The olive oil market - France (2023)

1.2 The world market is dominated by the Mediterranean

Main olive oil producing and consuming countries World, ****, thousands of tons Source: ****

The biggest consumers of olive oil are the countries of the Mediterranean basin. Italy is in first place, with more than ***,*** tonnes of olive oil consumed over the ****-** period (***).

Europe, ****, in kilograms Source: ****

Production is largely handled by ...

1.3 French olives: a market for consumers rather than producers

Consumption largely imported

Olive oil imports and exports France, ****, millions of euros Source: ****

France's olive oil trade balance is largely in deficit. In ****, France imported the equivalent of ***.* million euros, while exporting just **.* million euros.

Main olive oil suppliers France, ****, in Source: ****

On the import side, France is highly dependent on ...

1.4 The impact of Covid-19 on the olive oil market

Olive growers and oil producers have been hard hit in almost all olive-growing regions. In Spain, Italy, Greece, Portugal and Tunisia, France, Turkey, Croatia, Lebanon, Syria - in particular, regions where olive growing and olive oil production form an important part of the economy and cultures.

In the survey whose results ...

2.1 French consumer profile

Geography

The following graph shows the respective weight of households consuming olive oil in supermarkets, by size and type of town:

Weight in number of households buying olive oil in France France, ****, in Source: ****

Geography appears to play a relatively important role in olive oil consumption. Indeed, this product is apparently ...

2.2 Organic olive oil on the rise

Some producers offer lightened or organic olive oil ranges. The organic olive oil sector is booming. Tasting olive oils in the same way as wine is becoming increasingly popular. Oliviers & Co has positioned itself at the top end of this organic olive oil trend, distributing over twenty harvests a year and ...

2.3 French preferences

In terms of preferences, the Puget brand tops the sales rankings, making it the most popular brand with the French.

Olive oil market share by value France, ****, in Source: ****

Nevertheless, private labels together hold the majority of market share (***). Lesieur holds **.*% and Carapelli **.*%.

3.1 Olive industry value chain

Source: ****

The diagram above illustrates the olive oil production chain, from the olive grove to the end consumer. Several players may be involved in the production process: supermarkets, mills and cooperatives, and olive growers.

3.2 A highly heterogeneous national production

As shown in the diagram below, most of France's olive oil production takes place in the PACA region (***), which accounts for **% of the French total.

Breakdown of regional production in France France, ****, in tons Source: ****

The remainder of production comes from the Occitanie (***) regions.

As the following graph shows, French olive ...

3.3 A protean cast

Olive oil is marketed by the mills through four different channels:

direct sales to consumers sales to distributors bulk sales (***) e-commerce

E-commerce developed during the pandemic, but has now become an essential distribution lever.

Impact of the war in Ukraine

The current economic context (***) has a significant influence on the consumption ...

3.4 Un niveau de productivité faible et irrégulier

Le verger oléicole Français se caractérise par une productivité faible et surtout irrégulière: des fluctuations pouvant aller de * à * points de pour cents sur moins de trois ans.

Productivité du verger oléicole France, ****-****, en % Source: ****

Ce graphique montre l'évolution du rendement national de l'huile ...

4.1 Olive oil typology

There are four different types of olive oil:

Extravirgin olive oil: this is the best quality olive oil you can find. It contains a very low level of acidity (***). It has a strong taste and aroma. Virgin olive oil: this is a superior quality virgin olive oil, but with an aroma ...

4.2 Wholesale oil prices fluctuate with harvests

Trends in olive oil prices World, ****-****, in dollars Source: ****

The graph above shows world prices for extra-virgin olive oil. These price variations, which depend on many factors, are reflected in the prices paid by the end consumer. This volatility is due to the fact that olive oil production depends on ...

4.3 Retail oil prices for French consumers

Olive oil price chart

We distinguish between four different types of oil: entry-level, private label, specialty and premium. For the most part, we'll be relying on the carrefour websitewebsite, and compare prices per liter. Prices are those observed in November **** on the sites indicated:

entry-level oils : leclerc Eco+ olive oilat €*.**/L; carrefour ...

4.4 Moving upmarket in the oil market

Producers of bottled olive oil are trying to promote the authenticity of their oil and its Mediterranean "terroir" heritage.

With pressure on the olive oil supply, despite the slight decline in French demand, some producers are offering upmarket products with supposedly superior quality to their competitors.

Olive oil producers are therefore ...

5.1 Strict oil regulations for information purposes

Codified labelling

In the European Union (***), the sale of olive oil to end consumers is highly regulated, particularly with regard to labeling and product information. The EU provides a legal framework through three regulations currently in force:

Commission Implementing Regulation (***) No. **/**** of January **, **** on marketing standards for olive oil. Commission Regulation ...

6.1 Segmentation

• Lesieur (Avril Groupe)
• Bunge
• Unilever Groupe
• Deoleo
• Avril Groupe
• Benedicta (groupe Kraft Heinz)
• Puget Lesieur (Avril Groupe)
• Carapelli
• Tramier
• Oliviers & Co
• Moulin Castelas
• Moulin Margier (Domaine La Michelle)
• Bioplanete Huilerie Moog
• Kalios
• Costa d'Oro (Avril Groupe)
• Huile de Mon Père Parcelle 26