French vegetable distribution: multiple segments to fill

The Centre Technique Inter professionnel des Fruits et légumes (CTIFL) has just published a study report on artichokes. It provides an in-depth analysis of artichoke and vegetable consumption, consumer perceptions and expectations, and distribution channels. The artichoke is emblematic of the difference in consumption between generations and the diversity of distribution channels.

Hypermarkets, discounters and markets

Hypermarkets remain the leading distribution channel in France, accounting for 31% of vegetable purchases in 2024 (26% for artichokes), but their market share is shrinking every year (-3% in 2024). EDMP" or discount stores overtake supermarkets for the first time in 2024 with a 17% market share, thanks to an increase of over 6% (15% for artichoke purchases). Supermarkets are still on the rise (+1%), with a 16% market share. Traditional markets are down from 10% to 8% of vegetable sales in France. They are the second most important distribution channel for highly seasonal vegetables, as demonstrated by their 19% market share for artichokes. According to Kantar, "GSF" or fresh produce superstores such as Grand Frais or Auchan Frais are the channels that have made the most progress in 2024, with +10% to reach 7% of vegetable sales in 2024. Progress is even more significant for artichokes: +14% in 2024 to reach a 9% market share.

Artichoke: a generation gap

According to the latest consumer surveys carried out by Kantar for the French Ministry of Agriculture, a small third of the population surveyed do not buy fresh whole artichokes, and a quarter do not eat them either. Artichoke consumption is primarily motivated by impulse buying and seasonality, especially in spring. There is a lack of supply in winter, and artichokes are mainly imported from Spain, with different small-caliber varieties. Greenhouse production of large-caliber varieties consumed in France remains marginal. Almost half of vegetable consumption is by the over-60s. These same generations consume 73% of artichokes, families 17%. The under-60s account for around 35% of vegetable consumption, and only 10% of artichoke consumption. Freshness, price and origin are, in order of importance, the main criteria for choosing artichokes and most fresh vegetables in general. A greater presence of French origin, lower prices and greater accessibility of supply are strong expectations on the part of fresh artichoke buyers to increase consumption.

Source : CTIFL

For more information on French artichoke consumption, click here.