Summary

The on-trade market, encompassing establishments like cafés, pubs, bars, and restaurants selling alcoholic beverages, experienced a significant downturn due to the COVID-19 pandemic, with enforced closures leading to a sharp drop in sales in 2020. However, recovery was observed as restrictions eased, with sales returning to pre-crisis levels in 2022 and registering a 20% increase towards the end of the year compared to January 2020. The market is estimated to reach $467.4 billion by 2027, with a projected CAGR of 5.09% from 2023 to 2027. In response to a decrease in alcohol consumption over the last two decades and the pandemic's impact, establishments have begun to diversify their offerings with a wider range of non-alcoholic drinks. Despite this shift, the French on-trade market saw record sales exceeding 11 billion euros in 2022, indicating a strong resurgence and a rekindled attachment to these venues post-pandemic..**Evolving Consumption Patterns in the French On-Trade Market** As we navigate through the dynamics of the French on-trade market, it becomes evident that the landscape is changing rapidly due to a variety of factors including societal shifts, industry innovations, and unforeseen global events like the COVID-19 pandemic. These establishments, which span from traditional pubs to cafes and bars, have realized an evolution in their structure and offerings to adapt to the changing demand. In recent years, the market has witnessed steady growth, particularly between the early 2000s and 2015, enjoying growth rates between 4% and 6% annually. This success story, however, faced significant disruption due to the COVID-19 crisis, but interestingly, the market showcased resilient recovery with its sales in 2022 surpassing even those of the pre-pandemic era, totaling over 11 billion euros. A key trend observed in France is the declining alcohol consumption over the past two decades, which contrasts the increased sales in drinking establishments. This indicates a clear shift in consumer preferences toward a wider range of non-alcoholic beverages. In fact, within the last twenty years, the allocation of household budgets for alcoholic beverages has declined in favor of non-alcoholic counterparts. Establishments have responded by diversifying their menus to cater to the demand for a variety of drink options. French consumers display a strong connection to pubs and drinking outlets, viewing them as an integral aspect of their social fabric. Nearly 29% of the populace associates frequenting these venues with the French art de vivre. The preference for these establishments extends across all age groups, with over 35% of people visiting at least once a month and a noteworthy 51% of young adults between 18-35 years old being regular patrons. On the job front, the beer market in France alone employs several thousand people, signalling the market's good health. The aftermath of the COVID-19 pandemic saw a resurgence in hiring within the sector, reflecting a bounce back to its former vibrancy. As for market structure, the traditional independent outlets now face competition from franchised outlets as well as restaurant and coffee brands like Hard Rock Café and Starbucks. This garners a response from the market where venues not only have to excel in their offerings but also innovate in the experiences they provide. Overall, the on-trade market in France reveals a sector that is dynamic and responsive to shifts in societal trends and preferences. With the domestic market rebounding post-COVID-19 and the industry's players positioning themselves strategically through diversification.The Titans of the French On-Trade Market: A Look at the Major Players As we delve into the landscape of the French on-trade market, it is apparent that the sector is not only vibrant and diverse but also marked by the presence of both entrenched giants and innovative upstarts. The landscape is populated by traditional independent establishments and emerging franchises which have been pivotal in shaping the market's current configuration. These key players have staked their claims on a wide array of offerings, from the effervescent world of breweries to the dynamic stage of coffee culture. **Heineken and Its Brewing Eminence** Heineken stands out as an unmistakable leader within the French beer market. Holding a commendable market share and boasting local production facilities, the company has become synonymous with beer in France. Its success not only stems from its eponymous flagship brand but also from its wide portfolio that includes popular offerings like Desperados and Affligem. Furthermore, Heineken's dominance extends beyond product production to distribution, through its France Boissons arm that services a vast array of foodservice customers. **Carlsberg's Frothy Domain** Carlsberg, though hailing from Denmark, has rooted itself deeply within French soil. With substantial production quantities emanating from its Obernai brewery, Carlsberg captures a significant segment of the supermarket shelf space. The company is particularly notable for leading the charge in the non-alcoholic beer segment, offering a compelling alternative to traditional beer enthusiasts. **AB InBev's Global Presence** AB InBev, though it does not brew domestically within France, manages to exert influence through its array of imported beers. The Belgian giant has positioned itself effectively, capitalizing on the allure of its global brands such as Leffe and Hoegaarden, to solidify a respectable presence in the French market. **Les Trois Brasseurs: The Convivial Brewpub** Representing the synergy of brewing and dining, Les Trois Brasseurs exemplifies the successful brewpub concept. Rooted in Lille, this chain has achieved a remarkable expansion, serving up a mix of craft beers and hearty pub fare that resonates well with a broad customer base. **Ninkasi: A Lyon Legacy Unfolds** Ninkasi, which germinated in Lyon, stands as a testament to the blending of craft brewing and pub culture. It has distinguished itself with reasonably priced offerings and a local touch that keeps patrons returning. Their approach encapsulates a commitment to quality beers complemented by an accessible and appet

The pub market - France

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Number of pages : 30 pages
Format : Digital and PDF versions
Last update : 14/02/2023

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Summary and extracts

1 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.

