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Summary of our market study
The French herbal tea market is valued at over 270 million euros
The global herbal tea market is valued at $4 billion.
The French market has grown by 25% in value over the past decade.
Growth is further fuelled by rising household consumption of non-alcoholic beverages, including infusions, which reached over 15 billion euros in 2020.
Organic products are a growth driver in the herbal tea and infusions market, accounting for over half of sales.
The French market is showing strong interest in detox drinks, with infusions ranking third in this category.
The number of infusion consumers has risen from 45 to 50 million.
Supermarkets dominate the distribution channels, accounting for 85% of infusion sales in France.
The market is also witnessing an increase in artisanal and niche offerings catering to this new demand, with herbalists.
Key market players driving the infusions and herbal teas landscape
- Unilever used to dominate the herbal tea market with well-known brands such as Lipton and Elephant. However, Unilever has exited this market and sold its two brands.
- Twinings (Foods International SAS) - With a rich history dating back to 1706, Twinings maintains its reputation for high-quality teas.
- La Tisanière (Foods International SAS) - Part of the same group as Twinings, La Tisanière is known in the infusions market for its selection of herbal and fruit teas.
- Elephant Tea - Known for its French roots in the tea industry
- Yogi Tea - Specializing in organic teas, Yogi Tea is inspired by Ayurvedic principles and focuses on the health and well-being aspects of infusions.
- Kusmi Tea - Founded in St. Petersburg, Kusmi Tea stands out for its superior blends and unique infusions.
- Le Palis des thés - High-end tea shop chain present in several countries.
- Mariage Frères - An emblematic brand with a storied past, Mariage Frères has established itself as a supplier of fine teas, making it a prestigious name in the world of high-end infusions.
- Les 2 Marmottes - Representing a new generation on the market.
- Chic des Plantes! - A newcomer to the organic movement.
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Summary and extracts
1 Market overview
1.1 Presentation
Infusion is first and foremost an extraction method involving the soaking of a plant in initially hot water, which is then left to cool, in order to extract its active ingredients or natural aromas. In this sense, it contrasts with maceration, in which the water is kept cold at all times, or decoction, in which the water is kept boiling.
Traditionally used for their medicinal virtues, infusions have been known since 2737 BC, when the Chinese emperor Chen Nung first soaked a tea leaf in hot water.
They were widely used by physicians in Antiquity and the Middle Ages as a remedy for all kinds of illnesses, before being gradually replaced by the advent of medicine during the Renaissance.herbal medicine and other natural remedies are known as phytotherapy.
There are many different types of herbal tea, including black, green and white teas, as well as chamomile, ginger, verbena and many others.
These plants can be purchased in bags or jars, in supermarkets or specialist stores. New products regularly enter the market, including cold infusions and encapsulated pods.
There is a growing craze for herbal drinks such as infusions. The French infusions market grew by 16.2% in 2020, driven in particular by the Covid-19 epidemic, which increased home consumption of hot drinks. If the trend is reversed in 2022, it will be based on solid levers such as the boom in the organic and eco-responsible segment, which since 2018 has accounted for more than half of all infusions sold in France.and the boom in CBD-based beverages, which will facilitate a return to growth in 2023, with sales of 220 million euros.
1.2 Accelerating global growth
The herbal tea market has been valued at US$*.** billion in **** and is expected to reach US$*.** billion by ****, growing at a CAGR of *.**% from **** to ****. [***]
It is therefore possible to estimate the evolution of sales from the herbal tea market, as shown in the graph below.
Global herbal tea market ...
1.3 In France, the herbal tea market is booming
Driven by new health and environmental concerns, the infusion market is booming in France: it has grown by +**% in value over the last ** years. [***]
In ****, the French infusion market stood at *** million euros, down *.*% in value on ****, marking a difficult comeback following the market downturn caused by the end of the ...
2 Demand analysis
2.1 Breakdown of supermarket sales
Breakdown of infusion sales by distribution channel France, ****, in Source: ****
In ****, the breakdown of infusion sales by distribution channel in France shows that supermarkets and hypermarkets (***), specialty stores, etc., represent a market share of **.*%.
Breakdown of supermarket sales France, ****, in % of volume Source: ****
In ****, infusions will account for over a third ...
2.2 Breakdown of organic store sales
Breakdown of infusion sales by format in organic stores France, ****, in Source: ****
Here, products are differentiated between single plants and blends, as well as between products packaged in small individual sachets (***) in the form of blends and packaged in sachets.
Sales of plants in single infusions sold in organic stores France, ...
