The canning market - France (2024)

1.2 A dynamic global market

The canned food market World, ****-**** Source: ****

The global canned food market is expected to grow at a CAGR of *.**% between **** and ****, reaching ***.* billion USD.

WhileEurope dominates this market with around **% of global sales,Asia-Pacific is expected to be the main contributor to growth in the coming years, with a cumulative annual growth rate of *.*%. Generally speaking, emerging countries are driving demand for canned products, thanks in particular to rising average incomes, accompanied by a desire to reduce the time spent cooking. This phenomenon is accentuated by the spread of women's employment, and therefore of the working couple model, in which everyone works and has less time to prepare meals. Demand is also likely to be fuelled by canning companies and their ability to respond to consumer demand for new formats and content.

Finally, the Covid-** pandemic has had a rather positive impact on the canning economy. Indeed, as a counter-cyclical product by nature, canned goods tend to be stocked in phases of uncertainty to avoid the risk of food shortages. This effect was also accentuated by the destabilization of global supply chains in the first half of ****. [***]

1.3 A stable national market overall

France is the leading producer of canned food in Europe, and also Europe's leading exporter in the canned vegetable segment. ** billion cans are produced worldwide every year, *.**% of them in France. In fact, in ****, * billion cans were produced in France, for total sales of *.* billion euros. [***]

The canned food market France, ****-****, in billions of euros Source: ****

The French canned food market is stable overall. Although there was a slight decline in ****, the overall trend is positive. For example, between **** and ****, sales of canned vegetables, canned fish and ready-made meals rose by *%, *.*% and *.*% respectively.

Analysis of the figures for canned food in France reveals another interesting fact: while sales volumes are contracting(***). There is therefore a premiumization phenomenon in the canned food market. [***]

The main players on the French canning market are ArcelorMittal and Constellium for metal manufacturers, Crown and Franpac for packaging manufacturers, and General Mills, Groupe Bonduelle, Groupe d'Aucy, Labeyrie and Petit Navire for canners. [***]

1.4 Imports and exports

In order to analyze French foreign trade in canned goods, we will use the following HS code from the United Nations International Classification : HS ******** - Iron or steel cans, capacity < ** l, to be closed by welding or crimping, of a kind used for preserving foodstuffs.

Imports and exports HS code ******** France, ****-****, in millions of euros Source: ****

Between **** and ****, imports of iron or steel cans rose significantly, from **.** million to ***.** million. At the same time, exports also increased, rising from **.** million in **** to **.** million in ****. As a result, the trade balance remained negative throughout this period, and fairly stable at around -** million over the past * years. There is also a peak in import and export growth from **** to ****, with respective increases of **.** million and **.** million euros.

Destination of French exports for item NC* ******** France and the World, ****, in % of exports Source: ****

In ****, French exports of iron and steel cans were split between several destinations. Belgium is the main market, with **.*% of exports, followed by the Netherlands(***). The rest of the world accounts for *.*% of French exports in this sector.

Origin of French imports: HS ******** France and the World, ****, as % of total Source: ****

French imports of canned goods in the same ...

2.1 A product consumed by all French people, but in different proportions

Households buying canned goods France, ****, in Source: ****

In ****, **.*% of French households will buy canned food, which represents an exceptional penetration rate. These same households buy an average of **kg of canned products per year. [***]

Profile of canned food consumers France, ****, in Source: ****

Canned food mainly attracts the over-**s without children and families(***), but is currently struggling to find its audience among younger categories of consumers. The latter consider this product "banal" according to a study by OpinionWay, and tend instead to value fresh produce, considered healthier.

2.2 Customer sectors in the canning market

Breakdown of customer sectors in the canning market France, ****, in Source: ****

Households are by far the leading customer sector for the canning industry, accounting for **% of total sales in ****. They can easily obtain supplies from supermarket chains, or even from delicatessens and canner boutiques (***). Nevertheless, the foodservice sector continues to play a significant role, accounting for **% of canned food demand in France.

Foodservice professionals use canned products very frequently, with almost **% of them using canned products every day , and almost all of them at least once a week. **% of restaurateurs often use them as starters, and **% as accompaniments to dishes, especially in institutional catering. Every year, foodservice professionals buy an average of[***] :

* canned products in metal cans, *.* products in bags, * products in plastic trays.

2.3 Consumers particularly fond of canned vegetables and fish

Sales by canning segment France, ****, in Source: ****

In ****, the king segments of canned food were vegetables, fish and meat. This trend is set to continue in ****. Vegetable preserves dominate the market with more than half of total sales, followed by fish preserves, with **.*% of market share. Finally, canned meat represents a smaller segment, with less than **% of total sales.

