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Summary of our market study
The French mustard market is estimated at between 1.5 and 1.7 billion euros.
The French domestic mustard market faced challenges in 2022 due to a severe drought in Canada, which supplies 80% of France's mustard seeds, and geopolitical tensions in Ukraine, the world's 4th largest producer.
French mustard seed production reached 6,000 tonnes in 2022, with a target of 15,000 tonnes for 2023.
French imports of prepared mustard have risen significantly, from 9.8 million euros in 2017 to 29.9 million euros in 2022.
Organic and locally sourced mustards are becoming more important to consumers.
Mustard has a significant share of the condiment and seasoning manufacturing market, estimated at around 44.6%. Mayonnaises have seen an increase of around 4-5% in volume consumption, while mustard has seen declines of over 10%.
There is growing interest in natural and organic products.
Major brands such as Amora and Maille enjoy great popularity, with approval ratings of over 70% among consumers.
Mustard market players
- McCormick & Company is a world leader in flavor, not only in spices and herbs, but also in the mustard category.
- Kraft Heinz Company represents another colossal entity in the condiments field.
- Unilever (Amora-Maille) enjoys a formidable presence in France.
- Lesieur is an established brand that has made a name for itself in both the cooking oil and mustard segments.
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Summary and extracts
1 Market overview
1.1 Definition and scope of study
Mustard is a condiment used in regional and national cuisines, made from the seeds of the plant of the same name. While these seeds are mainly used in thefood industry, they also have a pharmaceutical role, partly responsible for an increase in mustard consumption at the time of the Covid-19 pandemic.
This is also why the global mustard market has grown slightly in recent years, led byAsia-Pacific with over 36% market share. This growth is set to continue, with an average annual growth rate (AAGR) of 5.7% until 2027, despite some local shortages. [Businesswire]
In fact, the French market has seen a clear slowdown in mustard consumption in 2022 (-10.8% in volume over the first 4 months compared with 2021), notably due to a drought wave in July 2021 in Canada and the current geopolitical situation (Ukraine being the world's 4th largest producer and Russia the 2nd). [LSA Conso]. But growth is set to resume this year, thanks to increased French mustard seed production. Nevertheless, the main players on the French market remain foreign: McCormick&Company (with sales growth of 26% in 2021), Kraft Heinz Company, Unilever (with its subsidiary Amora-Maille).
Today, growing consumer interest in organic, healthy, short-distance produce is prompting French farmers to reconsider this crop. In 2021, the Charente-Maritime regional organic farming cooperative recorded 15 to 20 tonnes of seeds, a figure that is improving.
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The mustard market | France
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