Summary of our market study

The global mustard market has seen modest growth, with a compound annual growth rate (CAGR) of 5.7% forecast for 2027. Asia-Pacific, in particular India, leads consumption with over 36% market share, as mustard oil is a staple in Indian cuisine. The French domestic mustard market, categorized under NAF code 10.84Z, 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. Despite a 10.8% drop in mustard consumption by volume in the first few months of 2022, the French industry is aiming to increase local mustard seed production, which reached 6,000 tonnes in 2022, with a target of 15,000 tonnes for 2023.

Imports and exports reflected these trends: French imports of prepared mustard rose significantly, from 9.8 million euros in 2017 to 29.9 million euros in 2022, while exports fell slightly. Analysis of domestic demand revealed that during the pandemic, the frequency of consumption and the number of new buyers increased, contributing to 8.3% growth in sauce sales in 2021; however, mustard volumes fell by 10.6% between 2021 and 2022, even though value sales increased, notably mustard by 39.7% in 2022. Organic and locally sourced mustards are becoming more important to consumers, with Amora and Maille the preferred brands in France.

Analyzing the mustard market: Consumer preferences and industry trends in France

The mustard market in France has undergone several evolutions over the years, with consumer tastes and external factors influencing demand and production. In recent years, particularly in the midst of the Covid-19 pandemic, mustard has received increased attention due to its pharmaceutical properties, which has contributed to a rise in its consumption. However, challenges such as the drought in Canada and geopolitical tensions in Ukraine led to fluctuations in mustard seed availability and consumption patterns in France.

The French mustard market, classified under NAF code 10.84Z, saw a notable increase in size, with an estimated value of between 1.5 and 1.7 billion euros, reflecting double-digit percentage growth on the previous year. Mustard occupies a significant share of the condiment and seasoning manufacturing market, estimated at around 44.6%. Despite a drop in mustard consumption in volume terms in 2022, with around 10-11% less than the previous year, there was an increase in value terms, underlining an important industry trend. Demand for mustard has evolved, with sales of cold sauces increasing by around 8-9% in 2021.

The frequency of consumption, the size of the shopping basket and the increase in the number of buyers are all factors behind this growth. In particular, mayonnaises saw an increase of around 4-5% in volume consumption, while mustard faced significant declines, down by over 10%. Changing consumer preferences also shaped market trends. There is growing interest in natural and organic products, including mustard.

To meet the needs of health-conscious consumers, mustard with reduced salt and fat content has gained in popularity. In addition, the homemade mustard trend has gained momentum, attracting French consumers keen to avoid over-processed products. The preference for organic mustard represents an opportunity for French agriculture to produce mustard seeds locally. This development is explained by the desire to reduce dependence on imported seeds, particularly in the context of the 2022 shortage. The target for French mustard seed production is expected to reach around 10,000 to 15,000 tonnes by 2023, representing a significant increase on previous years.

Consumer brand preferences are decisive in the market. Major brands such as Amora and Maille enjoy great popularity, with approval rates of over 70% among different age groups, particularly favored by individuals aged 35 and over.

Strengths and positioning of key mustard market players

In the multifaceted world of mustard-based condiments, the market is dominated by prominent names that have managed to establish themselves through consistent quality, brand image and by capitalizing on evolving consumer preferences. This chapter looks at the key players who dominate the mustard landscape, exploring each brand's unique position in the market.

  • McCormick & Company: Spicing up the market McCormick & Company is a world leader in flavour, not only in spices and herbs, but also in the mustard category. With impressive growth of 26% in 2021, the company stands out for its comprehensive product ranges that cater for both traditional tastes and emerging consumer demand for bold new flavours. McCormick's flexibility and innovation enable it to stay ahead of the curve and easily adapt to market changes and consumer tastes.
  • Kraft Heinz Company: A blend of tradition and innovation Kraft Heinz represents another colossal entity in the condiments field. Its products are ubiquitous, symbolizing both heritage and adaptation, as they continue to offer consumers some of the most familiar and beloved mustard flavors. The company's strength lies in its ability to combine the comfort of traditional flavors with the ambition to innovate, in order to remain relevant in a competitive market.
  • Unilever (Amora-Maille): The essence of French mustard tradition Unilever's entry into the mustard market has strong French roots, in particular with its subsidiary Amora-Maille, which enjoys a formidable presence in France and beyond. Amora is renowned for its classic flavor, and its 81.5% popularity rating attests to its strong market position. Maille, meanwhile, is synonymous with gourmet quality, offering a range of mustards that appeal to the most discerning palates. This duo demonstrates Unilever's strategic positioning, which covers a broader spectrum - from everyday use to the high-end segment.
  • Lesieur: Serving health and flavor Part of the Avril Group, Lesieur is an established brand that has made a name for itself in both the cooking oil and mustard segments. By focusing on health without compromising taste, Lesieur resonates with a growing population of health-conscious consumers. The brand's mustard options testify to its commitment to meeting modern food trends while retaining authentic flavor profiles.

These market players each assert themselves with distinct advantages - McCormick & Company with its robust growth and international reach; Kraft Heinz with its brand heritage and innovative spirit.

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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

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.
Fallot mustard factory boosted by mustard shortage - 08/08/2023
  • The Edmond Fallot mustard factory had 42,000 visitors last year.
  • Canadian producers supply around 30% of the French mustard market.
  • Fallot has been sourcing exclusively from France for 3 decades.
  • Fallot works with over 400 farmers, who cultivate 12,000 hectares of mustard seeds.
  • Fallot generated sales of 12.5 million euros last year.
  • 60% of Fallot's customers are French.
Lesieur bets on 100% plant-based ready meals - 28/06/2023
  • Lesieur, a company over 100 years old, enters the plant-based meal market with the Ma Popote brand
  • Objective: to conquer the fast-growing plant-based market.
  • The plant-based market has grown by 5% in two years and is currently estimated at over 427 million euros, two-thirds of which is generated by fresh produce.
  • The Avril Group, home to Lesieur, acquired Vivien Paille in 2022, a company specializing in vegetables, cereals and rice.
  • With the edible oil market in decline, Lesieur sees Ma Popote as a growth driver.
  • The company forecasts that the vegetable market will account for 5% of its sales in two years' time.

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. :

Moutarde Edmond Fallot
Unilever Groupe
Knorr (Unilever)
Lesieur (Avril Groupe)
Benedicta (groupe Kraft Heinz)
Kraft Heinz
Martin-Pouret
Amora Maille
Ducros (McCormick France)

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