Synthèse
The global spirits market grew at a moderate rate, with the Asia-Pacific market accounting for the bulk of demand. On the other hand, the French spirits market is facing a decline in sales volume, attributed to society's concern about the effects of alcohol on health, although sales by value have risen due to higher prices and a preference for premium products. With a strong focus on exports, whisky remains the most popular spirit in France, accounting for a significant share of the market. The French industry is characterized by a mix of large international groups and small, specialized local distilleries, the latter becoming increasingly popular with French consumers.
Regulatory pressures have increased, particularly as taxes represent a significant proportion of production costs, influencing retail prices and market dynamics. Although e-commerce remains a relatively small distribution channel, it is set to grow as the trend towards online sales accelerates, particularly during the COVID-19 pandemic.
Internationally, France exports far more spirits than it imports, with the United States being the main export destination. Despite the general decline in per capita consumption in France, the country remains one of the world's leading consumers of spirits, with a penchant for high-end products and local production.
Demand for spirits in France: towards premiumization against a backdrop of falling volumes
In the nuanced landscape of the French spirits market, notable trends have emerged that reflect the changing preferences and behaviors of French consumers. Distilled beverages, or "eaux-de-vie", such as vodka, gin, whisky and tequila, as well as compound spirits infused with aromatic substances, navigate a market where premium products are increasingly in demand, despite an overall decline in volume sales. The French domestic market is witnessing a decline in the volume of spirits sold, from nearly 383 million liters to a forecast range of between 370 and 375 million liters by 2023. Nevertheless, average annual consumption per person over the age of 15 remains relatively high, at between 2.3 and 2.4 liters.
Whisky is the leading spirit of choice, accounting for almost half of sales by value and around 41% by volume. The French market is also characterized by its strong affinity for aniseed-flavored spirits, such as the famous Pastis, which account for 22% of consumption. Rum and white spirits such as tequila, gin and vodka together contribute around 20% of spirits consumption. The market dichotomy is evident in the growth of some spirits categories versus the decline of others. For example, rum is the fastest-growing category, with a significant CAGR of 4.7%, which is expected to moderate but remain positive in the future. Meanwhile, brandy and cognac are facing a downward trend, which is expected to continue at a rate of around 2.1%. Liqueurs show a steady rise, thanks to the trend in local consumption, with sales volumes up by around 1%.
Demographic data paint a striking picture of the French consumer base: 82% of young people aged 18 to 24 claim to consume cocktails or spirits. In contrast, older people report consuming less, indicating that younger generations are driving market trends. on a global scale, the French spirits market, which represents around 1.7% of the world market in terms of liters sold, is heavily dependent on exports.
The French spirits market is characterized by the presence of a variety of players, each making a significant contribution to the industry through its unique products, strategic business approaches and historical market presence. This chapter provides an overview of some of the key players who are leaving an indelible mark on the French spirits landscape.
International spirits giants
- Diageo: At the pinnacle of the international spirits market is Diageo, a global leader renowned for its extensive brand portfolio. Diageo's influence extends far beyond its borders, and its presence in the French market reflects its strategic intent to capitalize on the country's rich heritage of spirits production and consumption.
- Pernod Ricard Groupe: As a national giant, the Pernod Ricard Group occupies a significant position in the French spirits market. Its contribution is not only in terms of market share, but also in the cultural fabric of French drinking traditions. With a history that goes back several decades, Pernod Ricard has established itself as a pillar of excellence in French spirits.
- La Martiniquaise: This company is another major national player with a strong presence in France. Marked by strategic acquisitions and the development of popular new products, La Martiniquaise has established itself as a significant force, contributing to the diversity and richness of the French spirits market.
Leaders in niche segments
- Courvoisier: Specializing in world-renowned cognac, Courvoisier has made a name for itself as a supplier of fine spirits. The company occupies a respected position, particularly in the production of high-quality brandy that reflects the centuries-old traditions and know-how intrinsic to French cognac production.
