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Summary of our market study
The French potato chips market was valued at over 760 million euros
Chips are a popular snack whose origins date back to the late 19th century in the United States. The United States and Europe dominate the world market.
The global market for potato chips is valued at over 30 billion dollars, and is growing at a rate of 3% a year.
The average consumption of potato chips in Europe is 2 kilos per person per year, and 4.5 kilos for a British citizen.
The French market is concentrated around major companies: Altho Brets and Intersnack, Lay's and Pringles.
Although France is a major potato producer, its dependence on imports has resulted in a trade deficit in the sector of over 120 million euros.
France produces around 6400,000 tonnes of potato potato chips. Over 80% of French people eat potato chips. Chips represent the largest segment of the savoury snacks market, worth over 2.3 billion euros.
A new segment is that of "healthy" potato chips, with a low fat and salt content.
International giants and French producers
- Altho Brets, a major player in the French potato chips market
- PepsiCo: a global potato chip giant with its Lays brand
- Mondelez International: Very present in the snacks sector.
- Intersnack: owns the Vico and Tyrell's brands.
- Kellogg's: Traditionally associated with breakfast cereals, Kellogg's is a major player in the potato chips market.
- Sibell: French manufacturer with a rich heritage in the French fries market
- McCain: Canadian world leader in the manufacture of frozen French fries
- Pringle's famous brand owned by Procter & Gamble
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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
Chips, also known as potato chips, are thin slices of vegetable fried in oil, most often with potatoes, but sometimes with roots or vegetables. Very low in nutrients, but high in calories, they are a snack food, served as an aperitif or as an accompaniment to a meal. They come in a variety of flavors, thicknesses and shapes. Chips, which were originally a gourmet dish invented in the 19ᵉ century, were popularized in the early 20ᵉ century thanks to the arrival of two technological innovations: the potato peeling machine and the hermetically sealed bag. Production developed first in the United States, then gradually in Europe. In the 50s, flavored and spicy potato chips were gradually introduced to the market, followed in the 90s by increasingly light, low-fat potato chips. [Alimentarium; Madehow] Some studies differentiate between Pringles and potato chips, but we decided to include Pringles in our scope of study.
The global market for potato chips is booming, and is expected to grow by 5.6% between 2024 and 2029. Asia-Pacific is the fastest-growing market, but North America remains the largest, thanks in particular to the USA, the world's biggest consumer. While potato chips show no signs of waning in popularity, the range continues to diversify and integrate public health concerns into its production. The trend is towards low-fat foods and low-calorie potato chips to satisfy consumer demand. [Mordor Intelligence]
In France, the sharp rise in potato prices over the past two years and the economic choices made by potato companies have pushed up the price of a packet of potato potato chips by an average of 40%, although this has not led to a drop in sales. The main trend observed is an increasing demand for 100% French products, which is having a major influence on the current market. French consumers' marked preference for flavored potato chips over plain tastes is also strongly reflected in recent market trends. [APIBusiness]
1.2 Rising global demand boosts the market
The global market for potato chips is estimated at US$**.** billion and is expected to grow at a CAGR of *.*% over the period ****-****[***]
What is the estimated growth of the global potato chips market? World, **** - ****, in US$ billions Source: ****
North America still represents the biggest market, thanks in particular ...
1.3 A fast-growing domestic market
In ****, the potato chip market was valued at *** million euros. Although this is a fairly small market in terms of value and volume, it has nevertheless been expanding steadily for several years. The health crisis and the ensuing reduction in mobility significantly weakened sales of potato chips in ****. While sales in ...
1.4 A paradoxical trade deficit
Paradoxically, France's trade balance for potato potato chips is very negative. Indeed, as Europe's leading potato exporter, you'd think that France would have become self-sufficient in potato chip production, but it imports a great deal from Belgium. As a result, the current trade balance for potato potato chips is in deficit ...
2 Demand analysis
2.1 French aperitif preferences
According to an LSAConso survey in ****, **% of French people claim to enjoy an aperitif at least once a week, and for **.*% of them, it's automatically accompanied by a little something to eat or drink. Chips are still the main dish served on this occasion, although they can sometimes be served with ...
2.2 Clearly popular with the younger crowd
Unsurprisingly, the biggest consumers of potato chips are the under-**s. However, they are much less popular with the over-**s.
What is the penetration rate of potato chips among the French? France, in ****, in LSAConso
For many French people, industrial products such as potato chips are the preferred choice for ...
1.3 Demand increasingly oriented towards private labels
The high inflation seen in French food prices over the last few months seems to have had an impact on potato chip consumption habits. The price of potato chips has risen by an average of **% between **** and **** , and this increase doesn't seem to be very well accepted by the French. **% of ...
3 Market structure
3.1 Value chain
3.2 The different types of players on the market
Potatoes are first harvested by farmers, before being sold to potato chip manufacturers, via market traders. After arriving at the factory, they are sorted and peeled by machines before being washed. They are then thinly sliced and re-washed to remove excess starch, and at this stage are sometimes chemically treated to ...
3.3 The potato sector in France
France's potato sector is expanding at an ever-increasing pace, thanks in particular to exports of French potatoes to other European countries.
Sales in potato processing and preservation France, ****-****, in millions of euros INSEE
4 Offer analysis
4.1 A highly diversified offering
Although plain salted potato potato chips are still the classic taste of potato chips par excellence, for several years now brands have been developing variations on the classic potato chip, playing on flavour, thickness and shape. There are embossed potato chips, or potato chips with a specific shape...
