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Summary of our market study
The French vegetable seed market is estimated at between €750 and €760 million.
The world's population continues to grow, reaching 10 billion by 2050, and demand for food production is predictably increasing. The world market for vegetable seeds is estimated at $7.17 billion in 2021, with a growth rate of 6.78% from 2021 to 2028.
The French market is relatively stable at 755 million euros in 2020/2021.
France is one of Europe's leading exporters of vegetable seeds. Spain, Italy and the Netherlands are the main importers.
The market is driven by population growth and the need to adapt agriculture to climate change. French exports of seeds, fruits and spores rose by 33.9% in 2021.
The sector is underpinned by substantial investment in research, with funding of 105 million euros in 2021. Employment in research has risen by 58% in 2021.
The French market shows a preference for conventional commercial seeds. A large proportion of the population use seeds from their own gardens for reseeding.
Organic and hybrid seeds encounter adoption difficulties, mainly due to lack of information and perception of costs and benefits.
The market is highly regulated: seeds must be listed in official catalogs, certified for commercial sale, and comply with production and marketing rules.
French market trends
France is a major producer and consumer of seeds.
Nearly three-quarters of French people use seeds for their gardens.
Purchased seeds are the most widely used, while seeds harvested for resowing account for 25%.
Among the different types of vegetable, green beans come out on top. 87% of green bean growers and 38% of tomato growers use seeds exclusively.
The majority of French seed buyers make their purchases on the eve of sowing. Garden centers and farm stores are frequented by 90% of seed buyers. Only a small percentage buy online.
Organic and hybrid seeds are still little used. 85% do not opt for organic seeds, price and lack of information being the main deterrents. Hybrid seeds face a similar situation, with 98% of survey participants turning away from them, mainly due to a lack of understanding.
Among the main players,
- Vilmorin & Cie is the market leader, not only nationally, but also worldwide. As the seed subsidiary of the Limagrain cooperative, Vilmorin & Cie has successfully positioned itself against global giants such as Bayer-Monsanto and Syngenta. Vilmorin & Cie is present on the niche markets of fennel, lamb's lettuce, spinach, chard and radish.
- The Groupement national interprofessionnel des semences et plants(SEMAE), which supports the sector by providing essential data and market information, thus facilitating informed decision-making and growth, joins the upper echelon.
- In terms of research and development, the Groupe d'étude et de contrôle des variétés et des semences (GEVES) oversees DUS and VATE testing for new varieties before they are put on the market.
- The Fédération Nationale des Agriculteurs Multiplicateurs de Semences (FNAMS) closely follows the interests of seed producers, thus completing the spectrum of key players in the French vegetable seed industry.
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Summary and extracts
1 Market overview
1.1 Definition and presentation
The vegetable seed market in France is a sector of the agricultural industry that studies the economic activity related to vegetable seeds. It is segmented by type of vegetable: among them are cabbage, melon, corn, eggplant, bell pepper, lettuce, carrot, watermelon, onion, and many others.
The global seed market has been estimated at over $40 billion by 2020. It is dominated by field seeds (86.3%), while vegetable seeds account for 1§.95% of the world market.
The French vegetable seed market is an important one: France has been exporting over 1.5 billion euros worth of seeds worldwide on average in recent years, and the sector makes a significant contribution to the country's balance of trade. By 2021, its top three export customers will be European: spain accounted for 19% of total exports, Italy 16%, the Netherlands 12%, and the top three were followed in fourth and fifth place by Mexico (5%) and Morocco (4%).
As a result, France is not only the world's leading export market, but also Europe's largest consumer of seeds.
The primary factor driving growth in the sector is the increase in the world's population, which is expected to reach almost 10 billion people by 2050. This means a constantly growing demand for agriculture and food production. The main market driver is therefore demographic growth, but we can also cite the adaptation of agricultural varieties to climate change. This is a strong argument in favor of seed companies, who are investing in R&D to adapt their offer.
The most powerful player on the market is France's Vilmorin & Cie, the seed subsidiary of the Limagrain cooperative. The company has established itself as the world leader in vegetable seeds, surpassing even the giants Bayer-Monsanto and Syngenta. It has recently positioned itself in the fennel, lamb's lettuce, spinach, chard and radish markets, strategically targeting niches for growth.
