Retail Food Sector

An Expert's View about Retail Sales in France

Posted on: 24 Oct 2012

Approximately 70 percent of French household food purchases were made in hyper/supermarkets, and hard discounters.

THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT POLICY Required Report - public distribution Date: 9/13/2012 GAIN Report Number: FR9608 France Retail Foods Retail Food Sector Approved By: Lashonda McLeod Agricultural Attaché Prepared By: Laurent J. Journo Ag Marketing Specialist Report Highlights: In 2011, consumers spent approximately 13 percent of their budget on food and beverage purchases. Approximately 70 percent of household food purchases were made in hyper/supermarkets, and hard discounters. As a result of the economic situation in France, consumers are now paying more attention to prices. This situation is likely to continue in 2012 and 2013. Post: Paris Author Defined: Average exchange rate used in this report, unless otherwise specified: Calendar Year 2009: US Dollar 1 = 0.72 Euros Calendar Year 2010: US Dollar 1 = 0.75 Euros Calendar Year 2011: US Dollar 1 = 0.72 Euros (Source: The Federal Bank of New York and/or the International Monetary Fund) SECTION I. MARKET SUMMARY France’s retail distribution network is diverse and sophisticated. The food retail sector is generally comprised of six types of establishments: hypermarkets, supermarkets, hard discounters, convenience, gourmet centers in department stores, and traditional outlets. (See definition Section C of this report). In 2011, sales within the first five categories represented 75 percent of the country’s retail food market, and traditional outlets, which include neighborhood and specialized food stores, represented 25 percent of the market. In 2011, the overall retail food sales in France were valued at $323.6 billion, a 3 percent increase over 2010, due to price increases. Hyper/supermarkets and hard discounters represented food sales value of $248.6 billion, convenience, gourmet, and frozen food stores $18.1 billion and traditional outlets $56.9 billion. After three difficult years, in 2011, the overall volume food sales in France remained. Last year was considered an important year for the retail food sector. First, because of the large retailers’ emerging “drive-thru” service, and secondly, decreased sales during the second quarter which encouraged large retailers to expand their private labels offer, as well as invest further in smaller format stores. Major French Imports of Selected Agricultural and Food Products, Total and United States, Calendar Years, 2007-2011 (in millions USD) 2007 2008 2009 2010 2011 In U.S. $ Million Total USA Total USA Total USA Total USA Total USA Animal (including marine products) Meat and offals 4,889 31.1 5,614 34.3 5,279 6.9 5,204 4.3 5,781 7.4 Fish and Seafood 4,225 222.4 4,469 231.5 4,319 215.9 4,732 238.6 5,186 300.2 Milk products, including eggs 3,497 14.1 3,644 17.1 3,303 5.4 3,541 7.8 4,140 22.9 Vegetable Products Vegetables 3,065 27.2 3,317 28.6 2,931 26.2 3,188 28.1 3,142 27.6 Fruit 4,227 185.7 4,996 185.6 4,284 164.4 4,432 166.5 4,537 195.4 Coffee, tea, spices 1,407 1.2 1,997 2.0 1,997 0.5 2,039 0.7 2,739 1.1 Rice 373 2.1 548 4.2 504 3.4 432 3.4 505 4.0 Corn 339 20.0 287 36.9 329 42.5 254 19.1 288 14.7 Animal and vegetable fats 2,247 9.5 3,775 10.3 2,609 10.5 2,405 11.5 3,275 33.4 Including oils Food industry products/canned and dry grocery products Canned and prepared meat and fish 1,795 7.2 2,157 8.1 2,018 7.6 1,874 10.2 2,104 11.9 Sugar and sweet foods 1,183 6.1 1,212 3.5 1,081 7.3 1,015 6.3 1,189 9.3 Cocoa based foods 2,549 2.5 2,903 1.6 2,830 0.1 2,944 0.1 3,309 1.3 Cereal based foods 2,812 5.4 3,524 6.2 3,248 4.0 3,085 6.1 3,533 9.2 Preparations of fruits, vegetables, 3,488 55.6 4,078 52.2 3,840 55.0 3.,703 54.7 4,237 67.5 nuts and other parts of plants, incl. Jams, fruit purees and fruit juices Other prepared foods 2,006 24.4 2,325 29.4 2,267 30.4 2,274 30.8 2,596 34.2 Including mustards and sauces Beverages, including wines, 3,424 100.6 3,925 112.1 3,628 124.3 3,549 156.0 4,212 197.9 spirits, alcohols and vinegar Animal feeds 2,393 15.7 3,509 56.4 2,941 10.2 2,865 96.5 3,098 32.8 Source: Global Trade Atlas/French Customs (Direction Nationale des Statistiques du Commerce Exterieur – DNSCE) Some Definitions a. Hypermarket: Stores with more than 2,500 sq.m. (25,000 sq.ft) selling a wide variety of food and non-food items. b. Supermarket: Stores with between 400 sq.m. and 2,500 sq.m. (4,000 to 25,000 sq.f) selling a wide variety of foods and non-food household goods. c. Hard discounters: Small supermarkets with a limited range of low cost products, often private label. d. City Center Store/Superette: Stores with less than 400 sq.m. (4,000 sq.ft) selling food and basic non-food household goods. e. Neighborhood Store: Stores located within cities selling a wide variety of food, specialty foods and non-food items. f. Specialized Food Store: A unique concept of retail stores selling a variety of food including frozen entrees/hors d’oeuvres to desserts. g. Gas Marts: Gasoline stations generally equipped with small, self-service food stores. Expected growth rate of the overall food retail market and sub-sectors: Due to increase in unemployment (9.9 percent expected at the end of 2012), and the economic crisis, the French economy is expected to slowdown in 2012 with a growth limited to 0.4 percent (compared to 2 percent in 2011). According to the National Institute for Economic Statistics (INSEE), GDP French in 2012 was stagnant during the first six months; the growth may reach 0.1 percent during the third quarter and 0.2 percent in the last quarter of the year. The French purchasing power is expected to decrease by 1.2 percent in 2012, its more important decline since 1984. Consequently, price will remain the number one priority for food purchases. The majority of consumers will continue to prefer hyper/supermarkets private labels, while others will let competition play between outlets and some may prefer to buy branded products in lesser quantities to better balance their food budget. Consumers also appreciate the fidelity programs offered by supermarkets to attract regular