The infusion market - France (2025)

1.2 Accelerating global growth

The herbal tea market has been valued at US$*.** billion in **** and is expected to reach US$*.** billion by ****, growing at a CAGR of *.**% from **** to ****. [***]

Global herbal tea market size World, ****-*****, in billions of US dollars

The main drivers of the herbal tea market are population growth, rising household disposable income and growing consumer health awareness. Consumers' growing orientation towards healthy products and nutrient-rich diets is also a favorable factor.

Key players in the global market include Nestlé (***).

1.3 In France, the herbal tea market is booming

Driven by new health and environmental concerns, the infusion market is booming in France: it has grown by +**% in value over the last ** years. [***]

In ****, the French infusion market will be worth *** million euros, an increase of *% in value compared to ****, marking a recovery from the market downturn caused by the end of the pandemic.

French infusions market size France, ****-****, in millions of euros and as a % of total sales Source: ****

Analysis of data on the size of the French infusions market shows overall growth until ****, followed by some fluctuations in ****, then a recovery in ****.

1.4 Balance of trade

The HS code corresponding to the infusions market is ******: Extracts, essences and concentrates of tea or maté, and preparations based on these extracts, essences or concentrates or based on tea or maté. Unsurprisingly, France is the main importer in this sector.

Trade balance - code ****** France, **** - ****, in millions of dollars Source: ****

In ****, Spain emerged as France's main customer, with an export volume of $*,*** million, representing a dominant share of French trade in this category. Germany followed at a distance with $*,*** million, confirming its role as a major trading partner, although less significant in this particular sector. Sweden (***). This breakdown highlights the importance of Spain as the main market.

Customer countries France, ****, in thousands of dollars Source: ****

In ****, Ireland emerged as France's main supplier for products falling under HS code ******, with imports worth $** million, accounting for a large majority of French purchases in this category. The Netherlands andGermany, with $**.*** million and $**.*** million respectively, complete the podium.

Supplier countries France, ****, in millions of dollars Source: ****

2.1 Breakdown of supermarket sales

The breakdown of infusion sales shows a clear dominance of large and medium-sized supermarkets (***). This breakdown underlines the importance of the major distribution networks for this type of product, although alternative channels still play a complementary role.

Breakdown of infusion sales, by distribution channel France, ****, in Source: ****

In ****, infusions will account for **% of supermarket sales in the tea and infusion market.

Breakdown of supermarket sales by volume France, ****, in Source: ****

2.2 Breakdown of organic store sales

Breakdown of infusion sales by format in organic stores France, ****, in Source: ****

Here, products are differentiated between single plants (***) in the form of blends and packaged in sachets.

Sales of plants in single infusions sold in organic stores France, ****, in tons Source: ****

The best-selling single plants are thyme, followed by maté, hibiscus, verbena and rosemary. The drop in sales does not concern any particular plant, but affects all products.

2.3 Breakdown of pharmacy and parapharmacy sales

Breakdown of pharmacy sales

The main simple plants sold in pharmacies, in terms of volume, are thyme, chamomile,eucalyptus and verbena.

Plants present in infusions sold in pharmacies France, ****, in tons Source: ****

In terms of value, although thyme remains in first place, the ranking differs slightly: it is followed byeucalyptus, Roman chamomile, verbena, linden and chamomile matricaria. Prices vary considerably according to the plant and its packaging.

Plants present in single infusions sold in pharmacies France, ****-****, in tons Source: ****

Health claims play a key role in purchasing decisions. In fact, they are associated with **% of the sales value of plants sold in pharmacies, where manufacturers mention at least one claim on their products. the most lucrative categories include"digestion/transit" claims, followed by"elimination/drainage" and"sleep/stress". However, an overall decrease in sales of products with claims has been observed in ****, recording a *% drop compared to ****.

Sales of infusions marketed in pharmacies France, ****-****, € million Source: ****

Breakdown of parapharmacy sales

In parapharmacy, herbal blends dominate sales. In ****, they will account for €*.* million, or **% of total sales of infusions in parapharmacy. These sales have been rising steadily since ****. On the other hand, sales of single plants were stable at €***,*** in ...

2.4 Demand drivers and consumer behaviour

Infusion consumers

The infusion consumer base has expanded significantly in recent years, rising from **.* million in **** to over ** million in ****. At the same time, these growing numbers of consumers have also increased their average budget per act of purchase: this rose from €*.** in **** to €*.** in ****.

