FRANCE: REVIEW OF THE CEREAL MARKET

Article Abstract:

The French cereal market represented 94,600 tonnes during the 12 months ending 31 March 2000, up 3.5%, for FFr 3.47bn. Cereals for children, which represent 53.2% of the volume, is the fastest-growing segment, with a 6.3% rise, while the adult cereal segment represents a 30.3% market share, up 3.1%, and the family segment represents an 8.5% market share, down 9.3%. Industries appear to be focusing on eating on the go to stimulate the market. Kellogg has launch cereal bars to be eaten on the go, and Nestle has brought out Chocapic in a pocket version. Many adolescents do not eat cereals, because cereals are not designed for them. Therefore, Nestle intends to create a special segment for adolescents, with products and advertising especially designed to appeal to the 7mn adolescents - a potential of 15,000 tonnes of cereal per year. Nestle goes even further, offering to create an adolescent cereal space in supermarkets and hypermarkets. The health and fitness cereal segment, which represents 14,420 tonnes, is doing well with a 7.6% rise in volume as of 31 March 2000. The market still has high potential in France; consumption is still weak at 1.65 kilograms per capita per year, compared with 7.9 kilograms for the Irish, and 6 kilograms for the British. Kellogg remains the market leader with a 40.7% volume market share, down 3.7%, and a 42.2% value market share; followed by Nestle with a 24.6% volume market share, up 11%, and a 26.4% value market share; and private labels with a 22.4% volume market share, up 6.4%, and a 19.1% value market share.

Cereal breakfast foods, Nestle S.A.

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FRANCE: REVIEW OF THE JEAN MARKET

Article Abstract:

By the end of 1999, the French jeans market, for men and women aged 11 and up, had dropped by 3%, in terms of volume, with 43.6mn units sold. In terms of value, it dropped by 6%, to FFr 7.2bn. This is explained by a 9% drop in womens jeans, whereas mens jeans, which represent 63% of sales, registered a 2% rise in turnover. The drop in market share of Levis has had various effects upon the French jeans market. In terms of volume, Levis controlled 15.3% of the French market during the period of October 1998-January 1999, while own brand labels held a 35.5% share. During this same period in terms of value, Levis held a 29.6% share, with own brand labels holding 31.1%. However, one year later, during the period October 1999-January 2000, Levis' share in volume dropped to 2.3%, and fell to 4.6% in terms of value, while own brand labels increased their share in volume to 40.5%, and to 41.5% in value. During the same period, other French market brands also gained considerable ground, with Rica Lewis increasing its share in volume from 2.3% to 4.8%, and its share in value from 2.7% to 6%. Complices increased its share from 8.1% to 9.1% in value, and Maverick increased its share in value from 2.9% to 3.8%, while Old Axe increased its share in volume from 2% to 2.8%, in the same period.

Cut and Sew Apparel Manufacturing, Women's and Misses' Outerwear, Women's Outerwear, Women's and Girls' Cut and Sew Other Outerwear Manufacturing, Girls' and Children's Outerwear, Girls' Childs', Infants' Outerwear, Men's and boys' trousers and slacks, Males' Trousers, Men's and Boys' Cut and Sew Trouser, Slack, and Jean Manufacturing, Women's clothing, Children's clothing, Baby clothing, Men's pants

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Boissons chaudes Partir la reconqu te des plus jeunes

Article Abstract:

Cereal consumption for breakfast has gained ground, particularly for children, who account for 55% of the total cereal consumption. Therefor, cereals have become a strong competitor for hot drinks for breakfast, particularly for hot chocolate. Faced with competition from cereals, powdered chocolates are marking time, with a 3.7% drop in volume and a 0.2% drop in value for the for the twelve months ending 10 May 1998, calculated monthly. Faced with this information, hot breakfast drink manufacturers, who fear that tomorrow's adults will lose the habit of a hot drink for breakfast, and they are setting out to win back children. Nestl and Poulain want to appeal to children and mothers, stressing the nutritional advantages of hot chocolate. The hot drink which is taken most for breakfast is coffee, with 45% the French drinking coffee at breakfast time, trailed by chocolate with 10%, and fruit juice with 10% and tea with 10%.

Comment:

France: Cereal consumption for breakfast gains ground, particularly for children, who account for 55% of total

Article

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