France: The fruit and vegetable trade is becoming increasingly complex

The latest trends in the French food retail sector and the fruit and vegetable market were presented by Philippe Goetzmann at the annual French wholesale trade conference organized by the CTIFL on November 25 at the Lyon-Corbas wholesale market. Due to demographic changes in France, food needs are becoming very different depending on the region and demographic profile. The population is growing slowly and may stagnate or decline. There has been a sharp increase in small households and single-person households, as well as an aging population and significant regional inequalities. France ranks 15th in purchasing power in Europe; it is also the country with the least income inequality by region.

The winners: discount stores and specialty retailers

Philippe Goetzmann presented several market research panels, such as Nielsen IQ, Circana, and GfK, which demonstrate changes in French consumers’ purchasing behavior. In response to their varied expectations (price, quality, commitment), we have observed the growth of discount stores (low prices), out-of-home consumption (restaurants, delivery), and specialty chains such as Gran Frais. This chain has over 330 stores and accounts for 38% of the growth in specialty fresh food channels. It is followed by Hello Fresh at 14% and Jow at 12%. Action is the discount chain showing the strongest growth, with a 7.6% market share in non-food products in 2025, up from 4.8% in 2023 (+15.2% year-to-date as of the end of March 2025). Supermarkets continue to lose ground to specialty retailers and the food service sector: they accounted for 54.5% of French food spending in 2024, down from 57.4% five years earlier in 2019.

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