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Summary of our market study
The French mustard market is estimated at between 1.5 and 1.7 billion euros.
The French domestic mustard market faced challenges in 2022 due to a severe drought in Canada, which supplies 80% of France's mustard seeds, and geopolitical tensions in Ukraine, the world's 4th largest producer.
French mustard seed production reached 6,000 tonnes in 2022, with a target of 15,000 tonnes for 2023.
French imports of prepared mustard have risen significantly, from 9.8 million euros in 2017 to 29.9 million euros in 2022.
Organic and locally sourced mustards are becoming more important to consumers.
Mustard has a significant share of the condiment and seasoning manufacturing market, estimated at around 44.6%. Mayonnaises have seen an increase of around 4-5% in volume consumption, while mustard has seen declines of over 10%.
There is growing interest in natural and organic products.
Major brands such as Amora and Maille enjoy great popularity, with approval ratings of over 70% among consumers.
Mustard market players
- McCormick & Company is a world leader in flavor, not only in spices and herbs, but also in the mustard category.
- Kraft Heinz Company represents another colossal entity in the condiments field.
- Unilever (Amora-Maille) enjoys a formidable presence in France.
- Lesieur is an established brand that has made a name for itself in both the cooking oil and mustard segments.
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Summary and extracts
1 Market overview
1.1 Definition and scope of study
Mustard is a condiment used in regional and national cuisines, made from the seeds of the plant of the same name. While these seeds are mainly used in thefood industry, they also have a pharmaceutical role, partly responsible for an increase in mustard consumption at the time of the Covid-19 pandemic.
This is also why the global mustard market has grown slightly in recent years, led byAsia-Pacific with over 36% market share. This growth is set to continue, with an average annual growth rate (AAGR) of 5.7% until 2027, despite some local shortages. [Businesswire]
In fact, the French market has seen a clear slowdown in mustard consumption in 2022 (-10.8% in volume over the first 4 months compared with 2021), notably due to a drought wave in July 2021 in Canada and the current geopolitical situation (Ukraine being the world's 4th largest producer and Russia the 2nd). [LSA Conso]. But growth is set to resume this year, thanks to increased French mustard seed production. Nevertheless, the main players on the French market remain foreign: McCormick&Company (with sales growth of 26% in 2021), Kraft Heinz Company, Unilever (with its subsidiary Amora-Maille).
Today, growing consumer interest in organic, healthy, short-distance produce is prompting French farmers to reconsider this crop. In 2021, the Charente-Maritime regional organic farming cooperative recorded 15 to 20 tonnes of seeds, a figure that is improving.
List of charts presented in this market study
- The world mustard market
- Production of edible oils
- The market for NAF code 10.84Z: "Manufacture of condiments and seasonings"
- French mustard market
- Imports and exports code HS 21033090
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Latest news
Unilever in talks with funds to sell Ben & Jerry's and Magnum for 18 billion euros - 22/07/2024
- overall, ice cream will account for just 13% of sales in 2023 (59.6 billion euros)
Unilever to cut 3,200 jobs by the end of 2025 - 16/07/2024
- Total number of job cuts announced: 7,500 people
- - Number of job cuts in Europe: 3,200 people
- - Percentage of European employees affected: one-third
- - Main locations affected: London and Rotterdam
- - Disposal of ice cream division planned by end 2025: current value around 8 billion euros
- - Offer received for Knorr-branded liquid soups business in France: from Sill Entreprises group
- - Announced sale of Elida Beauty subsidiary: completion scheduled for 2024
- - Sale of Dollar Shave Club brand: to Nexus Capital Management
Heinz adds a dash of vinegar to its Tomato ketchup - 16/05/2024
- - Condiments market in 2023: €1.18 billion.
- - Growth: +12%.
- - French supermarket ketchup sales: €120 million
Bénédicta aims to win over one in two French people with its cold sauces - 29/04/2024
**Growth in the cold sauces sector**: +14.6%, reaching 752 M€ (CAM P4/2024, HM SM).
- **Mild mayonnaise market share**: 9% of the market by value.
- - **Growth in sweet mayonnaises**: +21%.
- - **Manufacturing location**: Seclin, Nord, 150 employees, 30,000 tons/year of cold sauces.
- - **Seclin production breakdown**: 60% Benedicta sauces and mayonnaises for France, 40% Kraft Heinz mayonnaises for Europe.
- - **Site history**: Founded in 1907.
Cheapflation: the answer from Maille (Unilever)n - 08/02/2024
- The phenomenon of Cheapflation, i.e. the replacement of certain products or foods by cheaper substitutes, in order to maintain margins or a consumer selling price.
- One example is ice cream, which is no longer called "ice cream" but "frozen dessert", due to the replacement of dairy products with fillers.
- Six brands accused of abusing the Cheapflation phenomenon by Foodwatch: After Eight, Milka, Fleury Michon, Maille, Bordeau Chesnel and Findus (out of more than 20,000 references in hypermarkets).
- Maille's "fins gourmets" mayonnaise is specifically implicated, having seen the proportion of egg yolk present in the sauce reduced by 24.7% between November 2023 and January 2024.
- Unilever has had to adjust the composition of its products in order to continue producing certain recipes that consumers love, at their factory near Dijon.
Meatless meals: Lesieur puts its plant-based cooking at the heart of meals - 08/10/2023
- Lesieur was created in 1908. Lesieur was acquired by the Avril Group in 2022.
- Lesieur aims to capture 5% of the vegetable market within two years.
- Growth in the vegetal market is 5%.
- The plant-based market represents some 430 million euros, and includes sales of plant-based beverages, ultra-fresh products and fresh delicatessen products.
- Lesieur plans to launch new recipes in 2024 and 2025.
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The mustard market | France
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