customers. Promotions are considered less attractive. Cheaper products are preferred long-term rather than grouped promotions. Eco responsible behavior is increasing and if only 15 percent of consumers choose their products according to this criterion, 85 percent are sensitive to it: tendency is to “100-miles diet”, regional products, fair trade, recycle packaging, and environment impact. The overall number of hyper/supermarkets outlets decreased over the past years, but their surface area have expanded to average 232 square meters. In the meantime, hard discounters strongly developed, especially the Dutch stores (Aldi, Lidl and Norma) extending their sales area by about 50 percent, compared to 30 percent for French hard discounters. Over time, local factors have influenced the development of traditional outlets. Between 1993 and 2000, traditional outlets lost market share, but since it was tended to stabilize and even increase for certain types of stores, such as fruits and vegetables, beverages, and grocery products stores. This trend is expected to continue in 2012. Trends in distribution channels and number/type of retail outlets: France’s major retailers, by 2011 sales, are the following: Carrefour, Leclcerc, ITM Entreprises (Les Mousquetaires), Auchan, Systeme U, Casino, and Cora. In 2011, food sales of the top food retailers were valued at $249 billion. Hyper and supermarkets were the leading retailers in France with 74 percent food sales. Hard discounters gained ground against hyper/supermarkets to reach 14 percent market share in 2011. This was due to food price increase, and consumer concerns as to decrease in their purchasing power. Major French Food Retailers, Number of Stores by Type: Type of Store 2010 2011 Hypermarkets 1036 1194 Supermarkets 3913 5020 Hard Discounters 4332 4707 Source: Lineaires Trends in services offered by retailers such as ready-to-eat-to-cook prepared foods, take out (home meal replacements), home/office delivery (eating in between), internet sales, and restaurants and other businesses located in the supermarket: For several years, hyper/supermarkets have taken over the restaurant/fast-food market share, by selling ready-to-eat products, such as roasted meats, fresh-baked bread, and pastries. Increased competition from hard discounters forced hyper/supermarkets to develop lines of discounted products. Large retailers increased their development of private branded products to capture more value in-house. The French legislation of 2006, which limited the number of new hypermarket/supermarket openings prompted large stores to expand their existing surface area. After complaints from traditional outlets that this new measure benefitted existing hyper/supermarkets, a 2008 modification of the legislation included in the “Loi de modernisation de l’économie” (LME), allowed the opening of new stores under 1,000 square meters. The LME also enacted a reform for the development of competition for the benefit of consumers, thus permitting suppliers and retailers to negotiate purchasing prices. This reform called “Loi Chatel” was aimed at increasing household purchasing power, reduce retailer margins and sales prices. In spite of the efforts spent by retailers to develop E-food sales (numerous websites, drive-thru service, and home delivery), food internet sales represented only 2 percent of total food sales, valued under 1 billion dollar in 2011. Prospects are good for expected increase of this concept. Advantages, Opportunities, and Challenges U.S. Products Face Advantages/Opportunities Challenges Approximately one French household out of Lack of brand and variety awareness of U.S. three can afford imported food products from food products by consumers. third countries. The food retail industry is looking for new Introduce new-to-market brands and products: imported food products. U.S. suppliers and importers must work closely with retailers to expand existing product lines. American food and food product remain quite U.S. suppliers must comply with European and popular. French regulations. Efficient domestic distribution systems. Domestic and intra-EU imports dominate the supply chain. Consumers demand quality, innovative, healthy U.S. suppliers adapt products must adapt to products. French consumers’ tastes and expectations. Changing lifestyles, demographic changes, and U.S. products must adapt to French consumers’ the economic crisis fuel growth in the retail needs regarding price, practicality, variety, sector. quality, and packaging. SECTION II. ROAD MAP FOR MARKET ENTRY 1. Entry Strategy The most common method of market entry is using an importer to place your product in the market. Thus, it is important to establish a relationship with an importer and, to do so, you must provide a product promotion kit, to include samples and prices. The importer will verify that your product meets EU import requirements, such as labeling and ingredient regulations and will verify your financial reliability. If interested, the importer will engage in price negotiations. FAS Paris maintains a list of importers for your use. A directory of European importers “American Foods in Europe – Your Guide to European Importers of U.S. Food and Beverage Products” is also available online at: Importers place products with retail stores and with central purchasing offices. It is common for large retailers to participate in a central purchasing office to share the costs of purchasing and distribution. The central purchasing office buys products direct as well as from importers and distributors and provides them to retail outlets. Central Purchasing Offices/Buying Groups: Major food retailers buy products from central buying offices. These offices usually source products, handle import (customs) formalities, logistics, supply, maintenance, delivery, and sometimes pricing and labeling for their retail customers. They insure that foreign-sourced products meet all import requirements, including food labeling, packaging, and other market specifications. The goal for a U.S. exporter is that its product meets all the import requirements and that the central buying office includes it in its product