The syrup market - France

1.2 A fast-growing global market

Global demand for syrup is on the rise due to its widespread use in a variety of food products, which is helping to drive the market. Growing demand for syrups associated with ready meals and culinary preparations is a major factor. The flexibility offered by syrup formulation is also a key factor, boosting the product's use as a flavor enhancer and sweetener. In addition to sweet flavored syrups, savory flavored syrups are also available to meet changing consumer preferences.

In addition, the syrup market is experiencing a resurgence due to the increasing use of syrups as toppings for breakfast foods. Consumers are looking for sweeteners to add to their breakfast foods, which has led to an increase in demand for flavored syrups. In addition to waffles, pancakes and other breakfast foods, consumers are also adding syrups to beverages such as coffee and milk. The wide range of syrup flavors has also helped increase demand among consumers. As a result, companies are creating new products by combining the concept and taste of different breakfast foods, with the aim of attracting more customers.

By ****, the market will account for $*.** billion in global sales. In addition, the market is expected to grow at a ...

1.3 The French market

Unlike in other parts of the world, the syrup market in France has a long history, dating back to the creation of Teisseire in **** in the Grenoble region. It is quite diverse and dynamic, with a wide variety of brands and flavors available. Syrups are often used to flavor water, cocktails, soft drinks and desserts. In addition to Tesseire, there are several well-known syrup brands in France, such as Monin or Moulin de Valdonne, offering a variety of flavors such as grenadine syrup, mint syrup, lemon syrup, strawberry syrup, orgeat syrup, peach syrup, kiwi syrup and many more.

The syrup market in France is fairly mature and stable, with a constant demand for syrups due to their use in various drinks and desserts. Syrups are widely available in supermarkets, grocery and specialty stores, as well as in bars and restaurants. However, the market is also facing increasing competition from alternative drinks such as energy drinks and sodas. This has led to increased competition between syrup manufacturers to offer innovative, high-quality products to maintain market share.

Ultimately, the syrup market in France is a dynamic and constantly evolving sector, with consumers seeking unique, premium flavors for personal enjoyment or social events.

In ...

1.4 France, Europe's leading syrup exporter

As far as exports are concerned, French flavored syrups are appreciated the world over for their quality and diversity of flavors. To expand internationally, some syrup brands have chosen to open factories abroad to boost sales. The consumption of syrups, initially very European, has spread to all continents. For example, Monin has decided to base its growth on exports, and now generates **% of its sales abroad , thanks in particular to its plants in the United States and Malaysia [***]. This represents export sales of ***.* million euros by ****.

France, known for its culinary tradition and gastronomy, of which flavored syrups are a part, possesses unrivalled know-how in this field. That's why syrups made in France for over a hundred years are so popular not only at home, but increasingly abroad. Indeed, France exported **,*** tonnes of syrups to EU countries in **** and **,*** tonnes to non-EU countries[***]. Moreover, since ****, exports to EU countries have been relatively constant, despite a dip in ****, and are on the rise to non-EU countries even in ****.

French syrup exports to EU countries France, **** - ****, in thousand tons Source: ****

French syrup exports to non-EU countries France, **** - ****, in thousand tons Source: ****

Conversely, with more than ** producers, France imports few syrups into ...

1.5 The impact of rising raw material prices

The ingredients and containers required for syrup production have seen unprecedented price rises in recent months, in line with global trends. Raw materials such as fruit, herbs, sugar, steel or glass, as well as energy, are dependent on international price rises, caused by the disruption to world demand and trade caused by the Covid crisis.this is due to the disruption of world demand and trade caused by the Covid crisis, the Russian-Ukrainian war and climate change, which are having an impact on our fruit and plant-producing partners.

The three main elements impacted by the general rise in prices are containers, sugar and fruit.

Containers: although packaging is made of steel, aluminum, glass or PET, a ***% recyclable plastic compound, prices have risen sharply in **** compared to ****. On average, the price of a steel or aluminum can has risen by **%, that of a glass bottle is **% higher, and that of a PET bottle has risen by **% in ****. In addition, the price of the PET bottle has risen by a further **% in **** [***]. Sugar: it accounts for a significant proportion, ranging from **% to **%, of the cost of the raw materials needed to make syrup. However, the FAO sugar price index, which had risen by ...