2 Demand analysis

3 Market structure

4 Offer analysis

5 Regulations

6 Positioning the players

List of charts

Sales trends in the global on-trade market between 2017 and 2027.
Trends in sales in the on-trade market
Detailed sales trend in the French public houses market 2018-2022
Proportion of French people attached to drinking establishments
French pub-goers survey
Customer loyalty to drinking establishments
Drinking habits in France
Proportion of household beverage budget spent on alcoholic and non-alcoholic beverages
Breakdown of household beverage budgets
Alcohol consumption 1970 - 2020
The main reasons why French people visit drinking establishments' terraces
Number of employees in the branch
Number of coffee processing companies
Weight of French beer leaders
Number of employees per outlet
Growth in the number of public houses in France

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Latest news

Brewer Ninkasi shifts its business model - 28/03/2024

Investment in the new Tarare plant: 32 million euros.
Current number of Ninkasi employees: 300.
Current Ninkasi sales: 26 million euros.
Beer production capacity before expansion: 40,000 hectolitres. Beer production capacity after expansion: 120,000 hectolitres.
Current number of Ninkasi outlets: 26, including 22 in Auvergne-Rhône-Alpes.
Forthcoming franchise openings planned in Montpellier, Lille, Metz and Besançon, Rennes and Grenoble.

Wine store V and B invests in alcohol-free products - 26/10/2023

V and B is a chain of 270 wine shops in France.
V and B recently invested in Gueule de Joie. The Gueule de Joie website was created in 2019. Gueule de Joie offers 250 beverage references and has sold 150,000 bottles to 20,000 customers in 2021.

Ninkasi takes delivery of its new industrial brewery - 25/09/2023

Investment in new Tarare plant: 30 million euros
Tripling of beer and whisky production
Ninkasi sales in 2022: 26.2 million euros
Ninkasi has a network of 25 sales outlets, 9 of which are directly operated and the rest franchised

With Gueule de joie, V and B goes alcohol-free - 15/08/2023

Founded in 2000, V and B has sales of 205.3 million euros, a figure that has almost doubled in the last five years
The network employs 1,800 people.
The V and B brand opens franchises at a rate of 15 to 20 a year, with almost a thousand franchisee applicants each year
The Mayenne network has 270 outlets.
The non-alcoholic wine and beer segment is growing by 12% a year.
The V and B chain has taken a minority stake in Gueule de joie, which has sales of half a million euros and two employees.
Gueule de Joie offers 200 non-alcoholic and low-alcoholic wines, beers and cocktails
The V and B network has a 12,000 m2 logistics base in Mayenne, with a planned expansion of a further 7,500 m2
V and B plans to open five to six additional "Levrette cafés" next year. Has a brewery in Château-Gontier V and B has set up its first outlet in England, in Northampton

The 3 Brasseurs brand regains momentum - 26/04/2023

Part of the catering division of the Mulliez Family Association (Agappes Restauration)
The company's establishments are all microbreweries, brewing beers that are sometimes very local
7 to 10 new restaurants opened per year before the health crisis.
20 new restaurants planned for 2023 and 2024, mainly franchises.
87 restaurants in total, including 70 in France, 15 in Canada and 2 in Brazil.
10 restaurant openings planned in Brazil within 5 years.
Objective of opening 2 new countries in Europe by 2025.
Sales of 223 million euros excluding tax in 2021, compared with 195 million in 2019.

Brewer Ninkasi increases its production capacity in a new plant in Tarare. - 10/07/2022

The Ninkasi Group has laid the foundation stone for its new brewery in Tarare.
Annual beer production capacity is set to rise from 40,000 to 120,000 hectolitres, while spirits production will increase to 20,000 hectolitres. This represents an investment of 32 million euros
Production facilities represent a commitment of 14 million euros
The Ninkasi group employs 270 people, including around 15 in Tarare, and has achieved sales of 24.4 million euros in 2021

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. :

Hard Rock Café France

Trois Brasseurs (Agapes Restauration)

Carlsberg

France Boissons

Anheuser-Busch InBev

V and B

Heineken Entreprise France

Ninkasi Brasserie

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