The greengrocer's market - France

The global early produce market, encompassing fresh fruit and vegetable production and distribution, has demonstrated significant trends, with FAO reporting a consistent rise in value, despite a slight dip in production volume. Specifically, the value of fruit and vegetable production has increased by 23% over a decade. The market is predominantly vegetable-driven, with Asian regions, particularly China, dominating production. The French segment of this market has seen noteworthy expansion, with sales in specialized stores reaching 4.67 million euros in 2022.

Consumption patterns reflect a preference for seasonal and locally sourced produce, with organic products experiencing varying trends. Despite a peak in organic consumption in 2015 and notable growth thereafter, recent years have seen a decline, with the rate dropping by 5.19% in 2021 and further in 2022. Meanwhile, France's early produce segment is highly fragmented, with large supermarket chains holding the majority of the market share. On the trade front, France remains a net importer to meet diverse consumer demands, with imports forming a stable proportion of the market since 2020.

Overall, while the market is subject to climatic and economic fluctuations, consumer interest in quality and proximity continues to drive the fresh produce sector.

Dynamics and Consumer Preferences in the French Fruit and Vegetable Market

In recent years, the French market for fruits and vegetables has seen notable trends and shifting consumer preferences that have become significant in steering the demand within the industry. One key observation is the sustained demand for fresh produce, which has propelled the early produce segment to maintain a robust market presence. This dynamic segment, which encompasses specialized fresh fruit and vegetable stores, is capitalizing on the constant desire for freshness among consumers. Despite a slight decline in production volume, the value of the produce remains high, indicating a market willing to pay for quality. The French are increasingly discerning when it comes to their produce.

Seasonality and provenance rank high as purchasing criteria, with 66% and 64% of consumers, respectively, favoring these aspects. This focus suggests that environmental debates and ethical production methods are weighing heavily on buying decisions. Moreover, household consumption data reveals that while consumption by value has seen an uptick of roughly 10%, the volume consumed has marginally decreased by approximately 2.6%, illustrating the consumers’ willingness to spend more for less quantity, possibly for better quality or due to price increases.

Organic produce is also gaining ground, with modest yet consistent growth in the segment, despite a slight reversal in recent years. The desire for more health-conscious and environmentally friendly diets is echoed across various socio-professional categories, with a particularly strong inclination noted in the higher echelons, where about 85% are showing a willingness to increase their fruit and vegetable intake. In terms of actual consumption, each French household purchases between 80 and 86 kg of fruit and vegetables annually, with expenditures crossing the 460 euro mark, further emphasizing the cultural significance of these staples.

The French market, however, is not without its challenges and limitations. The country remains a net importer to satisfy the year-round demand and diverse consumer preferences. While the vegetable sector's coverage rate on imports is notably high, the fruit sector lags, which can be attributed to the seasonality and greater variety of fruits consumed in France. Overall, the French fruit and vegetable market is a testament to changing consumption patterns, where quality, seasonality, and origin are becoming central to the evolving demands of consumers.

Despite fluctuations in consumption volume and a slight decrease in organic produce intake, the market size, estimated at around 4.67 million euros, suggests a resilient and adaptive industry. This is further evidenced by the fact that a majority of French households are engaged in the purchase of fresh fruits and vegetables,

Pivotal Contributors in the Early Produce Landscape

The early produce market, characterized by the vibrant dissemination of fresh fruit and vegetables, centers around dominant players who cater to different facets of the industry. These entities range from colossal B2C distribution conglomerates to sprightly franchise networks, each commanding a unique influence on the sector. Additionally, B2B distributors play a significant role in interfacing with businesses, while localized food networks emphasize the short distribution channel's appeal to the consumer's desire for freshness and quality.

Starting with the giants of B2C (Business to Consumer) distribution, we encounter household names such as Auchan, Carrefour, Leclerc, and Casino. These behemoths operate extensive networks of hypermarkets and supermarkets, leveraging vast economies of scale to offer an array of fruit and vegetable choices to the consumers. Their presence is vast, and their influence on pricing and consumer trends cannot be overstated.

Nestled alongside these giants but shining with a distinct signature of fresh produce are the fresh produce franchises like Grand Frais. This franchise has managed to carve out a niche for itself by emphasizing the freshness and quality of their produce, often sourcing from local and regional suppliers to ensure a steady supply of in-season selections to their consumers.

Exploring the realm of independents, we meet merchants like France Primeurs, who uphold the traditional image of quality and customer proximity. These independents sustain the market's texture by offering personalized shopping experiences and maintaining high quality and freshness standards.

In the realm of B2B (Business to Business) distribution, capable actors such as Laurance Primeurs, SAPAM, and Chrono Primeurs operate. They excel in serving businesses, showing adeptness at maneuvering through the complex landscape of wholesale supply while ensuring timely and fresh delivery of produce to various commercial clients.

Advocates of "farm to fork" provisioning, the short distribution channels for fruit and vegetables, are exemplified by Potager City and La Ruche Qui Dit Oui. These networks have captured a growing segment of consumers who are keen on consuming produce with known origins and minimal food miles. They place emphasis on local sourcing, freshness, and the ethical dimension of farming, resonating well with environmentally and health-conscious customers.

Navigating through the dynamic foliage of the early produce market, these primary players bring forth a melange of fresh and wholesome products to the table. Their tailored strategies and distribution methods coalesce to supply the vibrant demand while sculpting the contours of this flourishing industry.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 20/11/2023

Summary and extracts

List of charts

• Trends in world fresh vegetable production
• Trends in world fresh fruit production
• The world's largest fruit producers
• The world's largest vegetable producers
• Trends in the value of world fruit and vegetable production
• Change in sales index for fruit and vegetable retailing in specialized stores
• Trends in French fruit production
• Trends in French vegetable production
• Trend in the value of French fruit and vegetable production
• Sales trends in fruit and vegetable retailing in specialized stores
• Breakdown of household fruit and vegetable consumption by distribution channel
• Change in the number of fruit and vegetable retail establishments in specialized stores
• Change in the number of employees in fruit and vegetable retailing in specialized stores
• Criteria for buying fresh fruit and vegetables
• Trends in household fruit consumption by value and volume
• Growth in household vegetable consumption by value and volume
• Eating habits in France
• Breakdown by volume of vegetables consumed
• Fruits most popular with the French
• Growth in organic fruit consumption per year
• Consumers of organic products in the last 12 months
• How have you changed your habits and behavior?
• Would you say you've made any changes to your diet this year?
• French vegetable trade balance
• French fruit trade balance
• France's main vegetable suppliers
• France's main fruit suppliers
• Main destinations for French vegetable exports
• Main destinations for French fruit exports