1.2 The global market
The global vegetable seed market has been estimated by Fortunebusinessinsights at $*.** billion in ****. According to Fortunebusinessinsights, this market should reach $*.** billion in ****, with an average annual growth rate of *.**% between **** and ****.
evolution of vegetable seed market size Worldwide, ****-****, in billions of dollars Source: ****
1.3 The domestic market
For several years now, the vegetable seed market seems to have been relatively stable. In fact, according to data from the Groupement national interprofessionnel des semences et plants (***), the market has been fairly stable over the past * years, with sales rising from *** million euros in ****/**** to *** million euros in ****/****, representing a slight increase of *.**%.
sales trends in the vegetable and flower seeds market (***) France, ****-****, in millions of euros Source: ****
More generally, SEMAE provides information on domestic and export sales in the seed industry. The graph below shows that total sales of vegetable seeds represent **.**% of the seed industry's total sales.
The chart also shows that, until ****/****, sales were almost evenly split between domestic and export sales. Exports exceeded sales in France in ****/****, but it's really in ****/**** that export sales take off in the seed industry's total sales, reaching around **% of the latter in ****/****.
These proportions can give us an overall view of what the situation might be for vegetable seeds.
evolution of total sales for the seed industry France, ****-****, in billions of euros Source: ****
1.4 Foreign trade
In order to study French foreign trade in vegetable seeds, we will look at data relating to customs code ****, which covers: "Seeds, fruits and spores for sowing (***)"
evolution of exports of seeds, fruits and spores for sowing France, ****-****, in millions of euros Source: ****
The graph above shows that exports of seeds, fruits and spores for sowing increased between **** and ****. Between these two years, exports rose by **.*%. The trend over this period has been almost continuous, with only **** seeing a drop in exports, with a *.*% fall in exports compared with ****. The strongest recovery is to be found between **** and ****, with growth of **.*%.
Main countries importing French seeds, fruits and spores for sowing France, ****, in millions of euros Source: ****
The main importers of these French products are Spain, Italy, Germany and the Netherlands: the European countries. A large gap separates the Netherlands from the fifth country, Mexico.
French imports of seeds, fruits and spores for sowing France, ****-****, in millions of euros Source : Trade Map Imports of seeds, fruits and spores for sowing have also been rising steadily since ****. Here again, **** is the only year in which a drop in imports can be observed. Over the period ****-****, the market has seen ...
2 Demand analysis
2.1 The French and demand for seeds
In October ****, the Kantar institute carried out a survey on the French and their vegetable gardens. This study reveals some highly relevant information about French demand for vegetable seeds. We learn, for example, that **% of French people surveyed use seeds for their vegetable garden, and that **% of them use seedlings.
The use of seeds varies with the size of the garden, but also with the length of experience in gardening. Indeed, **% of respondents with an outdoor area of over *** m* use seeds, and **% of those with over * years' experience in vegetable gardening.
In addition, the graph below highlights the type and origin of seeds used by the French. The majority of seeds used are conventional, commercial seeds. Next come seeds harvested from one's own garden for resowing, which account for **% of all seeds used.
How the French obtain seeds for their vegetable garden France, ****, % of total Source: ****
The graph below shows that the cultivated species for which the French use seeds the most is green beans, with **% of respondents using seeds for this species, **% of them exclusively. The species that uses seeds the least is tomatoes, with **% of respondents using seeds for its cultivation, of which only **% use seeds exclusively.
Breakdown ...
2.2 Origin and place of purchase of seeds
The most popular way to buy seeds, according to the graph below, is in physical stores, with **% of respondents saying they go there "frequently ".Online purchasing is the least popular, with only **% of respondents using it, of which only *% frequently. It's interesting to note that many respondents save seeds or barter with other individuals, which means they don't go through the purchasing process, whether online or physical.
Answers to the question "How do you obtain your seeds?" France, ****, in % Source: ****
Still according to Kantar, **% of respondents who buy seeds do so from specialized outlets such as garden centers, self-service agricultural outlets or nurseries. **% of respondents buy from just one of the outlets shown in the chart below, and **% from at least three.
