The mustard market - France

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.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 11/09/2023

Summary and extracts

List of charts

• 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
• Imports and exports code HS 12075010
• French HS code export destinations 21033090
• French HS code export destinations 12075010
• Origin of French HS code imports 12075010
• Origin of French HS code imports 21033090
• Change in cold sauce consumption by value
• Consumption of cold sauces by volume
• Evolution of the Google Trends index for the search "mustard
• Weighting of cold sauce segments by value
• France's favourite mustard brands
• Comparison of the level of appreciation of the 4 preferred brands by age category
• Comparison of the level of appreciation of the 4 mustard brands according to SPC
• Structure of sauce production
• Evolution of mustard seed production
• Market share of distribution channels in the hot sauce retail trade
• Market share in cold sauces by value
• Cold sauces market share by volume
• Price and production trends for Burgundy seeds