2.3 Breakdown of pharmacy and parapharmacy sales
Breakdown of pharmacy sales
Plants present in herbal teas sold in pharmacies France, ****, in tons Source: ****
The main single plants sold in pharmacies, in terms of volume, are thyme,eucalyptus,linden sapwood, verbena and senna.
Plants present in simple infusions sold in pharmacies France, ****-****, in tons Source: ****
In terms of ...
2.4 Demand drivers and consumer behaviour
Infusion consumers
The infusion consumer base has expanded significantly in recent years, rising from **.* million in **** to over ** million in ****. At the same time, these growing numbers of consumers have also increased their average budget per act of purchase: this rose from €*.** in **** to €*.** in ****.
In ****, the French drank an average ...
2.5 France's favorite brands
Analysis of French infusion preferences reveals a clear preference for established brands such as Lipton, Elephant and Twinings, with high approval ratings of up to **.*%. By contrast, Les * Marmottes and Kusmi Tea seem less popular, garnering more modest approval percentages of **.*% and **.*% respectively. Negative responses are generally low for all brands. ...
2.6 Demand trends
The organic craze is not immune to trends in the PPAM market
The market for herbal teas and infusions is enjoying a rejuvenated and dynamic image. The proportion of **- to **-year-olds consuming these beverages has risen, boosting the image of these products. According to a report by Transparency Market Research, ...
3 Market structure
3.1 Value chain and infusion manufacturing
The infusion value chain, like that of tea, involves a number of stages involving different professionals, in order to obtain the most appropriate and subtle scents and tastes.
Source: ****
Before the drying stage, plants have a moisture content ranging from **% to **%. The aim of the drying process is to bring this ...
3.2 Production and dependence on the PPAM sector
The amounts given for production refer to the value of production marketed or intended for marketing, which is calculated on the basis of the selling price realized ex-factory or likely to be realized during the period covered by the survey.this is calculated on the basis of the factory-gate selling price, ...
3.3 Distribution dominated by supermarkets
Sales of infusions to supermarkets, hard-discount and convenience stores France, ****-****, in millions of €, in tons Source: ****
Sales of infusions in supermarkets, hard-discount stores and convenience stores in mainland France (***) reached €*** million in ****, with a volume of *,*** tonnes. This represents a drop of *% in value and *% in volume compared to ****.
Supermarkets ...
3.4 The infusions market in specialist stores is in trouble
Sales of infusions marketed in organic stores France, ****-****, in millions of €, in tons Source: ****
According to BIOANALYTICS®GOOD, the market for infusions and herbs in organic stores reached €**.* million and *** tonnes in **** . After growth between **** and ****, a significant decline was recorded in ****, followed by an even sharper reduction in ****. Sales ...
3.5 The rise of pharmacy/parapharmacy sales
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Total sales in **** have been rising for the past three years, with a split between pharmacy and parapharmacy. Sales volumes will stabilize in ****, following growth between **** and ****. A noteworthy feature is the predominance of organic-labeled products, accounting for **% of sales by value and **% of volume produced in ****. This upward trend ...
4 Offer analysis
4.1 Trends and price ranges
Price indices
The consumer price index for teas and infusions in France has varied unevenly over the last ten years: after peaking in **** at ***.** (***) reached a low of **.** in ****, before rising again to ***.* in ****.
Consumer price index for teas and infusions France, ****-****, base *** in **** Source: ****
Overview of market prices
Price ...
4.2 A wide choice of products
The recent craze for natural products and self-medication remedies has prompted tea and infusion manufacturers to diversify their product range, both in terms of ingredients used and preparation methods.
In the case of tea, products are generally differentiated according to the color of the leaves. There are mainly three different colors ...
4.3 Organic and natural at the heart of our herbal tea offering
As mentioned above, organic/natural is a key segment of the infusions market, and one that is driving growth. By ****, organic infusions will account for **% of total infusion sales (***).
Share of organic infusions in total supermarket sales France, ****-****, in Source: ****
Change in organic herbal tea sales by value in pharmacies ...
4.4 Products still too contaminated?
In March ****, ** millions magazine published a study on the pesticides present in teas and infusions in France. It warns consumers about the quality of these much-loved beverages. While organic teas and infusions were spared, many other products tested in laboratories contained pesticide residues, some of which are banned in France and ...
5 Regulations
5.1 Legislative framework
In France, decree no. ****-*** of August **, **** relating to the sale to the public of medicinal plants listed in the Pharmacopoeia, governs the list of plants that may be sold by persons other than pharmacists. In all, *** plants or plant extracts are authorized for over-the-counter sale.
