Summary of our market study

The global market for anti-food-waste applications has seen significant growth, with a burgeoning demand for solutions that address food waste at both the consumer and retail levels. Too Good To Go, a leader in the market, has witnessed an impressive growth rate, expanding into multiple countries and amassing millions of users and participating retailers. Despite the specific sales figures not being fully disclosed, the French market segment alone is estimated to have a worth of at least €33 million. This growth is buoyed by both consumer demand—driven by economic, environmental, ethical, and social incentives—and by favorable regulation, such as the 2016 Garot law in France. With strong network coverage facilitating the deployment and operation of mobile applications, and a duopoly of app stores dominating distribution, new opportunities for application development continue to emerge. This includes addressing untapped waste prevention potentials in areas like food distribution and processing. Overall, the emphasis on combating food waste through technological means appears to be an increasingly critical and dynamic component of global sustainability initiatives.

Navigating the French Anti-Food Waste Application Market: Embracing Responsible Consumption

In recent years, the market for anti-food-waste applications in France has observed an influx of innovation and user adoption, brought about by a rising consciousness for responsible consumption and waste reduction. French consumers are showing a significant inclination towards combating food waste, with an impressive 95% expressing concern for the matter. Moreover, a substantial segment of the population—approximately between 15 and 20 million—are not just empathetic but are also proactive, having utilized or shown interest in utilizing anti-waste applications.

This burgeoning demand is well-reflected by the presence and performance of market leaders such as Too Good To Go, which has seen its sales skyrocket by over 730% to reach a remarkable 9 million euros. Anti-waste applications are finding strong market traction by tapping into various consumer motivations, predominantly economic, which is a major driver for 78% of the users.

The environmental, ethical, and social aspects follow closely, substantiating the multifaceted appeal of these platforms. The consumer base is keen on embracing application solutions that not only offer financial savings but also contribute positively to the environment. In France, an estimated 29 kg per inhabitant per year is wasted, translating into a commercial value upwards of 15 billion euros annually, and equivalent to a staggering 15.3 million tonnes of CO2. Anti-waste applications are instrumental in addressing this issue, targeting especially the 20% waste resulting from misinterpretation of expiration dates on food packaging.

Moreover, amidst the diverse offerings, in-store savings applications like Too Good To Go, which allow consumers to purchase surprise baskets of unsold produce from local retailers at discounted rates, are climbing the popularity charts. These applications provide value to both the consumers, who obtain goods at a fraction of the cost, and retailers, who minimize financial losses while curtailing waste. As a result, these platforms have become a vital link between food businesses and consumers, working toward a more sustainable and waste-conscious society.

The French regulatory environment also supports these initiatives through measures like the Garot law, which mandates supermarkets to donate unsold consumables, and tax incentives under the Coluche scheme fostering food donations. Coupled with these measures, the National Pact to Combat Food Waste has set forth an ambitious goal to cut food waste by half by 2025.

The market structure features both prominent players with multi-million euro revenues and numerous emergent ventures targeting different facets of the anti-waste pipeline.

Key Contenders in the French Anti-Waste Application Sector

The French market for anti-waste applications is becoming increasingly vibrant, with several noteworthy players making significant strides in reducing food waste and promoting sustainability. These innovative companies have developed a variety of apps, each addressing different facets of the food waste problem through user-friendly digital solutions.

  • Too Good To Go emerges as a powerhouse in the segment, well-known for its 'surprise baskets' concept, which has harmonized the interests of consumers and merchants. The app offers users the opportunity to purchase unsold food from local businesses at reduced prices, thus preventing wastage. Their proactive stance extends to educating users about the importance of understanding best-before dates and advocating for minimal packaging.
  • Phénix is another significant player, but with a unique operation model—it goes beyond the conventional B2C platform and indulges heavily into B2B relations. Its enterprise-focused approach recovers unsold goods from manufacturers and diverting them efficiently to grocery stores and social associations. The value proposition Phénix brings to the table is evident in its contribution to cost savings and tax benefits for businesses due to decreased waste and donations to associations.
  • Comerso stands out for its zero-waste mission, not just facilitating the sale of unsold items but also providing expertise in destocking, donations, and recycling. The company's aim to accelerate the zero-waste transition for companies puts it on the map as both an environmental advocate and a business partner.
  • Optimiam targets unsold products from popular eateries, resonating with food lovers for its straightforward value offer—connect with nearby restaurants and purchase their leftover gourmet offerings at lower prices.
  • Zéro-Gâchis locates discounts on products close to their sell-by date within local stores, bridging the gap between bargain seekers and retailers.
  • Among the applications designed to prevent wastage in consumers' kitchens, Frigo Magic acts as a culinary fairy godmother, suggesting recipes to users based on their current food supplies.
  • Similarly, Save Eat empowers consumers with recipe recommendations and utilizes notifications to remind users of their food's expiry dates, encouraging timely consumption.
  • KitchenPal combines the utility of recipe suggestions with efficient pantry management, helping users maintain a balance between their favorite dishes and the stock available at home.
  • Apps like Linkee and Solaal are geared towards advocacy and social impact by facilitating the collection and distribution of unsold goods to charitable organizations, thus melding generosity with waste reduction. 
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Summary and extracts

1 Market overview

1.1 Definition and scope of study

The market for anti-food-waste applications includes apps that enable consumers to buy baskets of unsold products from retailers, restaurateurs and supermarkets, as well as apps that enable better management of food products at home (expiry alerts for products in the fridge, menu suggestions based on leftovers, etc.).

These applications operate by charging a commission on the price of each basket sold.

According to a study by the Agence de l'Environnement et de la Maîtrise de l'Énergie (Ademe), food waste in France represents 29 kg per year per inhabitant, or an estimated commercial value of 16 billion euros per year. It represents the equivalent of 15.3 million tonnes of CO2.

