The aperitif biscuit market - France (2023)

1.2 A growing global market

Size of the global "Savory Snacks" market World, ****-**** (***), in billions of dollars Grandviewresearch

The main consumer countries of aperitif products are the United States and the United Kingdom (***). Developing countries still lag far behind the developed world in this market. India consumed *.* kg and China * kg per person in ****. [***]

However, global market growth is being driven by the development of healthy, low-calorie products.

In Europe, sales of aperitif cakes reached ** billion euros in ****, with *.** million tons sold. Europeans consumed an average of * kg per person this year. [***]

1.3 The French market for aperitif cakes

Aperitif cookie sales France, ****-****, in billions of euros Source: ****

The French consume an average of *.* kg of aperitif products per capita, and spend around €** in the savory aisle, which they visit ** times a year. there's still potential for growth," notes Sophie Van Eeckhaute, "since per capita consumption is * kg in France, compared with *.* kg in the UK and *.* kg in the Netherlands. [***]

The aperitif cake market is the second biggest contributor to growth in savoury groceries (***). The development of organic products, in response to consumer expectations, is also contributing to the growth of this market. On the other hand, sales of potato potato chips fell by *% between P* **** and P* ****, penalized by the shortage of potatoes and the drop in the number of promos.

Yet the French are not big consumers of aperitif cakes relative to their European neighbors. The French market represents only **% of the value of the European market. The potential for development is therefore considerable. [***]

1.4 A trade deficit

The codes used are: ******; ******; ******.

French trade balance for aperitif cookies France, ****-****, in millions of dollars and in % UN Comtrade

France is a net exporter of aperitif cookies, and its coverage rate is tending to increase: + ** points from **** to ****.

Belgium is by far the leading destination for French aperitif cookie exports (***)

Main destination countries for French exports France, ****, as a percentage of total Source : Douanes Belgium is also France's leading supplier country, accounting for **% of our total imports.

Main supplier countries France, ****, as a percentage of total import value Source: ****

This result is due to the presence of international players in Belgium. Mondelèz International's second largest plant in Europe, which produces TUC and Belin aperitif cakes, is located in Herentals, Belgium, and currently employs more than *,*** people, despite the forthcoming restructuring. [***]

In ****, PepsiCo announced that it had succeeded in moving from **% of its production outside France to just **% today (***). This change was made for ecological and transport reasons[***] This trend, put forward by the world market leader, explains the low volume of foreign trade for aperitif cakes in France, and the fact that the majority of imports come from Belgium.

1.5 The impact of Covid-19 on the aperitif market

With the pandemic crisis, the practice of aperitifs became more virtual and more family-oriented. Indeed, **% of those surveyed took part in one or more virtual aperitifs during the confinement period. What's more, **% of those who took part in one or more virtual aperitifs intend to continue this practice, which is important for maintaining social ties for the French. Among those who have taken part in video-conferencing aperitifs with friends and family, the **-** age group is the most represented, with **% of those surveyed claiming to have already tried this practice. [***]

Percentage of French people having made video-appetizers during their first confinement, by age group France, ****, in Source: ****

Similarly, on the marketing side, brands are adapting to the crisis and to respect for barrier-free gestures by promoting aperitifs in small family gatherings. For example, at the end of June, Lay's potato chips were advertised with neighbors toasting each other from balcony to balcony via their mobile screens. This is an illustration of the responsiveness of market players and their ability to adapt to varying degrees. [***]

Savoury aperitifs (***) are among the products that have benefited from this crisis. Staying at home has not only generated more consumption of aperitifs, to the detriment of ...

2.1 The French, big fans of the aperitif

Consumer profile

Gender of aperitif consumers France, ****, percentage of respondents Source: ****

Men consume more aperitifs than women. In fact, **% of them consume them more than once a month, compared with **% of women. However, the gap narrows in summer.

Furthermore, young people are less frequent consumers than their elders, with only **% of **-** year-olds enjoying an aperitif at least once a month. The age group with the most aperitifs is ** and over, followed by **-** year-olds.

Aperitif frequency by age group France, ****, percentage of respondents Source: ****

It is estimated that *% of meals include an aperitif, based on a variety of products: fresh, dry, alcohol-based, etc. For the French, aperitifs are a way of getting together and getting away from routine and ordinary meals. [***]

The aperitif is a modernization of the festive gathering of friends and family, and to some extent replaces dinner parties: the French aperitif is increasingly systematically a dinner party. [***] They cater for all tastes, with a varied offer to suit all diets, and allow hosts to spend time with their guests without the stress of running into the kitchen to disappoint them.

Estimated by Iri to be worth over * billion euros, the aperitif market is tending to increase in ...

2.2 Aperitifs at home, a good time to eat crackers

**% of French people can host an aperitif at home at least once a week, and **% of French people can host an aperitif at home!

How often can the French enjoy an aperitif at home? France, ****, in ObSoCo

When are aperitifs served? France, ****, in usage study on the aperitif moment, May ****, origin manufacturers

The preferred moment for French people to consume aperitifs is before a meal (***).

