Content of the study:MARKET OVERVIEW
1.1 Definition and scope of study
The on-trade market includes all establishments whose primary or secondary activity is the sale of alcoholic beverages. These establishments can offer consumption on the premises or for import, and their activity is conditional on possession of an operating license.
Business licenses grant establishments the right to market food and beverages. Licensed premises (licence III or licence IV) are subject to a maximum quota of one licensed premises (licence III or licence IV) per 450 inhabitants. These quotas apply at both municipal and departmental level. However, it is possible to depart from these quotas. Communes that have exceeded this quota can work with neighboring communes to reach an average of one outlet per 450 inhabitants.
The market for public houses is changing rapidly. The creation of franchised outlets (Irish Corner, Trois Brasseurs, Ninkasi...) is overshadowing traditional independent outlets, whose image is sometimes outdated.
The market is also suffering from competition from restaurant and coffee brands (Starbucks, Hard Rock Café, etc.), which are benefiting from the overall 18% decline in alcohol consumption over the last two decades.
As a result, all of these venues (restaurants, cafés and drinking establishments) have been heavily impacted by the Covid-19 crisis in 2020 and 2021. By 2022, sales in drinking establishments had returned to their pre-crisis levels (identical sales in February 2022 compared with January 2020), and were even up 20% over the end of 2022 compared with January 2020.
1.2 Global market
The drinks market is particularly well-developed around the world, with a large number of small players, independent or franchised distributors and retailers, working with some of the world's leading producers (***).
The on-trade market - businesses whose main activity (***) is the sale and consumption of alcoholic beverages on the premises- is very ...
1.3 Domestic market
The on-trade market has seen steady sales growth since the ****s. In ****, the drinks market had a record year, with sales exceeding ** billion euros. In ****, there were more than **,*** drinking establishments throughout France. [***]
Evolution of sales in the French drinking establishments market between **** and ****. France, ****-****, € bn Source: ****
Comparing sales growth ...
1.4 The impact of COVID-19
As we saw briefly in sections *.* World market and *.* French market, the drinks market was severely impacted by the COVID-** pandemic. The sector as a whole experienced a forced drop in demand, which caused the market to collapse.
Detailed sales trend in the French public houses market ****-**** France, September **** - ...
DEMAND ANALYSIS
2.1 Portrait of drinking establishment customers
The COVID-** health crisis made the French aware of their attachment to pubs, cafés and bars.it would seem that this period of restraint has rekindled the French people's love for these social establishments.in fact, **% of French people believe that frequenting these establishments is the epitome of the French ...
2.2 Changing behaviors, towards a reduction in alcohol consumption
By definition, public houses are places where customers can buy and consume alcohol. However, overall alcohol consumption in France has fallen sharply over the past twenty years, while sales in these establishments have continued to rise. These establishments are therefore focusing on diversifying their menus, and are now offering a wide ...
2.3 French attachment to drinking establishments
According to an IFOP - France Boisson survey, the French have a particular attachment to the terraces of bars, cafés and restaurants. **% of those polled consider that drinking establishments are part of the French art of living. And **% consider these places to be places for socializing and sharing.
The main ...
MARKET STRUCTURE
3.1 Jobs in the French drinking establishment market
The beer market alone will employ *,*** people directly and more than ***,*** indirectly by ****. [***]
Pubs are directly responsible for sales and marketing, and the industry hires many people on long-term contracts, as well as many seasonal workers on short-term contracts and student contracts. By ****, the on-trade will be hiring over **,*** permanent staff, ...
3.2 Beer and Coffee Production
Coffee and beer are the beverage outlets' flagship products.
Beer production in France (***):
AB inBev, Heineken and Carlsberg dominate the French beer market. In French supermarkets, Heineken has a **% market share by value. The Dutch brewer has * breweries in France , producing over *.* million hectolitres of beer a year . [***]
The group also ...
3.3 Independent and franchised pubs.
Historically, pubs have been independent establishments, offering a wide choice of beverages that vary greatly from one establishment to another. Historically, independent establishments have been the main players in the pub market. New players are emerging, and just as in the restaurant business, pub franchises are also emerging in France.Franchising ...
3.4 Size of drinking establishments
The market for drinking establishments is evolving. Initially, it mainly concerned small establishments able to welcome a small number of customers.today, establishments are tending to grow in size, and to increase their capacity. This increase in capacity implies an increase in the number of employees needed to serve customers.
Change ...
OFFER ANALYSIS
4.1 Distribution of drinking establishments in France.
If the French consider public houses to be part of the French art de vivre, it's because public houses can be found all over France. In ****, there were over **,*** public houses in France, including *,*** in Paris alone, representing *.*% of all public houses in France.
Growth in the number of public houses ...
4.2 Average pub prices in France
Prices offered by drinking establishments vary widely, depending on the time of year, the time of day and the location of the establishment. For example, drinks outlets regularly offer Happy Hours, a period between *pm and *pm when part of the menu is less expensive, a practice specific to alcoholic beverages. ...
4.3 Market trends, prices, concepts and chains
The pub market offers many opportunities for owners to come up with original concepts for their pub. There is a wide variety of bar, café and restaurant concepts. Examples include classic bar concepts such as beer bars with a wide variety of products, wine bars, vodka bars, whisky bars, etc. More ...
REGULATIONS
5.1 Restaurant and liquor license
Drinks outlets are restaurants selling alcoholic beverages. The activity of selling alcohol may be minor or major, and these establishments fall into the "Débit de Boisson" category. These establishments must hold a license in order to obtain a permit to sell alcoholic beverages. It should be noted that temporary establishments ...
5.2 Regulations: Alcohol, Food, Hygiene, Safety
Drinks outlets are subject to a number of regulations concerning the display of drinks, the protection of minors and consumers in general:
The establishment's license must be displayed. Prices of food and beverages must be clearly displayed on menus and inside the establishment, and free fresh or tempered drinking water must ...
POSITIONING THE PLAYERS
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