and the United Kingdom. Countries such as China and India account for only a small proportion of consumers.
In France, aperitifs are extremely popular, with 66% of French people enjoying them at least once a month. Sales of aperitif cookies are expected to grow by 2.3% between 2021 and 2022, driven in particular by the popularity of tuiles and extruded biscuits. The potential for development is great, as the French consume only 3.5 kg of these products per year, compared with 4 kg for the European average. This is almost half the figure for the UK and the Netherlands.
The aperitif cake market is divided between private labels and major international groups. Mass-market brands account for almost half of sales, while PepsiCo, Mondelez, Kellogg's and Intersnack share almost all the rest of the market.
The savoury aperitif market is booming, driven by innovation. New products focus on health, the environment and gluten-free products. Although dominated by the snacking giants, the aperitif sector remains sensitive to innovation, which encourages the arrival of new entrants. To sustain growth, players are focusing on innovation. The main challenge remains the difficult balance between taste and nutritional value, in the face of growing consumer expectations in terms of naturalness.
1.2 A growing global market
Size of the global "Savory Snacks" market World, ****-**** (***), in billions of dollars Grandviewresearch
The main consumer countries of aperitif products are the United States and the United Kingdom (***). Developing countries still lag far behind the developed world in this market. India consumed *.* kg and China * kg per person in ****. [***]
However, ...
1.3 The French market for aperitif cakes
Aperitif cookie sales France, ****-****, in billions of euros Source: ****
The French consume an average of *.* kg of aperitif products per capita, and spend around €** in the savory aisle, which they visit ** times a year. there's still potential for growth," notes Sophie Van Eeckhaute, "since per capita consumption is * kg in ...
1.4 A trade deficit
The codes used are: ******; ******; ******.
French trade balance for aperitif cookies France, ****-****, in millions of dollars and in % UN Comtrade
France is a net exporter of aperitif cookies, and its coverage rate is tending to increase: + ** points from **** to ****.
Belgium is by far the leading destination for French aperitif cookie exports ...
1.5 The impact of Covid-19 on the aperitif market
With the pandemic crisis, the practice of aperitifs became more virtual and more family-oriented. Indeed, **% of those surveyed took part in one or more virtual aperitifs during the confinement period. What's more, **% of those who took part in one or more virtual aperitifs intend to continue this practice, which is important ...
2 Demand analysis
2.1 The French, big fans of the aperitif
Consumer profile
Gender of aperitif consumers France, ****, percentage of respondents Source: ****
Men consume more aperitifs than women. In fact, **% of them consume them more than once a month, compared with **% of women. However, the gap narrows in summer.
Furthermore, young people are less frequent consumers than their elders, with only **% of ...
2.2 Aperitifs at home, a good time to eat crackers
**% of French people can host an aperitif at home at least once a week, and **% of French people can host an aperitif at home!
How often can the French enjoy an aperitif at home? France, ****, in ObSoCo
When are aperitifs served? France, ****, in usage study on the aperitif moment, May ****, origin ...
2.3 Consumers looking for healthy products
French consumers are increasingly turning to organic products. According to a study by Spirit Insight for Agence Bio, which surveyed *,*** French people over the age of **, representative of the national population in ****, **% of French people consume this type of product at least once a week, and **% every day. In ****, only **% of ...
2.4 Extremely cyclical demand
Interest in search "Apéritif France, ****-****, Google Trends index Source: ****
The results in the graph above reflect the proportion of searches for a given keyword in a specific region and for a specific period, in relation to the date when the rate of use of this keyword is highest (***). A ...
3 Market structure
3.1 Aperitif cookie market structure
The market is largely dominated by private labels. In ****, they will hold **.*% of market share. The leading industrial brand, PepsiCo, is a distant second with **% market share.
Market share in value of salted appetizers and potato chips players France, P* ****, as a percentage of market value Source: ****
While private labels are ...
3.2 French aperitif cookie production is dynamic
Naf code **.**z refers to the "manufacture of cookies, rusks and preserved pastries" and includes savoury aperitif products, including extruded products, and their assortments. It also includes preserved pastries (***) and pancakes, which are outside the scope of our study. It also excludes potato chips and potato-based aperitifs, which account for a ...
3.3 New players try to make their mark
Despite the high concentration of the market and the popularity of private labels, innovative brands are starting to produce aperitif cakes, in particular to meet new consumer expectations.
Created in ****, the Too Good brand has invaded supermarkets with its low-sugar, low-fat products. The No Chips range contains just *.*% fat, is vegan, ...
4 Offer analysis
4.1 Typology of aperitif products
There are * major segments in the snack cake market:
Salted seeds, which include roasted pistachios, peanuts, cashews, etc. Tiles and extruded products, which include tiles and extruded cookies such as Monster Munch, Curly, *D chips, etc. Potato and vegetable potato chips. And finally, savoury cookies, which include crackers.
Salted seeds account ...
4.2 Higher prices for healthy products
Aperitif cake prices are rising, and part of the observed growth in sales value is therefore due to inflation. If we look at the volume and value growth of the various products, we can deduce the impact of inflation on these segments.
Savoury cookies and tiles and extrudates have seen significant ...
