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Summary of our market study
The "produits du terroir" market covers the wine, dairy and meat segments, as well as a wide range of quality food products produced throughout France by a large number of local producers and major groups.
There are in France are some 1,200 products under SIQO (signs of quality and origin), with sales of over 42 billion euros, including 26 billion euros for wines and eaux-de-vie. Products in the so-calledAppellations d'origine categoriesgenerate sales of over 28 billion euros.
labeled wines account for 92% of all wines sold in the country.
Household consumption of AOP/AOC cheeses is over 1.5 billion euros.
Labels such as AOC, IGP and Label Rouge play an essential role in guaranteeing product quality. 25% of consumers consider these labels to be an essential confidence factor, and 40% consider them to be a first-rate indicator of quality.
Geographically, label and quality indicators such as AOC and AOP are highly concentrated in certain regions, with Côte d'Or and Saône-et-Loire leading the way.
The most popular distribution channel is the many open-air and covered markets scattered throughout the country. French consumers prefer fresh produce and direct contact with producers.
Direct sales to producers are also an important channel.
Market players
The sector is split between a few global players producing a large number of well-known brands, and a multitude of small and medium-sized family-run companies.
Operators in the meat and charcuterie sector
- Delpeyrat: Founded in 1890, a venerable name in the French charcuterie and delicatessen sectors
- Maïsadour: French cooperative group with a strong market presence, offering a wide range of products from foie gras to charcuterie.
- St Sever: Producer of top-quality poultry.
- LDC: a major player in the poultry sector.
- Labeyrie targets the luxury segment with its fine smoked salmon, foie gras and an assortment of charcuterie.
- Comtesse du Barry enjoys a prestigious reputation for its terrines, pâtés and other delicatessen products.
- Ducs de Gascogne: A major player in the Gascony region.
Dairy and cheese producers
- La cloche à fromage: Supplier of fine cheeses
- Savencia and Lactalis: two family-owned groups that have become global players in the dairy and cheese sector
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Summary and extracts
1 Market overview
1.1 Presentation and definition
Produits du terroir refers to food products considered to be an integral part of French gastronomy, with a traditional, local component. The "produits du terroir" market is characterized by a diversity of products (dairy products, meats, fruit and vegetables, etc.) and a large number of players with high competitive intensity (private labels, agri-food giants, local producers, innovative SMEs, etc.).
The precise definition of "produits du terroir" can be complex, but for the purposes of this study, we'll be focusing primarily on labelled products, in particular those benefiting from quality and origin identification signs (SIQO). These labels are closely linked to characteristics generally associated with terroir, such as origin, quality, traditional recipes or local know-how.France boasts over 1,000 products bearing these SIQO labels, generating total sales of 41.53 billion euros, of which 25.5 billion euros come from sales of wines and eaux-de-vie.
The market can count on the interest of the French in this type of product, with 99% of the country's inhabitants declaring that they consume local products. This buoyant market is overshadowing organic products, which have seen a decline in demand in recent years.
The market varies from region to region, with some départements producing a lot of local produce, and others little or none at all. What's more, the market is based on several major sectors: meat, dairy products, wines, spirits, etc.
1.2 The French market for local produce
It's difficult to define the precise scope of "produits du terroir", but here we'll be focusing mainly on label products, and in particular SIQO (***). Indeed, these labels are intrinsically linked to characteristics close to what is meant by "terroir": origin, quality, traditional recipe or know-how.
In ****, there were *,*** products under SIQO ...
2 Demand analysis
2.1 French interest in local products
Proportion of French people eating local produce France, ****, %, % Source: ****
The graph on the proportion of French people consuming local produce in **** shows a very strong endorsement of this type of product, with **% of respondents claiming to consume it. This extremely high rate testifies to the deep-rootedness of local products in French ...
2.2 The importance of "Made in France" demand
Distribution of French people according to their consumption habits for Made in France products France, ****, % of total Source: ****
**% of consumers say they buy products made in France, reflecting a marked trend towards supporting the local economy and a preference for domestically-made products. This predominance reflects a growing awareness of the ...
2.3 An increase in demand for local products to the detriment of organic products
Declining demand for organic products:
As explained above, inflation has had an impact on French consumer habits, with a decline in the consumption of certain products and a move downmarket in the range of products purchased. These changes in consumer habits have had an impact on sales of organic products.
According ...
