Organic Beverages in France

PROSPECTS

Organic is the new Eldorado for beverage players, primarily in fruit/vegetable juice

Growth was seen for all categories within organic beverages in retail current value terms in 2019. There are growing concerns in the country about unhealthy ingredients and production processes.

Players use organic labelling to deflect from less healthy attributes

An organic label is often the best way to reassure consumers of a product’s quality. For instance, growth has been seen in the mature liquid concentrates category thanks to organic products, as organic labelling takes attention away from the colourings and flavourings they contain.

Organic black tea and fresh coffee set to perform well

Sales of organic products are also taking off in tea and coffee, both RTD and (mainly) hot drinks. Despite the warm winter of 2018 and early 2019, which negatively affected sales in the overall tea category, organic tea remained untouched and continued to show double-digit growth.

COMPETITIVE LANDSCAPE

Players in organic fruit/vegetable juice lead

Fruit/vegetable juice was the category in which players realised the potential of organic products sooner than others, thus juice brands naturally dominate. Pressade Bio was one of the forerunners, and remained the only brand with a double-digit value share in organic beverages in 2019, in a fragmented category.

Private label shines in the organic segment

Organic is one of the last lifelines for private label, which despite seeing a falling value share, still accounted for nearly one third of overall sales of organic beverages in 2019. Private label often struggles to post growth in standard food and beverages; nonetheless, organic products are a real opportunity for private label, notably in beverages, due to the allocation of more shelf space to the category.

Outstanding growth for brands in organic RTD tea and organic tea

Battles are being seen in organic RTD tea and organic tea. Although organic brand variants still account for very modest shares in RTD tea, they enjoyed outstanding growth in 2019, thanks to Honest from Coca-Cola and Pure Leaf from PepsiCo France, which aim to capture the leadership in organic RTD tea from PureThé by Ets Geyer Frères.

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