It should be noted that the figures in this chart are different from those in the following charts, due to the fact that fruit is not included in the chart above, and due to the difference in categories (***).

When we look at the ranking of the most consumed canned food products, we find vegetables in first place (***), ahead of ready-made meals and fish, in second and third place respectively. [***]

Breakdown of budget spent on canned products France, ****, in Source: ****

In France, canned food consumers have a strong appetite for vegetables (***). Between them, these two categories account for almost **% of market sales[***]. This phenomenon can also be explained by the ease with which vegetables and fish can be preserved without too great a loss of taste. Ready-made meals are also appreciated by consumers, as they offer the possibility of spending less time ...

2.4 Focus on demand for canned fish

Breakdown of the canned fish market France, ****, in % of total Source: ****

Canned fish consumers therefore choose canned tuna first and foremost (***). On average, canned fish eaters consume *.* species of canned fish. These may include salmon, herring, trout or different presentations such as rillettes, terrines or mousses.

In ****, * out of ** French people say that canned fish is an essential everyday food, ** points more than in the previous survey in ****. This popularity is due to a number of factors, including product quality, value for money and adaptability.

A quality product

Consumer opinions on canned fish Source: ****

The March **** SFCP/CSA survey shows thatFrench consumers are increasingly positive about canned fish. The categories "pleasant to the taste", "pleasant to eat", "good for your health" and "conducive to a balanced diet" are all on the increase.

Good value for money

More than * out of ** French people consider canned fish to offer good value for money . This positive perception has gained +* points in * years, compared to the previous survey in ****. In fact, **% rate it as very good. [***]

A product that can be adapted to consumer tastes

Consumption patterns for canned fish France, ****, in Source: ****

Consumption choices for canned fish France, ****, in % Source: ****

Canned fish is either ...

2.5 Focus on demand for canned vegetables and ready-made meals

Canned vegetables

Breakdown of the canned vegetables market France, ****, in % of total Source: ****

the canned vegetables most popular with French consumers are side dishes, green beans and pulses (***). These vegetables are renowned for preserving their taste qualities even after several years in the can. According to estimates, in France, **kg of canned vegetables will be consumed per capita in ****. [***]

Canned ready meals

Sales of the main categories of canned ready meals France, ****, in millions of euros Source: ****

In the ready-made meals category, French dishes logically account for the largest market share(***). It's also interesting to note that, in ****, all types of ready-made meal saw their sales increase, with the exception of starters, which shrank by *.*%. What's more, sales volumes of ready-made meals are holding up well , meaning that the French are increasingly turning to this product.

2.6 Consumers wary of the canning industry

The main case that has tarnished the image of the canning industry is the horsemeat scandal, a Europe-wide fraud committed in **** in which horsemeat was passed off as beef. Involving some *.* million ready-to-eat meals, it affects, to varying degrees, tens of millions of consumers. Not all segments of the canned food market were affected, as the scandal only concerned canned ready meals.[***]

Canned fish is not spared from criticism, as it is accused of being a major contributor to overfishing. TheNGO Greenpeace is particularly critical of fish concentration devices, a fishing technique used by tuna seiners in particular, which has serious consequences for aquatic fauna and flora. As it is not selective, it contributes to the random capture of species and weakens their reproduction. To oppose this practice, theNGO took action in **** in French supermarkets by removing cans of tuna from the shelves. [***]

Finally, consumers often associate canned food with preservatives, whereas many cans contain no additives or preservatives. Brands therefore have an extra effort to make to defend their reputation and educate consumers. [***]

An inherently non-transparent element, since it is hidden inside the can, canned food is therefore faced with the consumer's desire for information, and is seeking to reinvent ...

3.1 The canning industry value chain

Source: ****

The canning industry begins with metal manufacturers such as ArcelorMittal and Constellium, who process the raw materials required for can production. This raw material is then shaped and assembled by packaging manufacturers such as Ardagh, Crown and Massilly. Once the cans have been produced, the canners fill them with the desired product (***) or in cannery stores. [***]

3.2 France's leading vegetable and fish canners

Breakdown of the canned vegetables market France, ****, in Source: ****

Private labels are by far the leaders in the canned vegetables market, accounting for over half of total sales. Among national brands in ****, Cassegrain is the number-one brand with **.*% market share, ahead of Bonduelle(***).

