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Summary
The global honey market experienced fluctuations, with production rising modestly from 1757.1 thousand tonnes in to 1774.5 thousand tonnes in 2020, but then stabilizing at 1771.9 thousand tonnes in 2021. Despite the stability of world production, the French market experienced significant variations. In 2020, France enjoyed an exceptional production year, with 31,800 tonnes of honey produced, a notable rebound after a sharp drop in production the previous year. However, France remains heavily dependent on imports, with domestic production insufficient to meet national needs.
While 2021 was marked by a decline in the number of beekeepers, production in 2022 recovered strongly, approaching the peaks reached in 2020. French consumers show preferences for floral origin/taste, consistency and price, in that order, with a notable interest in specialty monofloral honeys.
The French industry, characterized by beekeepers with larger apiaries contributing the bulk of production, revolves around direct sales as its main channel, which varies considerably according to the size of the operation. Cyril Marx, co-founder of Hédène, stresses the importance of product quality, transparency and innovation in the honey offering to ensure market success and meet consumer expectations.
The French honey market: consumer preferences and trends
In the land of flourishing gastronomy, France stands out as a major consumer of honey, with annual consumption of between 35,000 and 45,000 tonnes. This represents around 600 grams per capita, making the French one of Europe's biggest honey lovers. The French market's appetite for honey is not only significant in terms of volume, it is also marked by a preference for quality and origin, as reflected in the trends and behaviors of its consumers. Honey consumption in France shows a strong predilection for local products, with an impressive 75% of the population partaking in this sweet delight.
However, this strong demand comes up against a juxtaposition of challenges, as domestic production, which has fluctuated between 20,000 and 30,000 tonnes in recent years, cannot satisfy the country's voracious appetite, leading to considerable imports to fill the gap.
Despite a slight decline in recent years, the majority of French people still consume honey on a regular basis, focusing in particular on therapeutic uses such as soothing sore throats. The market has discerned changes in usage habits, with 77% of French people enjoying the benefits of honey in hot drinks and 59% appreciating it on their morning toast. Remarkably, preference is not given to just any honey; consumers are highly selective, with floral origin and taste being the primary criteria, followed by regularity and finally price - indicating a certain resistance to price pressures.
The French market is structured by a dualism between the industry of large-scale beekeeping operations and the picturesque charm of small-scale beekeepers. With the number of beekeepers declining, particularly among those with fewer than 50 hives, the market is facing a critical moment when it needs to boost production capacity while maintaining quality.
Among honey varieties, polyfloral honeys and mixed flower honeys hold the largest share of the market, but specialized honeys such as thyme, lime and lavender are attracting growing interest and boosting the market. This gives producers the opportunity to invest in distinction and innovation, as evidenced by the growth in organic honey production, which has risen from 10.3% to 13.9% in ten years, a sign of convergence towards sustainable, environmentally-friendly practices. Faced with the challenges of climate change and global competition, the French honey market is ready to transform itself.
Key players in the French honey market
Key players in the sector attribute growth potential to the production of high-quality, traceable products that meet changing consumer preferences. In this market, several companies stand out in the industry, each bringing expertise and distinctive products that meet diverse consumer preferences and demands.
- Famille Michaud Apiculteurs: a heritage of success Famille Michaud Apiculteurs is a symbol of French excellence in the honey sector. Firmly rooted in the region, the company has expanded beyond France's borders, demonstrating the international appeal of its high-quality beehive products. Its commitment to excellence has not only enriched the local heritage, but has also attracted a global audience, proving that traditional craftsmanship can indeed be recognized worldwide.
- Hédène: Creating exquisite experiences around French honey Hédène, co-founded by Cyril Marx, has made a name for itself by offering a range of exceptional French honeys. Drawing on tradition, Hédène carefully selects monofloral honeys from different regions, ensuring that each jar embodies the unique essence of local flora. Her commitment to authenticity has led her to innovate in the market, combining honey with gastronomic elements such as Périgord truffles and Espelette chilli pepper, catering for a more sophisticated palate and diverse culinary applications.
- ADA France: Advocating for the prosperity of beekeepers ADA France focuses on supporting the beekeeping industry by encouraging geographical diversity and defending the well-being of regional beekeepers. It plays an important role in promoting the decentralization of production, ensuring that beekeepers of all sizes receive the recognition and support they need to sustain and develop their trade, which is vital to the continued dynamism of the honey market.
In the context of a competitive market with imports and challenges such as climate change, these industry players are positioning themselves strategically. They are focusing on quality, innovation and traceability, setting themselves apart from the rest and appealing to consumers who appreciate both the heritage and the health benefits associated with honey consumption. As the honey market continues to evolve, these companies are at the forefront, committed to preserving the art of beekeeping and offering consumers the purest expressions of one of nature's sweetest gifts.
