The tomato market - France (2024)

1.2 Global market

In ****, the global tomato market is valued at ***.** billion dollars. It should reach $***.** billion by ****, recording a compound annual growth rate of *.**%. This growth reflects the positive and sustained dynamics of the sector in **** and ****.

Tomato market size World, **** - ****, in billions of dollars Source: ****

In ****, global tomato exports were largely dominated by Mexico, followed by the Netherlands and Spain, with exports of $*.* billion and $*.* billion respectively. Morocco also established itself as a key player, reaching $*.* billion in exports.

Tomato exports by country World, ****, in billions of dollars Source: ****

Tomato exporting companies

Source: ****

In ****, the United States was the world's leading importer of tomatoes, spending $* billion. Germany followed with $*.* billion, while France came third with $*.* billion. The UK, Poland and the Netherlands complete the top group, with imports of $*** million, $*** million and $*** million respectively.

Tomato importing countries World, ****, in billions of dollars Source: ****

1.3 Domestic market

Between **** and ****, production of tomatoes harvested outside the garden declined overall. In ****, production was ***,*** tonnes, while in ****, it fell to ***,*** tonnes, a decrease of **.*% over this period.

After a slight drop in ****, production fell significantly in ****, recording a **.*% decline on ****. A partial recovery was observed in ****, but this trend was not sustainable. Production continued to fall in **** and, despite a slight recovery in ****,the downward trend became more pronounced in **** and ****.

Evolution of production harvested outside the garden, in volume France, **** - ****, in tons Source: ****

As shown in the graph above, non-garden tomato production fell in ****, despite a positive trend in the production of outdoor tomatoes for fresh and outdoor tomatoes for industry. This is mainly due to the **.*% fall in greenhouse tomatoes, which account for a large proportion of total production.

trends in non-garden tomato production France, ****, in Source: ****

1.4 Balance of trade

France's trade balance on the tomato market shows a significant deficit. French tomato exports are worth $*** million, while imports total $*.*** billion. This translates into a difference of $*** million in favor of imports. This indicates that France relies heavily on tomatoes produced abroad to satisfy its domestic demand.

Trade balance France, ****, in billions of dollars Source: ****

French imports:

In ****, France imported tomatoes worth a total of $*.** billion, mainly from Morocco, which alone accounted for $*** million, a notable **.**% increase on the previous year. Spain followed with $*** million in exports, down slightly by *.*%, while Belgium came third with $** million.

Other countries such as Tunisia, Italy and the Netherlands also contributed, with $** million, $** million and $** million respectively. Italy, in particular, saw its exports jump by ***%.

Tomato exporting countries France, ****, in millions of dollars Source: ****

Tomato import trends France, ****, in Source: ****

French exports:

In ****, France exported tomatoes worth a total of $*** million. As illustrated in the graph below, Germany is the biggest importer of French tomatoes, with an export value that has seen a notable increase of **%. The Netherlands is the second largest exporter, with exports up **.*% on the previous year. Spain takes third place with $**.* million, up **.*% on ****. Other countries such as Sweden, Poland and ...

2.1 Typology of demand

There are two types of demand for tomatoes in France:

Domestic consumption: Households mainly consume fresh tomatoes (***). According to Futura Science, each French person consumes around ** kilos of tomatoes a year. This figure remains well below that of the Turks and Tunisians, whose annual consumption approaches *** kilograms.

Tomatoes top the list of the top * summer vegetables:

Source: ****

Industrial consumption: Industrial processing accounts for a significant share, with companies specializing in the production of preserves, sauces and other processed products.

2.2 Fruits & vegetables

In ****, French consumers' purchasing criteria for fresh fruit and vegetables reveal a marked trend towards more conscious consumption. The seasonality of produce is the main influencing factor, with **% of consumers preferring produce available according to natural cycles. Next comes provenance, with **% of buyers attaching importance to the origin of their fruit and vegetables. Price remains a decisive criterion for **% of consumers, showing that although origin and seasonality are valued, budget remains a major constraint for some households. Finally, visual appeal, at **%, is less central, but continues to influence a significant proportion of customers.

French purchasing criteria for fresh vegetables France, ****, in Source: ****

The graph below reveals the various actions taken by the French to better control their budget, particularly when it comes to spending on fruit and vegetables, which, according to the OpinionWay survey , averages €** per month. In fact, **% of French consumers are comparing prices more frequently, both between different stores and within the same store, reflecting their increased attention to the cost of produce. In addition, **% of consumers are buying less fruit and vegetables with labels or of French/local origin. What's more, **% prefer seasonal fruit and vegetables, a preference explained by generally lower prices and greater freshness. These behaviors ...

2.3 The French and organic food

The graph below shows the evolution of organic product consumption in France in ****. There is a slight upward trend in the proportion of French people who have never consumed organic products, rising from **% in **** to **% in ****. However, the majority of consumers consume organic products at least occasionally. For example, those who consume about once a month remain relatively stable, with **% in **** versus **% in ****. On the other hand, more regular consumption has seen a negative trend.

