Summary

from 2020 onwards, the global coffee market underwent significant changes, due in part to the effects of the COVID-19 pandemic. The pandemic led to a 33.1% drop in sales in the Cafés-Hotels-Restaurants (CHR) sector, while the home consumption market saw an unprecedented rise, with supermarket sales increasing by 8.8% in value and 3.2% in volume. Demand for differentiated, premium products increased, as evidenced by the growing popularity of coffee pods and the move towards premium coffee experiences. The French organic coffee segment also recorded sales growth of +19% over the period September 2020 - August 2021, with sales of organic coffee beans up +50% over the same period.

Despite the challenges, the coffee market is persevering with product innovation and adapting distribution channels, with hypermarkets and supermarketss hold 81% of the home consumption market share, followed by hard discounters (12%), e-commerce (4%), and convenience stores (3%). France, a major importer of coffee, has seen its export business grow, pointing to an increase in processed coffee exports, with imports worth $2.89 billion and exports worth $1.41 billion in 2020.

Changing consumption patterns and the rise of premium coffee in France

In France, the deep affection for coffee is reflected in high consumption rates, with the market revealing progressive trends towards premiumization and a marked interest in different product formats. On average, French consumers consume the equivalent of 5 to 5.5 kg of coffee beans a year, placing France among the world's top 20 consumers. This mature market, valued at several billion euros, has seen not only an increase in the value of coffee sales, but also a shift in consumption habits towards higher-quality products.

The French coffee market is characterized by a wide range of choices, from traditional ground coffee to innovative coffee pods and soluble versions. Roasted coffee retains the largest volume share in supermarkets, with over half the market. However, interest in portioned coffee solutions, such as espresso pods, is significant and growing, driving value growth in the sector. In particular, coffee pods have become a staple in French households, with Senseo, Tassimo and Nespresso leading the way. Such is the popularity of coffee pods that this segment records the most frequent purchases, capturing over a third of the market value in supermarkets.

Consumer preferences indicate a strong bias towards quality, with over two-thirds of the population actively seeking out premium coffee options, such as those found in pods. Organic products, despite having a smaller market share in terms of volume, have seen a considerable increase in sales, reflecting a wider shift towards health- and environment-conscious consumption. The rise of organic and fair-trade coffee products, while still a niche, highlights an evolving facet of the market.

French coffee drinkers take their caffeine fix mainly at home, followed by the workplace and various social gatherings. Mornings remain the preferred time for coffee, but consumption continues into the afternoon and over lunch. Factors such as taste quality, longevity of the coffee machine and choice of available coffees play a key role in their purchasing decisions.

The Covid-19 pandemic, while severely affecting cafés, hotels and restaurants with a sharp drop in sales, has catapulted home coffee consumption to new heights. Major brands such as Carte Noire recorded substantial growth, mainly due to the closure of traditional coffee-drinking venues and changes in consumer lifestyles.

In terms of distribution channels, hypermarkets and supermarkets dominate the French market, taking the lion's share, followed by hard discounters, e-commerce and convenience stores. Nestlé and JDE exert a significant influence on the market, controlling a combined majority of sales. This market overview not only highlights the major players who drive the coffee market landscape in France

Diving into the aromatic spheres of the French coffee market, several key players emerge, each with a distinct role and influence on caffeinated tide consumer preferences and consumption trends. These titans of the coffee industry not only shape the choices available to the everyday French consumer, they also play a vital role in the overall structure and dynamics of the market.

