The frozen french fries market - France (2023)

1.2 A growing global market

Frozen French fries are one of the world's most popular snacks, widely used in households and restaurants. The product's advantages include speed of use, storability and portion control, all of which contribute to the growing number of consumers worldwide. The size of the global frozen French fries market was estimated at $**.** billion in ****, and is expected to grow at a CAGR of *.*% to ****.

Global frozen French fries market development projections World, **** - ****, in $ billions Source: ****

The market for frozen French fries, a mainstay of the global fast-food industry, has grown significantly in recent years. Served as an appetizer or side dish, French fries are appreciated worldwide and are frequently offered in fast-food franchises, cafés and food stands. They are often served with sandwiches, burgers and other fast food products. In addition, frozen French fries are also available for bulk purchase in stores for home preparation.

Globally,rapid urbanization and the changing consumption patterns of the majority of the population have encouraged the expansion of fast-food chains. The increase in this type of restaurateur fond of frozen French fries has been striking not only in emerging economies, but also in France, where the fast-food market is booming: +**% in **** compared with ****, for ...

1.3 A growing market and a leading player

Unfortunately, no data is available on the size of the French market for frozen French fries. However, we can estimate its size and identify trends by looking at a larger market: the potato processing and preservation market, identified by NAF code **.**Z. This sector comprises :

potato processing and preservation, preparation of potato-based products :production of frozen pre-cooked potatoes, dehydrated mashed potatoes, potato-based aperitif products,potato chips, manufacture of potato flour, preparation of other potato products; industrial potato peeling.

trends in the size of the French potato processing and preservation market France, **** - ****, in € millions Source: ****

Sales in the potato processing and preservation sector have risen sharply since the end of the health crisis, peaking at €***.* million in **** (***). The French fries market is mainly controlled by frozen products, with fresh ready-to-cook fries accounting for a minimal share of production.

In ****, France produced around * million tonnes of potatoes, of which less than *.* million were processed. Nearly half (***). The remainder was exported for fresh potato consumption. At the same time, over the last fifty years, consumption of fresh potatoes in France has halved, while consumption of processed potatoes has increased[***].

France is renowned for the quality and diversity of its cultivated varieties, making it ...

1.4 International trade

International trade figures for frozen French fries are grouped under CN* code ********: potatoes, uncooked or cooked by steaming or boiling in water, frozen. We can therefore use this code to identify import and export trends, as well as France's main trading partners.

Exports:

French exports of products under code ***** France, **** - ****, in thousands of tons Source: ****

French exports will increase in **** in terms of both volume (***). The value of French exports stands at *,*** million euros in ****.

Main buyers of French items code ****** World, ****, in thousands of $ and in tons Source: ****

By far the main buyer country for French products identified under code ******** is Belgium, which purchased nearly ***,*** euros in ****. European countries are the main buyers, with the exception of the United States (***).

Imports:

French imports of code ***** products in volume France, **** - ****, in thousands of tons Source: ****

like exports, French imports are growing rapidly in ****, both in volume (***). They will amount to over ** million euros in ****.

Main French suppliers of ****** items World, ****, in millions of $ and thousands of tons Source: ****

The main foreign suppliers are Belgium and the Netherlands, with *,*** and *,*** tonnes respectively.France returns" are in second place, with *,*** tonnes. All the countries in the top * are European.

Coverage ...

2.1 The French and French fries

Consumption of French fries in Europe is among the highest in the world, with an average of ** kg per person per year, equivalent to ** million tonnes. Belgium leads the way, with ** kg per capita per year, followed by the Netherlands (***).

Average annual individual consumption of Europe's biggest consumers of French fries Europe, ****, in kg per capita per year Source: ****

This upward trend is partly due to the growing number of restaurants offering French fries on their menus, and to their generally low cost.

According to data from INRA (***), daily consumption of French fries among young people aged ** to ** averages **g, which is **g more than the national average in France. This trend is mainly attributed to the fact that these young people tend to eat out more frequently, and have a smaller budget. According to an Insee study, consumption of French fries is particularly high among blue-collar workers and residents of northern France, especially in the Nord-Pas-de-Calais and Picardy regions.

French fries are commonly used as a garnish for a main course. Serving options include the addition of ketchup or mayonnaise, although they are also enjoyed without any condiments. In recent years, the consumption of French fries has increased significantly, mainly ...

2.2 Frozen French fries: the star of frozen potato products

Purchases of frozen French fries are divided between two types of player: restaurateurs and distributors. We'll start by looking at distributors.