catalogue. Food retail buyers use this catalogue to make purchases for their stores. (See “Building a relationship with hyper/supermarket’s central buying office or purchasing department” below). Tips: In order to present a product to a central buying office, a U.S. supplier should: Submit product description and price quotations; Submit products for laboratory testing; Determine sanitary/health certification and other import documents requirements General Import Requirements: For products exported to France, the following general requirements apply: Labels should be in French with the following information: Product definition; Shelf life: indicated “used by” and “best before” dates and other storage requirements; Precautionary information or usage instructions, if applicable; Statement of contents: Ingredients, weights, volumes, etc., in metric units. All additives, preservatives and color agents must be noted on the label with a specific group name or “E” number; Country of origin and name of importer or vendor within the EU; Manufacturer’s lot or batch number. You will find additional labeling rules on food allergens and nutritional products, packaging, container, food additives regulations and trade barriers. Building a Relationship with a Hyper/Supermarket’s Central Buying Office or Purchasing Department: Stages / Goal Action Follow-Up Stage 1 – Create Send a product promotion kit to With additional information on interest in your appropriate buyer who transmits it to companies and factories, sanitary product. the marketing department who may ask certificates, ISO, HACCP The goal is to be for samples: If interested, meeting with certificates – Prices are not listed or supplier requested. necessary at this stage. referenced in a buyer’s catalog. Specialized importer/distributor: An importer can offer several advantages to a U.S. supplier: market insight, information about competitors, and established retail business connections. Stages / Goal Action / Means Stage 1 – Establish a Send a product promotion kit with samples; indicate prices contact Stage 2 – Check the The importer verifies that the manufacturing plants meet standards and supplier’s reliability regulations as well as the financial reliability of the supplier Stage 3 – Commercial Price negotiations and discounts for large quantity purchases. Define offer logistical requirements. An exclusive contract is usually for three years. Note: - The price needs to be included with the file when building a relationship with an importer, while it is not necessary in building a relationship with a hyper/supermarket. 2. Market Structure Distribution Chanel Flow Diagram U.S. Exporters French Retail Food French Retail Food French HRI Sector (HRI) Sector (HRI) Sector U.S. exporters can gain market entry to the retail service sectors in several ways: through representation by an importer, through having their products placed in a central purchasing office catalog and by selling to cash and carry outlets. Food buyers use central buying offices, importers and cash and carry dealers to procure their products. A. HYPERMARKETS, SUPERMARKETS AND HARD DISCOUNTERS. Company Profiles 1. Major Hyper/Supermarkets/Hard Discounters (billion USD) CY 2011 Retailer Names/Groups and Ownership Sales in CY 2011 Location Purchasing Outlet Type (in France and Agent Type incl. E- Commerce) Carrefour French 48.9 (without tax) France + Importers (Hyper/Supermarkets + foreign convenience stores) countries E. Leclerc French 52.5 (including tax) France + Central Buying (Hyper/supermarkets, Europe office convenience stores) Inrermarche (Les French 38.7 (including tax) France + Central Buying Mousquetaires) foreign Office (Supermarkets, hard discounter, countries and convenience stores) Groupe Auchan French 27.6 (without tax) France + Direct (hyper/supermarkets, + foreign convenience stores) countries Systeme U French 29.3 (including tax) France Direct (Hyper/supermarkets and convenience stores) Groupe Casino French 26.0 (without tax) France + Central Buying (Hyper/supermarkets, hard foreign Office discount + convenience stores) countries Cora French and Belgian 8.5 (including tax) France and Importers (Hyper/supermarkets) (Groupe Louis Europe Delaize) Lidl German 7.8 (without tax) – France + Central Buying (Hard discounter) Estimate Europe Office Aldi German 3.8 (without tax – France + CentralBuying (Hard discounter) Estimate foreign Office countries Dia/Ed Spanish 3.3 (without tax) France + Central Buying (Hard discounter) foreign Office countries Norma German 0.5 (without tax) France and Central Buying (Hard discounter) Europe Office Source: Lineaires/Panorama Trade Dimensions 2012 2. Major Hyper/Supermarkets and Hard Discounters by Number of Stores, CY 2011 (*) Hypermarkets Supermarkets Hard discounters Outlet Name Number of Outlet Name Number of Outlet Number of Stores stores Name Stores E. Leclerc 486 Intermarche 1340 Lidl 1626 Super Carrefour 243 Carrefour Market 969 Dia/Ed 916 Auchan 141 Franprix 892 Aldi 910 Geant Casino 118 Super U 746 Leader 595 Price Intermarche 85 Simply 393 Netto 354 Hyper Market/Atac Hyper U 62 Casino 393 Le Mutant 171 Cora/Record 59 Monoprix 287 Norma 135 (*) Classification was made by outlet name concepts and not surface area. Source: Lineaires/Panorama Trade Dimensions 2012 3. Number of Drive-Thru Service, CY 2011 Outlet Name Number E. Leclerc 169 Casino 101 Carrefour 95 Auchan Drive 63 Chronodrive (Auchan) 46 Intermarche 43 Cora 33 Source: Lineaires/Panorama Trade Dimensions 2012 1. Major Food Retail Outlet Profiles Groupe Carrefour: The French group Carrefour is the world’s second largest retailer, after Wal-Mart, and the largest in Europe. Created in 1959 in southeast France, Carrefour grew rapidly into international markets with stores in 30 countries (Europe, Asia, South America, and North Africa). Carrefour sales in France in 2011 were 35.2 billion euro ($48.9 billion). Carrefour has store formats such as supermarkets, convenience, and city center stores, all under the name of Carrefour (Carrefour Market, Carrefour Express, Carrefour City ) depending on their location, rural or downtown, their sales area. In 2011, Carrefour released its hard