According to a study carried out by KantarWorldPanel for the FranceAgriMer agricultural office, dairy products and their consumption show very different results depending on the product categories which are the following : ultra-fresh products, packaged products, organic products, etc.
This study was carried out among 20,000 French households consuming dairy products on a daily basis. How did the dairy products market fare in 2019 ? Let’s have a look at the statistics.
The irresistible rise of goat milk
Ultra-fresh products made from goat's and sheep's milk are definitely on the rise with respective growth of + 10.1% and 5.4% by volume. This craze for goat and sheep milk can be explained by their better digestibility compared to cow's milk.
In terms of cheeses, goat's cheese attracted households with an increase of 3.3% compared to 2018 and now represents more than 7.4% of cheeses purchased. Indeed, goat milk products seem to be preferred by the French because of their price, which is lower than cow cheese.
Nevertheless, the tastes of the French are to be qualified: if the refined goat's log saw an increase of 6.3% in purchases, the fresh cheese fell by almost 3%.
The bûchette is preferred by the most modest households and is mainly bought in supermarkets (73%) with french brands such as Soignon or Chavroux. On the other hand, PDO goat cheeses are much more popular with high-income households.
Their growth is + 12% between 2018 and 2019. They are mainly consumed by the wealthiest French households and are the most popular dairy products in the South-East and South-West of France. There
is a preference on the side of consumers aged over 65 years, probably because of the ease of consumption and nutritional qualities.
Organic is progressing slowly but surely
The consumption of organic dairy products has increased sharply in recent years. This is evidenced by the increase in purchases from 22 to 87% in volume depending on the product and from 25 to 100% in value between 2016 and 2019. In question ? Easy access thanks to private labels. The result is a greater penetration rate and purchasing frequencies for products, as organic products are becoming more democratic and can now be found in many french supermarkets such as Carrefour, Monoprix and Leclerc.
Nevertheless, the room for improvement for organic products is not at its maximum, with only 37% penetration rate for yoghurts, 34% for milk and 20% for cheese and other dairy products. Because
of their price, organic products are not necessarily popular with low-income households.
What about the plant-based alternatives
Not so long ago, plant-based drinks were promised a bright future. However, 2019 saw a recession of 3.7% in terms of purchase volume for alternatives to rice, oats and even spelled.
This is a surprising result, knowing that plant-based juices had experienced unparalleled success (58% increase) between 2015 and 2018.
Has the fashion effect passed? Not necessarily.
Indeed, if the decrease in purchasing volume and frequency can be linked to a simple lack of interest as to prices considered too high, it can potentially be explained by the fact that some consumers tend to make their plant-based milks themselves by following the many recipes online.
On the other hand, dairy products made from cow's milk have once again gained the confidence of the French, who are easily seduced by local stamped products that respect the work of farmers such as La Marque du Consommateur or Bleu Blanc Coeur.