The graph shows that garden centers are the most popular places to buy vegetable seeds, with **% of respondents going there.
Places to buy seeds France, ****, in Source: ****
2.3 Purchase frequency
Most survey respondents purchase their seeds and seedlings just before sowing/planting. However, some are forward-thinking, with **% buying at least a month before sowing/planting.
French people's seed and seedling purchasing period France, ****, in Source: ****
However, many respondents claim to buy seedlings during the season. In fact, **% of them use this practice, including **% for seeds.
Percentage of respondents who buy plants during the season France, ****, in Source: ****
2.4 Organic and hybrid seeds: very little popularity
Organic and hybrid seeds are experiencing a cruel lack of popularity among the French population. Whether due to lack of information, price or mistrust, this type of seed does not meet with unanimous approval. First of all, we need to define what these seeds are:
Organic seeds: Organic seeds are seeds produced using organic methods. Hybrid seeds: A hybrid seed is a cross between two parent seeds selected for their particular characteristics (***).
What are the obstacles to buying organic seeds? France, ****, in % Source: ****
It turns out that **% of survey respondents do not use organic seed. The reasons for this are quite varied, as the graph above shows. The dominant reason is lack of information, closely followed by the price of seed. Next on the podium is the fact that it adds nothing to the use, with **% of respondents mentioning this. Interestingly, for this particular answer, the proportion rises to **% if we refer to people over **, proof of the disinterest of older people in organic products.
As for hybrid seeds, **% of respondents do not use this type of seed. The main reason is a lack of knowledge about hybrid seeds. Confidence in quality came next, followed by the fact, once again, that ...
2.5 What the French think of different florist chains
What the French think of different florist chains France, ****, in Source: ****
The graph reveals one particular feature of the French people's view of florists: with the exception of Interflora, most survey respondents are unaware of the brands on offer. Considering the number of consumers, it would seem strange that this should be solely due to the fact that respondents don't buy flowers. One possibility is that respondents are accustomed to using the same site when ordering online (***), or that they visit independent florists, or even franchises such as Monceau Fleurs, without looking too closely at the brand.
Despite this, Interflora enjoys a high level of popularity, with **.*% of respondents rating the brand as "well known". Moreover, very few respondents dislike the brand (***).
Focus on what respondents think of Interflora according to their profile
When it comes to the gender of respondents who like Interflora, there are no real differences: **.*% of female respondents like it, while this proportion rises to **.*% for men. The difference is mainly in the age groups, as we saw earlier.
What the French think of Interflora according to age France, ****, in Source : The graph above reveals something slightly different from what we saw before. In fact, the age ...
3 Market structure
3.1 Value chain
The seeds and planting materials sector includes all private companies involved in the genetic improvement of cultivated plants and their distribution, from the creation of varieties to their use, via their development and marketing.ation of varieties to their use, via their development and marketing, as well as all seed farmer-multipliers and seed producers. It thus extends from research to farmers and gardeners, and even, downstream from the farmer, to industrial users of products linked to these varieties.
Source: ****
3.2 Market forces and players
SEMAE provides information on the strengths of the various businesses, with a focus on each sector, including vegetable seeds.
number of companies in the vegetable and flower seeds market, by role France, ****-****, in units Source: ****
The graphs above and below show data for breeders, producers and distributors of vegetable and flower seeds. We can see that the number of breeders and producers is relatively low compared with that of distributors, with just ** companies for breeders and ** producers in ****, compared with *,*** distributors in ****. However, both growers and distributors have experienced a decline in the number of companies over the last three years, with falls of *.*% and *.*% respectively.
number of distributors in the vegetable and flower seeds market France, ****-****, in thousands of units Source: ****
The number of farmer-multipliers is also substantial. Their evolution since **** has been rather stable, and we can even observe a slight increase in their number, with ** new farmer-multipliers in **** compared with ****.
trend in the number of vegetable seed farmer-multipliers France, ****-****, in thousands of units Source: ****
The number of employees in the industry (***) increased significantly between **** and ****, although there was a decline between **** and ****. Between **** and ****, the vegetable and flower seeds market saw its FTE workforce increase ...