  • Nestlé: Establishing itself on the global coffee scene, Nestlé is a household name with an extensive product range that includes the popular Nespresso brand. Known for its elegant single-use espresso machines and repertoire of Nespresso capsules, the company has carved out a significant market share. Thanks to its innovations and consistent quality, Nestlé continues to be a major driver of market trends, particularly in the premium segments.
  • JDE (Jacobs Douwe Egberts): JDE has a strong presence in the pod coffee segment with its Tassimo, Senseo and L'Or brands. It has also made a lasting impact on the French market by offering a variety of options to consumers, satisfying both the need for luxury and convenience. Its range of compatible coffee machines and pods has enabled JDE to significantly master the preferences of French coffee drinkers.
  • Lavazza: Originally from Italy, Lavazza brings a bit of Italian coffee culture to France. Known for its espresso and its wide range of bean-to-cup and ground coffees, it caters for a wide range of preferences, from the most traditional to the most modern. Lavazza maintains its reputation for quality and has established itself on the French coffee market as a distinguished and respected brand.
  • Alter Eco: Significantly moving towards ethical and sustainable practices, Alter Eco offers organic and fair trade coffees that have been well received by the growing segment of environmentally conscious consumers. While its market share may seem modest compared to giants like Nestlé and JDE, its commitment to environmentally-friendly practices positions it as an important player in the organic and sustainable niche markets.
  • Malongo: Another advocate of organic and fair-trade coffee options, Malongo guarantees an environmentally-friendly approach to every cup. Despite a more modest market presence, its focus on quality and sustainability meets growing consumer demand for responsible consumption, securing Malongo's place as a significant participant in the industry's move towards organic offerings.
  • Méo Fichaux: Méo Fichaux, known as a coffee roasting company, has cultivated its niche in the coffee industry.
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  • Number of pages : 30 pages
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  • Last update : 25/09/2023
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Summary and extracts

1 Market overview

1.1 Market overview and definition

Coffee is an energy drink made from roasted coffee beans. Coffee is thought to have been discovered in prehistoric times by inhabitants of the Kaffa region of Ethiopia. It was then transported to Yemen in the 6th century.

Coffee consumption began in earnest in Yemen in the 15th century, then spread throughout the Arabian-Ottoman kingdom, eventually reaching Europe. It is the world's second most traded commodity after oil, and the most widely consumed beverage after water. Global consumption was estimated at 9 million tonnes in 2018, equivalent to 2 billion cups consumed every day. Brazil, the United States, Japan, Western Europe and Northern Europe are the world's biggest coffee consumers, while most of the world's production comes from Brazil, Vietnam, Colombia and Indonesia. Production generally takes place on small farms of less than 5 hectares.

France is a mature market that continues to increase in value thanks to ever greater product differentiation through different tastes and packaging. Market concentration is high, and companies leading the way include Nestlé, JDE and Lavazza .

Organic coffee continues to have a low penetration and growth rate in France, but could be one of the segments driving the market in the medium term. In 2023, this dynamic seems to be taking shape, as the propensity for organic coffee appears to be increasing. The Covid-19 pandemic has altered the paradigm of French consumption habits, insofar as since the health crisis, the French have sought to consume in a healthier way. This has led to an increase in organic coffee sales, and also in the supply of organic coffee. Today, the market is affected by rising prices, but remains stable.

1.2 A growing global market (dominated by Europe)

Annual coffee consumption World, ****-****, million tonnes CAGR : *%Source: ****

World coffee consumption remains relatively stable, with a slight upward trend.

According toICO, the world's leading market is Europe, with **% of global consumption. Despite large populations in Asia and Oceania, these two regions combined account for only **% of global consumption.

Coffee consumption ...

1.3 French market driven by rising prices

In France in ****, the average French person consumes the equivalent of *.* kg of coffee beans a year, placing the nation **th in the world. Finland is the biggest consumer, with ** kg per year. In France, in ****, **% of the population reported consuming coffee. [***]

The chart below reveals how coffee sales in France ...

1.4 Foreign Trade

The international coffee trade is not dominated by direct relations between producing and consuming countries. In fact, the transformations that coffee beans undergo before reaching the end consumer (***) enable intermediate countries to integrate into the world market. Switzerland, for example, is a major player in the international coffee trade, thanks in ...

1.5 The effects of the Covid-19 pandemic on the coffee market

The effects of the health crisis on CHR (***) consumption

According to a report by the French coffee union, sales in the cafés-hotels-restaurants sector fell by **.*% in ****. Some companies focusing exclusively on the coffee market have seen their sales plummet by as much as **% during confinements. The reopening of bars and ...

2 Demand analysis

2.1 The French consumer

In this section, we aim to shed light on the preferences and characteristics of French consumers. Generally speaking, coffee consumption in France is high: **% of the population said they enjoyed this beverage in ****, and **% of men and **% of women admit to being coffee fans. For people over **, the penetration rate is ...

2.2 Key demand factors

Coffee consumption can be divided into three main segments: firstly, roasted (***) coffee, the traditional way of consuming coffee. Secondly, there's pod coffee, such as espresso, Senseo or other types. Finally, we have soluble or instant coffee, generally in powder form.