discount DIA which became independent, although it still benefit from Carrefour’s central buying office. Although 80 percent of Carrefour private labels are locally sourced, the outlet is looking for new, innovative American oriented food products. Carrefour does not import directly. It works strictly through importers. FAS Paris can provide you with a list of French importers/distributors working with Carrefour. E. Leclerc: E. Leclerc is second largest retailer in France, with sales totaling 37.8 billion euro ($52.5 billion) in 2011. Leclerc is a group of independents. Most of the outlets are hypermarkets covering over 30 percent of the total number of hypermarkets and representing 74 percent of the total sales of the outlet. Leclerc’s focus on low prices and development of specialized sales concepts, such as parapharmacy, cultural space, mobile phone, and a travel agenc makes this outlet attractive to the customers. The drive-thru service is expected to increase to forecast 304 by the end of 2012. Leclerc is present in Europe and sources food products thru its central buying office. Leclerc’s clients at are diverse. They range from students to retiree as well as households with children. Intermarche, Les Mousquetaires: Intermarche, Les Mousquetaires chain is focused on low prices, proximity, and smaller scale stores. Intermarche is a group of independents with stores in Europe and the following foreign countries: Canada, South Africa, Switzerland, Australia, and China. Intermarche is the third largest group in sales. Total sales in 2011 were 27.9 billion euro ($38.7 billion), from which 75 percent were food products. Most of Intermarche’s outlets are supermarkets, a few city center stores, and 85 hypermarkets (4 percent of total French hypermarkets). Intermarche has hard discounters (Netto) and a cafeteria. Half of Intermarche’s food products are private labels, and 70 percent are either French or European origin – there are very few foreign suppliers, although they are opened to expanding to international foods. Intermarche imports from their central buying office, but may occasionally buy direct from the supplier. FAS Paris can provide you with a list of Intermarche buyers. Customers who shop at Intermarche are diversified. The group has recognized that seniors are regular customers looking for good quality foods thru private labels, at a 25 percent cost less than branded products. Groupe Auchan: Group Auchan is a family company owned by the Mulliez family and the Schiever Group. Auchan follows a progressive and controlled international growth policy and concentrates its investments on priority development areas in most of Europe and Asia. Auchan is present in 12 countries. Total sales in 2011 were 19.9 billion euro ($27.6 billion). Auchan has hyper, supermarkets, as well as a few convenience and gourmet stores under the names of EasyMarche, Galeries Gourmandes, Partisans du Gout, A 2 pas, and Coeur de nature. Auchan also offers real estate (Immochan) and banking financial products and services (Banque Accord). Private labels represented 25 percent of total food sales in 2011. Auchan is always looking for extending its line of private label products, especially in the areas of beverages, coffee, fish, fruit juices, biscuits, and snack foods. Auchan group imports direct and is opened to market promotions. If U.S. suppliers are interested, FAS Paris can provide a list of buyers. Clients at Auchan are diverse. Although the group carries the same brands all over its stores, they also adapt to the region where the stores are located to offer local/regional or ethnic products. In Paris area and southern France, Auchan offers Halal foods. Systeme U: Systeme U is the sixth largest retailer in France in terms of sales and the fifth largest retailer in terms of stores. In 2011, Systeme-U total sales in their hyper/supermarkets and convenience store were valued at 21.1 billion euro ($29.3 billion). U brand private label expansion is a priority for the group with the sourcing of new products such as wine, fruit juices, frozen ready-to-eat foods, ethnic foods, and seafood. Systeme-U is a good client for Alaska seafood. Systeme-U imports directly from the seller, especially for private labels. For a list of Systeme-U’s buyers, please contact FAS/Paris. Systeme-U clients are diverse. Systeme-U outlets are considered as proximity stores and the group is looking at expanding its drive-thru service to increase its clientele. Groupe Casino: In 2011, Casino total sales were 18.7 billion euro ($26.0 billion). Casino is present in France and foreign countries with hyper/supermarkets and proximity/convenience stores: Franprix, Petit Casino, Casino Shopping, Casino Shop, Vival, Spar, Chez Jean, Casitalia, Via Italia, and Eco Services. Casino’s hard discounter Leader Price represents 17 percent of the total French hard discounters. Casino Group source food products thru their buying office and they are looking for innovative food products not sold by competitors, innovative in terms of packaging, functional foods, as well as food products for their private label. U.S. suppliers interested by selling to Casino may contact FAS/Paris for list of central buying office contacts. Cora: Cora is part of the Belgium group LouisDelhaize and has hypermarket/supermarket stores in France and Europe. Cora which was until 1974 part of the Carrefour Group has hypermarkets and supermarkets (Cora, Match, and Record) located in French regions. Cora’s sales in 2011 amounted to 6.1 billion Euros ($8.5 billion). Cora buys products through Provera their Central Buying Office which sources food products from importers. Note: Generally, for all retail food outlets, clients profiles vary according to the type of outlet (hyper, supermarket or convenience store), its location (large/small cities), and the region in France where the outlet is located. B. CONVENIENCE STORES, GAS MARTS Company Profiles 1. Convenience Stores Convenience stores fall under the category of small supermarkets (superettes), are generally located in small cities, and frequently opened every day (including Sunday). In 2011, there were approximately 18,000 outlets and