3.3 Vegetable seed research
An important part of the industry is research. The classic research approach is to improve certain characteristics of different seed species (***). This is a reductionist strategy that seeks to satisfy a precise need by selecting specific genes.it should be noted that, in the best of cases, it takes six years of research to cross the parental lines, record the interesting characteristics of the offspring, multiply the seeds, carry out trials, register the new variety in the official catalog, and then market it. [***]
There are many issues involved in seed research. There may be a desire to achieve maximum profitability, but there may also be an interest in sustainable production or in meeting the growing demand for food products.
evolution of FTE jobs in vegetable and flower seed research France, ****-****, in units Source: ****
Between **** and ****, the number of jobs in vegetable and flower seed research rose sharply, from *** to ***, an increase of **%. However, the peak number of jobs in the profession was reached in ****, with ***.
The research budget also rose sharply between **** and ****, from ** million euros to *** million in ****, an increase of ***%. The budget peak was also reached in ****.
budget trends in vegetable and flower seed research France, ****-****, in ...
3.4 Farm size and production
Surface area trends (***)
Standard seeds :
Source: ****
Certified seeds and seedlings :
Source: ****
The above tables show that the area cultivated to produce seeds has not grown steadily over the past five years. After a *.*% drop in the total area farmed between **** and ****, the latter has started to rise again, with a notable *.*% increase between **** and ****.
Evolution of quantities manufactured
Source: ****
4 Offer analysis
4.1 Vegetable seed supply
In order to give some examples of the seeds on offer, we will list in the table below what appears on the Jardiland website when you search for "vegetable seeds":
Source: ****
4.2 Price trends
change in the purchase price index for vegetable, flower and textile seeds France, ****-*****, base *** in **** Source: ****
As can be seen from the graph above, purchase prices for vegetable, flower and textile seeds are constantly evolving. They rose by **.*% between **** and ****. The first few months of **** show a more than notable evolution, given that the average index over these first ** months forms the strongest year-on-year increase since ****.
4.3 Changing costs for producers
The table below lists the various costs faced by vegetable seed growers:
Source: ****
These costs evolve over time, and the FNAMS keeps us informed of these changes. Unfortunately, there are no data more recent than ****. First of all, we can observe that labor costs seem to be increasing with a certain constancy. Fertilizers and soil improvers saw a sharp drop between **** and ****, before rising sharply between **** and ****.Crop protection costs, meanwhile, are falling steadily, with a peak between **** and ****.The cost of machinery and equipment also seems to be rising steadily.Energy costs are certainly the most variable, with a **% drop between **** and ****, and a *.*% rise between **** and ****.
Source: ****
5 Regulations
5.1 Regulations
Seed varieties must be registered in official EU and French catalogs
In order to market seed or seedlings of species listed at European and French level, varieties must be registered in official French or European catalogs of species and varieties. European catalogs (***) include national catalogs and therefore list all varieties authorized for sale in the EU.
To be included in the catalog, varieties must meet a number of criteria. A variety must be distinct from those already registered, uniform and stable. This is known as DUS. These requirements are mandatory and harmonized at European level (***).
In the case of agricultural plants, the variety must also have sufficient agronomic, technological and environmental value, known as VATE, in relation to the most widely used varieties of the moment. DUS and VATE studies are carried out by the Groupe d'étude et de contrôle des variétés et des semences (***).
Seed production regulations
Production plots are established by farmers on the basis of a multiplication contract. Multiplication contracts form the basis of the relationship between the farmer-multiplier and the seed establishment, and are two of the most important trades in the sector.
This written document is made up of two parts: a ...
6 Positioning the players
6.1 Segmentation
- Truffaut
- Mr. Bricolage
- Castorama France (Kingfisher)
- Leroy Merlin France (Adeo)
- VillaVerde
- Delbard (Teract groupe)
- Carrefour Groupe
- Intermarché ITM Les Mousquetaires
- Graines Voltz
- Limagrain Ingrédients
- Les Pépinières Bravard
- Deleplanque
- Vilmorin (Groupe Limagrain)
- Florimond Desprez
- HM Clause France
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