In ****, the French drank an average of *** cups of herbal tea a year[***].

In ****, one French person in two will consume infusions[***].

Infusions are the third most popular detox drink in France, after tea and juices.

Ranking of French people's favorite detox drinks France, ****, in %

There are several reasons why the French consume infusions, the foremost of which are well-being and health. These reasons explain the growing craze for this beverage, which is part of the French people's growing awareness of health issues. The increase in sales of organic infusions in particular is also part of this trend.

Reasons for consuming detox drinks France, ****, in %

Growing interest in infusions

Interest in searching for "infusion" on Google France, **** - ****, Google Trends index Source: ****

The graph above represents the proportion of searches for a given keyword in a given region and for a specific period, in relation to the time when the rate of use of this keyword ...

2.5 France's favorite brands

An analysis of French infusion preferences reveals a clear preference for certain well-known brands such as Lipton, Elephant and La Tisanière.tablies such as Lipton, Elephant and La Tisanière, with high approval ratings of up to **.*%. On the other hand, Les * Marmottes and Kusmi Tea seem less popular, garnering more modest appreciation percentages, at **.*% and **.*% respectively. Negative responses are generally low for all brands. A notable proportion of respondents said they were neutral or unfamiliar with certain brands, notably Les * Marmottes and Kusmi Tea, suggesting potential for growth through greater awareness.

Infusion brands preferred by the French France, ****, in Source: ****

Distribution by gender :

The breakdown of "likes" by gender shows an overall stronger preference among women for all infusion brands, with higher percentages than among men. The brands most appreciated by women are Lipton and Elephant, while for men, these brands remain equally popular, but with lower scores than for women.

Distribution of "likes" by gender (***) France, ****, in Source: ****

The breakdown of "I don't know this brand" by gender reveals marked differences between men and women, with higher percentages among men for all brands. The Kusmi Tea and Les * marmottes brands are the most unfamiliar, particularly among men.

Distribution ...

2.6 Demand trends

The organic craze is not immune to trends in the PPAM market

The market for herbal teas and infusions is enjoying a rejuvenated and dynamic image. The proportion of **- to **-year-olds consuming these beverages has risen, boosting the image of these products. According to a report by Transparency Market Research, this dynamism stems froma change in consumption patterns among this age group, who are more interested in natural products and a "healthy" diet[***].

The value of organic-labeled infusions is rising, from * million euros in **** to *.* million euros in **** (***). As a proportion of total sales, the organic share is thus on the rise. Since ****, more than half of sales correspond to these labeled products. [***]

This growing demand for natural remedies, particularly herbal remedies, has brought some very old professions back into fashion. This is the case of herbalists, who, despite a regulatory framework that may be considered obsolete(***), are gradually taking action, notably through petitions to rehabilitate their profession and introduce a state diploma[***].

New young players are entering the infusion market. Two examples are Chic des Plantes! and Happy Plantes, two French companies that have been set up in this field, with ***% organic products stamped "made in France"[***]. Major groups ...

3.1 Value chain and infusion manufacturing

The infusion value chain, like that of tea, involves a number of stages involving different professionals, in order to obtain the most appropriate and subtle scents and tastes.

Source: ****

Before the drying stage, plants have a moisture content ranging from **% to **%. The aim of drying is to bring this level down to **%, so that the plants do not degrade on contact with air. It therefore consists of * crucial stages:

Warming up the plant: adjusting the temperature of the plant to that of the dryer. Rapid evaporation: the water available in the plant evaporates. Slow evaporation: the remaining water in the plant evaporates.

3.2 Production and dependence on the PPAM sector

The amounts given for production refer to the value of production marketed or intended for marketing, which is calculated on the basis of the selling price realized ex-factory or likely to be realized during the period covered by the survey.this is calculated on the basis of the factory-gate selling price, or the selling price likely to be achieved during the period covered by the survey. It also includes the cost of packaging; sales tax, consumption tax, separately invoiced transport costs and customer discounts are not included.

The Eurostat Prodcom code is ******** Herbal Infusions.

French production of herbal infusions has been growing for several years. Since ****, production volume has in fact increased by ***%, while production value has grown by almost ***%.

