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  • Number of pages : 30 pages
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  • Last update : 18/09/2023
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Summary and extracts

1 Market overview

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

Twelve ...

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 Demand analysis

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 Market structure

3.1 Value chain

Strawberry market value chain in France

Source: ****

3.2 Production

Source: ****


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.

* ...

3.3 Distribution

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 Offer analysis

4.1 Offer typology

Source: ****

Source: ****

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 :

Fresh strawberries

Strawberry jam

Strawberry coulis

Dehydrated strawberries

Strawberry sorbet

Strawberry ice cream

Strawberry tart

Strawberry mousse

Strawberry yogurt

Strawberry smoothie

Strawberry ...

4.2 Sales prices in France

Source: ****

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 Regulations

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 ...

List of charts

  • The twelve largest strawberry growers
  • Size of the strawberry market worldwide
  • The twelve largest strawberry growers
  • Balance of trade in fresh strawberries
  • France's main trading partners for fresh strawberries
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Latest news

Charles & Alice compotes work with arboriculturists - 25/03/2024
  • The fresh produce compote specialist
  • 220 million euros in sales
  • The market for fruit desserts in the refrigerated section is worth close to one billion euros
  • The "no added sugar" segment accounts for around 40% (400 million euros).
Casino: Intermarché and Auchan win the bid - 18/12/2023
  • Casino: Intermarché, which had joined forces with Auchan to buy the 320 stores, finally won the bid.
  • The value of the transaction would be close to 1.6 billion euros, or 37% of the sales taken over (3.6 billion euros).
  • A social issue
  • In addition to the takeover of dozens of supermarkets and hypermarkets, Carrefour PROPOSED to take over 7,000 convenience stores under the Petit Casino, Vival and other banners. This possibility was rejected by Casino and its receivers
  • Intermarché has opened up its internal rules for independent groups to franchising, to accommodate the 60 Casino franchisees.
  • Intermarché and Auchan will share the 313 outlets sold in roughly equal parts, with Auchan taking over almost all of the 42 hypermarkets.
  • Monoprix and Franprix will remain under Groupe Casino control
80 Carrefour hypermarkets operated under franchise or leasing agreements - 14/11/2023
  • On October 20, Carrefour announced its intention to switch 37 stores (comprising 15 hypermarkets and 21 supermarkets) to lease management.
  • Since 2018, 80 hypermarkets have left integrated status, representing around a third of all hypermarkets.
  • Around 75% of supermarkets (784 out of 1038) are currently leased or franchised.
Carrefour to lease out 37 stores - 21/10/2023
  • Carrefour plans to lease out 37 new stores in 2022, 16 hypermarkets and 21 supermarkets.
  • Around 4,000 employees affected
  • The company launched an outsourcing program in 2018.
  • The number announced is in line with previous years: 41 stores (including 16 hyper) in 2023, 43 stores (including 16 hyper) in 2022, and 47 stores (including 10 hyper) in 2021.
  • Since Alexandre Bompard took over as CEO, 305 stores, including 80 hypermarkets, have been outsourced, affecting more than 23,000 employees.
Bonduelle: the road to recovery will be "long" - 03/10/2023
  • Bonduelle sales rose by 9.2% (5% on a comparable basis) to 2.4 billion euros.
  • Net profit fell by 59.1% to 14.5 million euros
  • Sales of products such as lunch bowls account for almost 20% of Bonduelle's sales.
  • Bonduelle forecasts 40% growth in these products by 2024.
  • In the United States, which used to account for 34% of Bonduelle's total sales, the share fell to a quarter of sales after a poor performance and the disposal of activities.
  • In Russia, Bonduelle has forecast sales of 200 million euros for fiscal 2022-2023.
Food: Carrefour joins forces with seven manufacturers to promote plant-based products - 07/09/2023
  • The aim of the international coalition to accelerate sales of plant-based alternatives is to achieve joint sales of 3 billion euros in this niche by 2026.
  • Carrefour's share will be 500 million euros, a 60% increase on today's figure.
  • Plant-based alternatives represented a market worth 553 million euros in 2022
  • Sales of plant-based products are enjoying double-digit growth.

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. :

Auchan Hypermarches
Carrefour Groupe
Casino Groupe
Franprix (Groupe Casino)
Prince de Bretagne Cerafel
Materne (Bel groupe)
Joker (Eckes Granini France)
Andros Groupe
Charles & Alice

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