For organic products, jurisdiction is ...
6 Positioning the players
6.1 Segmentation
Specialist tea and infusion brands for the mass market
Tea houses selling infusions
Specialized new entrants
- Lipton (Unilever)
- Twinings Foods International
- La Tisanière
- Ecotone Groupe (Alter Eco, Bjorg, Bonneterre)
- Thés Éléphant (Scoop TI)
- Yogi Tea
- Kusmi Tea
- Mariage Frères
- Pages Infusions
- Clipper Tea
- Le Palais des Thés
- Les jardins de Gaïa (MAKA)
- Herbissima
- Thés de la Pagode
- La Route des Comptoirs
- SCOP-TI
- Betjeman & Barton
- Comptoir Francais du thé
- Les 2 Marmottes
- Chic des plantes
- Happy plantes
- Unilever Groupe
- Oviatis
List of charts presented in this market study
- Size of the French herbal tea market
- Breakdown of infusion sales by distribution channel
- Breakdown of supermarket sales
- Breakdown of infusion sales by format in organic stores
- Sales of plants in single infusions sold in organic stores
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Latest news
Unilever in talks with funds to sell Ben & Jerry's and Magnum for 18 billion euros - 22/07/2024
- overall, ice cream will account for just 13% of sales in 2023 (59.6 billion euros)
Unilever to cut 3,200 jobs by the end of 2025 - 16/07/2024
- Total number of job cuts announced: 7,500 people
- - Number of job cuts in Europe: 3,200 people
- - Percentage of European employees affected: one-third
- - Main locations affected: London and Rotterdam
- - Disposal of ice cream division planned by end 2025: current value around 8 billion euros
- - Offer received for Knorr-branded liquid soups business in France: from the Sill Entreprises group
- - Announced sale of Elida Beauty subsidiary: completion scheduled for 2024
- - Sale of Dollar Shave Club brand: to Nexus Capital Management
Organic crisis: the worst is over for the owner of Bjorg and Alter Eco - 28/03/2024
- Ecotone, European leader in organic products,
- Bjorg, Bonneterre and Alter Eco chocolate brands
- Group sales were stable at 693 million euros, but down 6% in volume.
- Three quarters of Ecotone's business is with supermarket chains, which account for 53% of market share.
- Two plants in France and seven others in Italy, Spain, England and Germany
- 1.600 employees
Ecotone invests in Gironde to triple organic coffee production - 24/11/2023
- The Ecotone group has achieved sales of 690 million euros in 2022.
- The burn plant inaugurated by Ecotone and Destination Bio covers more than 9,000 square meters and employs 60 people.
- Investment in the new Destination Bio site amounts to 10 million euros.
- The plant's production capacity is 3,500 tonnes per year
- Destination Bio's market share in the organic coffee sector is 46%.
- Destination Bio's sales total 21 million euros, rising to 50 million euros if sales under other brands are included.
- Organic coffee sales represent 5% of a French market worth over 3 billion euros.
- Organic coffee sales increased by 13% in value in 2023. Sales of fair-trade coffee and tea account for 60% of Destination Bio's sales, with a target of 70% of sales over the next 2 years.
Ecotone inaugurates its organic coffee and tea production facility - 21/10/2023
- Écotone has invested 10 million euros in a new production site in Cestas.
- Production capacity at the new site is 3,200 tonnes of coffee a year, with a medium-term perspective of 4,500 tonnes, and in the longer term, up to 6,000 tonnes.
- Production is 100% organic for both coffee and tea, and the plant has a zero landfill waste policy (85% of waste is recycled or composted).
- The site employs sixty people.
- Ecotone's sales in 2022 are expected to total 690 million euros.
- The company employs 1,600 people.
- Currently, 60% of the coffee produced is fair trade
- In addition to coffee, the plant produces 100 tonnes of organic tea.
Ecotone inaugurates its European coffee and tea production unit b - 21/10/2023
- On October 19, 2023, the Ecotone group inaugurated its new European production facility for organic coffees and teas, in Cestas, Gironde.
- 10 million euros have been invested in this new production unit
- The first year's production is estimated at around 5.5 million packs of coffee (2,650 t) and 1 million whole-leaf tea bags (100 t).
- The plant is designed to process up to 9,000 t of roasted coffee per year.
- Nearly 50% of coffee volumes are packed in beans.
- For organic teas, 30% of the volume is blended and flavored.
- The plant's production capacity is designed to support the growth of the Destination, Bonneterre, Clipper, Alter Eco and Naturela brands.
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