- Distillerie Jean Chatel: Embodying the spirit of niche specialization, Distillerie Jean Chatel is a remarkable player in the market, known for its local distillery and its appeal to a targeted audience. Its commitment to quality and tasty concoctions responds to growing consumer demand for specialized, artisanal spirits.
These market players, whether global behemoths, national powerhouses or niche specialists, together weave the complex and vibrant tapestry of the French spirits industry. Their respective positions, marked by a blend of traditional practices and modern marketing philosophies, cater for a wide range of consumer preferences, reinforcing the dynamic nature of the French spirits market. These companies continue to innovate and adapt to changing consumer behaviour.
à la compréhension de ce marché
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- Nombre de pages : 30 pages
- Format : Version digitale et PDF
- Dernière mise à jour : 18/03/2024
Sommaire et extraits
1 Market summary
1.1 Definition and presentation
A spirit drink is an alcoholic beverage obtained by distillation of agricultural raw materials.Among spirits, two segments can be distinguished:
- simple" spirits or "eaux-de-vie" (this category includes vodka, rum, whisky, tequila, etc.)
- compound" spirits obtained by adding an aromatic substance to a brandy or neutral alcohol (this category includes liqueurs, aniseed-flavored spirits, etc.)
In 2022, the global spirits market was estimated at 143.31 billion dollars. After a year of recovery in 2021, market growth is expected to accelerate to US$208.84 billion in 2025, with a compound annual growth rate of 8%, driven mainly by demand from Asia-Pacific.
The French market has faced significant challenges in recent years, not least consumers' growing concern for their health. With alcohol consumption in volume terms declining steadily since the 1960s, the spirits market can nonetheless count on several levers for growth, in particular dynamic exports and market premiumization.
The French market is organized around two main types of player. On the one hand, there are major international groups (specialized or not) in spirits production. On the other, there are many small and medium-sized producers or local distilleries who specialize in one type of spirit, a type of production that is increasingly in demand in France.
The year 2020 saw a drop in sales, linked to the Covid-19 epidemic and reinforced by the restrictive regulatory framework that weighed down exports. However, the overall recovery was faster than expected in 2021-2022, and the outlook for the sector is positive. Growth has been driven in particular by the development of the sector's increasingly high-end segment, as well as the resilience of white spirits.
1.2 Global market growth
In ****, the global spirits market was estimated at ***.** billion dollars. After a year of recovery in ****, market growth is expected to accelerate to ***.** billion US dollars by ****, with a compound annual growth rate of *%.
World spirits market size World, ****-*****, in billions of US dollars Source: ****
The global market is mainly ...
1.3 The French spirits market
Spirits production
In ****, the French spirits market will amount to **.* billion euros. [***]
In addition, economic activity relating to spirits is recorded under code **.**Z: Production of distilled alcoholic beverages. [***]
The annual sales indices provided by Insee can be used to estimate sales trends in the sector. For example, for ****, market sales ...
1.4 International trade
In ****, France exported spirits worth *.** billion euros. However, in ****, after five years of uninterrupted growth, French spirits exports came to an abrupt halt.under the combined effect of the US taxes imposed on French wines since the end of **** and the Covid-** epidemic.
French spirits exports France, ****-****, in millions of ...
1.5 The effect of the Covid-19 epidemic
The Covid-** epidemic has not spared players in the spirits market, with sales plummeting to their lowest level since April ****. The postponement of purchases in supermarkets and hypermarkets has not been able to offset the losses in cafés, hotels and restaurants.
Monthly sales index for the spirits market (***) France, ****-****, ...
2 Demand analysis
2.1 Profile analysis: The French consumer
Consumption of spirits has fallen sharply in recent years. In ** years, per capita consumption of pure alcohol has fallen from *.** liters per person in **** to *.* liters per person in ****, under the influence of public policies to raise awareness of the dangers of alcohol. Spirits consumers are becoming increasingly reasonable, and are ...
