The figures
+ 5 %: the evolution of the turnover of seasoning and condiments, € 2.74 billion, + 0.8 % a Volume UC
Source: Circana, Cam to P10 2024, Tous Circuits
- oils at +8.4% and 1.32 billion €, +3.4% in UC volume
- Peppers, herbs, spices and mixtures at +5.9% and € 602.5 million +4.3% in UC volume
In a market for seasonings and condiments at 2.7 billion euros, not all categories are not at the party: in consumer unit volume (UC), pickles, olives and vinegars drop 3 %respectively, 2.9 % and 3.1 %. Penalized by deconstation of meat, mustard, at – 2.8 %, also marks the step. But the locomotives, the oils as well as the peppers, herbs, spices and mixtures (Phem), 70 % of the value in their own, are well, at + 3.4 % and + 4.3 % in UC volume.
“PHEMs are more dynamic than the average of PGCs, driven by consumer demand and the frequency of purchase. The herbs and spices are both earning 1.7 points of penetration in the past year ”, signals Aziza Khalil, Marketing Director of Ducros France. Now 61 and 57 penetration rate points (Nielseniq), these two PHEM engines are followed by the peppers. « Our progression was maintained in 2024 where we were the most growing brand with + 13 % of our UC sales ”, confirmed Camille Michel, Marketing Director of Sainte Luciethe number two behind Ducros, 48 % market share in value. At the categorical level, only mixtures retreat.
No collapse
In oils, if the performance of the handsets must be highlighted, the good surprise comes from those of Olive. “As all saw their price climb over € 10, the category feared a collapse of sales that could not occur”, breathe Charles Tempe, Managing Director of Monini France. Olive, which weighs 59 % of oil turnover, even gained 1.1 % in UC volume.
Monini is + 17 % in volume and its Granfruttato Extra-Virgin displays, according to Charles Tempe, “Excellent rotations, especially in proximity and after DV gains in the city center where CSP + urban customers are demanding”. Far from being an obstacle, the premium positioning of this oil would have generated greater growth than that of standard extravigence brands.
“In the kitchen, the quality of the product takes precedence over the complexity of the recipe, which can only benefit a brand of premium olive oil like ours. »»
Charles Tempe, Managing Director of Monini France
Building on this success, the Italian company ventures this first semester in the Balsamic Vinaigres of Modena with three references: organic in 50 cl, aged, that is to say aged (25 cl) and high intensity (25 cl). After extra virgin oils and olives, the idea is to expand its premium offer to the vinegars.
As for Ducros, in December where the sales index in value of PHEMs increased at 134 versus the other months of the year, there was no question of changing a winning strategy. “At Christmas too, we continue to respond to the quest for inspiration from the French and share the levers of communication, promotion and innovation, Indicates Aziza Khalil. We stripped ourselves like never in 2024, but 2025 will also reveal its share of surprising innovations. »
The new advertisement, featuring worried plates of what we are going to serve them during a dinner with friends before feasting thanks to the products of the brand and under the watchful eye of Father Ducros, sets the tone.
-Holidays
For Christmas, this Muscade ground de Ducros has adorned, like several references from the brand, festive clothes
BIO
The Italian brand of olive oil Monini wants to premiumize the vinegars, with, among other things, this bio bio in 50 cl.
Gift
This box of Saint Lucie, bringing together three exceptional peppers from India and Madagascar, lends itself well to gift use.
This article comes from the January 16, 2025 edition
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