Since ****, sales of oven-baked French fries have grown by a significant **%. This product category has made a major contribution to the expansion of the frozen potato sector, accounting for almost **% of this department's growth over the last three years[***]. Frozen French fries account for **% of the frozen potato product range.

Market share of potato products France, ****, in Source: ****

In the total frozen potato products segment,oven-fried products have a **% market share in value termssurpassing the classic deep-fryer offer, which accounts for **%. Microwaveable fries account for just *% of market share. The majority, **%, is concentrated in toppings.

According to data provided by Kantar, the segment saw an increase of * million sales receipts between **** and ****. This notable improvement is attributed to an offer that has progressed considerably in terms of quality and ease of use.this has enabled the frozen potato products segment to achieve a market share of *% by value in ****, making it the most dynamic segment over the **** - **** period, with an increase of +*.* points[***].

2.3 Good figures from the foodservice sector support demand for frozen French fries

According to the Groupement Interprofessionnel pour la Valorisation de la Pomme de Terre (***), the French currently consume ** kilos of potatoes in the form of French fries, mashed potatoes, frozen fried potatoes and potato chips, compared with ** kilos fresh. This trend explains the strong interest shown by major international frozen-fry groups in the French market[***].

Foodservice establishments (***) account for most of the demand for frozen French fries; for McCain, **% of production is destined for the foodservice sector, mainly in the form of French fries[***]. as such, the growing number of establishments operating in this sector is driving up demand.

The following NAF codes are used for commercial and institutional catering activities:

**.**A: Traditional catering **.**B: Cafeterias and other self-service outlets **.**C: Fast-food restaurants **.**Z : Catering services **.**A : Contract catering **.**B : Other food services **.**Z : Drinks outlets

The number of establishments registered under these activity codes has been rising steadily since ****, with the exception of cafeterias and other self-service outlets. Fast-food establishments recorded the highest increase, at **.*%.

Source: ****

growth in the number of catering establishments France, **** - ****, in number of establishments Source: ****

In France, the number of catering establishments has risen by **.*% in six years, managing to recover very quickly from the ...

2.4 Increasingly local and organic demand

There is a strong demand for local frozen French fries, made from local produce and produced in the same region. According to Insee, three out of four French people say they are prepared to pay more for a product made in France[***].

Demand is also shifting more and more towards organic products, as evidenced by the growing range of organic frozen French fries. Picard has launched a range of organic frozen French fries, as have Carrfour with its Carrefour Bio brand, McCain and specialist brands such as Ferme des Gourmets.

2.5 France's favourite frozen food brands

A number of major frozen food brands dominate the French market: Findus, Picard and McCain. In this section, we look at how the French rate these brands.

Appreciation of different frozen food brands France, ****, in Source: ****

The French don't have any clear-cut preferences when it comes to the various frozen food brands.however, there is a slight advantage for Picard, which has the advantage of being a French brand, unlike the other two brands mentioned. Moreover, Picard is different from the other two brands in that it has its own outlets in which it sells its own brand, alongside other brands such as Findus and McCain. As a result, the three players do not offer the same services.

Appreciation of different frozen food brands according to age France, ****, in Source: ****

We can see that **-** year-olds systematically give the highest scores, whatever the brand. We can therefore assume that this demographic is the most fond of frozen foods.

Appreciation of frozen food brands by socio-professional category France, ****, in Source: ****

CSP+ appreciate Picard more than CSP- and inactive people, while CSP- appreciate Findus and McCain the most. This suggests that Picard is positioned in a more upscale segment than its two ...

3.1 Market organization and dynamics

The potato processing industry involves a wide range of players, from companies specializing in the production and selection of seed potatoes (***) to distributors and restaurateurs. [***]

Source: ****

3.2 Characteristics of companies in the sector

Unfortunately, it is not possible to access figures for the frozen French fries sector, so we'll be looking at the potato processing and preservation sector, identified under NAF code **.**Z, as in *.*.

Number of companies operating in potato preservation and processing France, ****-**** Source: ****

The number of establishments operating in potato processing and preservation fell sharply until ****, from ** to **. Since then, however, the number has increased, reaching ** in ****.

Number of employees working in potato preservation and processing France, ****-**** Source: ****

In terms of headcount, there was a sharp drop until ****, from *,*** employees in **** to *,*** in **** (***). A slight decline was observed in ****, with *,*** employees.