this number is expected to rise in coming years with more new concept stores. Convenience stores are often affiliated with large retailers. The main operators in this segment are: Francap Carrefour Casino Systeme-U Major Convenience Stores by Sales CY 2011 Retailer Name & Market Ownership Sales Number Locations Purchasing Type Million of Outlets Agent Type Dollars Francap French 1458 France : Importers (Small supermarkets/proximity (including Small cities city stores): tax – mainly outside Coccinelle Estimate) Paris and area Colruyt 107 CocciMarket 58 G20 514 Viveco 132 Diagonal 180 Sitis 40 69 Panier Sympa 137 Votre Marche 230 Rapid’ Market 27 Carrefour: French All over France Importers (small supermarkets/proximity city stores): Groupe Provencia Southeast 1,221 35 Buying Office Grands Magasins Southeast Buying Office Labruyere 562 5 Buying Office Carcoop Western France 792 6 Central Buying French Overseas office Groupe Bernard Territories & Hayot 597 departments 8 Casino: French (small supermarkets/proximity city stores): Monoprix 5,480 439 France Importers Vindemia 1,239 46 French overseas Central buying territories office Sherpa French Alps & Local producers 100 104 Pyrenees & importers direct Central Buying Office Groupe Caille French Overseas 394 25 Department (La Reunion) French overseas Central buying territories & office departments Groupe Bernard Hayo t 139 15 French overseas Central buying departments office Ho Hio Hen 458 70 Systeme-U: French (small supermarkets/proximity/city stores): Coop Atlantique 1,260 281 Western France Central Buying Office South France Central buying Le Mistral 253 271 office Central Buying West and office Coop de Normandie- 1,226 244 southwest France Picardie Source: Lineaires/Panorama Trade Dimension 2012 Francap Distribution: Independent small supermarkets, proximity/city stores of the group (Coccinelle, Colruyt, CocciMarket, G20, Viveco, Diagonal, Sitis, Panier Sympa, Votre Marche, and Rapid’Market) are managed by Francap Distribution. Francap not only operates these outlets but also acts as an advisor as to food purchases (mainly private labels) and negotiations with food suppliers. Francap may be interested in non-genetically engineered foods and beverages, grocery items, and frozen foods. Francap buys only through importers. Please contact FAS/Paris for Provera and Francap contacts. Groups affiliated with Carrefour: Groupe Provencia: This group operates 35 Carrefour small supermarket outlets: 4 Carrefour, and 31 Carrefour Market mainly located in Southeast France (region Rhone-Alpes). Product sourcing for Provencia is through a central buying office, which works with importers. Grands Magasins Labruyere: This group operates 5 Carrefour small supermarket outlets: 4 Carrefour and 1 Carrefour Market located in southeast France (region Rhone-Alpes). Product sourcing for Grands Magasins Labruyere is through a central buying office, which works with importers. Carcoop: This group operates 6 small supermarkets Carrefour located between the Loire and the Garonne (western France). Product sourcing for Carcoop is through a central buying office which works with importers. Groupe Bernard Hayot: This group operates 8 small supermarkets Carrefour located in French overseas territories and departments. Product sourcing for Groupe Bernard Hayot is through a central buying office which works with importers. Groups Affiliated with Casino: Monoprix: This group operates city stores throughout France under the following names: Monoprix; Inno; Monop”; Daily Monop: Monop’ Station; Monop’ Store; Beauty Monop and Natturalia. Monoprix is looking to enhance its image, it offers organic, fair trade or sustainable food products. Monoprix offers a range of quality and innovative food products priced generally higher than its competitors. Monoprix is opened to U.S. products and looking for innovative GE free products. The group works only with importers. FAS/Paris can supply with Monoprix buyers’ contacts to U.S. suppliers upon request. Vindemia: This group operates stores in French overseas territories under the following names: Jumbo, Score/Jumbo, Spar, and Cash. Vindemia sources its products through a central buying office which works with importers. Sherpa: This group operates mainly in the Alps and Pyrenees regions (southeast and south France) with 104 small supermarkets under the name, Sherpa. Sherpa sources its products through local producers and importers directly. Groupe Caille: In addition to 2 hypermarkets and 20 hard discounters, the group operates stores in French overseas departments, mainly La Reunion, with 3 Cash Oi small supermarkets plus 2 Geant Casino and 20 Leader Price. The group sources food products through a central buying office. Groupe Bernard Hayot: In addition to one hypermarket and 7 hard discounters, the group operates 4 small supermarkets Casino and 3 Vival proximity/city center stores in French overseas territories. The group works with a central buying office and importers to source food products. Ho Hio Hen: In addition to 4 hypermarkets, and 59 hard discounters, the group operates 7 small supermarkets under the names of Casino, and Super H, mainly in French overseas departments. Groups affiliated with Systeme-U: Coop Atlantique: This group operates small supermarkets and city center stores under the names of Super U, U Express, Ecofrais, ED, “1000 Frais” and Coop in western France. Product sourcing are through central buying offices working with importers. Le Mistral: The group operates small supermarkets under the names of U Express and Utile mainly in south France. It sources its products through a central buying office. Coop de Normandie-Picardie: The group operates small supermarkets under the name of Super U, U Express LM, Point Coop, and C Express in western France (Normandy) and the southwest. They source food products through their central buying office and carries 75 percent of food products under their private label. 