1.1 Definition and scope of the study
The strawberry is a very common fruit worldwide, with over 600 varieties: Gariguette, Favette, Mara des bois... They can be sold on their own or processed (jam, compotes, cakes). In France, they are harvested in spring. Production fluctuates considerably according to weather conditions, and frost can be the cause of very poor harvests.
The world's top 2 strawberry producers are China and the United States. Production is highly concentrated, with the world's top 10 producers accounting for 80% of total output. In Europe, the most prolific producers are Spain, the Netherlands and France.
France is the 6ᵉ largest importer of strawberries, although it remains a producer country (75,700 tons produced in 2021) with distribution of its production mainly through short distribution channels (three main regions: South-East, South-West, Centre-West). Imported strawberries are bought by consumers in super or hypermarkets.
Against a backdrop of falling purchasing power and inflation, which has led to a drop in demand and a desire on the part of supermarkets to maintain their margins, French strawberries are finding it hard to compete with less expensive Spanish strawberries. This has led to massive imports from southern European countries, even though, paradoxically, the harvest in France in 2022 was very good. It should be noted that the behavior of the strawberry market is very different from one country to another, and varies from year to year as production fluctuates widely. Consumption, on the other hand, remains stable overall.
France is a modest producer of strawberries, but organic strawberries are a great success in France, and over 50% of them are of French origin.
1.2 The global market
Strawberry market size worldwide World, ****-****, in billions of dollars FAOSTAT The value in billions of dollars has fluctuated slightly over the past three years. In ****, it was $**.** billion. It fell slightly in **** to $**.** billion, then rebounded in **** to $**.** billion. In terms of production, this represents :
**** **** **** ******* tonnes ******* tonnes ******* tonnes
1.3 The French market
To calculate the value of strawberry consumption in France, perform the following operation: (***) We obtain the following data Value of strawberry consumption in France France, ****-****, in millions of dollars FAOSTAT and UN COMTRADE French consumption has fluctuated in recent years. In ****, it stood at $***.* million. However, it decreased in ****, reaching ...
1.4 Balance of trade
Trade balance for fresh strawberries France, ****-****, in millions of dollars A COMTRADE
Between **** and ****, the value of imports fluctuated, rising from ***.* in **** to ***.* in ****, peaking at ***.* in **** before falling back to ***.* in ****. At the same time, the value of exports rose from **.* in **** to **.* in ****, then to ** in ****, before dropping ...
1.5 Focus on Spanish strawberries from Huelva
In ****, strawberry exports from Huelva, Spain, rose sharply. The region exported ***,*** tonnes of strawberries worth *** million euros, making it Huelva's most exported berry product. These strawberry exports contributed to **% of the total volume of berries exported by Spain and **% of the total value of the country's berry exports for the year ...
2.1 Typology of demand
Demand for strawberries breaks down as follows:
Wholesalers: Growers may sell their strawberries wholesale to food wholesalers. Wholesalers typically buy large quantities of strawberries and then resell them to retailers, restaurants, hotels and other customers. Retailers : Strawberries are sold in supermarkets, grocery stores, local farmers' markets and other retail outlets. Growers ...
2.2 Fruit consumption
Purchasing criteria for fresh fruit and vegetables France, ****, in percent Franceagrimer
The seasonality of the product seems to remain the main criterion for buying fresh fruit and vegetables for the French, with **%, although it is closely followed by provenance with **%. These are major issues for consumers, not least as a result ...
2.3 Strawberry consumption
Trends in household strawberry consumption by value and volume France, ****-****, in percent Franceagrimer
As with the data for individual fruits, there is also a clear discrepancy between consumption by value and by volume, since despite a very significant increase in consumption by value (***). This means that, despite a significantly higher ...
2.4 Organic: the current trend in demand for strawberries
The most widely consumed organic products in France are fruit and vegetables. Strawberries are no exception to the rule, and the demand for organic strawberries represents a fundamental element in the French demand for strawberries.
Rate of growth in organic fruit consumption per year France, ****-****, in percent Agencebio
The rate ...
2.5 Demand cyclicality
Trends in interest in strawberry research France, ****-**** Source: ****
Demand for strawberries is particularly concentrated. Every year, there is a marked increase in searches between late spring and early summer.
NB: the graph above represents the proportion of searches for a given keyword́ in a given region and for a specific ...
3.1 Value chain
Strawberry market value chain in France
How are strawberries produced?
* - Planting: Strawberry cultivation under cover begins with the selection of frozen seedlings, which are then thawed and planted in pots or gutters.
* - Root development: After planting, the roots of the young plants develop in the substrate to establish a solid base.
The long circuit: This distribution channel involves several intermediaries, such as wholesalers or retailers, before reaching the end consumer. Supermarkets, for example, favor this channel. Advantages include wide geographic distribution, reduced storage and transport costs for the manufacturer, and a smaller sales force. However, the presence of intermediaries can reduce the ...
3.4 Analysis of costs and returns
Production costs play a crucial role in determining French strawberry prices. Growing strawberries requires significant initial investment in expensive infrastructure, as well as energy consumption, making prices sensitive to fluctuations in energy costs. However, strawberries grown under cover, such as greenhouses, are more energy-efficient as they don't need high temperatures to ...
4.1 Offer typology
Strawberries are low in calories, rich in fiber and vitamin C. It is a source of antioxidants and stimulates the immune system.
List of strawberry products :
Strawberry ice cream
4.2 Sales prices in France
We can compare the average French price per kg in supermarkets (***).
4.3 Supply trends
In ****, over **,*** farms, or **.*% of farms in France, were involved in organic farming, either certified or in transition to certification. Although the number of organic producers will have increased by *.*% in ****, this growth rate is lower than in ****. Half of the cessations of certification recorded in **** are due to retirement, rather ...
5.1 Hygiene and sanitation package
The distribution of fruit and vegetables is strictly regulated by European health regulations for the agri-food sector. In ****, a set of standardized regulations came into force across the European Union, known as the "Hygiene Package". These regulations provide a framework for the entire industry and all its players: producers, distributors and ...
5.2 Appellations and certifications
Other tools can be used to certify the origin or quality of strawberries.
The Appellation d'Origine Protégée (***) is a European sign with value throughout the EU, awarded to a product whose every stage of production respects a recognized know-how in the same geographical area, giving the product its characteristics. ...
5.3 UNECE standard FFV-35
Concerning the marketing and commercial quality control of strawberries
i. Product definition
this standard applies to strawberries of varieties (***) grown from the genus Fragaria L. to be supplied fresh to the consumer, strawberries for industrial processing being excluded.
iI. Provisions concerning quality
the purpose of the standard is to define the ...
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