Organic Beverages in France

PROSPECTS

Manufacturers upgrading their growth targets for organic beverages

With strong growth over 2013-2018, all manufacturers are confident about the ongoing success of organic beverages. Organic beverages will continue to appeal to consumers with concerns about unhealthy ingredients and production processes.

Nothing escapes the organic trend from now on

While the organic trend thus far has mainly penetrated categories such as tea and fruit/vegetable juice, it is expected to spread to other categories going forward. Low calorie and thirst-quenching RTD tea, which has already enjoyed plenty of growth, is likely to do even better with the presence of an organic alternative.

Less excitement but still many novelties in organic hot drinks

The organic trend will probably be less dynamic in hot drinks, not because of the organic movement itself but more due to the maturity of hot drinks, with French consumers continuing to dedicate less time to breakfast at home. However, organic hot drinks will continue to benefit from innovation, as illustrated by Infusion Digestion Bio from Jardin Bio (both organic and functional, it improves digestion) and Unilever France’s Elephant Mon Infusion Bio.

COMPETITIVE LANDSCAPE

Juice brands lead the way

With most domestic brands already offering at least one organic line extension, organic fruit/vegetable juice remained the biggest contributor to the wider organic category’s growth in 2018. Thus, in a fragmented competitive environment, juice manufacturers ranked among the biggest players, notably Fruité Entreprises.

A festival of colour in organic tea

Organic tea remained particularly dynamic in 2018, not only due to further reassuring consumers about the absence of pesticides but although thanks to a more premium and colourful offering. Orientis Groupe has upgraded the offering and distribution of its Kusmi organic tea in recent years, while the Ayurvedic Yogi Tea from Golden Temple has brought more colour and wellbeing claims to the shelves of organic stores in France.

An excellent opportunity for private label

Private label accounted for more than a third of the category’s value sales in 2018. Private label often struggles to post positive growth in regular food and beverages but is becoming increasingly dynamic in organic beverages, not only due to the allocation of more shelf space to the category.

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