2. Gas Station-Marts Gasoline companies, having lost about 60 percent of their gas sales to stations found at hypermarkets, have equipped their gas stations with small, self-service food stores (8 a 8 for BP and Carrefour for Total). There are approximately 430 stores throughout France. These outlets are frequently used for stop-gap purchases and accounted for about 1 percent of French food sales in 2011. C. TRADITIONAL OUTLETS (NEIGHBORHOOD, SPECIALIZED FOOD STORES, OPEN AIR MARKETS AND INTERNET SALES ) Sub-Sector Profile 1. Neighborhood Stores Neighborhood Stores are smaller and independent stores. These outlets have slightly increased since 2002. Most of them are specialized food outlets (bakeries, butchers and fish shops, groceries), they are located both in urban and rural areas. While neighborhood stores in rural areas tend to decrease, these outlets totaled 78,000 stores in 2011, as per the French National Economic Statistics (INSEE). Their sales represent about 20 percent of the French food sales and their products are sourced from wholesalers and wholesale markets. Customers of neighborhood stores are generally medium to high class. Traditional grocers include gourmet stores, such as Fauchon, Hediard, La Grande Epicerie, Galerie Gourmande, which carry a wide range of imported products. They are located in large and medium- sized cities and attract high-income consumers. There are approximately 200 outlets in France, which offer U.S. exporters easier market entry for their products. The drawback is they have a tendency to purchase smaller quantities, and they work directly with importers. 3. Specialized Food Stores Grand Frais A network of 125 stores of no more than 950 sq.m., and mainly located in southern France with a few stores in the Paris area. Created in the 1980’s to offer consumers quality at moderate prices for fruits and vegetables, fish, world food grocery, butcher-delicatessen and dairy products, Grand Frais’ total sales in 2011 were $1,042 million. Grand Frais works directly with importers. Picard Surgeles & other frozen food stores Despite strong competition in the frozen food sector from hyper/supermarkets, Picard surgeles is the leading frozen food retailer in France for home consumption, with a 21 percent market share, 878 outlets, and sales in 2011 were valued at $1.7 billion. Picard sells high-end frozen products and offers opportunities for U.S. suppliers of fish and seafood, frozen fruits and vegetables, fruit juices, and prepared specialty meals for private label. Picard works directly with importers and U.S. suppliers interested should contact FAS/Paris for buyers’ names. Toupargel is the second largest frozen food retailer in France, after Picard, and the leader for frozen food home deliveries, before Thiriet, Maximo, and Argel. In 2011, Toupargel sales were $471 million. Toupargel offers opportunities primarily for U.S. suppliers of fish and seafood. Toupargel has an Internet website, Place du Marche, for consumers to place orders. Biocoop Biocoop is a network of specialized organic, fair trade, and ecological products including food and non- food products. Biocoop has 328 stores throughout France and total sales in 2011 amounted to $694 million. Biocoop sources its products through different buying offices. Open Air Markets Originally in France open air markets were for the sale of local garden productions for fresh fruits and vegetables, as well as other products locally produced such as meat, poultry and dairy, and at lower costs since there were no packaging , transportation and middlemen. Nowadays, these local producers still exist on open air markets, but large producers and store holders (butchers, poultry and cheese stores) also joined the traditional local producers, especially in larger cities. However, the open air markets offer different products depending of their geographic location. No detailed statistics are available for this small market segment. Internet Sales of Food Products and Beverages Globally e-commerce is progressing (30 percent yearly), however, internet food and beverage sales represent about one percent of the total food and beverage household purchases, for a value under one billion dollar. The E-commerce for foods is an easy way for women with children, or handicapped people to order heavy products, but customers often contest the lack of innovation in products and services as well as higher prices. SECTION III. COMPETITION Most exporters within the EU conduct market promotion activities in France. Products such as fresh or preserved fruits and vegetables, wine, beer, fish and meat are commonly promoted in trade shows, advertisements and supermarkets. Third countries promoting food products in France include Norway, Israel, Morocco, South Africa, Argentina, Brazil, and Canada. Retail Food Sector: Overall Competitive Situation Facing U.S. Suppliers, CY 2011 Product Major Supply Sources & percentage Strengths of Key Supply Advantages and Category of total French imports in volume Countries Disadvantages of Local and Suppliers volume/value imports from the U.S. A & B: Spain & Italy are EU Locally, there are very Fruit and A. Spain (41%) countries and price competitive marginal local nuts, as well as geographically production for nuts and including B. Italy (8%) close. Italy mainly supplies citrus and none for tropical fruit grapes, while Spain has a tropical fruits. and citrus C. Cameroon (5%) wider range of fruits to offer including citrus. South Africa France is only a Net imports: USA and Israel also supply citrus to – Minor supplier (1.6% share) producer of walnuts and 49,524 tons France – mainly for national consumption. $ 195.4 C: Cameroon is a supplier of million fruits and bananas and has a lot Nuts imported from the of French subsidiary USA represent 2 percent companies. of total nut imports. However, Morocco, Ivory France is an attractive Coast and South Africa are market for the USA but also France’s key suppliers, the competition is and have a market share close tough. to Cameroon. Fish and A. Norway (13 %) A & B. Norway dominates the Local resources in fish Seafood market with 111,097 tons and seafood do not A. United Kingdom imported, the U.K. is also a satisfy increasing (10%) strong supplier to France, demand. Net imports: mainly for the food service 52,294 tons A. market. China (8%) USA is a major supplier to France, especially for $ 300.2 