Summary

The French market for terroir products, in particular those under SIQO (signs of quality and origin), remains dynamic, with solid growth in various sectors. More than 1,100 SIQO products generated sales of 34 billion euros, with wines and eaux-de-vie accounting for 23 billion euros. The cheese segment, for example, saw household consumption of PDO/AOC cheeses reach 1.52 billion euros. The market structure includes a variety of players, from local producers to agri-food giants.

Labels such as AOC, IGP and Label Rouge play an essential role in guaranteeing product quality, helping products achieve a higher average price than their non-labeled counterparts. French consumers are showing a keen interest in local products, and a growing preference for products with proven quality and origin.

Despite this, the text does not provide specific data from 2020 onwards, so we cannot determine recent trends. However, demand for authentic, quality local products is likely to remain steady or even increase, in line with trends in previous years and given consumers' general interest in food quality and the cultural importance of "terroir" products in France.

French market trends and analysis of traditional local products

The French market for traditional local products, known as "produits du terroir", encompasses a variety of label products, in particular those under SIQO (signs of quality and origin identification), which reflect cultural gastronomy deeply rooted in the terroir. The market has been buoyant in recent years, driven by French consumers' growing demand for quality and origin in food products. This public interest is reinforced by their strong affinity with the preservation of the national gastronomic tradition. The market for these label products is particularly dynamic, with wines leading the way.

Labeled wines alone account for 92% of all wines sold in the country, testifying to their dominant market position. In terms of sales, these wines exceed the 20 billion euro mark, demonstrating the economic importance of label products in France. Overall, labelled products in different categories show steady growth, with significant appreciation in value in some sectors such as charcuterie and the seafood industry, despite a decrease in volume for the latter. Consumers have a high level of confidence in these labelled products; almost a quarter of them consider these labels to be an essential confidence factor, while around 42% regard them as a prime indicator of product quality. This inherent confidence correlates with consumer habits, as household consumption of labelled products tends to increase almost everywhere, contributing billions to the economy, with cheese, butter and cream consumption being notable examples.

Geographically, label and quality indicators such as AOC and AOP are highly concentrated in certain regions, with Côte d'Or and Saône-et-Loire leading the way. These regional disparities may reflect specific terroir characteristics or historical cultivation and production practices.

In terms of purchasing preferences for local produce, markets remain the most popular channel, underlining French consumers' preference for freshness and direct relationships with producers. Direct sales from producers are also an important channel, reflecting the local and traditional essence of these products.

In short, the market for traditional French local products stands out not only for its high demand and diversity of supply, but also for an emblem of identity and quality that resonates deeply with French consumers. This market, which covers segments from wine to dairy products to meat, represents sales of between 15 and 20 billion euros, affirming the economic vitality and consumer commitment to French terroir.

Embodying the essence of French gastronomy with products deeply rooted in local traditions and quality, the French terroir market is home to a wide range of key players who have significantly shaped the industry's landscape. Below, we explore some of the key companies that contribute to the richness and diversity of the French local produce market.

Meat and charcuterie operators

  • Delpeyrat: Founded in 1890, Delpeyrat is a venerable name in the French charcuterie and delicatessen sectors, renowned for its high-quality charcuterie products, including the famous Bayonne ham.
  • Maïsadour: A French cooperative group, Maïsadour has an extensive market presence, offering a wide range of products from foie gras to charcuterie, and celebrating local flavors and artisan know-how.
  • St Sever: Recognizing the importance of traditional poultry farming, St Sever has earned its reputation by producing top-quality poultry products with an emphasis on taste and quality.
  • LDC: With a commitment to quality, LDC is a major player in the poultry sector that prides itself on its dedication to animal welfare and sustainable farming practices.
  • Labeyrie: Known for its gourmet offerings, Labeyrie targets the luxury segment with its fine smoked salmon, foie gras and assorted charcuterie.
  • Comtesse du Barry: Focused on gourmet products, Comtesse du Barry enjoys a prestigious reputation for its terrines, pâtés and other delicatessen products.
  • Ducs de Gascogne: A blend of tradition and innovation, Ducs de Gascogne offers a contemporary take on classic French charcuterie, drawing on the rich culinary heritage of the Gascony region.

