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Summary of our market study
The French olive oil market and consumption is in the region of €570 million.
The world olive oil market remains concentrated in the Mediterranean region. Spain is the main producer, with over 40% of world production.
Worldwide consumption exceeds 3 million tonnes.
France imports 95% of its olive oil consumption and has a trade deficit, with imports valued at 419.8 million euros and exports worth 40.9 million euros in 2022.
French consumers prefer high-quality products, with extra-virgin olive oil being the most popular.
Some brands such as Puget are highly reputed, but private labels will hold 41% of the market by 2023.
The French olive oil market: growing dependence on imports
In France, consumption has been growing strongly and steadily for two decades. French consumers have embraced olive oil as both a staple and a luxury, quality product.
Extra virgin olive oil, revered for its quality and health benefits, is the favorite of French consumers.
French olive oil consumers attach great importance to the taste, aroma and health benefits associated with its consumption.
Preference for olive oil is higher in rural than in urban areas, with higher income brackets representing the main consumer segment. On average, households consume several liters of olive oil per year.
The organic olive oil segment is growing fast. In France, 36% of olive groves are certified organic. France has a significant share of Europe's organically grown olive groves, and this move towards organic production has been facilitated by EU subsidies.
Key players in the French olive oil market
The French olive oil market is made up of a large number of companies, ranging from multinational food giants to specialized premium producers
Diversified food groups and independent producers
- Lesieur and Puget (Groupe Avril) leading brands
- Avril is firmly rooted in the European agri-food landscape.
- Costa d'Oro (Groupe Avril) Italian luxury brand
- Bunge global food giant
- Unilever makes a significant contribution to the olive oil market
- Deoleo, Spanish market leader
- Terra Delyssa, renowned Tunisian producer
- Carapelli, renowned Italian brand
- Tramier, French family producer
- Oliviers & Co luxury store chain
- Moulin de Margier luxury producer
- Castelas mill, small high-end producer
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Summary and extracts
1 Market overview
1.1 Market overview and definition
The olive is a typical fruit of the Mediterranean region, consumed in two forms: either as a condiment, or table olive, or asolive oil after pressing the fruit.
Olive oil is obtained by crushing fresh fruit into a paste, then filtering, centrifuging and heating (or not) the paste to extract the oil. Itis one of the main ingredients in the diets of Mediterranean countries, and is mainly used in the preparation of salads and as a cooking fat . It is also used in cosmetics on a more anecdotal basis.
The global olive oil market is highly concentrated in the Mediterranean region, particularly Spain, Greece and Italy. Spain is the world's leading producer, accounting for 40% of global output. On a global scale, annual market growth is around 3%.
France, despite a favorable climate in its southern regions, is finding it extremely difficult to hold its own against foreign competition.according to COI (Conseil Oléicole International) data, France supplies almost all the products consumed in the country. However, growers are trying to adapt to new trends, notably with organic farming, and to differentiate themselves from others through protected and controlled designations of origin.
The olive oil market in France is growing rapidly, and is primarily a consumer market. Indeed, France, which imports over 95% of its olive oil, has seen its consumption multiply by 5 in less than 20 years.
The French are particularly fond of olive oil, not so much for its quantity, but rather for the way it is consumed. In France, as much for its price as for its virtues (anti-cholesterol, dietary...), olive oil is considered a relatively luxurious product, and its quality is often of the highest order. In fact, the most popular type of olive oil is extra virgin .
1.2 The world market is dominated by the Mediterranean
Main olive oil producing and consuming countries World, ****, thousands of tons Source: ****
The biggest consumers of olive oil are the countries of the Mediterranean basin. Italy is in first place, with more than ***,*** tonnes of olive oil consumed over the ****-** period (***).
Europe, ****, in kilograms Source: ****
Production is largely handled by ...
1.3 French olives: a market for consumers rather than producers
Consumption largely imported
Olive oil imports and exports France, ****, millions of euros Source: ****
France's olive oil trade balance is largely in deficit. In ****, France imported the equivalent of ***.* million euros, while exporting just **.* million euros.
Main olive oil suppliers France, ****, in Source: ****
On the import side, France is highly dependent on ...
1.4 The impact of Covid-19 on the olive oil market
Olive growers and oil producers have been hard hit in almost all olive-growing regions. In Spain, Italy, Greece, Portugal and Tunisia, France, Turkey, Croatia, Lebanon, Syria - in particular, regions where olive growing and olive oil production form an important part of the economy and cultures.
In the survey whose results ...
2 Demand analysis
2.1 French consumer profile
Geography
The following graph shows the respective weight of households consuming olive oil in supermarkets, by size and type of town:
Weight in number of households buying olive oil in France France, ****, in Source: ****
Geography appears to play a relatively important role in olive oil consumption. Indeed, this product is apparently ...
2.2 Organic olive oil on the rise
Some producers offer light olive oil ranges , or even organic olive oils. The organic olive oil sector is booming. Tasting olive oils in the same way as wine is becoming increasingly popular. Oliviers & Co has positioned itself at the top end of this organic olive oil trend, distributing over twenty harvests ...
2.3 French preferences
In terms of preferences, the Puget brand tops the sales rankings, making it the most popular brand with the French.