USA – Major supplier (6% share) C. France imports from China salmon and tuna. million panga fish sold in frozen fillet at Carrefour or Picard. Other fish imports are from Spain and Ireland. Canned and A. Germany (18%) A, B & C. Germany, Spain Local companies are prepared and Belgium are price strong in prepared meat meat and fish A. Spain (13%) competitive, geographically and fish although their close and part of the European number declined over Net imports: A. Union. years. They also are Belgium (7%) 590 tons affected by rising production costs. $ 11.9 USA – Minor supplier (0.2% share) million Preparations A. Belgium (17%) A. Belgium dominates There are approximately of fruits, the market with 1,100 local companies vegetables, A. Spain (13%) preparation of in the sector of canned nuts, vegetables other than fruits and vegetables, including A. including a few major Germany (12%) tomatoes (Italy and jams, fruit Spain) groups and regional purees and USA canners. – Minor supplier (2% share) fruit juices. B & C. Spain supplies France with prepared fruits, fruit France is not a producer Ne t imports: juices, and nuts; and Germany of fruit juices except for 17,771 tons with mushrooms, as well as a few home-made fruit juices. products. $67.5 million Fruit juices are also imported Fruit juices are an by Spain and Brazil, the attractive market to U.S. United States represent a 2% suppliers, although market share. competition is tough. USA market share for nuts imports is close to 2%. Prepared A. Germany (20%) Spain, Belgium and Germany Demand for interesting foods dominate the market with natural or exotic flavors including A. Belgium (14%) sauces/condiments/seasonings as well as health and sauces, and mustards. wellness products condiments, A. should provide Italy (11%) seasonings, Italy supplies soups, and ice opportunities for U.S. m ustards A. creams. suppliers of sauces/ Spain (11%) and ice condiments/seasonings, creams USA Most of the imports from the provided they are able – Minor supplier (1.3% share) U.S. are sauces, condiments to compete with A, B, & and dressings. D. Net imports 5,864 tons $34.2 million Snacks A. Germany (32%) A, B: Dominates the market A few local companies (potato and with branded products. and some multinational cereal based) A. United Kingdom (17%) firms operate in the C. Offers exotic flavors. market. Net import: A. Demand is for new Spain (13%) 39 tons exotic flavors (olive oil, USA chili), healthier content – Minor supplier $217,022 or a combination of both. Popcorn is still on the rise, and the U.S. may offer a variety of new innovative products in the sector. Beverages, A. U.K. (24%) A, C dominate the market with France is the world’s including B. Italy (10%) branded spirits. largest wine producer. wines, spirits C. Germany (8%) and alcohols B: supplies wine to France. A market exists for third USA – Medium supplier (5% share) country wines, which Net import: have recorded increases 343 MHL during the past years. The United States. is a $197.9 net supplier of million California wines and its market share has increased over years. Pulses A. China (29%) China dominates the market France production of B. USA (11%) with all varieties of pulses. pulses represents 25% Net import: C. Canada (10%) of total needs. 9,544 tons USA supplies mainly beans USA is a major supplier (11% share) and lentils, so does Canada. The United States is a $12.4 million major, supplier in the market but has to compete with China in this segment who offers better prices, although quality is lower. Cereals A. Germany (29%) A dominates the market with Very small rice B. Italy (12%) corn production in southern Net import: C. Spain (11%) France. 101,389 tons B & C. dominates with rice USA – major supplier (6% share) Corn is second largest $43.3 million USA is 4th largest supplier for grain production in th corn and 16 for rice. France, after wheat, and represents 10% of the total agricultural production area. U.S. corn supplies are limited in France due to GE concerns. Source: Global Trade Atlas /French Customs SECTION IV. BEST PRODUCT PROSPECTS Large U.S. and other multinational food companies are well established here and their products are adapted to the French market. U.S. exporters will find existing and new market opportunities for high valued products provided they offer good quality, attractive packaging products which remain price competitive. A. Products Identified as Opportunities for U.S. Suppliers Product Category Estimated Average Key constraints over Market Attractiveness for Sales value Annual Market Development USA un 2011 and Growth in billion $) Rate (in value) Fish and Seafood 7.0 N/A Competition from other Health benefits and quality suppliers of US products offer opportunities for US suppliers Citrus fruits and nuts N/A N/A Competition from key US products are considered established suppliers as quality and safety products Coffee, tea and spices 2.1 +8% Lack of awareness for The market remains a niche US products for US suppliers Canned fruits and 8.8 +12% vegetables: Canned fruits, 1.8 +7.2 High tariff on sugar Niche market jams, marmalades content Other food products: 32.9 +13.2% Sauces, 2.8 +3% Competition from key U.S. suppliers to provide condiments, & established new exotic and natural seasonings multinational suppliers. flavors and attractive Products to be GMOs packaging. free. Salted and sweet 1.8 +5% High tariff and Demand for new flavors snacks competition from large and healthy content. multinational. Consider U.S. products to be sold for private labels. Niche opportunities for High tariff, adapt to sugar-free, low carb and Sugar, chocolate, 6.1 +2% and European and French functional value-added confectionery regulations. Also, products. competition with key established multinationals. Beverages: 24.0 +3.2% Quality wines 12.1 +4% Competition from third Demand for quality wines country wine producers, should boost U.S. sales and high tariffs. with market driven approach to business. Competition from U.S. suppliers offer high quality juices and Fruit juices 3.1 +3% Large groups. concentrates – Health benefits are appreciated from customers and should benefit US