French infusion production trend France, ****-****, in millions of euros and tons Source: ****

An infusion involves placing plants or plant extracts in an initially hot liquid (***), which is then allowed to cool. By extension, certain herbal teas, such as those based on seeds or roots, can also be referred to as decoctions. This preparation method involves boiling the liquid for several minutes.

The infusion market is therefore dependent on the PPAM sector. The Perfumed, Aromatic and Medicinal Plants (***) sector encompasses the ...

3.3 Distribution dominated by supermarkets

Sales of infusions marketed in supermarkets, hard-discount and convenience stores France, ****-****, in millions of €, in tons Source: ****

In ****, sales of infusions in supermarkets, hard-discount stores and convenience stores in mainland France (***) reached €*** million, for a volume of *,*** tonnes. Compared to ****, they are down *% in volume, but up *% in value, mainly due to inflation.

Breakdown of supermarket sales of infusions by distribution channel France, ****, in Source: ****

More precisely, hypermarkets and supermarkets generate the majority of infusion market sales. They account for **.*% and **.*% of the value of supermarket sales respectively. Hypermarkets and supermarkets thus generate **% of the value of infusion sales, all channels combined.

Market share of the main infusion brands in supermarkets France, ****, as % of total

In France, the main infusion brands sold in supermarkets, hard discount stores and convenience stores are dominated by Éléphant, with **% market share. It is followed by private labels (***).

3.4 The market for infusions in specialist stores is in difficulty

Sales of infusions marketed in organic stores France, ****-****, in millions of €, in tons Source: ****

According to BIOANALYTICS®GOOD data, the market for herbal teas and plants for infusion in organic stores reached €**.* million and *** tonnes in ****. After a period of growth between **** and ****, sales have been declining since ****. Between **** and ****, sales fell by **% in value and **% in volume. This decline, which is not limited to a specific product, seems to affect the whole market.

Market share of herbal tea brands sold in organic stores France, ****, in Source: ****

The market for herbal teas and plants for infusion in organic stores is divided between around a hundred brands. Yogi Tea dominates with a **% market share, followed by Arcadie-Cook-Herbier de France (***).

3.5 The rise of pharmacy/parapharmacy sales

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In ****, the infusion market in pharmacies and parapharmacies totaled **.* million euros, divided between **.* million euros in pharmacies and *.* million euros in parapharmacies, for a volume of *** tons. Following growth between **** and ****, sales in this sector stabilized in ****. However, sales volumes, which had been rising until ****, began to fall from **** onwards, a trend that was confirmed in ****.

Market share of infusion brands sold in pharmacies France, ****, in Source: ****

The market for herbal teas and plants sold in pharmacies is divided between *** brands, of which Panda Tea leads with **% market share, followed by Yogi Tea (***).

Market share of herbal tea brands sold in parapharmacies France, ****, in Source: ****

The market for herbal teas and plants in parapharmacy is largely dominated by four brands, which together account for over **% of market share. Panda Tea stands out with **%, followed by Nutrisanté (***).

4.1 Trends and price ranges

Price indices

The consumer price index for teas and infusions in France has varied fairly unevenly over the last ten years: after peaking in **** at ***.** (***) reached a low of **.** in ****, before rising again to ***.* in ****.

Consumer price index for teas and infusions France, ****-****, base *** in **** Source: ****

Overview of market prices

Price ranges for herbal teas and infusions vary according to the type of plant used and the quality of the product.

Verbena

At Carrefour, the top price is €*.** for ** sachets of *.* g, or €** per kilogram. La Tisanière sells its verbena-based infusions in sachets at around €*** per kilo. Finally, in the top-of-the-range category, "Les * Marmottes" offers verbena infusions at €*.** per box of ** sachets, or €***.** per kilogram.

Lime

You'll find the lowest prices at €** per kilo, and up to €*** per kilo for encapsulated linden herbal teas. Jardin Bio, for example, sells at around €*** per kilo.

Chamomile

Chamomile infusions start at €** per kilo in sachets in supermarkets, from around €** per kilo for organic products, and up to €*** per kilo for the Pukka organic brand.

Fennel

Fennel is available from €** per kilo on the site of l'herboristerie moderne for example, and up to €*** a kilo for special organic breastfeeding herbal teas by Weleda ...

4.2 A wide choice of products

The recent craze for natural products and self-medication remedies has prompted tea and infusion manufacturers to diversify their product range, both in terms of ingredients used and preparation methods.