Olive oil market share by value France, ****, in Source: ****
Nevertheless, private labels together hold the majority of market share (***). Lesieur holds **.*% and Carapelli **.*%.
3 Market structure
3.1 Olive industry value chain
Source: ****
The diagram above illustrates the olive oil production chain, from the olive grove to the end consumer. Several players may be involved in the production process: supermarkets, mills and cooperatives, and olive growers.
3.2 A highly heterogeneous national production
As shown in the diagram below, most of France's olive oil production takes place in the PACA region (***), which accounts for **% of the French total.
Breakdown of regional production in France France, ****, in tons Source: ****
The remainder of production comes from the Occitanie (***) regions.
As the following graph shows, French olive ...
3.3 A protean cast
Olive oil is marketed by the mills through four different channels:
direct sales to consumers sales to distributors bulk sales (***) e-commerce
E-commerce developed during the pandemic, but has now become an essential distribution lever.
Impact of the war in Ukraine
The current economic context (***) has a significant influence on the consumption ...
4 Offer analysis
4.1 Olive oil typology
There are four different types of olive oil:
Extravirgin olive oil: this is the best quality olive oil you can find. It contains a very low level of acidity (***). It has a strong taste and aroma. Virgin olive oil: this is a superior quality virgin olive oil, but with an aroma ...
4.2 Wholesale oil prices fluctuate with harvests
Trends in olive oil prices World, ****-****, in dollars Source: ****
The graph above shows world prices for extra-virgin olive oil. These price variations, which depend on many factors, are reflected in the prices paid by the end consumer. This volatility is due to the fact that olive oil production depends on ...
4.3 Retail oil prices for French consumers
Olive oil price chart
We distinguish between four different types of oil: entry-level, private label, specialty and premium. For the most part, we'll be relying on the carrefour websitewebsite, and compare prices per liter. Prices are those observed in November **** on the sites indicated:
entry-level oils : leclerc Eco+ olive oilat €*.**/L; carrefour ...
4.4 Moving upmarket in the oil market
Producers of bottled olive oil are trying to promote the authenticity of their oil and its Mediterranean "terroir" heritage.
With pressure on the olive oil supply, despite the slight decline in French demand, some producers are offering upmarket products with supposedly superior quality to their competitors.
Olive oil producers are therefore ...
5 Regulations
5.1 Strict oil regulations for information purposes
Codified labelling
In the European Union (***), the sale of olive oil to end consumers is highly regulated, particularly with regard to labeling and product information. The EU provides a legal framework through three regulations currently in force:
Commission Implementing Regulation (***) No. **/**** of January **, **** on marketing standards for olive oil. Commission Regulation ...
6 Positioning the players
6.1 Segmentation
- Lesieur (Avril Groupe)
- Bunge
- Unilever Groupe
- Deoleo
- Avril Groupe
- Benedicta (groupe Kraft Heinz)
- Puget Lesieur (Avril Groupe)
- Carapelli
- Tramier
- Oliviers & Co
- Moulin Castelas
- Moulin Margier (Domaine La Michelle)
- Bioplanete Huilerie Moog
- Kalios
- Costa d'Oro (Avril Groupe)
- Huile de Mon Père Parcelle 26
List of charts presented in this market study
- Main olive oil producing countries (forecast)
- Estimated olive oil consumption
- Olive oil consumption
- Olive oil imports and exports
- Main destinations for olive oil exports
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Latest news
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.
Kalios - 15/10/2023
- Kalios olive oil brand created some fifteen years ago
- Brand present in 1,200 restaurants Brand present in 1,500 delicatessens in France
- Kalios sales of over 6.5 million euros
- Catalog diversification: olives, honey, eel and high-quality smoked fish
- Kalios sales exceed 6.5 million euros.
- Alongside Kalios, the Chantzios brothers have created the Eleni Group, which operates fourteen restaurants
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.
Hari&Co joins the Avril Group - 08/10/2023
- Hari&Co was founded in 2014.
- Hari&Co is one of the market leaders in plant proteins.
- Hari&Co generates sales of 10 million euros with 35 employees.
- Hari&Co products are available in over 5,000 points of sale.
- The Avril Group has acquired a majority stake in Hari&Co.
- The Avril Group has sales of 9 billion euros in 2022.
- The Avril Group operates in 19 countries and employs nearly 7,400 people at 73 industrial sites and sales offices.
- Avril also owns other brands such as Vivien Paille, Lesieur and, since 2022, the Italian grocery brand Italians do it better.
- Hari&Co's previous shareholders were the investment funds Eutopia and Triodos Investment Management.
Hari&Co, specialist in vegetarian cuisine, joins Avril - 08/08/2023
- Agro-industrial group Avril recently acquired a stake in Hari&C, a company founded in 2014.
- Hari&Co is one of the market leaders in plant proteins, with sales of €10 million.
- Hari&Co employs 35 people.
- Hari&Co products are available in over 5,000 points of sale.
- The Avril Group operates in 19 countries with nearly 7,400 employees at 73 industrial sites and sales offices.
- Avril achieved sales of 9 billion euros in 2022.
- Other Avril brands include Lesieur and the Italian grocery brand Italians do it better.
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.
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the olive oil market | France
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