Press Release - Monday 21^stNovember 2016

French Food & Drink Export Specialists Predict A Healthy 2017 For British Brands

The export experts at Sutralis (Rouen, France) have been monitoring trends in the French food and drink sector for more than a decade, and have tracked which imported brands have succeeded. So, they have spotted major trends for any British food and drink brands wishing to enter the French market in 2017. According to Sutralis' research, that moment of pleasure/self-indulgence is a leading reason for purchasing a new food product for 77%* of French consumers. As consumers become more health-conscious, many are choosing to splurge from time to time - a trend known as "occasional indulgence" - rewarding their good eating habits with treats and self-indulgent splurges.

Taste remains the principal criteria when it comes to product selection for 77%* of French consumers. Flavour appeal will continue to be the driving force behind a product's success or failure in 2017, which means that in-store sampling is important for new product launches in France.
 

Sutralis has identified four major food trends for 2017:

1.ReturnToTheLand: This burgeoning trend relates to the development of more artisanal products, where provenance is imperative, and communications on pack will share the producer's own story (family photos, pictures of the farm etc). There is a growing desire for reassurance for shoppers regarding the origin of products.

2.EatBetter: This trend encompasses so much more than healthy eating, although that will remain an intrinsic element for innovation and successful product launches in France next year. This trend also refers to consumers' interest inwhatthey're eating.

79%** of French people are convinced that food has a direct impact on their health. And as people become more aware about the relationship between what they eat and their health and wellbeing, the free-from sector will continue to grow. As an example, sales of gluten free products have increased by 13.4%** in value in 2015. Sutralis predicts the growth to continue across categories - moving away from a focus on bread and biscuits to offer a wider variety of products.

‘Free-from gluten, wheat and dairy foods are slowly moving away from being relegated to those with intolerances and are fast becoming the selected choice of many. This trend is set to continue in 2017 as consumers become more aware of their own bodies and food manufacturers adapt to meet demand.'

3.WasteNot,WantNot: French consumers are more keenly feeling ethical responsibility and there are many opportunities to give shoppers environmentally friendly products; from the packaging materials used to the sourcing of the ingredients. There are calls for a reduction in food waste - so portioning is important - and in packaging waste. Domestic brands are already stepping up to the plate: a French producer, for example, now offers jams made from unsold produce that would have otherwise ended up in landfill from markets and supermarkets. The ethical element also extends to animal welfare - with reassurances being required on packs.

4.Authentic,Regional&ExoticFlavours: Including watermelon juice and birch tree water, unique drinks will surge in popularity as French consumers seek to quench their thirst with new flavours. Other innovative products expected to hit the market in 2017 include yoghurts flavoured with a combination of fruits and vegetables, more veggie-packed cakes and desserts, and vegetable-based drinks. Vegetarian and flexi-vegetarian (only eating meat occasionally) diets are growing amongst French consumers. Carrefour, the major supermarket and hypermarket chain in France, capitalised on this market in 2015 by creating the own-brand range ‘Carrefour Veggie' and more retailers will follow suit with products specifically for people choosing to eat less, or no, meat in their diet.

Director and founder of Sutralis, Philippe Demarest, comments: "2016 has been a fast-paced year with rafts of new products launching - very successfully - in France. The interest in products imported from around the world, particularly British brands, continues to rise. We regularly communicate with the retail buyers and decision makers, and are acutely aware of what they are looking for and their hopes for what will be ‘the next big thing'. In-store sampling, consumer trials, focus groups and excellent research are all required to improve a new product's chance of success, and Sutralis can support brand owners throughout the export process. If your New Year's Resolution is to build a bigger market for your brand, get in touch so we can get the ball rolling before the end of 2016".

Notes to editors

About Sutralis

Sutralis, based in Rouen, France, is a dedicated team of food, drink and retail experts. Specialising in natural, innovative and premium products, Sutralis knows exactly how to navigate the French retail sector, having been in business for a decade, and excels at identifying the gaps in the market, and guiding brands from around the world to develop sales within the French market. With custom-made support solutions, Sutralis has a large network of buyers and retail contacts within supermarkets, hypermarkets, gourmet stores, delis, independents and the foodservice industry across France.

Interview and editorial opportunities:

Philippe Demarest, founder and director of Sutralis and Nathalie Lopez-Granier, business development manager, are available to interview via telephone and Skype:helenlewis@literallypr.com.

Website:http://www.france-foodandfeed-expert.com/

Documentation: http://www.france-foodandfeed-expert.com/catalogue/

Twitter:https://www.twitter.com/sutralis

Online press folder:http://bit.ly/2d47Nu7

*Source: Kantar TNS

**Source: Sutralis research