A further 20% of waste is due to consumers' failure to understand the use-by dates indicated on packaged foods.

Regulations are encouraging the market to move towards a system of selling unsold produce, notably the Garot law of February 2016, which obliges supermarkets over 400m2 to offer a donation agreement to associations to take back their unsold food that can still be consumed, and the Coluche scheme dating back to 1981, which grants a 60% tax exemption to distributors and manufacturers practicing food donation. Retailers are therefore well advised to turn to applications that sell unsold food baskets, enabling them to limit their financial losses while reducing waste.

This market is booming worldwide and in France, due to a strong demand for more responsible consumption and a desire to limit waste. Too Good To Go, a Danish start-up, is today one of the market leaders, with over 9 million Europeans, including 3.5 million French, having downloaded the application, and over 7,000 partner retailers in France. Numerous other players are also entering this market, including Phénix, Optimiam and Karma.

1.2 A dynamic national market

It's very difficult to establish total sales figures for the anti-waste applications market in France. As the players are almost exclusively start-ups, their financial data is not necessarily published, and some relatively important players in terms of user numbers do not yet have significant sales.

As a result, it is possible ...

2 Demand analysis

2.1 A growing desire on the part of the French to take action against waste

are you sensitive to food waste? France, ****, in Source: ****

French consumers are increasingly concerned by the issues of food loss and waste. In fact, **% of them say they are sensitive to the issue. This civic commitment is creating fertile ground for demand for anti-waste applications.

Have you ever shopped using a ...

2.2 Network coverage as a demand driver

Network coverage and Internet penetration rates in France are indicators of market development.

Indeed, a good connection to the *G (***) network is often necessary for a mobile application to function fully. For example, to geolocate users when they are looking for restaurants with surplus food.

*G coverage in France

Source: ...

2.3 Consumers' favorite anti-waste apps

Which anti-waste mobile apps do you know? France, ****, in Source: ****

Too Good To Go is far better known than the other apps, with **% of consumers surveyed saying they were familiar with the startup. Zéro-Gâchis and Dans mon frigo take second and third place respectively, ahead of a number of ...

3 Market structure

3.1 The gigantic amount of food wastage at the origin of the anti-waste offer

Distribution of use of food produced World, ****, in Source: ****

**% of food produced worldwide is thrown away. The enormous ecological impact of this phenomenon means that if food waste were a country, it would be the third biggest emitter of CO* worldwide, behind China and the USA.

In France, food waste ...

3.2 Structure of the application software publishing business

The data below is provided by INSEE under NAF code **.**C "Edition de logiciels applicatifs", which includes software for professional or domestic use, such as office applications and project management. This includes the anti-waste applications business.

Number of establishments and employees in application software publishing

establishments under code **.**C France, ****-**** ...

3.3 One distribution network, two "blinds

there are two main application stores for smartphones, which share the market:

Apple's App Store Android's Play Store (***)

This duopoly means that applications that are developed and want to be distributed to consumers must go through both platforms, or at least one of them. Even Huawei, a Chinese phone manufacturer, used ...

3.4 A closer look at the success of Too Good To Go

In just four years, Too Good To Go is already present in ** European countries and the United States, and employs over *** people. In France, *.* million users have already ordered a surprise basket, and **,*** retailers are now partners of the application. In all, **.* million meals have been saved from waste by the ...

4 Offer analysis

4.1 Typology of anti-waste applications

In-store savings applications

Too Good To Go has developed partnerships with numerous shops, supermarkets and restaurants to offer surprise baskets to its users. It is also possible to make a financial donation to offer a basket to a homeless person. The startup goes beyond the food sector with the addition of ...

4.2 Great untapped potential for the development of new applications

The main mechanisms of food loss and waste and related applications

Source: ****

The diagram above shows the main mechanisms of food loss and waste by stage in the value chain. The current positioning of the various applications on the market has also been added to this diagram.

The main finding is ...

4.3 The most visible anti-waste applications

The SimilarWeb tool tracks the number of visits to a website over the past six months.

SimilarWeb comparison of the main anti-waste applications France, ****, in thousands of visits Source: ****

Among the players in the anti-waste app market, only two have enough visits to be listed on SimilarWeb. These are Too Good ...

5 Regulations

5.1 The French regulatory framework on waste

The **** Garot anti-food-waste law obliges large and medium-sized retailers (***) to offer a donation agreement to associations for the take-back of their unsold food that is still consumable. This rule is in addition to the tax incentive linked to the Coluche scheme of ****, granting a **% tax exemption to distributors and manufacturers practicing ...

5.2 Supervision and management of user data

The developer of the application, or the entity that owns it, must comply with the general rules concerning application distribution, detailed on the website of Murielle Cahen, lawyer. The site details the following elements:

Legal notices to be respected The need to adapt general conditions of use Personal data processing and ...

6 Positioning the players

6.1 Segmentation of players in the French anti-waste applications industry

  • Phénix Conseils
  • Too Good To Go France
  • Comerso
  • Optimiam
  • Sauve Ton Resto - Lakooz
  • NoWaste
  • WeNow
  • Melba
  • Les Alchimistes
  • Yuka
  • Frigo Magic
  • Olio

List of charts presented in this market study

  • Sales by company age
  • Breakdown of software publisher sales
  • Workforce of application software companies
  • Application software publisher
  • Number of French applications in the top 500 downloads on Apple Store and Google Play store
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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. :

Phénix Conseils
Too Good To Go France
Comerso
Optimiam
Sauve Ton Resto - Lakooz
NoWaste
WeNow
Melba
Les Alchimistes
Yuka
Frigo Magic
Olio

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