3.3 Distribution largely concentrated in the north

The distribution of potato processing and preservation plants is extremely heterogeneous.

Source: ****

There is a high concentration in the north of France, with ** establishments in the Hauts-de-France region. This is due to the region's proximity to the Netherlands and Belgium, our two main buyers of prepared potatoes (***). There are also a large number of establishments in the south-east of France, while the center of France is not particularly busy in this sector. Three regions have no establishments operating under NAF code **.**Z: Pays de la Loire, Centre-Val de Loire and Bourgogne-Franche-Comté.

Source: ****

The distribution of employees across the country logically follows the distribution of establishments.

3.4 France increasingly attracts foreign players

Although France is the world's leading potato exporter, it imports most of its French fries from Belgium and the Netherlands (***). However, this situation is changing. French fry manufacturers, including Belgian companies and Canadian giant McCain, are increasingly investing in French fry production in France, anticipating growth potential in the French market.

McCain, the Canadian world leader in frozen French fries, set up in France nearly forty years ago. Maxence Turbant, McCain's Agricultural Manager in France, points to the advantages of the French soil and climate, as well as the extent of the terroir, which enables risk to be spread effectively, unlike in Belgium, where production is more concentrated. Today, the company operates three factories in the country, supplying more than a third of the national market's frozen French fries. In ****, the family-owned company achieved total sales of *.* billion euros. Despite the arrival of new Belgian competitors such asAgristo, which is planning to invest *** million euros in Escaudoeuvres, Ecofrost, which has acquired the Flodor site near Amiens to create a new production facility, the company continues to grow.s Amiens to create a new frozen fries production unit, and Clarebout in Dunkirk, McCain has no intention of ceding its dominant position. Over ...

3.5 The savoury frozen food segment, driven by specialist stores

As in other sectors of the food industry,the Covid-** crisis and successive confinements have boosted sales of salted frozen foods. This trend was also observed among specialist retailers. After an exceptionally strong year in ****, sales momentum remained high in ****.

Although supermarkets (***), specialist chains are up *.*% on ****, with sales of ***.* million euros in ****. They thus represent a market share in value terms of **. *%[***].

Picard, the sector leader, has *,*** stores and sales of *.* billion euros in ****. Challengers such as Thiriet and Écomiam are not to be outdone, with *** stores and sales of *** million euros for the former. Newer players such as Banquiz and Place de Marché (***) are also making their mark on the market. These chains are deploying a variety of strategies to recruit and meet their customers' expectations.

For these specialist stores, however, sales of frozen French fries represent only a small proportion of their total sales.

Market share of salted frozen foods sold in specialist outlets by value France, ****, in Source: ****

Potato products account for just *.*% of salted frozen foods sold in specialist outlets, corresponding to sales of **.* million euros in ****.

4.1 A vast range of products and the growth of organic produce

A varied offer:

The biggest players in the frozen French fries sector diversify their offer by proposing different flavors, different cuts, different cooking methods and different ranges. McCain 's website, for example, offers ** different references for frozen French fries. To this we can add the five potato references offered by the brand. There are several cuts: classic, matchstick, steakhouse; several cooking methods: express (***), normal; and several recipes: burger-side, diner-side, counter-side, brasserie-side, frites du Nord, Belgian fries and even sweet potato fries[***].

In April ****, the Pom Bistro brand expanded its offering with a new range of flavored French fries with advanced flavors inspired by French regional specialties: Provençal and Basque flavors. They are distinguished by a very thin, "matchstick" cut, and by rosemary seasoning for the Provençal and Espelette pepper for the Basque[***].

Organic progress in savory frozen foods:

Picard, which currently markets around **% of its products as organic, intends to accelerate the development of its local organic ranges. Thiriet offers around a hundred organic products, and *% of Écomiam 's range is certified organic[***].

Frozen French fries brands also offer organic products. These include Carrefour, through its Carrefour Bio brand, Picard and Thiriet, as well as lesser-known players such as ...

4.2 Varied price ranges

The table below lists the prices of the main references in the frozen French fries segment on Carrefour's e-commerce site.

4.3 Highly variable raw material prices

Overall, prices have risen for ware potatoes, from €*.**/kg in **** to €*.**/kg in **** (***).

change in average price per kg of potatoes France, **** - ****, in € Source: ****

Although players in the frozen French fries sector have access to lower prices, since they buy directly from producers with whom they negotiate prices, the graph above gives us the main trends in potato prices. The following chart shows wholesale prices for selected potato varieties.

