Starchy
Roots in France-Market Report
HEADLINES
- Overall sales of starchy roots decline by 4% to below
1.8 million tonnes in 2010
- The decline in starchy roots is chiefly driven by lower
consumption of potatoes due to falling sales of big and medium-sized pack
sizes
- “Other roots” records positive growth thanks to demand
for more exotic and sweet starchy roots such as beetroot and topinambour
(also known as Jerusalem artichoke)
- Sales of starchy roots are expected to decline by a
CAGR of 1% over the forecast period
TRENDS
- The growing trend towards home-made meals did not
favour consumption of starchy roots in 2010. Despite an increasing trend
towards home-made meals in 2010, sales of starchy roots faced a decline
due to competition from vegetables. This downward trend was explained by
the impact of TV government campaigns about eating five to 10 fruits and
vegetables a day. As a result, starchy roots recorded negative growth in
2010.
- In the context of the review period, starchy roots
recorded a strengthening decline, with 2010 seeing a change in purchasing
patterns within distribution. Hypermarkets showed a better performance in
terms of sales, hence holding a dominant position within fresh potatoes in
2010. However, the less strong performances of supermarkets and hard
discounters hindered overall sales of starchy roots, explaining the
negative growth.
- Consumption of potatoes within foodservice did not help
potatoes to grow over the review period. Meals have become more elaborate
in terms of recipes, and potatoes are no longer the main products. As a
result, potatoes were mainly used as a complementary product to vegetables
and meat. Therefore, sales of potatoes saw a decline within foodservice in
2010.
- Sweet potatoes did not perform well in 2010. The
continued decrease was chiefly explained by a targeted consumption only of
the ethnic community and some French consumers who have lived on the
French islands. Lack of knowledge about sweet potatoes did not favour
positive growth.
- Other roots, on the other hand, performed well over the
review period. This positive growth was triggered by growing demand for
old-fashioned starchy roots, for example topinambours (also known as
Jerusalem artichoke). The increasing trend towards home-made meals enabled
other starchy roots to increase thanks to demand from consumers.
Willingness to promote old-fashioned starchy roots by producers and
grocery retailers remained a key growth driver over the review period.
- The impact of the National Nutrition Health programme
in terms of consuming five to 10 fruits and vegetables a day did not help
starchy roots to grow over the review period. Home-made meals saw an
increasing trend towards mixing starchy roots and vegetables together with
accompanying meat or fish, hence the lower consumption of starchy roots.
As a result, consumers tended to purchase smaller quantities of starchy
roots.
PROSPECTS
- Overall, sales of starchy roots are expected to record
negative growth with a CAGR of just under -1% over the forecast period.
The French should still consume starchy roots, but at a slightly slower
rate. Diversification of the diet should therefore negatively impact sales
of starchy roots. Such a trend is expected to be strengthened by the
positive impact of the eating five portions of fruits and vegetables a day
campaign.
- The French are expected to be more aware of the
importance of healthy diets in helping to avoid obesity, cardiovascular
disease, osteoporosis, diabetes and cancers. As a result, sales of starchy
roots are likely to be declining as the French will look to eat different
products with different qualities for the health. As a result, previous
forecasts were restated to show a downward trend over the forecast period.
- Compared with the review period, the decline in starchy
roots sales is expected to be less strong. Lower purchasing power and
uncertainty about the economic recovery will favour consumption of starchy
roots. The predicted decline in sales of potatoes will be moderate as the
working class will maintain its purchasing habits of buying affordable
food products, such as potatoes.
- Lower purchasing rates of starchy roots can be
explained by declining sales volume in favour of prepared salads, frozen
processed starchy roots, fresh pasta and cooked vegetables. As the French
will look for more convenience in terms of meal preparation, such products
are predicted to hamper growth in starchy roots sales over the forecast
period.