French people's motivations for hosting an aperitif at home France, ****, in ObSoCo Spending time with friends and family is the main motivation for French people to organize an aperitif at home, which shows the importance of the social aspect of this market. **% of aperitif consumers will only do so with company (***). [***]

2.3 Consumers looking for healthy products

French consumers are increasingly turning to organic products. According to a study by Spirit Insight for Agence Bio, which surveyed *,*** French people over the age of **, representative of the national population in ****, **% of French people consume this type of product at least once a week, and **% every day. In ****, only **% of French people consumed them every day, and **% at least once a month.

The French are paying more and more attention to their diet, favoring organically sourced food. The organic market grew by **.*% between **** and ****.

Evolution of the organic food market in FranceFrance, ****-****, in € billionSource: ****

Despite an interesting dynamic, organic is still marginal in the aperitif market, according to Charlène Defillon, marketing director of the savoury division of PepsiCo, the PSA leader with **.*% market share by value. Authenticity is what counts in this market. As a result, the traditional fatty, salty peanut is increasingly being replaced by an unsalted peanut, with no added oil or cooked in an innovative way.

With this in mind, new players are filling the void in terms of healthy dried fruits. Limiting the addition of salt and fat, these players are turning French eating habits on their head, by making snacks healthier, for example, ...

2.4 Extremely cyclical demand

Interest in search "Apéritif France, ****-****, Google Trends index Source: ****

The results in the graph above reflect the proportion of searches for a given keyword in a specific region and for a specific period, in relation to the date when the rate of use of this keyword is highest (***). A value of ** means that the keyword was used half as often on the date in question, and a value of * means that the data for this keyword is insufficient.

There was a marked increase in searches for "apéritif" during the festive season. Indeed, Christmas and New Year's Eve are particularly propitious for aperitifs, leading to an increase in demand for related products.

Summer is another key period for aperitifs in France, with a marked increase in consumption frequency according to the OpinionWay survey for Deliveroo. The proportion of French people who enjoy an aperitif at least once a week rises from **% in general to **% in summer.

French aperitif frequency in summer France, ****, percentage of respondents Source: ****

Finally, other one-off events are driving up consumption of aperitif cookies. The **** soccer World Cup has boosted growth in these products, and brands have stepped up promotional campaigns, in-store events and partnerships, as ...

3.1 Aperitif cookie market structure

The market is largely dominated by private labels. In ****, they will hold **.*% of market share. The leading industrial brand, PepsiCo, is a distant second with **% market share.

Market share in value of salted appetizers and potato chips players France, P* ****, as a percentage of market value Source: ****

While private labels are responsible for almost half of all sales, they often do not directly produce the products they sell, instead forging partnerships with French producers. For example, Europe Snacks is the leading producer of aperitif cookies for private labels. [***]

For its part, the giant PepsiCo has repatriated most of its production for French consumers to France, by developing a large network of subcontractors. The group has chosen to outsource the production of its aperitif cakes. The rest of its products are produced in its Belgian factory, which supplies supermarkets in France, Belgium and the Netherlands. [***]

Market share of aperitif products France, ****, in millions of euros LSA Conso

Salted seeds are the aperitif products that dominate the market, with sales of *,*** million euros in ****.

3.2 French aperitif cookie production is dynamic

Naf code **.**z refers to the "manufacture of cookies, rusks and preserved pastries" and includes savoury aperitif products, including extruded products, and their assortments. It also includes preserved pastries (***) and pancakes, which are outside the scope of our study. It also excludes potato chips and potato-based aperitifs, which account for a significant share of the market. This code therefore gives us an imperfect overview of the market, but nevertheless enables us to study production trends.

Production of aperitif cookies rose steadily between **** and ****. However, manufacturing in France has stagnated since ****, even as the market continues to grow. After a *-point drop in ****, market growth resumed in **** with almost +* points.

Sales index for the manufacture of cookies, rusks and preserved pastries France, ****-****, sales index base *** **** Source: ****

The Europe Snacks Group has focused on external growth at European level, acquiring the UK's number one in the sector, Kolak, and the Spanish leader Ibersnacks. It now generates sales of *** million euros. [***] The majority of production is carried out in France, with four production sites located in the Pays de la Loire region.

Most of its production is destined for supermarket brands such as Carrefour and Auchan, with which the company has set up ...

3.3 New players try to make their mark

Despite the high concentration of the market and the popularity of private labels, innovative brands are starting to produce aperitif cakes, in particular to meet new consumer expectations.

Created in ****, the Too Good brand has invaded supermarkets with its low-sugar, low-fat products. The No Chips range contains just *.*% fat, is vegan, gluten-free and organic. The brand has even developed soy and potato chips, puffed between two hot cylinders, with no cooked or fried fat to make them healthier. This combination of soy and potato, known as popping, is a powerful innovation that is revolutionizing the healthy potato chip market. The brand's products boast a nutriscore of A, which is extremely rare for aperitif products. [***]

Organic food brands have also launched their own ranges of aperitif products. Léa Nature is developing its vegetable potato chips, with lentils and chickpeas. [***]

We can also mention the Payzan brand, which offers innovative products made from their organic soybeans: soy hummus and our roasted soybeans.