The high market share of private labels is due in particular to the fact that most canners market a large proportion of their products under the private labels of supermarket chains. In ****, for example, private labels accounted for **% of Bonduelle's sales. [***]

"While structurally in slight erosion, canned vegetables remain anchored in consumers' daily lives," according to Emmanuelle Cousy, Marketing Director at Bonduelle. In fact, the market is in decline in ****, after two years of massive stockpiling by the French. Sales volumes are down *.*% year-on-year in July ****, and *.*% in value. However, with a penetration rate close to ***% and good value for money, the canned food market is holding up well. The new challenge for brands is to develop organic ranges and modernize to appeal to the "better eating" market. [***]

Breakdown of the canned fish market France, ****, in Source: ****

Private labels also lead the canned fish market, with **.*% of total market sales. They are followed by * national brands, Paul ...

3.3 The role of the Brittany and Ile de France regions in the canning industry

Brittany

Thanks to its coastal coastline and its weight in French agriculture, Brittany plays a leading role in the French canned food market. According to estimates from the study La conserve : chiffres clés du marché français, Brittany is the leading production basin for processed vegetables destined for export, particularly in the form of canned goods. It is ahead of the Aquitaine and Nord/Picardie regions.

When it comes to canned fish, Brittany obviously plays a major role, and has a long history, since canned fish is said to have originated here *** years ago. Despite a negative long-term trend - there were ** canneries in Douarnenez (***), more innovative techniques and more stringent legislation. [***]

Geographical location of fish canneries France, ****, % of total Source: ****

In France, * of the ** fish canneries are located in the Brittany region , making it the leading producer of canned fish, well ahead of Pays-de-la-Loire, Hauts-de-France and PACA.

The major canned fish brands therefore produce a large proportion of their products in Brittany, and are increasingly highlighting this fact on their products. This is particularly true of Petit Navire's Mariné, which is certified "Produit de Bretagne"[***]

Île de France

Canned goods retailers by activity Île-de-France, ****, in units Source: ****

In ...

4.1 An upward trend in market production costs

Producer price trends in the canned fish and fish products market (***) France, ****-****, base *** in **** Source: ****

The producer price index for canned fish and fish products rose from ***.** in **** to ***.** in ****. Growth peaks between **** and ****, with an increase of **.**.

Producer price trends in the canned fruit and vegetable market (***) France, ****-****, base *** in **** Source : INSEE For fruit and vegetable preserves, the producer price index first fell from **** to ****, from **.** to **.**, then rose from **** to ****, from **.** to ***.**. The general trend remains one of growth in production prices from **** to ****.

Using the example of fish, we will understand the reason for the increase in production prices, which in turn justifies the increase in canned food prices in distribution outlets.

Example of fish

Breakdown of canned fish costs France, ****, in Source: ****

The breakdown of the cost structure of a tin of canned fish clearly shows the weight of the raw material (***) in the total cost. The potential impact of an increase in this main cost item on the price paid by the end consumer becomes obvious. Even if the costs of the other components represent only **% of total costs, their fluctuation remains a determining factor for the final selling price. These figures date from ...

4.2 A product with many advantages

A practical product

The canner's number-one asset is its practicality. In fact, the little metal can takes up very little space and can be stored for several years without altering the quality of the product.

A quality product

As we saw earlier, the SFCP/CSA survey of March **** showed that theFrench are increasingly positive about canned fish. In ****, **% said they were "pleasant to the taste" and "good for your health", compared with **% and **% respectively in ****. [***]

For canned vegetables, for example, about * hours elapse between harvesting and canning, which guarantees a well-preserved taste, even after several months in the can. [***]

A natural product

Theappertization of canned foods, a process of preserving foodstuffs by heat sterilization in hermetically sealed containers, ensures long-lasting preservation without the use of preservatives. This process is perfectly in tune with the consumer's quest for naturalness, enabling them to enjoy seasonal vegetables all year round without disrupting the rhythm of the seasons.

In addition to the advantage of not having to use preservatives, canners go a step further by gradually removing additives from their cans. It is interesting to note that, on average, canned foods have a good nutriscore of A or B. [***]

A product offering good value for ...

4.3 A trend towards premiumization of the market combined with the development of organic products

As early as ****, faced with a canning market that was tending to decline in volume, canners began to focus on moving upmarket to attract consumers who were very attentive to "better eating".