Average shipping price for various French potatoes France, **/****, €/tonne Source: ****

Prices vary widely according to potato variety, which partly explains the different price ranges observed in section *.*.

According to FranceAgriMer, potatoes used to make French fries and destined for export cost €*** per tonne.

Restaurateurs are experiencing a significant rise in raw material costs. In addition to rising potato prices, the cost of oil has soared, reaching three to four times the usual price according to some restaurateurs. This situation is affecting their margins and forcing them to increase their prices. Filling a deep-fat fryer now costs €**, and many restaurateurs are finding it difficult to obtain supplies, even if they are prepared to pay a premium price. This situation is due to concerns about sunflower oil production, of which Ukraine is the ...

4.4 Snacking, the new trend that's seducing people

The small frozen meals segment enjoyed dynamic growth, illustrating consumers' preference for quick meals, even in times of confinement. According to IRI's cumulative annual data for ****, this segment saw its volumes increase by *%, fuelled mainly by snacking, which grew by **%. At the same time, growth in aperitif products was more moderate, at *%[***].

Frozen snacking is benefiting not only from the transfer of some meals from the out-of-home to the home, but also from the growing appeal of hot snacks to the French. In ****, prior to the pandemic, sales of sandwiches and salads in the LS delicatessen department saw modest growth (***).

McCain, the market leader in frozen potato products, has launched a new range of products called Street Fries, inspired by Quebec Poutine. This range is a response to the growing street food trend, and offers a quick and convenient meal option. The product can be cooked in the oven or microwave, and is ready to eat straight from the tray. According to Joséphine Saint-Maxent, Senior Retail Product Manager at McCain, this launch has been specifically developed for the retail market, and France is the first country to welcome these new products[***].

The *% growth in ready-to-eat meal solutions indicates a societal ...

4.5 An ever-growing list of ingredients

Traditional French fries are made from just two different ingredients: potatoes and oil. However, producers of frozen French fries tend to add ingredients to their recipes, which worries consumers and the associations that represent them. As a result, potato content varies between brands of fries.

Potato content in frozen French fries by brand France, ****, in Source: ****

McCain, the sector leader, achieves a rate of **%. Lidl and Picard have the highest rates, at **% and **. *% respectively, and are ** and ** centimes cheaper than McCain. These two brands offer fries with the fewest ingredients: two for Lidl (***).

Casino and Picard have the lowest fat content at *.* and *.*g per ***g respectively, while McCain has the highest at *.*g. McCain also has the highest salt content at *.*g per ***g, twice that of Auchan and six times that of Lidl at *.**g, and *.* times that of Picard. All the brands analyzed, except Lidl, contain sugar, excessive consumption of which can lead to cardiovascular problems. In terms of price, McCain is the most expensive at €*.** per pack, followed by Picard at €*.** and Lidl at €*.**. carrefour Classic and Leclerc offer the lowest prices at €*.** and €*.** respectively, despite a longer list of ingredients[***].

5. Regulations governing frozen French fries

The decree of September **, **** on specifications applicable to various frozen fruits and vegetables sets out the rules governing frozen pre-fried potatoes. Updated in September ****, this text issued by the Ministry of Agriculture, Trade and Crafts and the State Secretariat for Consumer Affairs, stipulates that :

deep-frozen pre-fried potatoes may only be prepared from potato tubers that conform to the characteristics of varieties of the Solanum tuberosum L species; the peeled tubers, whether cut or not, must be partially fried in a frying fat; it also establishes analytical specifications for the different varieties of deep-frozen pre-fried potatoes, including percentages of dry matter and fat; the frying bath may be composed of vegetable fat or animal fat, or a mixture thereof; it also defines appearance defects and tolerances for these defects; it stipulates that these provisions apply to deep-frozen pre-fried potatoes manufactured or imported six months after the date of publication[***].

Article D.***-**-* defines a raw product as a food product that has not undergone any significant modification, including heating, marinating, assembling or a combination of these processes. These products may be used in the composition of a"home-made" dish, provided they have been prepared by the professional (***), with the exception of ...

6. Player segmentation

• Bonduelle Groupe
• Intersnack (Knabber Geback Group)
• Fruits de la terre
• McCain Food
• Dr Oetker
• Lamb Weston
• Aviko
• Agristo
• Carrefour Groupe
• E.Leclerc
• Casino Groupe
• Auchan groupe
• Picard Surgelés
• Lidl
• Cité Gourmande