French consumption of organic products France,**** - ****, as % of total consumption Source: ****

In ****, the main reason for consuming organic products remains the preservation of health, with **% of consumers choosing organic products for this reason. The taste of organic products also seems to play an important role, with **% of people citing it as a main reason, as does the preservation of the environment. These motivations show that, for many, organic consumption remains linked to concerns for personal well-being and food quality, as well as concern for the planet.

Reasons for consuming organic products France, ****, in Source: ****

In ****, the most popular organic products among French consumers are fruit and vegetables, which dominate with **% of preferences. This trend reflects consumers' growing desire to choose natural, healthy foods on a ...

2.4 Processed tomatoes

The breakdown of volumes delivered to processing plants reflects a significant diversity in the types of vegetables processed. Among the most represented, beans dominate with **%, followed by peas at **%. Salads and tomatoes share the same proportion, each accounting for **% of total volume. Although tomatoes also account for **%, they play a strategic role due to their high demand in the processed products market. Other vegetables such as carrots (***) complete this breakdown.

Breakdown of volumes delivered to processing plants, by product France, ****, in Source: ****

Between **** and ****, industrial manufacturing of vegetables has seen contrasting trends by product category. The tomato concentrate sector saw a significant drop of **.*%. Canned vegetables also saw a decline, down *.*%. Sauerkraut production was particularly hard hit, falling by **%. On the other hand, ready-to-use vegetables grew by a significant *.*%, reflecting growing interest in convenient, quick-to-prepare products. Finally, production of frozen vegetables fell by *.*%

Trends in industrial vegetable production France, **** - ****, as % of sales Source: ****

In ****, home consumption of processed fruit and vegetables showed significant variations compared to ****. Canned products are up by *%, while frozen products are down by *%. Fruit juices and nectars fell by *.*%, as did compotes (***). Jams, meanwhile, remained relatively stable , with a slight rise of *.*%.

it should be noted ...

2.5 France's favorite brand

Savéol, a Breton cooperative founded in ****, has recently established itself as the"Marque Préférée des Français" in the tomato and strawberry categories. the cooperative attaches great importance to the quality of its products, as well as to its production methods. Pierre-Yves Jestin, President of Savéol, emphasized that this distinction was the result of many years' work, and highlights the know-how of our farmers.

With *,*** employees and *** farmers across Brittany, Savéol cultivates *** hectares and achieved sales of *** million euros in ****. The cooperative focuses particularly on the taste of its products, ensuring that its tomatoes are harvested when fully ripe, and testing over *** varieties each year to meet consumer expectations. Currently, **% of consumers recognize the quality of Savéol products, and **% appreciate their taste.

Savéol favors environmentally-friendly production methods, using greenhouses to control climatic conditions while reducing water and energy consumption. the cooperative's goal is to cover all its energy needs with renewable sources by ****, and by **** it plans to eliminate plastic packaging for the majority of its products, saving *** tonnes of plastic a year.

At the same time, Savéol is a pioneer in pesticide-free production, thanks to the use of auxiliary insects raised ...

3.1 The value chain

The tomato market value chain is as follows:

Input procurement: This stage involves the acquisition of essential elements for tomato production, including seeds, fertilizers and crop protection products. Growers select tomato varieties according to climatic conditions and market preferences. Production: This process includessoil preparation, planting, irrigation and crop maintenance. Tomatoes can be grown in open fields or greenhouses, depending on climatic conditions. Harvesting: Tomatoes are harvested when they have reached optimum ripeness. It requires a large workforce, often seasonal, who must work quickly to preserve the freshness of the tomatoes. Processing: After harvesting, some of the tomatoes can be processed into various products, such as sauces, purees or preserves. This processing adds value to the tomato by extending its shelf life and diversifying its uses. Transport and logistics: Tomatoes, whether fresh or processed, need to be transported quickly to avoid spoilage. This stage involves the use of refrigerated trucks for fresh produce and efficient logistics management systems to ensure rapid distribution in good condition. Distribution: This stage involves getting the tomatoes to the points of sale. Wholesalers play a central role, buying the products in large quantities and redistributing them to retailers, who then sell them to end consumers. This stage ...

3.2 Tomato production in France

Between **** and ****, the accounting cost of tomato production in greenhouses and high shelters in France rose overall, from €***.* in **** to €***.* in ****, an increase of **.*%. This period is marked by notable fluctuations, such as the **.*% drop between **** and ****, followed by a recovery in ****. After relative stability between **** and ****, the cost rises sharply from **** onwards, reaching €***.* in ****.