products. US suppliers should offer High sugar-free and low-calorie tariffs & fierce competi carbonates. Attractive tion from Carbonated 2.2 +4.3% packaging is a plus to these d multinationals. rinks drinks directed to young population. Bakery & biscuits 7.0 +1 High tariffs due to sugar Attractive to U.S. suppliers content & competition with high quality products, from local artisanal mainly for sale in gourmet products. stores. Frozen foods 10.0 +3.7% Competition from key Vegetables and potato established suppliers products offer opportunities and multinational as well as prepared meals, groups. desserts and soups. Avoid meat products which require EU certification. Canned and prepared meat 52.7 +6.3% EU certification US suppliers with required and fish required for meat and certification for their fish products product and offering innovative products can find a niche. Pulses 1.8 -1% Competition from key U.S. suppliers carry high established suppliers. quality products and should continue valorizing the nutritional aspect of their pulses. N/A = Not Available Source: INSEE – Food Industries Production B. Products not Present in Significant Quantities, but that Have Good Sales Potential Product Estimated Average Key constraints over Market Attractiveness for USA Category sales value in Annual Market Development 2011 in billion Growth $) Rate Tropical fruits N/A N/A Competition with French French consumers are open to overseas department and different flavors. U.S. suppliers territories producers (banana may find a niche to offer tropical and pineapple) fruits and sale to specialized High transportation costs gourmet stores. Specialty N/A N/A Competition from key High demand for quality seafood, suppliers. products. Opportunities for U.S. lobsters, scallops suppliers able to compete with key suppliers. Sweet potatoes N/A N/A The knowledge of this This market is likely to become products is increasing. more dynamic as consumers gain product understanding. Opportunities will exist for development by U.S. sweet potato suppliers and relevant trade associations. Baby foods 0.1 -1.2% Competition from mainly Lack of time for preparation of two major groups. meals, increase the demand. This market is attractive to U.S. suppliers with high quality/innovative foods and EU certification for meat products. Dietary products 2.1 +11% Strict EU and French This is a fast growing and including regulations apply to these lucrative market attractive for the nutraceuticals products. numerous US suppliers. Energy drinks 0.2 +10% Fierce competition from 3 Fast growing market attractive to giants of the soft drink US suppliers carrying good taste market and Red Bull, and and innovative products provided strict ingredient regulations they are ready to compete with apply to these products. the sector leaders.. Soups 0.7 -2% Competition from local Return to tradition and manufacturers. innovative quality products may attract U.S. suppliers. Pet foods 2.1 +6.5% Competition from Growing number of pets multinational groups. Pet stimulates demand for plants require certification. conventional and organic pet foods. Organic foods 4.7 +3.5% Strict EU regulations on Increasing health-concern and production and countries various food crisis boosted this equivalency apply for market segment. Attractiveness imported products from third for US organic food suppliers countries. Note that the US with innovative products. has an equivalence arrangement with the EU. Certain varieties N/A N/A Retail market for certain nut This market is likely to become of nuts (Cajun, varieties is still a niche. The more dynamic as consumers gain pecan, product is not mainstream product awareness and receptive macadamia) and is mainly consumed as to new taste and texture. snack mix for aperitif and for special occasions (Christmas) Prepared ready- 6.4 N/A Competition from key Demand for new flavors and to-eat ethnic established suppliers. EU ethnic pre-prepared foods foods and meals plant certification for meals provide opportunities for US containing meat. suppliers able to compete with key suppliers. Kosher foods 9.1 +15% Competition from local Religious and health concerns wholesalers and key boost sales of kosher products suppliers. Products to be beyond the community offering certified Kosher by religious opportunities for US suppliers. authorities. Halal foods 7.6 +10% Competition from A large Muslim population in multinational groups and France generates a 10 % annual key suppliers. Products to increase in Halal foods offering be certified Halal by opportunities for US suppliers. religious authorities. Ice creams 1.5 (home +5.5% Competition from large US suppliers with high quality consumption groups. EU regulations and innovative products may find a only) certification niche in this market. N/A = Not Available Source: INSEE/LSA Magazine C. Products not Present Because They Face Significant Trade Barriers Vitamin-enriched flour Meat and Poultry products Alligator meat For more information on product trade restrictions within the European Union, please refer to US/EU Mission Food and Agricultural Import Regulation and Standards Report (FAIRS) available at: SECTION V. POST CONTACT AND FURTHER INFORMATION Internet Home Pages Internet home pages of potential interest to U.S. food and beverage exporters are listed below: USDA/ Foreign Agriculture Service U.S. Mission to the European Union European Importer Directory FAS/Paris Web site for Professional Trade Shows and Events Questions/Comments and Assistance If you have any questions or comments regarding this report, need assistance exporting to France or desire French buyers contact lists, please get in touch with the U.S. Agricultural Affairs Office in Paris at: Foreign Agricultural Service U.S. Department of Agriculture Embassy of the United States of America 2, avenue Gabriel 75382 Paris Cedex 08, France Phone : (33-1) 43 12 2245 Fax : (331) 43 12 2662 Email : Home page : Please view our Home Page for more information on exporting U.S. food and beverage and find list of French market sector/briefs and other detailed reports.
Posted: 24 October 2012

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