The apple market - France

The global apple market has experienced significant growth, with production increasing by 115% from 1985 to 2020, culminating in a total output of 89 million tonnes in 2020. China remains the dominant producer with a staggering 49% market share, emphasizing its focus on domestic consumption. Competition has intensified with new producers emerging, particularly in the northern hemisphere countries like Turkey, Ukraine, and Russia which benefited from the Russian embargo on European apples in the mid-2010s. European production also saw a 20% increase between 2010 and 2020, reaching over 12 million tonnes in 2021, with Poland producing 3.5 million tonnes and Italy 2.4 million tonnes.

France, despite being a historical leader in apple exports, now struggles with a production decline of more than 20% between 2010 and 2020, and its global ranking dropping to the 10th position in 2020. On the French market, the value fluctuates between 869 million and 3.59 billion euros, exports amassed to 375.4 million euros, and imports to 127.3 million euros in 2021. French apple production is on a downtrend due to several factors such as reduced cultivation area, climate hazards, and decreased yields. Exports also suffered, halving to 350,000 tonnes in 2021 from 700,000 tonnes in 2014, with the main European partners being the UK, Spain, and Germany.

Apple juices and compotes remain dynamic segments, with apple juice constituting 13.5% of the juice market volume in 2021. The rise in prices for apples is reflected in the range of retail prices from 2020 and 2023, for example, Organic Bicolore apples showed an increase from 2.93 to 3.62 euros per kilogram. The French processing industry heavily relies on the quality and origin of apples, balancing domestic and imported produce to manage costs and market demands.

Trends in Apple Consumption and Preferences in France

In France, apples retain their coveted status as the nation's favorite fruit, with a consumption rate of about 16-17 kilograms per household annually. This popularity reflects a market share in volume of nearly 18%, surpassing other fruits like bananas and oranges. A considerable majority (88%) of French households regularly include apples in their diet, revealing an entrenched cultural preference for this versatile fruit. Despite its steady domestic consumption, France's apple market has experienced recent fluctuations. Demand has demonstrated both ascending and descending tendencies, indicating a complex consumer market. Notably, between May 31 and June 20, 2022, there was a significant drop in demand. This decline is possibly related to the diminishing purchasing power of the French, leading to strained destocking efforts for industry players.

French households' apple purchases showcased a slight decrease in volume from 2020 to 2021, while prices remained relatively constant. Consequently, the average expenditure on fresh fruit slightly decreased, moving from 234 euros to a range between 220 and 230 euros per household. Apple varieties such as Golden and Gala resonate particularly well with French tastes, alongside Pink Lady and Granny Smith. However, an increasing focus on organic and high-end products in response to stringent local agricultural regulations and market segmentation strategies has led to rising prices. This trend has resulted in a contraction of the volumes purchased by consumers, who are increasingly sensitive to price considerations.

On the international front, France's apple exports are declining, with volumes more than halving in less than seven years. Its global market share in this domain has also diminished, from 7% to 3.5%. This shift has benefited competitors like Poland and Italy, who now hold a combined global market share of 20%. In response to these challenges, the French apple market is undergoing a transition. Producers are working within a framework that enforces many standards, pushing for a production focus on niche, high-quality market segments. However, high labor costs (representing 40-60% of expenses) and regulatory impacts on yield have positioned French growers on a difficult playing field.

The market for processed apple products, particularly apple juice and applesauce, has been simultaneously burgeoning, pegged for continued growth in the coming years. France is the second-largest market in Europe for apple juice after Germany, and compotes, especially those sold in squeezable pouch formats, have seen notable market growth, with production reaching 400,000 tons .

Dominant Forces in the Apple Market

The apple market, with its diverse offerings and global reach, is a testament to the fruit's enduring popularity. In this competitive arena, several key players have emerged to establish their dominance. These companies play pivotal roles in shaping the market through their production, distribution, processing, and branding strategies.

• Blue Whale sits among the giants in the fruit station sector, leveraging its extensive network and resources to move vast quantities of apples from farms to the final consumer. With a focus on transformation and quality assurance, Blue Whale ensures that even apples not meeting fresh market criteria find their place in various forms of value-added products.

• Another significant contender, Innantis, formerly known as Pomanjou, stands tall with a broad distribution reach and a keen eye for quality. Their role within the fruit stations echo a similar sentiment to Blue Whale's, reinforcing the importance of quality control and efficient distribution within the sector.

• When it comes to juice production, the landscape reveals a heavy reliance on apples as a primary ingredient. Brands like Innocent, owned by Coca-Cola, and Joker, under the umbrella of Eckes Granini Group, command substantial market shares. These companies have mastered the art of catering to consumer preferences, offering a wide range of juices that span from pure pressed to creatively blended varieties.

• In the territory of apple-based desserts, Materne makes a significant impact with its Pom'Potes brand, particularly within the gourds segment. This company has effectively capitalized on the consumer's inclination toward convenience, prompting a substantial growth in the compote market.

• Meanwhile, Charles & Alice is carving out its own legacy in the acquisition of market share, particularly within the fresh produce section. They balance the complexities of consumer desires for local origins against the pragmatic approach required for ensuring profitability and availability of products for the masses.

As we consider these pivotal market players, it becomes clear that the apple market is a dynamic and multifaceted one, driven by consumer demands, production capabilities, and the strategic positioning of major brands. Their efforts to uphold quality, preserve freshness, innovate in processing, and strategize in marketing all contribute to their influential roles in a market as vast and enduring as that of the apple industry.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 15/09/2023

Summary and extracts

List of charts

• Ranking of the largest apple growers
• Production of Europe's three largest apple growers
• National apple production
• Weight of different fruits in production areas
• Weight of various fruits in production volumes
• French apple exports
• Main buyers of French apples
• French apple imports
• France's main apple suppliers
• How to eat apples with a meal
• What do consumers think of apples?
• When should apples be eaten outside of mealtimes?
• Change in quantities of table apples purchased by households (for home consumption)
• Annual consumption of apples per household in volume
• Purchases of fresh fruit by French households for home consumption
• Value of fruit purchases between 2020 and 2021
• Yield trends in apple orchards
• Breakdown of fruit juice distribution
• Market share for different juices
• Increase in juice packaging costs in 2022 compared with 2021
• Market share by value in the fruit juice aisle
• Sales of compotes sold in fresh and ambient sections
• Sales of the different compote ranges sold in the ambient department
• Sales of different compote ranges sold in the fresh produce section
• Compote manufacturers' market share by value
• Market share in value of compote gourd manufacturers
• Monthly change in price per kg of 3 apple varieties sold in supermarkets
• Gross producer price indices for agricultural products, base 2015
• Gross producer price indices for agricultural products, base 2015
• Gross producer price indices for agricultural products, base 2015