Evolution of the average book production cost of tomatoes on specialized farms (***) France, **** - ****, in €/***kg Source: ****

Dedicated area and production, by type of crop

The graph below shows a slight increase in the area dedicated to tomato cultivation between **** and ****. In fact, we can see that outdoor tomato cultivation for both fresh and industrial use has increased. Production for industrial use rose by *.*%. For fresh tomatoes, growth was more moderate (***). conversely, greenhouse production fell back slightly, by *.*%. All in all, the area dedicated to tomatoes showed positive growth, despite variations between different growing methods.

Developed area France, ****, in ha Source: ****

In ****, yields for the various tomato categories show a rather positive trend. Outdoor tomatoes for fresh market are up *.*% on ****, from *** to *** quintals per hectare . Open-air tomatoes for industrial use rose by *.*%, from *** to *** quintals per hectare. On the other hand, greenhouse tomatoes fell by ...

3.3 Tensions over Moroccan tomatoes

Today, Morocco has become the main supplier of tomatoes to France, a position it has consolidated in recent years thanks to favorable trade agreements and lower production costs. This rapid growth in imports is largely due to French retail chains favoring low-price offers, often to the detriment of local producers. As a result, Moroccan tomatoes have become unavoidable on the French market.

In response, French farmers have expressed deep unease at what they see as unfair competition. The Association d'organisations de producteurs nationale Tomates et Concombres de France has denounced the absence of effective customs barriers under the free trade agreement between the European Union and Morocco signed in ****. This agreement allows duty-free imports of Moroccan tomatoes, up to a quota of ***,*** tonnes from October *ᵉʳ to May **. However, French growers criticize the fact that this pricing mechanism has not been adjusted for inflation or market developments, leaving little protection for European markets.

Labor costs in Morocco, which are much lower than in France, further amplify this inequality. In France, production costs are higher, partly because of the strict quality standards and certifications required, making it particularly difficult for local producers to compete. Farmers also accuse supermarkets of not clearly displaying the ...

4.1 Offer typology

There is a wide variety of tomato types on the French market, each with specific characteristics that determine their culinary use. There are tomatoes with firm flesh, juicy and crunchy flesh, melting flesh and thick flesh.

Source: ****

4.2 Rising prices

Between **** and ****, retail prices for tomatoes in mainland France showed an overall upward trend. In ****, the average price for a kilogram of tomatoes was €*.**. After a slight drop in ****, prices fluctuated, reaching €* in ****, then falling back to €*.** in ****. from **** onwards, a more marked rise took hold, from €*.** to €*.** in ****, reaching €*.** in ****. This reflects a gradual increase, notably accelerated from ****, when the price crossed the €* mark.

Average annual retail prices in mainland France - Tomato (***) France, **** - ****, in euros Source: ****

*from January to August ****

Tomato prices in supermarkets

Tomato prices in France vary considerably depending on their origin. For example, a French red elongated tomato in a punnet costs €*.**, more than double the price of a foreign red elongated tomato, which costs €*.**. This significant difference can be attributed to the higher cost of labor in France.

For round red tomatoes, on the other hand, the trend is less marked. The French round tomato (***) costs *.**€, while the Belgian tomato in the same dimensions is slightly more expensive, at *.**€. Finally, for tomatoes in * kg nets, French round tomatoes are €*.**, while those from Spain are slightly more expensive, at €*.**.

Comparison of the price of a French and foreign cherry tomato punnet in supermarkets France, ...

5.1 Regulations

Marketing and quality regulations for tomatoes :

UNECE standards FFV-** concerning the marketing and commercial quality control of tomatoes:

Tomatoes must meet the following criteria:

they must be whole and in good condition, with no signs of rot. clean and free of visible foreign matter. Fresh in appearance and free from pests. No abnormal external moisture or undesirable odors. Ripeness level: They must be sufficiently ripe to continue ripening after harvesting

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Labeling and consumer information regulations :

Regulation (***) No. ****/**** of the European Parliament and of the Council on the provision of food information to consumers:

Essential information: All foodstuffs intended for consumers must include a list of essential information. This includes details of ingredients, nutritional value and potential allergens. Legibility and clarity: Labels must be designed to be clear and easy to understand. Attention to font size, color and contrast is crucial to ensure legibility. Prohibition of misleading information: Regulations prohibit the use of information likely to mislead consumers about the characteristics or effects of food products Accessibility for people with disabilities: It is essential to implement measures to ensure that information is accessible to visually impaired people and those with other types of disability.

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Organic Farming regulations:

Regulation (***) ****/*** of the ...

6.1 Positioning the players

• Episaveurs (Pomona Groupe)
• Cofco
• Sica Saint-Pol-de-Léon
• Savéol
• Union des coopératives de Paimpol et Tréguier
• Rougeline
• Conserves de Provence (Chalkis)
• Le Jardin de Rabelais
• Mutti
• Solarenn
• Océane
• Prince de Bretagne Cerafel
• The Morning Star Company
• KULTIVE
• Panzani
• Azura Gourmet Groupe