FRANCE: REVIEW OF THE BUTTER MARKET
Article Abstract:
The French butter market produced 175,000 tonnes in 1999, down 4% from 1998. This is due to a 5.2% decreased in basic products; specialty butters held their own without a loss. Butter with sea salt posted a 10% rise in value in 1999. At present, consumers are attracted by promises of practicality, pleasure, and authenticity. The products in line with these trends are the one which show the most growth. Sales of spreadable butter, which represents a 4.6% market share, rose 16.4% in volume in 1999, while butter which is not marketed as spreadable, representing a 95.4% market share, declined 4.1%. Practicality, pleasure and authenticity are a way for the manufacturers to improve butter's image; the margarine companies have tarnished this image over the past few years by advertising based on the theme of cholesterol. The 'other packaging category' which represents a 2.7% volume market share, posted the best growth, with a 20.4% rise in 1999, followed by butter dishes, with a 6.4% market share, up 6.5%, and moulded butter, which represents a 22.8% market share, up 2.7%. However, cylinders, which held a 1.8% market share, dropped 17.1%, and rectangular packs, which represent a 66.9% market share, dropped 6.5%. The 82% butter market is mainly dominated by private labels, which hold a 27.9% market share, followed by President with a 13.7% market share, Elle & Vire with a 7.7% market share, Paysan Breton with a 6.9% market share, and Bridel with a 3.4% market share.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2000
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FRANCE: ORGANIC PRODUCTS BABIES
Article Abstract:
Organic products for babies are gaining ground on the baby health food market. This niche already represents nearly 4% of the total babyfood market volume. This niche is expected to continue to grow, mainly due to the arrival of new operators. Although Hipp held a monopoly on organic babyfood between 1993 and 1997, this brand must now face up to competition from brands such as Carrefour Bio, Nestle, Vitagermine's Babybio and Materne. However, Danone's Bledina, the market leader for babyfood, does not appear to want to tackle this segment, because offering organic products could lead mothers, who seek safety, to believe that organic baby products are safe and the others are less safe. The 35% price difference between organic baby products and standard products hinders the development of the market. Since organic products are more expensive, they rotate more slowly on the shelves than do standard products. It's not the organic products which boost the babyfood market, but new products - whether or not they are organic - because new products on this market respond to a real expectation on the part of mothers.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 1999
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