Summary

from 2020, the global potato chips market, valued at $31.2 billion, is expected to grow at a CAGR of 3.2%, reaching $38.9 billion by 2027. France, a key player with production of around 6,400,000 tonnes, has seen its domestic market grow. French consumption of potato chips reached 575 million euros in 2020, with a consumption penetration rate in excess of 80%.

Although France is a major potato producer, its dependence on imports led to a trade deficit in the potato chips sector of -123 million euros. The COVID-19 pandemic surprisingly boosted the potato chip market, with sales up 23% during the first containment in March 2020. This period was marked by increased interest in online potato chips, peaking during the most intense periods of containment. However, despite their popularity, only 21% of French people say they enjoy eating potato chips, and 37% feel ashamed after consumption.

The flourishing French potato chips market: innovation, diversification and consumer trends

The market is concentrated around major players such as PepsiCo and Intersnack, with Lay's holding almost 40% of market share. Innovations and a growing range of products, particularly organic and healthier products, are contributing to the market's dynamism: A dynamic market where consumer preferences are evolving As a popular snack with origins in the late 19th century in the United States, potato chips have become one of the most popular snack foods in the world.tats-Unis, potato chips have become a retail force, particularly in the snacking market - a segment where the United States and Europe, notably France, dominate in terms of revenue generation.

The French potato chips market, a dynamic sector of the wider aperitifs market, has experienced a rapid growth trajectory with a valuation of between approximately 2.15 and 2.25 billion euros in recent years, showing an increase in both volume and value. With a worldwide compound annual growth rate (CAGR) of 3.2% expected to propel market value to nearly 39 billion euros by the mid-2020s, the French market is aligned with this positive trajectory. Chip varieties are expanding; from classic chips to flavored chips, vegetable chips, healthy chips and premium chips, the market is embracing innovation and diversification in response to changing consumer demands. In particular, France shows a distinct seasonality in consumption, with the majority of potato chips consumption occurring during the summer.

Although the average consumption of potato chips in Europe stands at 2 kilograms per person per year, France falls short with a per capita consumption of just over 1 kilogram, a figure that pales in comparison with the 4.5 kilograms consumed by the average British citizen. However, the French market has seen a steady increase in penetration, rising from 75% to 80% in six years, suggesting a growing craze for this snack among the French population.

A segment not to be overlooked in the French landscape is that of "healthy" potato chips, where growing consumer health awareness has led to a rise in demand for alternatives such as low-fat and low-salt options. The premium potato chips segment has also seen considerable interest, with potato chips made from exquisite ingredients such as olive oil or Himalayan salt.

From an economic point of view, domestic potato production in France is robust, indicating strong growth. Exports are strongly oriented towards southern European countries and Belgium, with French gastronomic know-how playing a decisive role. The food hygiene standards to which all potato chip products must conform, including European Union regulations, guarantee not only the safety of our products, but also their quality.eU regulations, which guarantee not only consumer safety but also the competitiveness of the industry, further define the market. Particular mention is made of the regulations concerning acrylamide, a compound present in starch-rich foods such as potato chips and which poses health risks, revealing heightened vigilance on the part of the public.

Main industry players dominating the potato chips market landscape

The potato chips market landscape is characterized by the presence of major international food conglomerates as well as leading French manufacturers who have carved out a place for themselves in this competitive sector.

  • PepsiCo: A global giant in the snack industry, PepsiCo stands out for its vast portfolio of food and beverage brands. Among its most valuable assets is the Lay's brand, which controls a substantial share of the potato chips segment worldwide. Lay's has maintained a strong market position by regularly introducing a variety of innovative flavors and products that respond to changing consumer tastes.
  • Mondelez International: Known for the diversity of its products, Mondelez International is also present in the snacks industry. With a strategy focused on growth and innovation, Mondelez strives to offer consumers new snacking experiences.
  • Intersnack: Another key player, Intersnack, is responsible for a range of popular potato chip brands, including Vico and Tyrell's. Intersnack's presence in the market reflects its commitment to quality and consumer satisfaction, enabling it to maintain a strong position against its competitors.
  • Kellogg's: Traditionally associated with breakfast cereals, Kellogg's participation in the potato chips market cannot be overlooked. By incorporating snacks into its extensive offering, Kellogg's is extending its influence and capturing a share of the snacking occasions enjoyed by consumers. within France's borders, notable manufacturers have emerged and focus on providing products that resonate with the local palate, proudly bearing the "made in France" label.
  • Altho: This Breton company is a powerhouse in the national potato chips market, offering products under its own brand, Bret's. With production sites in France and Portugal, Altho's emphasis on local quality and strong production capacity have enabled it to produce a wide range of potato chip varieties and meet prolific demand.
  • Sibell: A French manufacturer with a rich heritage in the potato chip market, Sibell is proud to offer a wide range of flavors and products that appeal to French consumers. Known for the quality of its products and its customer-focused ethos, Sibell occupies a respected position in the national market. These players form the backbone of a market that thrives on innovation, quality and in-depth knowledge of consumer preferences. Their juxtaposition of international reach and local expertise enables them to adapt and thrive in the dynamic world of potato chips and savoury snacks.
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  • Number of pages : 30 pages
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  • Last update : 15/06/2021
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Summary and extracts

