The aromatherapy market - France

Aromatherapy is establishing itself as a pillar of natural health practices in France, supported by massive adoption by the general public and growing structuring of the industry. In 2023, 89% of French people said they had already used an alternative therapy, 37% of them aromatherapy. Although the use of essential oils is often autonomous(86% of users use them unaccompanied), it is also rooted in the medical field: 75% of general practitioners recognize alternative medicine. In commercial terms, the market remains dynamic despite a trade deficit: €370 million in imports versus €366 million in exports in 2023, with a coverage rate of 98.9%, up on 2022 (90.7%). France's main sources of supply are Italy(34 M€), India(32 M€ despite an 18% drop), and Turkey(24 M€,-5.5%). Its main export markets are the United States(62 M€,-5.6%), Germany(43 M€) and Switzerland(36 M€,+14.8%). The production sector is going from strength to strength: between 2017 and 2023, the number of manufacturing establishments grew by 5%, and headcount jumped by 18.8% (7,086 employees). However, production is under pressure: lavender has fallen from 159 tonnes in 2020 to 90 tonnes in 2023 (-43.4%), and the area under PPAM has declined from 66,625 ha in 2021 to 59,391 ha in 2023 (-10.9%). The average price of a 15-mL bottle is €6.85, with significant disparities between essences (from €4.6 for Cinnamon to €13.6 for Geranium). Every year, 20% of French households consume around 3 bottles, representing sales of €52 million in consumer distribution, excluding professionals. The sector is driven by strong leaders: Puressentiel (€110 million in sales by 2023), Pranarôm (€100 million) and Aromazone (€200 million by 2022). Puressentiel alone accounts for 26% of pharmacy sales, with 70% of its distribution in pharmacies, and produces 20 million units a year, distributed in 69 countries.

Lastly, the brakes on growth continue to be imposed by public perception: 83% of users fear misusing essential oils and 38% feel ill-informed, while 32% express doubts about their efficacy. Nevertheless, 70% of French people have a positive image of natural therapies, which they see as a response to the shortcomings of the healthcare system, particularly for 58% when faced with the difficulty of obtaining an appointment and 54% when faced with medical deserts.