2.4 Confinement has changed French consumer habits
Changes in eating habits during confinement France, ****, %, %, %, %, %, %, %, %, %, %, %, %
The graph highlights changes in French eating habits during periods of confinement in ****. A significant trend to highlight is the growing preference for local products and short distribution channels, with **% of respondents indicating this intention. This increase in demand for local products and short ...
3 Market structure
3.1 Geographical structure of local products
Geographical breakdown of AOCs/PDOs by department France, ****, in number of AOCs/AOPs
Côte-d' Or stands out with the highest number of AOC/AOPs(***).
These departments are renowned for their renowned wine production.
FMCG (***) sales correspond to total sales of everyday consumer goods such as food, beverages, personal care and ...
3.2 A market based mainly on certain sectors
Wines, spirits and ciders
Wines, in a dominant position with **% of SIQO sales, saw their marketed production increase by *% involume and **% in value in ****. This growth comes after a difficult year in ****, when sanitary restrictions curbed exports and local consumption. The end of the health crisis has stimulated a significant recovery ...
3.3 Distribution of local products concentrated in supermarkets
Places to buy PDO cheeses in **** France, ****, % of total
In ****, the places where PDO cheeses are bought in France show a clear preference for hypermarkets and supermarkets, which account for **% of sales, indicating strong demand for these products in mass distribution channels.
Own-brand stores and specialist out lets also make a ...
4 Offer analysis
4.1 The different official signs of quality and origin (SIQO)
Labels of origin and quality, as previously mentioned, are one of the key drivers of consumer confidence in food products. In France, the SIQO nomenclature is managed by INAO (***). [***]
Today, there are * distinct labels:
Source: ****
Products bearing quality and origin labels account for a significant proportion of both marketed alcoholic beverages ...
4.2 Disparity in the product categories available in local products
Share of SIQO products by category France, ****, % (***) Source: ****
The breakdown of SIQO products by category in France in **** reveals significant trends in the promotion of local products.
Wines stand out with a **% share of products under SIQO, highlighting the importance of the winegrowing tradition and the renown of French winegrowing terroirs. ...
4.3 Labelled products are more highly valued than the "classic" market
Because their production requires compliance with very strict specifications guaranteeing quality and confidence, the average price of labelled products is higher than that of the market. Data collected on the average price of cheese, butter and cream in France between **** and **** confirms this trend.
PDO cheeses systematically command higher prices than ...
5 Regulations
5.1 The main principles of food hygiene in France
All foodstuffs are subject to the general provisions of the French Consumer Code in terms of conformity (***).
Several regulations establish the legislative basis for food hygiene in France:
Regulation n°***/**** on the general principles and requirements of food law[***] Regulation n°***/**** on the hygiene of foodstuffs[***] Regulation n°***/**** laying down specific ...
5.2 The impact of the EGAlim law
The EGAlim law, or Loi pour l'équilibre des relations commerciales dans le secteur agricole et une alimentation saine et durable, passed on October *, **** and promulgated on November*, ****.
The objectives of this law are as follows:
Relaunch the creation of value in agriculture and agri-food and ensure its proper distribution Enable ...
5.3 AOC and PDO regulations
Appellation d'origine protégée (***) are labels guaranteeing the quality and authenticity of products linked to their place of production and specific know-how. The AOC was introduced in **** to protect wine and eaux-de-vie, and has since been extended to other agricultural, food, forestry and marine products.
To obtain an AOC, all ...
6 Positioning the players
6.1 Segmentation
- Delpeyrat
- Maïsadour
- St Sever
- LDC Groupe
- Comtesse du Barry
- Ducs de Gascogne (Qua Terra)
- La Cloche à fromage
- Inter Caves
- Vins sur 20
- Savencia Fromage & Dairy groupe
- Compagnie du Bocage
- Tripoux d'Auvergne - Uniplaneze
- La Ferme de chez nous
- Gozoki groupe
List of charts presented in this market study
- Sales of label products
- Breakdown of alcoholic beverages sold
- Breakdown of marketed food production
- Geographical breakdown of AOC/PDOs by department
- Number of SIQO dairy products
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Latest news
LDC passes the €6 billion mark in sales - 30/05/2024
- Sales: up 6% to 6.5 billion euros.
- - Net income: strong growth to 304.4 million euros.
- - Poultry consumption since 2000: up 36%.
- - Poultry Division France :
- - Sales: 4.4 billion euros.