Market share by volume in supermarkets France, ****, in Source: ****

A survey ...

2.3 Demand trends

Product differentiation

In France, recent market trends show that demand is strongly correlated with product differentiation. Product differentiation is an integral part of a very mature market.

Indeed, to achieve this, manufacturers are increasingly seeking to move upmarket. Aspects such as aroma quality, the "terroir" associated with the coffee's origin, the ...

2.4 France's favorite brands

Answer to the question: Which of these brands do you like? France, ****, in Source: ****

Of the ** brands most familiar to the French, Carte d'Or, L'Or and Nespresso make up the top three, while the generalist brand Alter Eco concludes the ranking of the French's favorite coffee brands.

Answer to the question: ...

2.5 France's favourite coffee brands

The graph below shows the French people's favorite coffee brands.

Carte Noire is the French people's favorite coffee brand, with a **.*% approval rating, while Alter Eco is the least appreciated, with a **.*% rating.

French people's favorite coffee brands France, March ****, in Source: ****

In the graph below, we have chosen the brands ...

3 Market structure

3.1 Value chain

[***]

3.2 Coffee production process

The coffee production process consists of a series of essential steps to obtain the beverage.

Harvesting: coffee harvesting is a delicate and crucial task. It involves picking the coffee cherries, the ripe fruit of the coffee plant. These cherries are generally orange-red in color when ready to be harvested. The harvesting ...

3.3 Coffee processing

Thanks to NAF code **.**Z "Transformation du thé et du café" (***). This is due to the fact that the market remains highly concentrated, creating tough competition that leaves few opportunities for new players. However, the number of establishments will increase significantly from **** onwards

Number of coffee processing companies France, ****-****, in ...

3.4 Coffee distribution

Distribution of coffee for home consumption

In ****, the top five distribution channels in France were: hypermarkets and supermarkets with **% market share, followed by hard discounters with **%, e-commerce with *% and finally convenience stores with *%.

Coffee distribution channels for home consumption France, ****, in Source: ****

The concentration of the market can be seen when ...

4 Offer analysis

4.1 The different segments: the rise of portionable coffees

The Arabica/Robusta distinction

There are two main varieties of coffee: Arabica, which grows at higher altitudes (***) and is the most widely cultivated, and Robusta, which grows at lower altitudes and is more concentrated in caffeine. worldwide, in ****, almost **% of production was Arabica and the rest Robusta.

World coffee production by ...

4.2 The price

The graph below illustrates the evolution of coffee prices in France. The base value is *** in ****. If the index value rises to ***, this is equivalent to an overall price increase of *%. Following this logic, we see that, on average, coffee prices for coffee beans or ground coffee have risen by *.*% between ...

5 Regulations

5.1 Regulatory framework

International standards exist for the production, trade and consumption of coffee. The International Coffee Agreement, which was signed by the ** members of the International Coffee Council in **** and came into force in ****, aims to promote international cooperation in the coffee market in order to develop a sustainable coffee economy and promote ...

List of charts

  • Annual coffee consumption
  • Coffee consumption by region
  • Coffee market size
  • Breakdown of coffee-buying households by age group
  • Frequency of annual coffee purchases
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Latest news

