The organic food sector is faring very well in France. Even products coming from Italy are becoming increasingly important for French consumers, who appreciate their quality, goodness, and food safety. The figures leave no room for doubt. In 2015, the French organic market continued its sustained growth. According to an estimate announced last September by Agence Bio (the national platform for information and initiative aimed at developing organic farming in France), turnover has reached 5.5 billion euro, with a 10% increase compared to 2014. Organic food has become an established habit among the French. As a matter of fact, in 2015, the number of French organic producers increased by 8.1% compared to December 2014, with 28,621 organic farms. This positive trend has provided French consumers with an offer that is mostly made of French products. 76% of organic products consumed in France are made in France”. In this regard, however, according to Laura La Corte, director of the Ice- Italian Trade Agency Paris Office (the agency for overseas promotion and internationalization of Italian firms), “Even if French products satisfy 76% of national consumption, we can still say that Italian organic products complement the local offer, especially in areas where the French supply is weaker. There is still great potential for Italian organic products in international markets. The forecasts of almost 8 out of 10 organic food producers are predicting an increase in foreign sales over the next three years.” Edoardo Secchi, president of Italie-France Groupe and Bioitalie (a company that specializes in the promotion, sale, and distribution of Italian organic products in France) explains that, “The French demand for organic products is really considerable, nevertheless, at present, French production fails to fully meet the demand”.
HOW DEMAND IS GROWING – “The presence of organic Italian products in the French agri-food sector is important, also because the production of organic food in Italy began earlier than in other countries.” According to Edoardo Secchi, “There is an opportunity for Italian companies to penetrate this expanding market, which has a considerable growth margin.” He also adds, “For example, for the last 8 years, our business has enjoyed a 20% average growth rate. As for the next few years, this figure is expected to grow even further. Fresh fruit and vegetables, pasta, cheese, rice, meat, wine, olive oil, oil-marinated products, and typical regional products are some of the most popular Italian organic products among French consumers.” The French do like Italian organic products. “Our customers are drawn to their quality, excellent flavours, which make a difference, and food safety. They are carefully monitored and certified by the European organic food logo. This reassures French consumers who are very sensitive and health-conscious,” says the entrepreneur.
SPECIALIZED RETAILERS THE FIRST CHANNEL – As for the distribution channels, it has to be noted that 36% of Italian organic products are sold through specialized retailers such as Biocoop, Naturalia, Bio c’Bon, etc. In these retailers, dairy products are the main food sold in the refrigerated displays. This analysis of the organic food sector highlights an important fact: the demand for organic products does not seem to be affected by the current economic crisis, which has had an effect on the purchasing power of families. Moreover, it shows that a new form of consciousness is spreading.