2.2 Demand drivers
The economic difficulties brought about by the health crisis have heightened the attention paid by the French to the quality/price ratio and promotions applied to spirits. This increased focus on budget does not, however, seem to be at the expense of the quality of spirits purchased by the French, as ...
2.3 New consumer trends
Growing interest in cocktails
Cocktail consumption is indeed a catalyst for spirits demand, and has been growing in recent years. According to a survey conducted in ****, **% of French people were consuming spirits in cocktails. Furthermore, in ****, **% of those surveyed said they were interested in mixology, down * points on ****. [***] This is a ...
2.4 The French's relationship with leading spirits: the French's favourite brands
Opinion Way's **** survey of French consumers' favorite brands gives us a clearer picture of their favorite spirits. The podium is made up of Martini in *st position (***). The distribution between the different categories of spirits seems relatively equitable, with a preference for liqueurs and other spirits, and the bottom of the ...
3 Market structure
3.1 Value chain
The French spirits industry is made up of several types of players involved in one or more stages of the value chain. The value chain comprises * main phases:
The first is the extraction of agricultural raw materials, such as absinthe, sugarcane, potatoes, cereals or beet. These raw materials are then processed ...
3.2 Key industry players
In France, Pernod Ricard (***).[***]
Other major players in the French spirits market include Moët Hennessy (***).
In ****, the top-selling brands by value in supermarkets and hypermarkets were Ricard (***) and Jack Daniels.
Ranking of spirits brands by volume sales in supermarkets France, ****, in millions of liters Source: ****
Furthermore, the brands with the ...
3.3 Distribution
In ****, sales of spirits in the on-trade reached **.* million liters, while sales in supermarkets totalled *** million liters. The main distribution channels are hyper- and supermarkets, which in **** accounted for three-quarters of the volume of spirits and champagne sales in supermarkets. It is important to note, however, the meteoric rise of sales ...
4 Offer analysis
4.1 Product overview
The Fédération Française des Spiritueux identifies ** categories of spirit drinks, the main ones being :
Aniseed and absinthe Armagnac, cognac and wine spirits Brandy Calvados, cider and perry brandies Fruit creams Fruit brandies Grape marc brandies Juniper and gins Gentian and bitters Liqueurs Rum Tequila and mezqual Vodka ...
4.2 Price analysis
The curve below highlights the premiumization of the French spirits market, with prices up **% in ** years. What's more, the sharp rise in **** is the result of the Egalim law of October ****, which raised the prices of certain spirits by between *% and *%. As distributors need to better remunerate farmers and producers, they ...
4.3 High taxation
The chart above illustrates the breakdown of taxes on spirits. The total tax on a spirit sold for €**.* is €**.**.
Taxes on spirits are revalued each year in line with inflation. With **% of tax receipts for just **% of the volume of pure alcohol released for consumption in France, the industry is subject ...
4.4 Emerging supply trends
An increasingly intoxicant-friendly offering
Thespirits industry is at a crucial turning point in terms of eco-responsibility. Major houses such as Martell, Hennessy and Rémy Martin are leading innovative initiatives, such as testing disease-resistant grape varieties and environmental certifications, to promote sustainable viticulture. Small producers such as Vivant, with its certified ...
5 Rules and regulations
5.1 An increasingly strict regulatory framework
France is concerned by European regulations. In particular, the following regulations are central:
Regulation (***) No ***/**** of the European Parliament and of the European Council of January **, **** on the definition, description, presentation, labeling and the protection of geographical indications of spirit drinks related regulations ****/*** and ***/**** update the aforementioned framework
In addition, there ...
