Pre-COVID-19, the mature category of other dairy had seen stagnating foodservice and declining retail demand due to changing consumption habits in France in favour of healthier indulgence treats. However, marginal current value growth and some retail volume decline in 2021 will likely reflect a return to dining out as lockdown measures in the country ease, and foodservice growth is expected to be extremely robust as a result.
Organic products have seen significant growth in recent years, and despite representing a marginal overall share, are believed to be healthier in terms of nutritional content and lack of exposure to growth hormones or antibiotics. This trend has slowed during the pandemic due partly to some consumers avoiding hypermarkets, which tend to stock the most organic products outside of specialist stores.
Lactalis Nestlé Produits Frais and Danone France SA are set to retain their overall leadership of other dairy in 2021 due to their strength in chilled and shelf stable desserts with their respective brands La Laitière and Danette. However, private label will likely retain the largest combined value share overall, thanks to competitive prices from the likes of Carrefour and Leclerc.
Looking ahead, private label companies will continue to lead cream sales by a wide margin, but diverse initiatives will promote growth in artisanal and farm creams, which will see local consumers able to buy local dairy produce more easily. Most supermarkets in France will sell products produced by local or regional farmers in the coming years, while groups of producers are also creating online associations where consumers can buy farm products online and then pick them up at a weekly market nearby.
Provided the pandemic recedes in France, lockdown measures are further relaxed and foodservice outlets continue to reopen, consumers are likely to regain their confidence in eating out, creating further demand for other dairy through the foodservice channel over the early part of the forecast period. Retail volume sales of other dairy will see ongoing decline, however, especially in major categories such as chilled and shelf stable desserts (with less consumption of desserts at mealtimes in favour of a return to snacking).
In the future, local consumers are likely to move away from reduced fat or sugar and processed dairy products in favour of full fat or more natural variants, organic or premium options, and products naturally low in sugar without artificial sweeteners, especially if private label lines target price-sensitive consumers. Another niche area for development is in non-dairy variants, as chilled plant-based dairy alternatives continue to attract a growing consumer base in France, a result of either lifestyle changes such as veganism or lactose or dairy intolerance.
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This report originates from Passport, our Other Dairy research and analysis database.
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