Who are the consumers? A majority of women (67%), mostly young people aged 15-34 (41%), in the socio-professional category (CSP): CSP+ (managers and entrepreneurs represent 47%) with a level higher than baccalaureate for 45%. 32% of these consumers are single, without children, and 25% live in the Paris region.
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The plant-based food market could account for up to 7.7 per cent of the global protein market by 2030, worth more than $162 billion, up from $29.4 billion in 2020, according to a Bloomberg Intelligence report.
According to France Agri Mer/IFOP in 2020, 2.2% of French respondents reported having adopted a meat-free diet (pescetarian: 1.1%, vegetarian: 0.8% or vegan: 0.3%).
Several distribution channels are available to buy plant-based products in France
Many conventional supermarkets have developed their own (sometimes organic) product brands, such as Carrefour with its private label “Carrefour Sensation VÉGÉtal” or with its brand “CARREFOUR BIO” for example with its organic soya drink, Leclerc with its brand “NAT&VIE”, Auchan with “Auchan Veggie”…. Lidl offers a vegan range called “Vemondo”, and the German discount supermarket chain has revealed its intention to follow a more sustainable business strategy until 2025. ALDI Nord France has the “Bon & Veg” brand with Vegan Trademark certification for cosmetics and drugstore products.
Many national brands are available in supermarkets: Alpro, Andros, Bjorg, Ceréal Bio, HappyVore, Herta, Sojasun, etc. as well as newcomers such as Nurishh, La Coop, La Vie, Les petites pousses, Vivre Vert, etc.
There are numerous specialised and independent outlets throughout the country, such as the historic shop in the capital: Un Monde Vegan at 64 rue Notre Dame de Nazareth (75003, Paris).
Another older channel for buying plant-based products are the Magasins Spécialisés Biologiques (MSB), with a national network of more than 3,000 points of sale, including numerous networks such as Biocoop, Bio C Bon, La Vie Claire, etc., as well as independent shops or groups (Biomonde, Accord Bio, etc.).
46% of French people would like to find a vegetarian (even vegan) offer when eating out
An exception in the world of organic shops is Naturalia, the organic brand of Monoprix/Casino, which has opened a new fully vegan concept shop with 2 shops, one in Paris, in the 11th arrondissement, and one in Vincennes, with no real development ahead. The Casino group has other priorities at the moment.
The catering sector
In the restaurant industry, according to the PBFA (Plant Based Foods Association), half of the restaurants in the United States offer a vegan option. In France, 46% of French people would like to find a vegetarian (even vegan) offer when eating out. “Although still marginal, with only 2% of vegetarian dishes consumed as part of total meal intake in commercial catering, the vegetarian trend has grown by 24% in the last five years” (The NPD Group).
Numerous vegan restaurants offering attractive, inventive and tasty plant-based cuisine are springing up in France, such as “Soya” in the 11th arrondissement of Paris. “Many restaurants now offer at least one vegan option, be it vegan sandwiches, poké bowls, soups or simply recipes using only vegetables, for example with chef Alain Passard at his 3-star restaurant “l’Arpège”.
A new trend in French cuisine, in the country of the “poule au pot”, the “bœuf bourguignon”, and many talents such as Michel Bras, Sang-hoon Degeimbre and Josean Martinez Alija: three touches, three nationalities, which sublimate three vegetable cuisines.
Large fast food chains offering burgers, sausages and dairy alternatives are “encouraging” consumers to switch to plant-based foods.
Burger King: A partnership with Le Boucher Végétarien offers innovative vegetable protein-based recipes inspired by the taste and texture of meat: Haché Végétal (based on soy protein), or the “Veggie Chicken Louisiane Steakhouse”, the bacon (100% vegetable) is produced by La Vie.
McDonald’s: For the time being, in France with more than 1500 restaurants (second market after the United States), only vegetarian products (V-Label certified) can be sampled, with one-off operations such as the “Veggie Avocado”: a burger composed of mashed avocado, a vegetable shoulder accompanied by fresh tomatoes, purple cabbage and melted cheese.
KFC has adopted the same strategy with its “Colonel OrIginal veggie”, a vegetarian breaded product made with mycoproteins, derived from mushrooms, although they do not taste like mushrooms. Low in fat and high in fibre, they replicate the texture of chicken.
Starbucks offers a range of plant-based drinks, such as the “Iced Shaken Espresso”, made from a mild espresso combined with plant-based drinks (oat, coconut, soy or almond). According to Starbucks, “the French market is ultra-dynamic and consumption of plant-based beverages tripled between 2013 and 2020 and is expected to grow by more than 50% by 2025”.
The EGAlim law of 30 October 2018, sets ambitious targets for public and private collective catering to enable the transition to sustainable and high quality food. One of the 5 main measures is the diversification of protein sources.
In school catering, there are initiatives proposing vegan or 100% plant-based menus to students at the University of Poitiers, launched by the association L214 (animal defence) in 2020. From the students’ side, this initiative was quite well received, as vegan menus already represent a third of the 3,000 meals consumed daily.
With a focus on healthy eating, animal welfare and limiting meat consumption, the market is more promising than ever
The role of plant-based food in the catering industry
Many chains offer vegan and/or vegetarian options for breakfast, such as at the Moxi Paris Bastille (Marriott Group). Room service at the Sofitel Paris le Faubourg (Accor Group) offers dishes such as “Green curry with seasonal vegetables, basmati rice flavoured with caraway, almonds and coconut” for 30 euros.
The HOY Paris hotel has made the bold decision to be 100% vegan. Its MESA restaurant takes a holistic approach, offering plant-based cuisine inspired by its Latin American roots. With a motto: “Proud to offer honest, conscious and local ingredients”.
The proportion of customers is still low in France (although this is contradicted by the fact that 40% of French people want to eat more plant-based products), but the number of aware people is growing steadily. With a focus on healthy eating, animal welfare and limiting meat consumption, the market is more promising than ever for many sectors in France.
Author: Gerard Gontier, French Organic Market Expert
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