- - Growth: 5.9% overall, and 2.3% on a like-for-like basis.
- - Catering division :
- - Sales: 911.8 million euros.
- - Growth: 10.2%. - Volume: up 1.1%.
Why chicken king LDC is betting big on the delicatessen department - 30/05/2024
- LDC Group, known for its Loué, Maître Coq and Matines brands
- Sales of 6.2 billion euros in 2023
- The company has entered into exclusive negotiations to acquire 100% of the capital of Pierre Martinet, one of the market leaders in delicatessen salads and number one in tabbouleh.
- This family-run business generates sales of 230 million euros,
- The delicatessen division will exceed 1 billion euros in 2024, compared with 911 million in 2023.
- Poultry consumption continues to grow in France, up 3.4% last year.
- Leader in the poultry sector with 40% market share and sales of 4.4 billion in 2023
LDC ready to acquire caterer Pierre Martinet - 29/05/2024
Pierre Martinet
- - Sales in 2023: €230 million
- - Number of employees: 700
- - Number of sites: 5
- - Markets: France, international with notable development in Spain
- - Activities: Delicatessen salads, seafood salads, delicatessen products, savoury pastries
- - Brands: La Belle Henriette (acquired in 2010), Maison Randy (acquired in 1997)
- LDC :
- - Sales for fiscal 2023-2024: €6.2 billion
- - Number of sites: 102
- - Number of employees: 25,000 Sectors: Poultry (Le Gaulois, Maître Coq, Loué, Doux), fresh and frozen delicatessen (Marie, Traditions d'Asie), in negotiations to acquire Pierre Martinet
- Self-service (LS) catering market:
- - Sales in 2023: €8.5 bn, up 2.9
- - Sales volume: down 3.1% according to Circana to end 2023
- -lDC in negotiations with the industrial division of Les Mousquetaires for the takeover of Délices de Saint-Léonard (specialized in the manufacture of fresh and frozen pizzas, quiches, crêpes and tarts), announced for October 2023
- - Takeover of Routhiau (fresh and frozen charcuterie and delicatessen) announced in January 2024
With Qua Terra, Webhelp founder sets his sights on the food sector - 20/01/2024
- Frédéric Jousset bought Bio Conquête in 2022.
- The holding company, renamed Qua Terra in 2024, includes three farms and five agri-food SMEs.
- Qua Terra generates sales of 42 million euros.
- The Qua Terra group was created by Bio c' Bon in 2018.
- Qua Terra currently achieves only 2% of its sales with Bio c' Bon.
- Volumes of organic products fell by almost 12% in supermarkets in the first eleven months of 2023.
- Qua Terra has reached operating breakeven in 2021.
- Qua Terra plans to more than double its sales by 2025, reaching 100 million euros in sales.
- Ducs de Gascogne, acquired by Qua Terra, achieved sales of 18 million euros in 2022.
LDC negotiates the purchase of DSL (Délices de Saint Léonard), a plant in Morbihan, France - 23/11/2023
- LDC is France's leading player in the poultry market.
- LDC aims to acquire the Les Délices de Saint-Léonard (DSL) plant belonging to Agromousquetaires.
- The aim of the acquisition is to increase its market share in the delicatessen business and consolidate its territorial coverage.
- DSL is based in Theix-Noyalo (Morbihan) and is part of the Les Mousquetaires cooperative, which has some sixty plants in France.
- By 2022, the LDC group's sales were set to reach 5.8 billion euros.
- LDC employs 23,000 people and has around one hundred sites.
- The DSL plant has a turnover of 50 million euros and 265 employees.
Loué poultry conquers the Polish market - 23/11/2023
- LDC, France's leading poultry company
- Acquisition of Poland's leading turkey producer, Indykpol, with Rolmex, a real estate investor, poultry exporter and wine distributor.
- Poland is Europe's biggest turkey and chicken producer, exporting half of its poultry to the European Union
- This operation will take LDC's total international business to over €1 billion by 2024, with total sales of over €6 billion.
- The French company will then own 16 plants in Poland, with sales of 700 million euros
- Indykpol achieved sales of 228 million euros in 2022, over 60% of which in the domestic market.
- Poland
- The aim is to establish the LDC model with poultry born, raised and processed locally, and to develop consumption with well-known brands such as Indykpol.
- LDC set up in Poland twenty years ago
- The devastating effects of bird flu are a thing of the recent past, and the vaccination of ducks has given new hope to the industry.
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