First and foremost, ...
4.2 Some popular chip types
Brand and model Price per ***g pack Brands of potato chips Lay's, Nature à l'Ancienne *,**€ Lay's, Spicy Flavor *,**€ Lay's Max Barbecue Flavor *,**€ Vico, extra crunchy Nature *,**€ Tyrell's, vegetable potato chips *,**€ Tyrells, Sea Salt/Cider Vinegar *,**€ Tyrells, Lightly salted *,**€ Bret's, Craquante Guérande Salt *,**€ Bret's, Comté *,**€ Bret's, Braised Chicken *,**€ French Chips, finely salted *,**€ Private ...
4.3 Innovation focused on new flavors
In the potato chips sector, we are seeing innovation on three fronts.
The multiplication of flavors
The first trend is the diversification of potato chip flavors offered by brands. In stores, the number of potato chip references is increasing year on year. Bret's is the champion in this field, and has ...
5 Regulations
5.1 European regulations
As afood product, potato chips are subject to strict safety and quality standards. These standards are often given by European regulations and then applied in the country. The first two European regulations cited below deal with food safety and hygiene in general, while regulation ****/**** is specific to potato processing. The Direction ...
5.2 The collective bargaining agreement
The production of potato chips is covered by the national collective agreement for the processed food industry.
The Convention Collective Nationale (***).
The employer must choose the most relevant CCN according to the company's activity, which will then apply to all its employees. The CCN covers more subjects than a branch agreement, ...
6 Positioning the players
6.1 Player segmentation
- Intersnack (Knabber Geback Group)
- Kellogg’s
- Altho Brets
- Lays
- Cheetos (Frito Lay)
- Tyrrell
- Lorenz Snack (Bahlsen group)
- Bahlsen Group
- Bret's
- Doritos Frito Lay(Pepsico)
- Lay's (Pepsico)
- Miss Vickie's
- Vico (Groupe Intersnack)
- Aviko
- Pringles (Kellogg's)
- Kellogg's France - Kellanova France
- Sibell
List of charts presented in this market study
- The size of the French potato chip market
- Total potato exports and imports by value
- Who are the main buyers of French potatoes?
- France's trade in prepared potatoes
- From which countries does France buy its prepared potatoes?
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Latest news
Brets to promote fair trade potatoes with Agri-ethics label - 07/03/2024
- - Altho is the French market leader in potato chips.
- - 100% of Brets brand potato chips will be made from fairly-traded potatoes.
- - 80% of Altho's potato requirements will be covered by this partnership with Agri-éthique, with the remainder purchased from traders.
- - Altho was founded in 1995.
- - Altho has 300 partner farmers.
- - Agri-éthique was created in 2013 and is a subsidiary of the Cavac agricultural cooperative group.
- - Agri-éthique has 43 organic and non-organic brands.
- - Agri-éthique generated sales of 457 million euros.
- - Brets has a 15% market share (by volume) in France and sales of 280 million euros.
- - Brets is the second-largest French potato chip brand behind Lays, owned by the PepsiCo group.
Altho Brets invests 100 million euros in third potato chip plant - 13/12/2023
- Altho, the potato chip specialist, is to invest 100 million euros in a third production unit.
- Altho has a market share of over 15% in France, making it the country's second-largest producer.
- The French consume an average of 1.3 kg of potato chips per person per year, lower than the European average of 2 kg per person per year.
- The new plant is designed to produce 15,000 tonnes of product per year, bringing Altho's total production capacity to over 55,000 tonnes of product per year.
- 40% of potato chips consumed in France are imported.
- Altho Brets forecasts sales of 275 million euros this year, rising to 205 million euros by 2022.
- Altho employs over 400 people between its sites in Morbihan and Ardèche.
Altho Brets confirms plans for €100 million plant in Morbihan, France - 09/12/2023
- Altho Brets annual production: 40,000 tonnes of chips.
- Altho Brets market share: 18% of the French market.
- Investment announced by Altho Brets: €100 million in a new site.
- Production capacity of the new site: 15,000 tons of potato chips per year.
- Number of farmers supplying Altho Brets: 200 farmers.
- Number of additional farmers needed for new production: 150.
- Total number of Altho Brets employees: over 400.
- Company sales in 2022: 206 million euros.
- Percentage of potato chips consumed in France that are imported: 40%. Altho Brets: started operations in 1995.
Altho Brets invests €100 million in a new chip plant - 02/12/2023
- Altho Brets investment: €100 million
- Year of construction of third potato chip plant: end 2025 in Pontivy, Morbihan
- Production capacity of the new plant: 15,000 tonnes of potato chips per year Percentage of potato chips consumed in France that are imported: 40%
- Current number of employees: 336
- Number of jobs likely to be created by the project: 40 by 2030.
Kellogg France changes its name to Kellanova France - 08/10/2023
- The demerger of Kellogg Company became effective on October 2, 2023, forming WK Kellogg Co and Kellanova.
- Kellanova France achieved sales of €367.3 million in 2022.
- Kellanova expects to grow faster than Kellogg Company.
- The group plans to give even greater priority to its snacking division, which should account for 60% of sales in the future.
Altho: Brets, the potato chip brand that whispers to its young buyers - 08/10/2023
- The potato chips market has been growing by 3% a year in volume since 2020 65% of senior citizens eat potato chips
- The penetration rate of potato chips among young people is 95%
- The potato chips market represents almost 80,000 tonnes, of which 41,500 tonnes are produced by Altho
- New factory to be built next to Altho's historic site
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the potato chip market | France
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