The spreads market - France

The chocolate spread market is one of France's leading food products, with almost 3 kilos consumed every second in France. The market study below focuses on the consumption of chocolate-based spreads, while the jam and marmalade segment is the subject of another specific study. Often eaten for breakfast or a snack, the intense taste of these spreads can accompany other products: breads, brioches, pancakes, waffles, etc. The market for spreads in France is growing, and has been valued at 554.6 million euros in 2020, having seen a particularly significant increase of 9.9% between 2019 and 2020 (8.7% in volume) thanks to the Covid-19 crisis and various confinements. In a quasi-monopolistic market dominated by Nutella, the sector's leading company has had to contend with several headwinds that have led to the emergence of competitors. The underlying trend for consumers to prefer healthy, local products with a low environmental impact is therefore taking its toll on the group, which is facing a number of controversies. The erosion of the leader's sales has led to the emergence of new brands with strong positioning. These include the Italian brand Pan di Stelle (without palm oil, synthetic flavoring or coloring) and Patamilka, owned by the American giant Mondelez. Several French companies, including Léa Nature with its Jardin BIO' product, have also entered this segment, which is opening up to new entrants.