1 Market overview

1.1 Market definition and overview

Chips are said to have originated in the United States at the end of the 19th century and have since become a best-seller in the retail sector. Chips are a sub-segment of the snacking market, largely dominated by the United States

There are different types of chips:

  • Classic/traditional chips (thin, flat, tile etc.)
  • Flavoured chips (e.g. barbecue, cheese, onions, vinegar)
  • Vegetable chips (e.g. radishes, parsnips, carrots, beets, etc.)
  • Healthy chips
  • Premium chips

The world market for potato chips is primarily a very western market where the United States and Europe largely dominate in terms of revenue generated

The French potato chip market is growing rapidly and is expected to continue to do so in the coming years. In fact, the French market for appetizers, of which potato chips are a sub-segment, totaled €2.19 billion in 2019, up 3% in volume and 2.6% in value Potato chip consumption per person is also following the same trend.

The marketing innovations (packaging, communication, merchandising) and in terms of revenue (herbs, flavours, spices) are trying to make this market even more dynamic. However, France has the particularity of being a market where the seasonality of consumption is much more marked than in the rest of our European neighbours. Chips remain above all products associated with summer and consumed during barbecues, apéritifs and festive evenings.

In this context, the main market players are trying to diversify the offer with new recipes (vegetable and fruit chips) but also investing in the high-end segment of the market in order to stimulate a more regular demand (snacking) or consumption as a meal accompaniment. Also, the potato chip market is not immune to the organic trend and the healthy and sees the appearance of many light, palm oil-free and responsibly produced products.

The French market, like the global market, remains relatively concentrated around global players such as PepsiCo.

The COVID-19 pandemic had a positive impact on this market. With more people staying at home, for longer and extended periods of time due to the enforced confinements the consumption of savoury snacks, and in particular potato chips sky rocketed.

1.2 Une demande mondiale en hausse qui dynamise le marché

Le marché mondial des chips est estimé à **,** milliards de dollars américains et devrait croitre avec un CAGR de *,*% sur la période ****-****.  [***]

Quelle est la croissance estimée du marché mondial des chips ? Monde, **** - ****, en milliards de $ américains Source: ****

L'Amérique du Nord représente toujours le ...

1.3 Un marché national aussi en pleine croissance

En ****, le marché de la chips était évalué à *** millions d’euros. Même si c’est un marché assez petit en valeur et volume, il est tout de même en expansion continue depuis plusieurs années. La crise sanitaire et la réduction de mobilité qui s’est ensuivie ont ...

1.4 Une balance commerciale paradoxalement déficitaire

La balance commerciale des chips en France est paradoxalement très déficitaire. En effet, en tant que premier exportateur européen de pommes de terre, on pourrait penser que la France est devenue autonome sur la production de chips mais elle importe beaucoup de la Belgique. Si bien que la ...

2 Analysis of the demand

2.1 Les préférences des Français pour l'apéritif

D'après une enquête LSAConso de ****, **% des Français déclarent prendre l’apéritif au moins une fois par semaine et pour **,*% d’entre eux, il s’accompagne automatiquement d’un petit quelque chose à manger ou à boire. Les chips restent un mets principalement servi à cette occasion, même s'il ...

2.2 Une popularité clairement marquée chez les plus jeunes

Sans surprise, les plus gros consommateurs de chips sont les moins de ** ans. Elles sont en revanche beaucoup moins populaires chez les plus de ** ans.

Quel est le taux de pénétration de la chips chez les français ? France, en ****, en % LSAConso

Pour beaucoup de Français, les produits ...

1.3 Une demande qui s'oriente de plus en plus vers les MDD

L'inflation très forte observée sur l'alimentaire en France depuis quelques mois semble avoir aussi impacté les habitudes des consommateurs de chips. Rappelons que le prix des chips a augmenté en moyenne de **% entre **** et **** et cette augmentation ne parait pas être très bien acceptée par les français. ...

3 Market structure

3.1 Chaîne de valeur

3.2 Les différents types d'acteurs présents sur le marché

La pomme de terre est d'abord récoltée par les agriculteurs, avant d'être ensuite vendue aux producteurs de chips, en passant par les négociateurs du marché. Après leur arrivée à l'usine, elles sont triées puis pelées par des machines avant d'être lavées. Elles ...

3.3 Le secteur de la pomme de terre en France

Le secteur de la pomme de terre en France se développe de plus en plus rapidement, notamment grâce à l'exportation vers les pays européens de la pomme de terre française.

Le chiffre d'affaires de la transformation et conservation de pomme de terre France, ****-****, en millions d'euros ...

4 Analysis of the offer

4.1 Une offre très diversifiée

Même si la chips nature salée à la pomme de terre reste le goût classique de chips par excellence, les marques ont développé depuis plusieurs années des variations de la chips classique, en jouant sur l'arôme, l'épaisseur, la forme. Il existe donc des chips gaufrées ...