2.1 French syrup consumption habits

There are significant consumption differences between men and women. The average amount of food consumed by a French person per day is around *,*** kcal, **% of which comes from beverages [***].

Behavioral disparities exist according to age, gender, level of education and region. Adults over **, for example, eat more home-cooked food. In addition, individuals with a level of education equal to or higher than bac+* eat more fruit and half as many soft drinks as others. Inhabitants of large urban areas consume more fish, sweets and fruit juices than those in rural areas (***).

BRSAs (***) are not aimed at all consumers in the same way. Some are more likely to consume them than others. A **** study by FranceAgriMer showed that consumption of flat BRSAs is strongly linked to socio-economic factors. The same is true of syrup consumption, which differs according to the consumer's age, income and also place of residence[***].

In fact, the proportion of the total BRSA budget spent on syrups by people over ** is *.*%, compared with an average of *. *% for the French population as a whole.

Share of budget devoted to syrups in total BRSA expenditure France, ****, in Source: ****

The importance of the different beverage categories in the budget that French households ...

2.2 Syrups, a French speciality

France is a major player in the syrup industry, both in terms of production and consumption. Every year, some *** million liters of syrups are produced in France, **% of which are exported. Although France is the world's second largest consumer of syrups after Great Britain, it is nevertheless ahead of Poland in terms of consumption. Supermarkets are the main distribution channel for syrups in France, with around **% of sales volumes, as the syrup market has historically been family-oriented [***].

On average, French households consume over ** liters of diluted syrup every year. This figure is even higher if we consider the overall annual consumption of syrup-based beverages by the French, which amounts to *.* billion liters.

Most syrup manufacturers are French. They are grouped together in the French syrup syndicate. There are ** of them, producing **% of French consumption. Compared with the number of producers in other European countries, it's clear that France is a market leader. What's more, most of the houses are centuries old, like the emblematic Teisseire, which was founded in ****. Syrup is also a French gastronomic speciality that is protected from imitation.

Most of Europe's leading syrup brands are French. Although there are a few from our neighboring countries. Their number and ...

2.3 Tough competition from other BRSAs

The budget allocated to the purchase of non-alcoholic beverages can be divided into three items of almost equal importance: fruit and vegetable juices, waters and still and carbonated beverages (***). Each of these accounts for just over **% of the total budget. A fourth budget item is syrups and concentrates, which account for just over *% of expenditure on non-alcoholic beverages. As far as juices are concerned, vegetable juices are not very representative, as their share of total expenditure on non-alcoholic beverages is less than *.*%. In terms of BRSA purchases, it should be noted that spending on soft drinks is four times higher than on still drinks. Finally, it should be pointed out that the budget spent on still waters is *.* times greater than that spent on carbonated waters.

Breakdown of expenditure on non-alcoholic beverages France, ****, in Source: ****

The result remains more or less the same if we consider the millions of liters purchased by the French according to beverage typology. Colas and similar beverages represent sales of *,*** million liters, juices *** million liters, iced teas *** million liters and syrups only *** million liters.

Sales of soft drinks (***) France, ****, in millions of liters Source : Rayon Boisson However, as syrups are diluted with a ratio of * part ...

2.4 Demand driven by new trends

According to SIAL (***) market is currently the most innovative food category, accounting for *.*% of all new products launched in ****. However, not all BRSAs are created equal, with notable disparities between the different types of beverage grouped under this heading. Tea-based drinks recorded the strongest sales growth, with a **.*% increase according to an Iri-CAM study, while sodas saw a *.*% decline in supermarkets according to a Nielsen study [***].

This trend away from sweetened and processed beverages is partly explained by consumers' growing concern about product composition and reducing their sugar intake, in favor of more natural and "detox" drinks. A study conducted by the French Ministry of Agriculture and Food confirms this trend, underlining that French consumers are increasingly seeking through their diet to reduce the risk of disease and/or improve their physical and intellectual performance.

