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Summary of our market study
Pub market estimated at over €11 billion
The market for establishments selling alcoholic beverages, such as cafés, pubs, bars, hotels and restaurants (Horeca), slowed significantly during the COVID-19 pandemic, but has recovered rapidly. Sales are expected to reach pre-crisis levels by 2022.
The global market is expected to reach $467.4 billion in 2027, with a CAGR of 5.09% between 2023 and 2027.
The French pub market
France has over 22,000 public houses.
In response to the decline in alcohol consumption over the past two decades, establishments have begun to diversify their offer by offering a wider variety of non-alcoholic beverages.
One of the main trends observed in France is the decline in alcohol consumption over the past two decades, which contrasts with the increase in sales in drinking establishments.
Over the past twenty years, household budgets for alcoholic beverages have declined in favor of non-alcoholic beverages.
French consumers are very attached to bars and pubs, which they see as an integral part of their social fabric. Nearly 29% of the population associate going to these places with the French art of living.
Over 35% of people visit at least once a month, and 51% of young adults aged 18-35 are regulars.
Traditional independent outlets are now facing competition from franchised outlets and restaurant and café brands such as Hard Rock Café and Starbucks.
French market players
The landscape is populated by traditional independent outlets and emerging franchises Heineken a leader in the French beer market (Desperados, Affligem brands).
- France Boissons, a Heineken subsidiary and distributor of beverages to the foodservice sector.
- Carlsberg, with its Obernai brewery, has a strong presence in France and is a leader in the alcohol-free beer segment.
- AB InBev: Belgian beer giant (Leffe and Hoegaarden)
- Les Trois Brasseurs: regional brewery in Lille
- Ninkasi: craft brewery in Lyon
- V and B: fast-growing brand
- Hard Rock café
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Summary and extracts
1 Market overview
1.1 Definition and scope of study
The on-trade market includes all establishments whose primary or secondary activity is the sale of alcoholic beverages. These establishments can offer consumption on the premises or for import, and their activity is conditional on possession of an operating license.
Business licenses grant establishments the right to market food and beverages. Licensed premises (licence III or licence IV) are subject to a maximum quota of one licensed premises (licence III or licence IV) per 450 inhabitants. These quotas apply at both municipal and departmental level. However, it is possible to depart from these quotas. Communes that have exceeded this quota can work with neighboring communes to reach an average of one outlet per 450 inhabitants.
The market for public houses is changing rapidly. The creation of franchised outlets (Irish Corner, Trois Brasseurs, Ninkasi...) is overshadowing traditional independent outlets, whose image is sometimes outdated.
The market is also suffering from competition from restaurant and coffee brands (Starbucks, Hard Rock Café, etc.), which are benefiting from the overall 18% decline in alcohol consumption over the last two decades.
As a result, all of these venues (restaurants, cafés and drinking establishments) have been heavily impacted by the Covid-19 crisis in 2020 and 2021. By 2022, sales in drinking establishments had returned to their pre-crisis levels (identical sales in February 2022 compared with January 2020), and were even up 20% over the end of 2022 compared with January 2020.
1.2 Global market
The drinks market is particularly well-developed around the world, with a large number of small players, independent or franchised distributors and retailers, working with some of the world's leading producers (***).
The on-trade market - businesses whose main activity (***) is the sale and consumption of alcoholic beverages on the premises- is very ...
1.3 Domestic market
The on-trade market has seen steady sales growth since the ****s. In ****, the drinks market had a record year, with sales exceeding ** billion euros. In ****, there were more than **,*** drinking establishments throughout France. [***]
Evolution of sales in the French drinking establishments market between **** and ****. France, ****-****, € bn Source: ****
Comparing sales growth ...
1.4 The impact of COVID-19
As we saw briefly in sections *.* World market and *.* French market, the drinks market was severely impacted by the COVID-** pandemic. The sector as a whole experienced a forced drop in demand, which caused the market to collapse.
Detailed sales trend in the French public houses market ****-**** France, September **** - ...
2 Demand analysis
2.1 Portrait of drinking establishment customers
The COVID-** health crisis made the French aware of their attachment to pubs, cafés and bars.it would seem that this period of restraint has rekindled the French people's love for these social establishments.in fact, **% of French people believe that frequenting these establishments is the epitome of the French ...
2.2 Changing behaviors, towards a reduction in alcohol consumption
By definition, public houses are places where customers can buy and consume alcohol. However, overall alcohol consumption in France has fallen sharply over the past twenty years, while sales in these establishments have continued to rise. These establishments are therefore focusing on diversifying their menus, and are now offering a wide ...
2.3 French attachment to drinking establishments
According to an IFOP - France Boisson survey, the French have a particular attachment to the terraces of bars, cafés and restaurants. **% of those polled consider that drinking establishments are part of the French art of living. And **% consider these places to be places for socializing and sharing.
The main ...
3 Market structure
3.1 Jobs in the French drinking establishment market
The beer market alone will employ *,*** people directly and more than ***,*** indirectly by ****. [***]
Pubs are directly responsible for sales and marketing, and the industry hires many people on long-term contracts, as well as many seasonal workers on short-term contracts and student contracts. By ****, the on-trade will be hiring over **,*** permanent staff, ...
3.2 Beer and Coffee Production
Coffee and beer are the beverage outlets' flagship products.
Beer production in France (***):
AB inBev, Heineken and Carlsberg dominate the French beer market. In French supermarkets, Heineken has a **% market share by value. The Dutch brewer has * breweries in France , producing over *.* million hectolitres of beer a year . [***]
The group also ...
3.3 Independent and franchised pubs.
Historically, pubs have been independent establishments, offering a wide choice of beverages that vary greatly from one establishment to another. Historically, independent establishments have been the main players in the pub market. New players are emerging, and just as in the restaurant business, pub franchises are also emerging in France.Franchising ...