In the French ready-cooked meals category, for example, from **** to ****, "superior" recipes declined half as fast as the market average (***), and some producers are even doing well, such as La Belle Chaurienne, which grew by **% between **** and ****, positioning itself in the "superior recipes" segment.[***]

The trend is the same for canned fish, with the market up *.*% in **** thanks to the strong performance of premium ranges. This increase in value is mainly due to the growing demand for sustainable fishing and quality ingredients. At Connétable, for example, Label Rouge boneless sardine references accounted for **% of total sardine sales in ****. [***]

Organic produce is making a major contribution to this premiumization of the market. In the canned vegetable segment, organic vegetables grew by **% in ****, compared with *.*% for the market average.[***]

Finally, the last lever contributing to the department's move upmarket is merchandising. The canning aisle is often likened to a "wall of cans" that has changed little over time. Innovating the organization of this department is therefore essential to enhance the ...

4.4 Artisanal canning

The key success factors for setting up an artisanal cannery are as follows:

Adopt a niche positioning, Focus on taste and quality, Plan a staggered launch of references to create an event over time, Multiply outlets[***].

La Marmite bretonne is an example of an artisanal cannery created recently, in ****, by two Bretons keen to offer products that reconcile quality, transparency on the origin of ingredients, respect for the environment and support for Breton organic farming. The La Marmite Bretonne team cooks its recipes with ***% organic Breton ingredients , and provides access to the precise origin of all its ingredients. The idea behind this cannery is to carry out all stages of production on site: from trimming the vegetables to sterilizing the jars. Finally, to preserve the full power of taste, all vegetables and fruit are processed fresh and by hand, according to the season.

One of the prerequisites for the success of an entrepreneurial venture of this kind is to take a collective approach, backed by a network of reliable, high-quality partners. Indeed, the success of a cannery depends enormously on its suppliers and distributors, so it's vital to be able to count on them. It's also important to be transparent about ...

5.1 Strict health regulations

There are three levels of regulation governing the canning industry:

Regulatory measures

These are defined by official texts drawn up by the French and European public authorities, in agreement with the industry. The following is a list of regulatory measures applicable to the canning industry:

Décret n°**-*** du ** février **** pris pour l'application en ce qui concerne le commerce des conserves et semi-conserves alimentaires (***) Articles R.***-* et seq. of the French Consumer Code concerning methods of presentation and consumer labelling Regulation (***) no. ***/**** of April **, **** on the hygiene of foodstuffs

Code of professional practice

More demanding than regulatory measures, this code demonstrates the extent to which canners today are keen to impose quality standards on their products, an approach that is unique to France. The code of practice indicates which defects are tolerated and which are not, and aims to define the various stages of the canning process: choice of raw materials, labelling rules and sales denomination. This code of practice is recognized by the DGCCRF, which monitors compliance in the field. It sets out the industry's specific requirements for different canned products.

The HACCP approach

This is a European regulatory requirement for all foodstuffs. It enables us to ...

5.2 The impact of the EGAlim and EGAlim 2 laws on market valuation

The "EGAlim *" law to protect farmers' remuneration was adopted in **** and complements the "EGAlim *" law of ****, whose aim was to improve the balance of trade relations in the agricultural and food sector.[***]

The effect of the first law had been to increase the resale loss threshold by **% on canning products. This measure therefore reduced promotional intensity, by increasing the threshold below which it was forbidden to sell a product. On tuna, for example, the reduction in promotion had reached *% in P* ****. This resulted in a shift of promoted products to the back of the cannery shelf, helping to boost market value. Manufacturers have shifted from a logic of price war with their competitors to one of differentiation to better attract consumers. As a result, canned products were sold at a higher average price than before, boosting the market's value and opening up new prospects for growth and innovation. [***]. The strengthening of this law gives a new boost to innovation and modernization in the canning industry.

5.3 The creation of an artisanal canning factory

Launching an artisanal cannery can be an attractive proposition, as the market is booming. The French are looking for quality and authenticity, but remain attached to the criterion of price. However, before you can set up your own cannery, there are a number of prerequisites:

Follow one or more training courses (***), Purchase the necessary sterilization equipment (***), Purchase production equipment (***), Find premises that comply with hygiene regulations, Comply with product labeling requirements, Compliance with organic certification requirements (***).

The legal status of the cannery can take the following forms:

micro-business, sole proprietorship (***) eURL sARL, sAS or SASU[***].

6.1 Segmentation of players in the French canning industry

• ArcelorMittal
• Constellium
• CROWN PACKAGING MANUFACTURING UK LIMITED
• Bonduelle Groupe
• Labeyrie
• Petit Navire (Paul Paulet)
• Massilly
• Conserverie la Belle-Iloise
• Les Vergers de Gascogne
• Gendreau Groupe
• St Mamet Distribution (Intermarché ITM)
• Rochefontaine
• Chancerelle Conserverie
• Eviosys
• Beyer
• AGRO'NOVAE