Dairy producers and cheese lovers

  • La cloche à fromage: As a supplier of fine cheeses, La cloche à fromage is a destination for those seeking the highest quality and widest variety of French and international cheeses.
  • Savencia: A global player in the dairy sector, Savencia Fromage & Dairy focuses on the creation of exceptional cheeses and dairy products, and is renowned for its specialty and branded cheeses

Beverage and wine specialists

  • Vins sur 20: A specialist in the wine trade, Vins sur 20 selects and offers top-of-the-range wines, ensuring that every bottle
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  • Number of pages : 30 pages
  • Format : Digital and PDF versions
  • Last update : 08/11/2020
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Summary and extracts

1 Market overview

1.1 Presentation and definition

Produits du terroir refers to food products considered to be an integral part of French gastronomy, with a traditional, local component. The terroir products market is characterized by product diversity (dairy products, meats, fruit and vegetables, etc.) and a large number of players with high competitive intensity (private labels, agri-food giants, local producers, innovative SMEs, etc.).

Faced with an ever-increasing number of new entrants, established players in the local produce market are focusing on diversifying their offer and exporting their products, particularly to emerging markets (Brazil, Russia, India, China, South Africa, etc.).

The challenge for players in the local produce sector remains to gain recognition from the general public, following in the footsteps of the great names in delicatessen. Obtaining a PDO designation or a specific reputation sends out a strong signal and sets them apart from the competition. This study therefore focuses on labelled local products, under SIQO (sign of identification of quality and origin). This market for labelled local products is a very buoyant one in France, driven by a demand that is increasingly oriented towards demanding standards of quality and origin for the products consumed, as well as by the French people's attachment to the products of their national terroir.

1.2 The French market for local produce

It's difficult to define the precise scope of "produits du terroir", but here we'll be focusing mainly on label products, and in particular SIQO (***). Indeed, these labels are intrinsically linked to characteristics close to what is meant by "terroir": origin, quality, traditional recipe or know-how.

In ****, there were more than *,*** SIQO ...

2 Demand analysis

2.1 French interest in local products

The French, more than most of their European neighbors, show a genuine interest in the products of their terroir. In fact, in ****, **% of French people said they were interested in local products, compared to just **% in the UK and **% in Germany.

Interest in terroir products among European consumers Europe, ****, % (***) Source: ****

This ...

2.2 A guarantee of confidence and quality

Labels illustrate a commitment to quality and trust: thus, in ****, **% of French people placed product labels among the main levers of trust. For **% of French people, over the same year, the label was even the third most important criterion in terms of product quality (***).

Confidence drivers France, ****, % (***) Source: ****

Criteria guaranteeing product ...

2.3 Household consumption of label products

Household consumption of label products is growing across almost all products: in the case of cheeses, for example, household consumption of PDO/AOC cheeses reached *.** billion euros in ****.

French household purchases of AOC/AOP cheeses France, ****-****, in billions of euros Source: ****

Purchases of PDO butter by French households France, ****-****, ...

3 Market structure

3.1 Geographical structure of labels

Geographically, labels are highly concentrated in a few regions and departments. For example, in terms of AOCs and AOPs, the Côte d'Or has *** labels, compared with *** for second-placed Saône-et-Loire. The other départements are far behind these two leaders, with ** AOC/AOPs for Yonne, ** for Bas-Rhin and ** for ...

3.2 The different sectors

The meat and charcuterie sector

Label beef and beef products: in ****, production totaled **,*** tons (***), for sales of *** million euros **,*** breeders *** slaughterhouses *,*** organic breeders

Label beef production by type of label France, ****, % Source: ****

Label sheep meat: in ****, production totaled **,*** tons (***), for sales of *** million euros *,*** breeders ** slaughterhouses *,*** organic farmers

Label sheep production ...

3.3 Distribution

In the cheese segment, for example, PDO cheeses are bought * times more in specialist outlets (***).