Organic crisis: the worst is over for the owner of Bjorg and Alter Eco - 28/03/2024
  • Ecotone, European leader in organic products,
  • Bjorg, Bonneterre and Alter Eco chocolate brands
  • Group sales were stable at 693 million euros, but down 6% in volume.
  • Three quarters of Ecotone's business is with supermarket chains, which account for 53% of market share.
  • Two plants in France and seven others in Italy, Spain, England and Germany
  • 1.600 employees
Pietro Mazzà takes over as General Manager of Lavazza France and Carte Noire - 22/02/2024
  • -Founding year: 1895 in Turin
  • - Company sales: 2.7 billion euros
  • - Number of employees: 5,500 - Number of production plants: 8
  • - Number of countries where the company has production plants: 5
JDE Peet's, Café: historic turn for the owner of L'Or, Senseo and Jacques Vabre - 27/11/2023
  • The Reimann family is the owner of JAB Holding, which has spent
    • Perfumer Coty
    • the Pret A Manger sandwich chain
    • JDE Peet's, the world's second-largest coffee company behind Nestlé, with brands such as L'Or, Senseo and Jacques Vabre
    • Reckitt Benckiser (Woolite, Calgon, Durex)
    • Panera Brands in the coffee and bakery sector, with 140,000 employees and sales of 4.8 billion dollars (American chains Caribou Coffee and Panera Bread)
    • Pet clinics and veterinary practices, with Ethos and NVA, two companies with revenues of $2 and $4 billion respectively.
  • JAB's business model consists of identifying a sector with high consolidation potential, acquiring players in the field, merging them and taking them public.
  • JAB's coffee strategy: in the space of eight years, JAB acquired Peet's, a premium coffee roasting and distribution chain, the Dutch Douwe Egberts and the German Jacobs, and in 2015 the assets of Mondelez International. The group includes some fifty coffee and tea brands and is listed on the stock exchange. The holding company still owns 59%.
  • In 2021, JAB takes US doughnut chain Krispy Kreme public
  • In 2019, JAB buys pet clinics, investing 5 billion. In France, the group bought HD Assurances and CaptainVet.
  • In 2015, Coty's takeover of Procter & Gamble's beauty products turned into a disaster.
Legal wants to grow in the shadow of the coffee giants - 24/11/2023
  • The three coffee giants Nestlé, JDE and Lavazza account for 70% of the market.
  • Private labels hold 20% of the coffee market.
  • Cafés Legal ranks 7th in the coffee market, with sales of 60 million euros
  • Sales volume growth for Cafe Legal was 4.5% in 2002.
  • The number of Cafe Legal references has been reduced from 70 to 30 in two years.
  • The bean-to-cup segment has been growing by 30% to 40% a year for the past five years.
  • Around 20% of households are equipped with a bean-to-cup machine.
  • Cafés Legal generates 18% of its sales volume in the bean-to-cup segment.
  • The Cafés Legal plant roasts around 10,000 tonnes of coffee each year, a production that is set to increase by 40%.
  • Private labels account for 34% of Cafés Legal's sales, up 14% from 2019.
  • The supermarket coffee market is worth approximately 3.5 billion euros a year.
  • The coffee market has seen a slight drop in volume of 2.8%, with a price increase of 10%.
  • 72% of French people drink more than one cup of coffee a day.
Ecotone invests in Gironde to triple organic coffee production - 24/11/2023
  • The Ecotone group has achieved sales of 690 million euros in 2022.
  • The burn plant inaugurated by Ecotone and Destination Bio covers more than 9,000 square meters and employs 60 people.
  • Investment in the new Destination Bio site amounts to 10 million euros.
  • The plant's production capacity is 3,500 tonnes per year
  • Destination Bio's market share in the organic coffee sector is 46%.
  • Destination Bio's sales total 21 million euros, rising to 50 million euros if sales under other brands are included.
  • Organic coffee sales represent 5% of a French market worth over 3 billion euros.
  • Organic coffee sales increased by 13% in value in 2023. Sales of fair-trade coffee and tea account for 60% of Destination Bio's sales, with a target of 70% of sales over the next 2 years.
Ecotone inaugurates its European coffee and tea production unit b - 21/10/2023
  • On October 19, 2023, the Ecotone group inaugurated its new European production facility for organic coffees and teas, in Cestas, Gironde.
  • 10 million euros have been invested in this new production unit
  • The first year's production is estimated at around 5.5 million packs of coffee (2,650 t) and 1 million whole-leaf tea bags (100 t).
  • The plant is designed to process up to 9,000 t of roasted coffee per year.
  • Nearly 50% of coffee volumes are packed in beans.
  • For organic teas, 30% of the volume is blended and flavored.
  • The plant's production capacity is designed to support the growth of the Destination, Bonneterre, Clipper, Alter Eco and Naturela brands.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

JDE Jacobs Douwe Egberts (JAB Holding)
Méo Fichaux
Malongo, Cie Mediterranéenne des Cafés
Lavazza Groupe
Café Richard Groupe
Folliet
Ecotone Groupe (Alter Eco, Bjorg, Bonneterre)
Café Legal
Etienne Coffee & Shop
Tails.com (Nestlé Purina)
Maison Lagrange
Cafés Albert

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