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- Number of pages : 30 pages
- Format : Digital and PDF versions
- Last update : 14/12/2023
Summary and extracts
1 Market overview
1.1 Definition and presentation
The honey market encompasses not only the sale of honey, but also all hive products such as pollen, royal jelly and propolis.
With nearly 40,000 tonnes of honey consumed every year, the French are among Europe's biggest honey consumers. The products enjoy a generally positive image with consumers, who are looking for healthy, local products. However, the French honey industry still faces stiff competition from foreign products, notably from China (the world's leading producer), Spain and Ukraine. However, French companies such as Famille Michaud Apiculteur have managed to prosper and expand both in France and internationally.
Worldwide, production in 2021 amounted to more than 1.771 million tonnes of honey, virtually unchanged from 2020 . At national level, the latest available figures for 2022 show a significant increase in production volume compared to 2021 (+58 points).
In a market undergoing profound change, marked by stricter regulations on the use of additives and the labelling of organic products, multiple growth drivers are emerging to boost the sector. These include the multiplication of uses (sweets, pastilles, alternatives to sugar and sweeteners...). Finally, more and more beehives are being installed in urban environments, on the roofs of companies, institutions or hotels. [This practice, although marginal in terms of actual honey production, shows a certain enthusiasm for the product.
1.2 A shrinking world market
World honey production volume World, ****-****, in thousands of tons Source: ****
World honey production is on a downward trend.World honey production has seen fluctuations over the period from **** to ****. In ****, production was ****.* thousand tonnes, gradually increasing to reach a peak of ****.* thousand tonnes in ****. However, it then declined to a ...
1.3 The French market
France consumes around **,*** tonnes of honey a year, equivalent to *** grams per capita per year, making it one of Europe's biggest consumers. **% of the French population eat honey, and consumption is rising slightly in France. [***]
In ****, French honey production fell sharply to **,*** tonnes, down **% on ****. This drop in production is notably ...
1.4 Foreign trade in honey
Item NC* ******** - Natural honey has been used to determine honey imports and exports in France. France's honey trade balance is very negative en ****, the value of imports was *** million euros, while exports were worth ** million euros, giving a trade deficit of ** million euros. This deficit is significantly higher than in ...
2 Demand analysis
2.1 The French, major consumers of honey
Honey is a key product for the French. In ****:[***]
they consume *.* kg / year per household they spend an average of €** per household per year on honey.
Apart from this data, there is little recent information on honey demand and consumption in France. Indeed, the latest relevant information on this market dates ...
2.2 The context of honey consumption
How do you consume your honey? France, ****, in Source : Apinov In France in ****, **% of French people consume honey as a throat remedy (***). at what time of day do you consume honey? France, ****, in % Source: ****
Honey is a product that is consumed throughout the day, since while **% of French people eat it ...
2.3 Choosing honey
Selection criteria
Consumers' top criteria for choosing honey France, ****, in Source: ****
The number-one criterion for choosing honey for consumers is floral origin and taste. Indeed, the flavor of honey changes radically depending on whether it is a ****-flower honey, acacia honey, lavender honey, fir honey... **% of French consumers are primarily interested ...
2.4 A tendency to prefer French and organic honeys
More and more, the French are adopting a responsible approach to consumption, which means they are paying close attention to the provenance and production ethics of the products they consume. Honey is no exception to the rule, as shown by the survey below, according to which **% of French people say they ...
2.5 The impact of Covid-19 on the honey market
Honey has benefited favorably from the coronavirus crisis, largely because consumers have increased their consumption of honey for breakfast, a meal often shipped during the week.
" In supermarkets, we recorded a **% increase in our sales of packaged honeys in March compared with the same month in ****, and we anticipate an ...
2.6 France's favourite honey brands
The graph below is based on OpinionWay's survey of French consumers' favorite brands in February ****. For each brand, the percentage corresponds to the proportion of respondents who answered "yes".
Lune de Miel is France's favorite honey brand, with **% of respondents saying they liked it. Famille Michaud is the least popular honey ...
3 Market structure
3.1 Industry structure
3.2 Breakdown of honey production activity
Total number of beekeepers down for the first time in ****
After * years of growth, the year **** marks a decline in the number of beekeepers, with a decrease of almost *.*% in one year. This decline is linked to the loss of beekeepers with fewer than ** hives, and of those who had developed ...
3.3 Honey distribution channels
NB: this section deals only with marketing channels for honey produced in France, not imported honey.