4.3 An increasingly healthy, premium offering
Historic aperitif brands are developing their healthy product ranges to meet the expectations of consumers who are increasingly concerned about their health and the environment. This trend can be observed across all products.
In the salted seeds segment, Benenuts has launched its Plaisir Brut Bio range, with no added salt and ...
5 Regulations
5.1 Regulations
All foodstuffs are subject to the general provisions of the French Consumer Code in terms of conformity (***).
Several regulations lay down the legislative foundations for food hygiene in France:
Regulation n°***/**** on the general principles and requirements of food law[***] Regulation n°***/**** on the hygiene of foodstuffs[***] Regulation n°***/****, which lays ...
6 Positioning the players
6.1 Segmentation
- PepsiCo
- Mondelez France
- Intersnack (Knabber Geback Group)
- Kellogg's France - Kellanova France
- Altho Brets
- Triomphe Snat
- Europe Snacks
- Mondelez
- Pringles (Kellogg's)
- Belin (Mondelez groupe)
- Lays
- Vico (Groupe Intersnack)
- Michel et Augustin
- Benenuts (Pepsico)
- Intersnacks France Curly
- Pasquier (Groupe)
- Nataïs Popcorn
- Boehli Bretzel
- Dr Oetker
List of charts presented in this market study
- Size of the global Savory Snacks market
- Aperitif cookie sales
- Type of aperitif consumers
- Aperitif frequency by age group
- France's favorite aperitif products
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Latest news
Vif to manage Brioche Pasquier's factory park - 21/03/2024
- - Sales in 2022: 859 million euros.
- - Number of employees: 3,600.
- - Number of production sites: 17 (including 3 abroad: UK, USA, Spain).
- - Sales presence: Belgium, Italy, Portugal, Asia.
- - Five activities: brioche, rusks, patisserie, international, "Agri" division.
- Vif: - Sales in 2023: 28 million euros.
- - Number of employees: over 270.
- - Number of sites equipped: over 700.
- - Number of users: 18,000 in France and abroad.
Brets to promote fair trade potatoes with Agri-ethics label - 07/03/2024
- - Altho is the French market leader in potato chips.
- - 100% of Brets brand potato chips will be made from fairly-traded potatoes.
- - 80% of Altho's potato requirements will be covered by this partnership with Agri-éthique, with the remainder purchased from traders.
- - Altho was founded in 1995.
- - Altho has 300 partner farmers.
- - Agri-éthique was created in 2013 and is a subsidiary of the Cavac agricultural cooperative group.
- - Agri-éthique has 43 organic and non-organic brands.
- - Agri-éthique generated sales of 457 million euros.
- - Brets has a 15% market share (by volume) in France and sales of 280 million euros.
- - Brets is the second-largest French potato chip brand behind Lays, owned by the PepsiCo group.
Altho Brets invests 100 million euros in third potato chip plant - 13/12/2023
- Altho, the potato chip specialist, is to invest 100 million euros in a third production unit.
- Altho has a market share of over 15% in France, making it the country's second-largest producer.
- The French consume an average of 1.3 kg of potato chips per person per year, lower than the European average of 2 kg per person per year.
- The new plant is designed to produce 15,000 tonnes of product per year, bringing Altho's total production capacity to over 55,000 tonnes of product per year.
- 40% of potato chips consumed in France are imported.
- Altho Brets forecasts sales of 275 million euros this year, rising to 205 million euros by 2022.
- Altho employs over 400 people between its sites in Morbihan and Ardèche.
Altho Brets confirms plans for €100 million plant in Morbihan, France - 09/12/2023
- Altho Brets annual production: 40,000 tonnes of chips.
- Altho Brets market share: 18% of the French market.
- Investment announced by Altho Brets: €100 million in a new site.
- Production capacity of the new site: 15,000 tons of potato chips per year.
- Number of farmers supplying Altho Brets: 200 farmers.
- Number of additional farmers needed for new production: 150.
- Total number of Altho Brets employees: over 400.
- Company sales in 2022: 206 million euros.
- Percentage of potato chips consumed in France that are imported: 40%. Altho Brets: started operations in 1995.
Danone to sell Michel et Augustin to Italy's Ferrero - 08/12/2023
- Danone first acquired a 40% stake in Michel et Augustin in 2016, then took over the remainder in 2020.
- Danone had sold Lu to Kraft Foods (which became Mondelez in 2012) for $5.3 billion in 2007.
- Ferrero acquired Delacre cookies in 2016, then Kellogg's cookies in 2019 for $1.15 billion.
- In 2017, Ferrero accounted for 60% of growth in the cookie category on the French market.
- Michel et Augustin is present in the United States, Shanghai, Hong Kong, Belgium, Germany and Switzerland
Altho Brets invests €100 million in a new chip plant - 02/12/2023
- Altho Brets investment: €100 million
- Year of construction of third potato chip plant: end 2025 in Pontivy, Morbihan
- Production capacity of the new plant: 15,000 tonnes of potato chips per year Percentage of potato chips consumed in France that are imported: 40%
- Current number of employees: 336
- Number of jobs likely to be created by the project: 40 by 2030.
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