3.4 Size of drinking establishments
The market for drinking establishments is evolving. Initially, it mainly concerned small establishments able to welcome a small number of customers.today, establishments are tending to grow in size, and to increase their capacity. This increase in capacity implies an increase in the number of employees needed to serve customers.
Change ...
4 Offer analysis
4.1 Distribution of drinking establishments in France.
If the French consider public houses to be part of the French art de vivre, it's because public houses can be found all over France. In ****, there were over **,*** public houses in France, including *,*** in Paris alone, representing *.*% of all public houses in France.
Growth in the number of public houses ...
4.2 Average pub prices in France
Prices offered by drinking establishments vary widely, depending on the time of year, the time of day and the location of the establishment. For example, drinks outlets regularly offer Happy Hours, a period between *pm and *pm when part of the menu is less expensive, a practice specific to alcoholic beverages. ...
4.3 Market trends, prices, concepts and chains
The pub market offers many opportunities for owners to come up with original concepts for their pub. There is a wide variety of bar, café and restaurant concepts. Examples include classic bar concepts such as beer bars with a wide variety of products, wine bars, vodka bars, whisky bars, etc. More ...
5 Regulations
5.1 Restaurant and liquor license
Drinks outlets are restaurants selling alcoholic beverages. The activity of selling alcohol may be minor or major, and these establishments fall into the "Débit de Boisson" category. These establishments must hold a license in order to obtain a permit to sell alcoholic beverages. It should be noted that temporary establishments ...
5.2 Regulations: Alcohol, Food, Hygiene, Safety
Drinks outlets are subject to a number of regulations concerning the display of drinks, the protection of minors and consumers in general:
The establishment's license must be displayed. Prices of food and beverages must be clearly displayed on menus and inside the establishment, and free fresh or tempered drinking water must ...
6 Positioning the players
6.1 Player segmentation
- Hard Rock Café France
- Trois Brasseurs (Agapes Restauration)
- Carlsberg
- France Boissons
- Anheuser-Busch InBev
- V and B
- Heineken Entreprise France
- Ninkasi Brasserie
List of charts presented in this market study
- Sales trends in the global on-trade market between 2017 and 2027.
- Trends in sales in the on-trade market
- Detailed sales trend in the French public houses market 2018-2022
- Proportion of French people attached to drinking establishments
- French pub-goers survey
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Latest news
Carlsberg's acquisition of Britvic at a glance - 10/07/2024
- Transaction value: £3.3 billion.
- Leading brands in the portfolio of the new Carlsberg Britvic entity, such as Guinness, Kronenbourg (beers) and Lipton Ice Tea, Pepsi MAX (soft drinks).
- Britvic has an exclusive license in the UK and Ireland to manufacture and sell brands such as Pepsi MAX, 7UP, Rockstar Energy and Lipton Ice Tea.
- The acquisition strengthens Carlsberg's relationship with PepsiCo in five markets in Western Europe and Asia.
Brewer Ninkasi shifts its business model - 28/03/2024
- Investment in the new Tarare plant: 32 million euros.
- Current number of Ninkasi employees: 300.
- Current Ninkasi sales: 26 million euros.
- Beer production capacity before expansion: 40,000 hectolitres. Beer production capacity after expansion: 120,000 hectolitres.
- Current number of Ninkasi outlets: 26, including 22 in Auvergne-Rhône-Alpes.
- Forthcoming franchise openings planned in Montpellier, Lille, Metz and Besançon, Rennes and Grenoble.
Wine store V and B invests in alcohol-free products - 26/10/2023
V and B is a chain of 270 wine shops in France.- V and B recently invested in Gueule de Joie. The Gueule de Joie website was created in 2019. Gueule de Joie offers 250 beverage references and has sold 150,000 bottles to 20,000 customers in 2021.
Ninkasi takes delivery of its new industrial brewery - 25/09/2023
- Investment in new Tarare plant: 30 million euros
- Tripling of beer and whisky production
- Ninkasi sales in 2022: 26.2 million euros
- Ninkasi has a network of 25 sales outlets, 9 of which are directly operated and the rest franchised
With Gueule de joie, V and B goes alcohol-free - 15/08/2023
- Founded in 2000, V and B has sales of 205.3 million euros, a figure that has almost doubled in the last five years
- The network employs 1,800 people.
- The V and B brand opens franchises at a rate of 15 to 20 a year, with almost a thousand franchisee applicants each year
- The Mayenne network has 270 outlets.
- The non-alcoholic wine and beer segment is growing by 12% a year.
- The V and B chain has taken a minority stake in Gueule de joie, which has sales of half a million euros and two employees.
- Gueule de Joie offers 200 non-alcoholic and low-alcoholic wines, beers and cocktails
- The V and B network has a 12,000 m2 logistics base in Mayenne, with a planned expansion of a further 7,500 m2
- V and B plans to open five to six additional "Levrette cafés" next year. Has a brewery in Château-Gontier V and B has set up its first outlet in England, in Northampton
The 3 Brasseurs brand regains momentum - 26/04/2023
- Part of the catering division of the Mulliez Family Association (Agappes Restauration)
- The company's establishments are all microbreweries, brewing beers that are sometimes very local
- 7 to 10 new restaurants opened per year before the health crisis.
- 20 new restaurants planned for 2023 and 2024, mainly franchises.
- 87 restaurants in total, including 70 in France, 15 in Canada and 2 in Brazil.
- 10 restaurant openings planned in Brazil within 5 years.
- Objective of opening 2 new countries in Europe by 2025.
- Sales of 223 million euros excluding tax in 2021, compared with 195 million in 2019.
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The pub market | France
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