Distribution of honey production volumes by marketing channel France, ****, in Source: ADA France Distribution channels for honey produced in France France, ****, in % of volume Source: ****
The weighting of channels in volume purchases for home consumption ...
3.4 Interview with Cyril Marx, co-founder of Hédène
Cantiane :Hello and welcome to Vue d'Ensemble, the podcast that gives you a **-minute insight into market issues. My name is Cantiane and I'm an analyst at Businessscoot, a startup specializing in market research. In today's episode, we're going to talk about the honey market, and to do so, I'm joined ...
4 Offer analysis
4.1 Products and prices
The different types of honey
Production is divided into different types of honey, described in the graph below:
[***] Estimated quantity of honey produced per honeyflow France, ****, in tons Source: ****
The three most important types of honeydew are Acacia, Rapeseed and Spring Flowers. Production is also relatively evenly distributed.
Below is ...
4.2 Consumer price index
The consumer price index for honey is included in the CPI for sugar, jams, chocolate, confectionery and honey. This index was relatively stable, rising from a base of *** in **** to ***.* in March ****. However, since April **** there has been a clear increase in this price index. This increase reflects the widespread inflation ...
4.3 Organic honey production
Like many markets, the honey sector is no exception to the growing importance of organic produce. By ****, **.*% of honey produced in France will be organic, representing a *.*-point increase between **** and ****.
Source: ****
This dynamic should naturally continue in the years to come, as demand for organic farming becomes ever more ...
4.4 By-products: honey and cosmetics
Honey for processing
An estimated *,*** tons of honey is destined for the food industry, and *,*** tons for industrial use (***).
Honey and the cosmetics industry
Honey, royal jelly and propolis from the hive are used in a wide range of cosmetics and skincare products. This is known as apitherapy.
Honey is used ...
5 Regulations
5.1 Beekeeping regulations
Legal obligations associated with the business
Registering with the government
All beekeepers must declare their hives to the French government, whether as a hobby or a profession. To be listed as a beekeeper, he or she must apply for a NAPI code on the Ministry of Agriculture website, by filling in ...
5.2 Honey regulations
The compositional characteristics of honey are defined in Annex II of the decree and include aspects such as sugar content (***) content.
Labelling and presentation rules follow those applicable to foodstuffs and pre-packaged foodstuffs in accordance with the regulation on consumer information on foodstuffs. Compulsory information includes the sales name, such as ...
6 Positioning the players
6.1 Market players
Honey brands
Private labels
Internet sales platform
- Famille Michaud Apiculteurs
- Les Compagnons du Miel
- Apidis
- Le Manoir des Abeilles
- La Ruche Roannaise Besacier S.A
- La Maison du Miel
- Bleu Blanc Ruche
- Lune de Miel (Famille Michaud groupe)
- Miel l'Apiculteur (Famille Michaud Groupe)
- Famille Mary (Léa Nature Groupe)
- Miels Hédène
- Auchan groupe
- Reflets de France (Groupe Carrefour)
- Miel in France
- Rochefontaine
- Apiterra
List of charts
- World honey production volume
- Main honey producers
- Honey production in France
- Honey consumption by age group
- Frequency of honey consumption in France, by age group
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Latest news
Auchan faces another "difficult" year in 2023 - 22/02/2024
- -Auchan net loss in 2023: 379 million euros
- - Previous year's profit: 33 million euros
- - Auchan's position in the French retail sector: 5th
- - Revenue in 2023: down 1.7% to 32.9 billion euros
- - Share of hypermarkets in Auchan's store base: 21%
- - Acquisition of Casino stores by Auchan and Intermarché: 70 supermarkets, 26 hypermarkets, including five larger than 9,000 m2, and two drives
Auchan: New Beginnings - 06/12/2023
- Gérard Mulliez founded Auchan in 1961.
- Auchan hypermarkets account for 80% of the company's sales.
- Auchan's market share has fallen from over 10% five years ago to 8.4% today.
- Failed attempt by the Mulliez family to take over Carrefour in October 2021.
- Auchan and Intermarché are looking to form a product purchasing alliance, which would give them a combined market share of 30%.
- Auchan and Intermarché have been trying to share nearly 300 hypers and supermarkets that Casino is due to sell.
Auchan opens its first cashier-free store - 29/09/2021
- The chain will detail its plan to roll out Auchan Go stores across the country
- As reported by Libre Service, the first 38-square-meter store in northern France is open 24 hours a day and offers some 500 products to its customers
- All products are weighed and paid for automatically via a mobile app, eliminating the need to wait in line
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