6 Positioning the players
6.1 Segmentation
This section seeks to analyze the various players in the spirits industry. Broadly speaking, we can differentiate these companies by classifying them into three main categories, presented below:
- Diageo
- La Martiniquaise Bardinet
- Distillerie Jean Chatel
- Coquerel Distillerie
- Vinet Delpech
- Bacardi
- Pernod Ricard Groupe
- Beam Suntory
- Campari France Distribution
- Marie Brizard Wine And Spirit
- Giffard
- Moët Hennessy (MHCS LVMH)
- Dom Pérignon (LVMH groupe)
- Champagne Ruinart (Groupe MHCS)
- Hennessy
- Champagne Mercier (Groupe MHCS)
- Belvedere Vodka
- Calvados Roger Groult
- La Chartreuse Diffusion
- Stock Spirits (CVC Partners)
- Campari
- BBC Spirits
Liste des graphiques
- Taille du marché mondial des spiritueux
- Répartition de la production de spiritueux dans l'Union Européenne, sur 5,5 Mds € de chiffre d'affaires global
- Taille du marché français des spiritueux
- Ventes de spiritueux en GMS
- Consommation de spiritueux par personne
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The Spirits Market | France
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- 03/03/2024 - Mise à jour des données financières de l'entreprise Distillerie Jean Chatel
- 01/03/2024 - Mise à jour des données financières de l'entreprise Diageo
- 01/03/2024 - Mise à jour des données financières de l'entreprise La Martiniquaise Bardinet
- 31/01/2024 - Ajout des informations de l'entreprise BBC Spirits
- 15/12/2023 - Ajout des informations de l'entreprise Campari
- 02/12/2023 - Mise à jour des données financières de l'entreprise Distillerie Jean Chatel
- 04/11/2023 - Mise à jour des données financières de l'entreprise Diageo
- 04/11/2023 - Mise à jour des données financières de l'entreprise La Martiniquaise Bardinet
- 14/09/2023 - Ajout des informations de l'entreprise Stock Spirits (CVC Partners)
- 01/09/2023 - Mise à jour des données financières de l'entreprise Distillerie Jean Chatel
- 29/08/2023 - Ajout des informations de l'entreprise La Chartreuse
- 03/08/2023 - Mise à jour des données financières de l'entreprise Diageo
- 03/08/2023 - Mise à jour des données financières de l'entreprise La Martiniquaise Bardinet
- 31/07/2023 - Ajout des informations de l'entreprise Calvados Roger Groult
- 03/07/2023 - Ajout des informations de l'entreprise Belvedere Vodka
- 03/07/2023 - Ajout des informations de l'entreprise Champagne Mercier (Groupe MHCS)
- 03/07/2023 - Ajout des informations de l'entreprise Hennessy
- 03/07/2023 - Ajout des informations de l'entreprise Champagne Ruinart (Groupe MHCS)
- 03/07/2023 - Ajout des informations de l'entreprise Dom Pérignon (LVMH groupe)
- 03/07/2023 - Ajout des informations de l'entreprise Moët Hennessy (MHCS LVMH)
- 31/05/2023 - Ajout des informations de l'entreprise Giffard
- 19/05/2023 - Mise à jour des données financières de l'entreprise Distillerie Jean Chatel
- 10/05/2023 - Synthèse de marché : taille et évolution du marché mondial des spiritueux, taille et évolution du marché français, données sur le commerce international, répartition des exportations françaises par type de spiritueux et impact de la crise sanitaire sur le marché
- 10/05/2023 - Structure de marché : détail des principales phases de production et description de la chaîne de valeur de la filière, répartition géographique des emplois générés par la filière, principaux acteurs du marché selon les ventes, analyse des ventes en grande distribution et en CHR
- 10/05/2023 - Offre : descriptif des produits, analyse des prix et de l’impact de la fiscalité sur le prix final
- 16/04/2023 - Mise à jour des données financières de l'entreprise Diageo
- 16/04/2023 - Mise à jour des données financières de l'entreprise La Martiniquaise Bardinet
- 18/02/2023 - Mise à jour des données financières de l'entreprise Distillerie Jean Chatel