In the case of tea, products are generally differentiated according to the color of the leaves. There are mainly three different colors of tea: black, green and white, to which we can add Oolong or "blue-green" tea, yellow tea, Pu Erh tea and Rooibos. The latter are not made from tea leaves, but from a South African shrub called Aspalathus Linearis. Matcha, meanwhile, is a powder obtained from green tea, widely used in Japan.

As for herbal teas, the main ingredients used are lime blossom, verbena, chamomile and peppermint. However, there are many different foods that can be incorporated into infusions, often in the form of blends. A non-exhaustive list is given below:

Plants other than those mentioned above include aniseed, fennel, lemon balm, lemongrass, ginger, hibiscus, valerian, echinacea, rosemary, thyme and nettle. Among fruits, the most classic are lemon and orange, but there are also herbal teas based on pineapple, blueberry, apricot, raspberry or coconut. Among the spices, turmeric, cardamom or cinnamon can be incorporated into herbal teas or infusions. For ...

4.3 Organic and natural at the heart of our herbal tea offering

Sales of organic infusions are developing in a similar way to overall sales, although they represent a smaller market. In ****, they will reach *,*** tonnes, or **% of the total volume of infusions, and generate ** million euros, corresponding to just over **% of the total market value.

Share of organic infusions in total supermarket sales France, ****-****, in Source: ****

A large proportion of infusions and plants sold in these channels are certified organic, representing **% of sales by value and **% by volume in ****. This proportion has risen sharply since ****, when it stood at **% by value and **% by volume, before stabilizing between **** and ****.

Organic herbal tea sales by value in pharmacies and drugstores France, ****-****, in Source: ****

Most of the sector's major players have positioned themselves in this segment; some are even betting ***% on this range. In teas and infusions, Jardin Bio will dominate the sector in **** with over **% market share, followed by Clipper and Lipton-Elephant. Note the strong presence of La Tisanière in the exclusive infusion market.

Market share of organic tea and infusion brands France, ****, in Source: ****

4.4 Products still too contaminated?

In March ****, ** millions magazine published a study on pesticides present in teas and infusions in France. It warns consumers about the quality of these much-loved beverages. While organic teas and infusions were spared, many other products tested in laboratories contained pesticide residues, some of which are banned in France and Europe. The tests were carried out on ** black teas, ** green mint teas, ** verbena-based infusions and ** detox infusions[***].

Generally speaking, the herbal teas were the least affected by pesticides. Where ** different pesticide residues were found in black teas, only a few were present in verbena-based infusions[***].

In August ****, boxes of infusions sold in Carrefour stores were recalled nationwide in France, according to the government website RappelConso. This recall is due to the possible presence of a pesticide exceeding the maximum residual limit authorized by regulations[***]. The same year, a critical examination by the ** millions de consommateurs association in its latest March issue revealed that the infusettes might contain pesticide residues of health concern, such as glyphosate, thiacloprid and acetamiprid. These substances, considered "problematic", were detected in nearly fifty of the brands analyzed.

The study focused on four product families: black and green mint tea, verbena-based infusions and detox infusions, both organic and ...

5.1 Legislative framework

In France, decree no. ****-*** of August **, **** relating to the sale to the public of medicinal plants listed in the Pharmacopoeia, governs the list of plants that may be sold by persons other than pharmacists. In all, *** plants or plant extracts are authorized for over-the-counter sale.

For organic products, jurisdiction is established at European level; commission Regulation (***) No. ***/**** of September *, **** - on organic production, labelling and controls - sets out the rules for the production and distribution of products bearing the organic label within the European Union.

Finally, a petition was launched in **** by herbalists in support of their profession [***].

6.1 Segmentation

Specialist tea and infusion brands for the mass market

Tea houses selling infusions

Specialized new entrants

• Lipton (Unilever)
• Twinings Foods International
• La Tisanière
• Ecotone Groupe (Alter Eco, Bjorg, Bonneterre)
• Thés Éléphant (Scoop TI)
• Yogi Tea
• Kusmi Tea
• Mariage Frères
• Pages Infusions
• Clipper Tea
• Le Palais des Thés
• Les jardins de Gaïa (MAKA)
• Herbissima
• Thés de la Pagode
• La Route des Comptoirs
• SCOP-TI
• Betjeman & Barton
• Comptoir Francais du thé
• Les 2 Marmottes
• Chic des plantes
• Happy plantes
• Unilever Groupe
• Oviatis