4.2 Quelques types de chips populaires

Marque et modèle Prix pour un paquet de ***g  Marques de chips Lay's, Nature à l'Ancienne *,**€ Lay's, Saveur Spicy *,**€ Lay's Max Saveur Barbecue *,**€ Vico, l'extra craquante Nature *,**€ Tyrell's, chips de légume *,**€ Tyrells, Sel de Mer/Vinaigre de Cidre *,**€ Tyrells, Légèrement salées *,**€ Bret's, Craquante Sel de Guérande *,**€ Bret's, ...

4.3 Une innovation portée sur les nouvelles saveurs

Dans le secteur des chips, on observe principalement des innovations à trois niveaux sur le produit proposé.

La multiplication des arômes 

La première tendance qui se dégage est la diversification des arômes de chips proposés par les marques. En magasin, les références de chips sont ...

5 Regulation

5.1 Des règlementations européennes

En tant que produit alimentaire, les chips sont soumises à des normes strictes en matière de sécurité et de qualité. Ces normes sont souvent données par des règlements européens puis appliquées dans le pays. Les deux premiers règlements européens cités ci-dessous traitent de ...

5.2 La convention collective

La production de chips relève de la convention collective nationale pour les industries de produits alimentaires élaborés.

La Convention Collective Nationale (***)​.

L'employeur doit choisir la CCN la plus pertinente en fonction de l'activité de la société, qui s'appliquera ensuite à tous ses salariés. La CCN couvre plus de ...

List of charts

  • La taille du marché des chips en France
  • Exportations et importations totales de pommes de terre en valeur
  • Quels sont les principaux acheteurs de pomme de terre française ?
  • Les échanges de pomme de terre préparée de la France
  • A quels pays la France achète-t-elle ses pommes de terre préparées ?
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Latest news

Kellogg France changes its name to Kellanova France - 08/10/2023
  • The demerger of Kellogg Company became effective on October 2, 2023, forming WK Kellogg Co and Kellanova.
  • Kellanova France achieved sales of €367.3 million in 2022.
  • Kellanova expects to grow faster than Kellogg Company.
  • The group plans to give even greater priority to its snacking division, which should account for 60% of sales in the future.
Altho: Brets, the potato chip brand that whispers to its young buyers - 08/10/2023
  • The potato chips market has been growing by 3% a year in volume since 2020 65% of senior citizens eat potato chips
  • The penetration rate of potato chips among young people is 95%
  • The potato chips market represents almost 80,000 tonnes, of which 41,500 tonnes are produced by Altho
  • New factory to be built next to Altho's historic site
Kellogg's: 5 things you need to know about the demerger of the cereal and potato chips giant - 03/10/2023
  • 15.3 billion in sales by 2022, 32,000 employees
  • kellogg's has split into two separate, listed entities
  • On the one hand, cereals, and on the other, snacks (but also cereals) in the rest of the world
  • Kellogg's has a portfolio of some thirty brands
  • International activities account for over 80% of sales
  • North American division accounts for around 17% of sales
  • north American cereal market in decline
  • The snacks market is booming
  • 200 employees in France and net sales of 367 million euros,
  • France is Europe's second-largest market behind England
  • Pringles generates sales of 1 billion euros in Europe
Kellogg separates its US operations from the rest of the world - 16/09/2023
  • The separation of Kellogg into two companies, Kellanova and WK Kellogg, takes place from October 2, 2023.
  • Kellanova will manage the snacks and breakfast cereals business outside North America, generating sales of around $13.4 to $13.6 billion (€12.5 to €12.7 billion).
  • WK Kellogg will manage the cereal business for North American markets, corresponding to sales of around 2.7 billion dollars (2.5 billion euros).
Kellogg's splits up - 12/09/2023
  • Kellogg Company sales in 2021 will be $15.3 billion.
  • More than 80% of the company's sales come from international business.
  • The North American division accounts for around 17% of sales.
  • The Group's snacks division is set to grow by 9% a year between 2019 and 2022.
  • International cereal brands have been growing at 5% a year since 2019.
  • Kellanova, one of the company's new entities, forecasts sales of between $13.4 and $13.6 billion in 2024
  • The second entity, WK Kellogg, forecasts sales of $2.7 billion in 2023.
Chips manufacturer Altho is currently expanding its plant in Morbihan. - 09/03/2023
  • Family-owned company holds 45% of the French market (40,970 tonnes of potato chips)
  • Products sold under private labels and own brands
  • Altho plans to build a new 29,000 m² site
  • The company works with 300 producers
  • The salt used comes from the Guérande salt marshes
  • 206 million in sales by 2022 Around 400 employees

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. :

Intersnack (Knabber Geback Group)
Kellogg’s
Altho Brets
Lays
Cheetos (Frito Lay)
Tyrrell
Lorenz Snack (Bahlsen group)
Bahlsen Group
Bret's
Doritos Frito Lay(Pepsico)
Lay's (Pepsico)
Miss Vickie's

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