Furthermore, it seems that the Covid-** pandemic is amplifying the trend towards self-care and a healthy lifestyle, by promoting more responsible, local and healthy consumption. Indeed, the Nielsen study reveals that **% of French people want to adopt responsible consumption, while **% attach importance to the naturalness of the products they buy. What's more, **% of French people claim to adopt an entirely healthy lifestyle.

How do the French ...

3.1 A market in the hands of historic players

As mentioned earlier in the study, syrups are an integral part of the French gastronomic landscape. Some fifteen French SMEs produce over **% of all syrups in France. However, a handful of long-established players account for almost all production. These include Teisseire, Monin, Moulin de Valdonne, the Routin group (***) and Meneau. To better understand the positioning of each brand, we will detail their respective activities in this paragraph, with the exception of Tesseire, market leader, which will be the subject of a dedicated paragraph.

The Routin Group, expert in renowned aromatic blends for over *** years, is the only international syrup producer to manufacture all its recipes exclusively in France and in-house. To meet all consumer expectations and offer them a unique experience, Groupe Routin offers a range of brands that combine expertise and innovation. In ****, it achieved sales of ** million euros, **% of which were generated internationally.

Since ****, Maison Meneau has maintained its traditional know-how to produce top-quality products. This Bordeaux-based family business offers ** organic and fair-trade cane sugar syrups, which are made using concentrated lemon juice rather than citric acid as an acidifier, as well as ***% organic flavors. The juices and syrups are made without any chemical additives, preservatives, colorants or flavor ...

3.2 Teisseire, market leader in syrups

In ****, Mathieu Teisseire, a liqueur and vinegar maker from the south of France, set up a distillery in Grenoble. His initial activity was the production of vinegar, but he later branched out into the creation of a cherry-based liqueur called ratafia, which made his reputation. In the ****s, under the direction of the Reynaud brothers, production of alcohol-free syrup began, thanks to the pasteurization technique discovered at the end of the **th century. The Teisseire brand was one of the first to position itself in this new market segment, taking advantage of this technique. Over the years, the brand's reputation has grown, and its syrups have become a benchmark in French homes and establishments. Its success was reinforced by its arrival in supermarkets in **** and the introduction of the now emblematic metal can. The brand also gained a high profile as official supplier to the Tour de France for several years, which contributed to its notoriety among the general public.

However, the brand is never content to rest on its laurels, and is constantly reinventing itself to conquer ever greater market share. Indeed, the syrup leader, with a **% market share by value, continues to innovate to stimulate the market and meet ...

3.3 Syrup makers' main customers and the syrup market value chain

Syrup makers' main customers are supermarkets and cafés, hotels and restaurants (***) is also an important customer for syrup makers, as they often use syrups to flavor the drinks they serve to their customers. Fruit syrups are used to prepare drinks such as sodas, lemonades and cocktails, while sugar syrups are used to sweeten coffee or tea. Syrups manufacturers can offer a range of different flavors to suit individual coffee preferences.

Within supermarkets, syrups are mainly distributed through hypermarkets and supermarkets, which together account for **% of sales volumes. Hard discount supermarkets follow far behind, with a market share of **%. Convenience stores account for *% of the market, while sales via the drive-through service reach *%.

These two sales channels represent important outlets for fruit syrups and concentrates, enabling them to reach a wide audience and meet the needs of food and beverage industry professionals.

Main distribution channels for syrups France, ****, in % Source: ****

To better understand the structure of the syrup market, a value chain is proposed below:

4.1 A wide variety of flavours

Flavored syrups are sweet liquids that add flavor and aroma to a variety of drinks and dishes. They come in a wide variety of flavors, from the classic sugar syrup to more exotic flavors like mango syrup or guava syrup. Some syrups are also blended with spices and herbs to give more complex flavors like cinnamon or peppermint. Syrups can be used to sweeten hot or cold drinks like coffee, tea or cocktails, or to add a touch of flavor to desserts like pancakes, waffles or ice cream. Flavored syrups are a great way to add a touch of personality to any drink or dish.

Although most syrup makers offer hundreds of different flavours, the top * flavours account for over **% of sales: in descending order, grenadine (***).

