The spreads market - France

The chocolate spread market in France has seen strong growth, particularly during the Covid-19 pandemic. Despite the explosion in demand, the industry had to contend with changes in consumer preferences, who turned to healthier, palm-oil-free and environmentally-friendly alternatives, challenging the market dominance of flagship brands such as Nutella.

The spread offer has diversified, with the emergence of new organic and bio spread options, illustrated by players like Jardin Bio gaining traction and the overall organic segment reaching 78 million euros in supermarkets in 2020, up 17%. Foreign trade in spreads has also turned in France's favor, with exports up 11.5% and imports down 5%. Nutella, despite a drop in market share from 70.2% to 67.7% in 2020, gained a million new consumers during the lockdowns, demonstrating a continued preference for established brands in uncertain times.

The French chocolate spread market: Consumer trends and key figures

The French chocolate spread market has enjoyed a promising trajectory in recent years, with marked growth particularly notable during the Covid-19 pandemic period. With a growing consumer penchant for indulgent yet familiar tastes, chocolate spreads have established themselves as a staple in French households.

By 2020, the French market for chocolate spreads, all categories combined, was valued at around half a billion euros, revealing considerable demand for these products. A closer look at the figures reveals that chocolate spreads account for the lion's share, with sales of almost 500 million euros, representing steady growth of around 4% a year. The non-chocolate spread segment, although smaller in size at around 60 million euros, enjoyed a more robust growth rate of around 14% over the same period, underlining a diversified customer demand.

In terms of consumer profiles and habits, almost 60% of the French population enjoys spreads, with a marked preference for women over men. Interestingly, although considered a guilty pleasure by many, these products are consumed regularly, with children and the elderly constituting the main consumer base. Furthermore, consumption motivations vary according to the time of day, whether for pleasure or for health. A trend towards healthier alternatives is also evident in the market, with a significant proportion of consumers expressing an interest in organic and more sustainable options.

Despite this shift in preference, traditional brands like Nutella remain immensely popular, with a monopolistic presence in the market. Nevertheless, Ferrero's Nutella is facing increasing competition from brands that promote health- and environmentally-friendly practices. The production process for chocolate spreads involves several stages, from the cultivation of cocoa to the blending of ingredients, right through to the creation of the final product.

It's worth noting that the lion's share of revenue in this sector tends to go to manufacturers and distributors, rather than to the cocoa producers themselves. Regulatory measures also have an impact on the market, as shown by the "nutella tax" on palm oil, which reflects a trend towards sustainability and health considerations in food production.

The impact of Covid-19 has further accentuated existing trends, with Nutella experiencing a surge in demand and reaching a wider consumer base during closed periods.

Innovation in the spread market is booming, with a notable increase in the number of organic, palm-oil-free and vegan products. These new offerings are reshaping consumer choice and reinforcing the move towards healthier, more sustainable alternatives.

Dominant forces and emerging competitors in the French spreads market

The French spread market is characterized by a mix of well-established international giants and dynamic local players, each bringing their own flavors and product philosophies to a consumable spread landscape rich in choice.

• Ferrero's indomitable Nutella: Iconic Italian brand Ferrero, with its flagship product Nutella, leads the way. This chocolate spread has been a staple on breakfast tables for decades and occupies an impressive place on the French market. Its long-standing popularity has withstood criticism over the use of palm oil and health concerns, illustrating consumers' deep-rooted loyalty to its distinct hazelnut and chocolate taste.
  
  
• Skippy spreads the pleasure of peanut butter: US brand Skippy, owned by Hormel Food, brings diversity to the spread market with its creamy, chunky peanut butter varieties. Although it is not chocolate-based, Skippy peanut butter has carved out a place for itself for consumers looking for an alternative to sweet, chocolatey spreads.the unique taste of Lotus Speculum is a perfect complement to the sweet and chocolaty flavors of our products, making them one of the most popular American spreads on the French culinary menu.
  
  
• The unique taste of Lotus Speculoos: Another international player making waves is Lotus with its Speculoos spread, a product that takes advantage of the famous caramelized cookie flavor enjoyed by many. Originating in Belgium, Lotus Speculoos has won the affection of French consumers looking for a different, yet familiar taste that stands out from traditional chocolate options.
  
  
• Home-grown champion: Lucien Georgelin Among national brands, Lucien Georgelin occupies a place of honor, distinguishing itself by its commitment to quality and its local appeal. Its chocolate spreads have managed to secure market share by satisfying consumers' desire for authentic, artisanal products, encouraging a sense of national pride within the French market.
  
  
• Jardin Bio: the organic alternative Responding to growing consumer demand for healthier, environmentally-friendly choices, Jardin Bio is emerging as a strong contender in the organic segment of the market. This national brand specializes in organic chocolate spreads, aimed at those seeking guilt-free pleasure, with lower sweetness levels and a focus on natural ingredients.

Every player in the chocolate spread market has adapted to the changing tastes and values of French consumers, from classic, well-established flavors to health-conscious compositions and the comfort of locality and tradition. This diversity not only reflects the richness of the French market, but also signals the spread industry's potential for innovation and future growth.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 10/10/2022

Summary and extracts

List of charts

• Sales trends in the spreads market
• Spread sales by segment
• Sales trends in the chocolate spreads market
• Sales trends in the peanut butter spreads market
• Foreign trade in spreads
• Frequency of consumption of sweet snacks
• Reasons for consuming sweet snacks
• Breakdown of responses to "Do you usually eat spreads?"
• Consumption rates and satisfaction with junk food
• Answer to the question: "In general, do you feel a lot of pleasure when you eat... ?"
• Answer to the question: "Do you feel ashamed after eating... ?"
• Breakdown of players in the spreads market segment (by value)
• Breakdown of responses to "Would you buy organic Nutella?
• Search interest for the term "spreads