Other brands include Papa Chichea start-up offering chickpea-based aperitif products such as puffed cookies and popped chips, with a focus on health and indulgence. The company was founded by Paul Asseline and Jérémy Bodin in ****, and quickly expanded ...

4.1 Typology of aperitif products

There are * major segments in the snack cake market:

Salted seeds, which include roasted pistachios, peanuts, cashews, etc. Tiles and extruded products, which include tiles and extruded cookies such as Monster Munch, Curly, *D chips, etc. Potato and vegetable potato chips. And finally, savoury cookies, which include crackers.

Salted seeds account for **% of sales and are therefore the most popular with consumers. Salted crackers are the least popular, accounting for just **% of sales. However, if we look at the growth of the different products between P* **** and P* ****, it's the tiles and extrudates that are driving the market.

Growth by type of aperitif cake France, P* **** - P* ****, as a percentage Source: ****

Between **** and ****, overall sales of savoury aperitif products rose sharply (***). There is a marked disproportion between the increase in value and volume, which is consistent with the general rise in prices.

4.2 Higher prices for healthy products

Aperitif cake prices are rising, and part of the observed growth in sales value is therefore due to inflation. If we look at the volume and value growth of the various products, we can deduce the impact of inflation on these segments.

Savoury cookies and tiles and extrudates have seen significant inflation, with price increases accounting for *.* and * percentage points of their growth in value respectively. Seeds are less affected by the phenomenon, with a difference of just *.* points between growth in value and volume.

The rise in prices can be attributed to higher raw material costs, particularly for potato chips.

at the margin, the move upmarket of certain products, and the development of organic and gluten-free products, which generally cost more than equivalent traditional products, may have led to a slight rise in the price of aperitif cakes. The table below describes the price differences between classic products and their healthy, organic and gluten-free alternatives.

The price of Benenuts organic and salt-free peanuts is * times higher than that of peanuts in the classic range. For potato chips and crackers, the difference is also very marked, with organic products almost *.* times more expensive than conventional products.

Source: ****

Rusk, cookie and pastry ...

4.3 An increasingly healthy, premium offering

Historic aperitif brands are developing their healthy product ranges to meet the expectations of consumers who are increasingly concerned about their health and the environment. This trend can be observed across all products.

In the salted seeds segment, Benenuts has launched its Plaisir Brut Bio range, with no added salt and organically grown peanuts. The promise made to consumers is to rediscover the authentic taste of nuts while making an ecologically responsible purchase. Peanuts earn a B nutri-score[***]

Innovations are also invading the market for tiles and extruded products. Organic food brand Bjorg has developed its Crousti products with chickpea-based extrudates that are healthier for consumers. [***] Market leaders are also looking to move upmarket, and Vico is taking advantage of the trend to promote its French-made tiles, which contain no preservatives, palm oil or colorants.

Chips are no exception to the market's move up market, and Pepsico has announced the arrival on its shelves of Lay's organic chips. The range will comprise two products: a plain organic potato chip, and an organic potato chip flavored with tomato à la provençale. The organic potatoes are produced in northern Spain, close to the company's manufacturing site. The product is also cooked in a ...

5.1 Regulations

All foodstuffs are subject to the general provisions of the French Consumer Code in terms of conformity (***).

Several regulations lay down the legislative foundations for food hygiene in France:

Regulation n°***/**** on the general principles and requirements of food law[***] Regulation n°***/**** on the hygiene of foodstuffs[***] Regulation n°***/****, which lays down specific rules for animal foodstuffs[***] The decree of December **, **** on health rules applicable to the trade, retail, storage and transport of products of animal origin and foodstuffs containing them.[***]

Source: ****

Food hygiene is also regulated at European level by the "Hygiene Package", a set of measures and regulations applicable in all member states. This legislation came into force on January*, ****, and is derived from the White Paper on Food Safety published in **** in the wake of several health crises.

The Hygiene Package comprises six main texts, including * mentioned above: EC regulation no. ***/****, EC regulation no. ***/**** and EC regulation no. ***/****.

In addition to these three texts

eC regulation n°***/**** (***) eC regulation n°***/**** (***) eC regulation ***/**** (***)

Finally, food labelling rules are defined by :

Regulation (***) n°****/**** of October **, ****, on the provision of food information to consumers. Regulation n°****/**** of December **, **** on the indication of the country of origin for meat of the ovine, ...

6.1 Segmentation

• PepsiCo
• Mondelez France
• Intersnack (Knabber Geback Group)
• Kellogg's France - Kellanova France
• Altho Brets
• Triomphe Snat
• Europe Snacks
• Mondelez Groupe
• Pringles (Kellogg's)
• Belin (Mondelez groupe)
• Lays
• Vico (Groupe Intersnack)
• Michel et Augustin
• Benenuts (Pepsico)
• Intersnacks France Curly
• Pasquier (Groupe)
• Nataïs Popcorn
• Boehli Bretzel
• Dr Oetker
• Alterfood