Cheese distribution by channel France, ****, % (***) Source: ****

When it comes to local products more broadly (***).

Preferred channels France, ****, % of total Source: ****

4 Offer analysis

4.1 The different labels of origin and quality

Labels of origin and quality, as previously mentioned, are one of the key drivers of consumer confidence in food products. In France, the label nomenclature is managed by INAO (***). [***]

Today, there are * distinct labels:

Appellation d'origine (***) : this label designates a product whose production respects recognized stages and know-how, in a defined ...

4.2 Labelled products are more highly valued than the market

Because their production requires compliance with very strict specifications guaranteeing quality and confidence, the average price of label products is higher than that of the market. For example, the average price of a kg of PDO cheese in **** was €**.**, compared with €*.** for non-PDO cheeses. The same applies to butter and cream, ...

5 Regulations

5.1 The main principles of food hygiene in France

All foodstuffs are subject to the general provisions of the French Consumer Code in terms of conformity (***).

Several regulations establish the legislative basis for food hygiene in France:

Regulation n°***/**** on the general principles and requirements of food law[***] Regulation n°***/**** on the hygiene of foodstuffs[***] Regulation n°***/**** laying down specific ...

5.2 The impact of the EGAlim law

The EGAlim law, or Loi pour l'équilibre des relations commerciales dans le secteur agricole et une alimentation saine et durable, passed on October *, **** and promulgated on November*, ****.

The objectives of this law are as follows:

Relaunch the creation of value in agriculture and agri-food and ensure its proper distribution Enable ...

6 Positioning the players

6.1 Segmentation

Meat and charcuterie :

Delpeyrat Maïsadour St Sever LDC Labeyrie Comtesse du Barry Ducs de Gascogne

Dairy products, cheese :

La cloche à fromage Savencia

Beverages and wines :

Vins sur ** Inter Caves

Foodservices :

Sodexo Elior

List of charts

  • Sales of label products
  • Sales of production marketed under SIQO
  • Share of label products by volume
  • Growth in SIQO products by category
  • Share of labels in marketed food production
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Latest news

Foie gras: French competition authority to investigate major merger project - 16/12/2022
  • Maïsadour (Delpeyrat brand) and Euralis (Rougié and Montfort) want to create a new duck cooperative
  • Both cooperatives have been severely affected by the four bird flu outbreaks, the last of which alone forced the slaughter of over 20 million birds
  • The number of foie gras palmipeds has fallen drastically Industrial facilities have too much capacity for the number of animals to be processed
Delpeyrat invests to modernize Saint-Pierre-du-Mont - 15/11/2022
  • Automation of Delpeyrat's packaging facility in Saint-Pierre-du-Mont
  • Investment of 4.3 million euros in the automation program
  • Three production lines concerned: foie gras in jars or preserves and canned confits
  • Project objectives: productivity gains and improved working conditions.
Foie gras: Maïsadour and Euralis abandon plans to merge - 04/09/2023
  • Euralis and Maïsadour intended to merge their activities in the foie gras sector.
  • The French competition authority (Autorité de la Concurrence) has opened an in-depth review of the transaction in 2022.
  • The two cooperatives own four major brands: Delpeyrat and Comtesse Dubarry for Maïsadour, and Maison Montfort and Rougié for Euralis.
  • A third cooperative, Lur Berri with its Labeyrie brand, is considered to be a competitor of comparable size.
  • More than 20 million ducks were slaughtered last year due to various avian flu pandemics.
  • Foie gras production was forecast at 12,000 tonnes in 2021, compared with almost 20,000 tonnes in normal times.
  • Each company is owned by around 5,000 farmer-members, and each employs around 1,000 people in its respective subsidiary: Euralis Gastronomie and Delpeyrat for Maïsadour.

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. :

Delpeyrat
Maïsadour
St Sever
LDC Groupe
Labeyrie
Comtesse du Barry
Ducs de Gascogne (Qua Terra)
La Cloche à fromage
Inter Caves
Vins sur 20
Savencia Fromage & Dairy groupe
Compagnie du Bocage

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