Syrup sales by flavor France, ****, in Source: ****

Nevertheless, the main syrup companies generally offer more than a hundred flavors. For example, Routin's **** brand distributes over *** flavors worldwide. Meneau offers ** flavors of fair-trade organic syrups, while Monin produces ***, while Teisseire and Moulin de Valdonne offer ** and ** flavors respectively.

Number of syrup flavors per producer France, ****, in units Source: ****

4.2 A price range to suit all budgets

The price positioning of syrup brands depends on the image they wish to project to consumers. Some will choose to attract a family clientele, while others will decide to attract a high-end clientele with quality products. What's more, Meneau and Monin's main customers are cafés, restaurants and hotels, so they prefer to focus on top-of-the-range products that will appeal to foodservice professionals.

4.3 Product diversification

The market for concentrates has until now been dominated by Pulco, but is now being taken over by other brands such as Teisseire and La Maison Guiot (***). La Maison Guiot has just launched its own calorie-free concentrates, distinguished by their unsweetened taste and *:** dilution, i.e. one drop per glass. Maison Routin has also recently launched Petits Concentrés, which contain **% organic fruit and plant infusions. In addition, the brand intends to promote its Carambar license this year to replicate the success of its Oasis syrup. Capri-Sun, meanwhile, intends to recruit new consumers with its range of family syrups.

Syrups and concentrates market share by value France, ****, in

Teisseire Capri-Sun La maison Guiot Price for a **cL bottle of concentrate *,** € *,** € *,** €

Source: ****

What's more, current food trends are changing, with adult consumers looking for healthier recipes and organic, local raw materials in their beverages. Producers are responding to this demand by reducing the use of artificial colors and flavors, and emphasizing healthy hydration. Syrups also make it possible to control the amount of sugar by dosing water. Producers are looking to capitalize on this new food ethic, with Teisseire the market leader, highlighting its artisanal history dating back to **** and now selling ...

4.4 An economical and ecological offer

French people's awareness of and commitment to preserving the planet is growing. Eco-citizen behavior is becoming commonplace in daily life, both at home and at work. Consumers are guided by a personal sensitivity that influences their purchasing choices: environmentally-friendly products are now preferred.

Consuming syrups with tap water offers several advantages:

Reduced packaging at source: a one-liter bottle of syrup makes an average of * liters of drink. transport and CO* savings: syrups require less transport than ready-to-drink beverages to produce the same quantity of drink, thus reducing CO* emissions. More syrups also means fewer trucks on the road! Recycling: steel and glass syrup bottles are ***% recyclable.

So syrups are an eco-responsible choice.

As well as being environmentally friendly, syrups are also economical. A bottle of syrup makes an average of * liters of drink, and when added to tap water, a glass of syrup costs just * euro cents. Next to water, syrup is the least expensive drink on the market, ideal for satisfying the whole family at large gatherings of friends, birthday parties or family reunions.

Finally, some companies are even looking to anticipate future legislation by implementing water-saving processes. This is the case for Monin, whose new factory extension will house ...

5.1 Regulations

Two French decrees regulate syrups: decree no. **-*** of August **, ** and decree no. **-*** of September **, ****. Under these regulations, only concentrated and flavored products obtained by dissolving carbohydrate sweeteners in water may be called "syrup". The sweetener and fruit juice content is also regulated for syrups produced in France and intended for the French market.ais market, with a requirement of **% fruit juice or *% for citrus juices for the designations "fruit syrup" or "fruit juice syrup". Syrups must contain at least **% sweetening matter, or **% for citrus fruit or if the sweetening matter is fructose .

In addition, syrups must comply with European and national regulations on foodstuffs, in particular those concerning food safety and hygiene, additives and flavoring.ne, additives and flavorings, materials in contact with food, labeling, nutritional and health claims, and organic where applicable.

6.1 Player segmentation

Price positioning of the main producers :

Strategic positioning of brands :

• Teisseire
• Maison Meneau
• Maison Guiot
• Moulin de Valdonne
• Oasis Sirop (Suntory Beverage & Food France)
• Giffard
• Pulco (Suntory Group)
• Beyer
• Lejay-Lagoute