Healthy Eating and Drinking - France - September 2008
About this report
France has a long and distinguished culinary heritage and pleasure and sociability are considered paramount. However, diet and health have taken a high public profile as obesity levels rise and the French have had to take a long, hard look at their eating habits, prompted by a concerned government.
As the message hits home, the market for healthier options in the five markets reviewed in this report (dairy, bakery, crisps and snacks, confectionery and soft drinks) – already worth some €6 billon – will continue to move forward. Functional foods have performed outstandingly in France, particularly in chilled dairy, where there is a long tradition of using fermented milk drinks. The concept of specific foods with specific health benefits has found widespread acceptance and functionality is moving out from its base in chilled dairy to other sectors.
The potential for healthy eating in France remains large, although taste and texture remain key criteria. French people are accustomed to spending more on better quality food ingredients and this will tend to drive market value forward, although a deteriorating economic scenario and pressure on retail prices will tend to hold back growth.
The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.
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Contents
Issues in the Market
Definition
Consumer research
Abbreviations
Market in Brief
€6 billion and growing
The French take to functional
Danone shows the way
Some challenges remain
Change for the better
The future
Internal Market Environment
Key points
Eating for pleasure and health
But fat is becoming a big issue
Figure 1: Incidence of being overweight and obese amongst adults, 1997-2006
The government puts diet and health centre-stage
Functional foods fit the bill
Link between diet and health stays strong
Figure 2: Trends in lifestyle factors, 2003-07
Changing attitudes to food
Broader Market Environment
Key points
Older people eat more healthily
Figure 3: Trends in French population, 2003, 2008 and 2013
More people live in smaller units
Figure 4: Trends in number of households in France, by size, 2003-07
Working women under time pressure
Figure 5: Trends in French employment, by gender, 2002-06
Economic outlook is less rosy
Figure 6: Trends in French PDI, consumer expenditure and GDP, at current prices, 2003-13
The French spend proportionally less on food...
Figure 7: French household expenditure, 2001-06
...but appear to be eating more healthily
Figure 8: French household expenditure on food and non-alcoholic drink, by type, 2001-06
Who’s Innovating?
Key points
France second in healthy, but gets the most functional
Figure 9: Healthy food* launches, % by country, 2005-07
Figure 10: Functional food launches, % by country, 2005-07
Additive-free and low-fat continue to dominate
Figure 11: Healthy food* launches, % by Top 10 product positionings, France, 2005-07
Ready meals and yogurt lead, but tea in the ascendant
Figure 12: Healthy food* launches, % by top ten sectors in France, 2005-07
Figure 13: Functional food launches, % by top ten sectors in France, 2005-07
Danone eases back in functional
Figure 14: Healthy food* launches, % by top ten companies in France, 2005-07
Figure 15: Functional food launches, % by company in France, 2005-07
Trends in functional NPD
The rise of bifidus
Ever more benefits
Chocolate for beauty?
What the future holds
Market Size and Forecast
Key points
Healthy eating now a €6 billion market
Figure 16: French retail value sales of selected ‘healthy’ food and drinks, by type, 2003-08
The rapid rise of functional foods
Figure 17: French retail value sales of functional dairy foods, by type, 2003-08
Milk and other dairy lead the way
Bakery concentrates on digestion
Good further prospects
Forecast
Market slows with economy
Consumer confidence remains low
From niche to mainstream
Crisps and snacks to lead growth
Figure 18: Forecast of French retail value sales of selected ‘healthy’ food and drinks, by type, at current prices, 2003-13
Figure 19: Forecast of French retail value sales of selected ‘healthy’ food and drinks, by type, at constant 2008 prices, 2003-13
Segment Performance
Key points
Figure 20: Healthier products’ % share of market value, France, 2003, 2008 and 2013
Dairy dominates
Baked goods lag behind
Soft drinks boosted by water
Sugar-free confectionery has further to go
Healthier snacks now at 10% of sales
Market Share
Key points
From niche to necessity
Own-label is growing
Figure 21: Manufacturers’ value shares in major food sectors, 2008
Companies and Products
Danone
Lactalis Nestlé Ultra Frais (LNUF)
Nestlé
Lactalis
Unilever
Sodiaal
Own-label
Brand Communication and Promotion
Key points
Groupe Danone leads the field
Figure 22: Top 20 advertisers – dairy, bakery, confectionery & snacks, 2007
Dairy receiving most support
Functional advertising loses the science
Consumer – Pan-European Overview
Key points
Fondness for biscuits, snacks and gum
Figure 23: Use of selected foods, by country, 2007
Not eating well enough...
Figure 24: Lifestyle factors, by country, 2007
...but consumers do read the labels
Figure 25: Attitudes towards food and diet, by country, 2007
Consumer – Trends in France
Key points
Oils and fats high on the shopping list
Most foods are losing consumers
Figure 26: Trends in penetration of selected food & drink, 2003-07
Danger – ‘healthy eating fatigue’ sets in?
Figure 27: Trends in attitudes towards food and diet, 2003-07
Consumer – Attitudes Towards Healthy Eating
Key points
Lifestyle and diet – pop a pill, rather than make a change
Figure 28: Use of selected foods, by lifestyle choices in France, 2007
Figure 29: Attitudes towards food and diet, by key demographic sub-group, 2007
Men missing the message, and getting more overweight
The young are also not getting the message
Popular desserts
A preoccupation with calories
The unconverted need addressing
Detailed demographics
Figure 30: Positive attitudes towards diet, by demographic sub-group, 2007
Figure 31: Negative attitudes towards diet, by demographic sub-group, 2007
Figure 32: Attitudes towards weight control, by demographic sub-group, 2007
Figure 33: Attitudes towards health and diet, by lifestyle factors, 2007
