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France's Baby Food Boom
by Mattie R. Sharpless and Roselyne Gauthier
Manufacturers of U.S. baby food
products, seeking to expand their exports, will find a growing
market in France for healthy and innovative foods for children of
all ages.
The French are the world's largest consumers of baby foods, buying about 95 kilos of baby food per year. They're followed by consumers in Germany and the United States, according to the French Association of Dietetic and Children Foods. The French market represents 2 million potential customers for U.S. baby food companies and totals more than $700 million. This is definitely a market worth exploring for U.S. exporters.
Today, more French women are joining the work force, leaving less time than ever to prepare healthy meals for their children. As a result, there is a demand for a variety of nutritious and conveniently packaged food items for infants, toddlers and young children to help ease the stress at mealtime.
In the last few years, baby food sales in France increased dramatically due to the dynamic efforts of baby food manufacturers Nestle and Diepal-NSA in marketing their products. These companies have introduced new and innovative varieties of baby foods through creative recipes, new product packaging and educational campaigns.
The French baby food market consists of several food segments: milk, which represents more than 40 percent of the total baby food market; baby food packaged in jars, which totals 35 percent of the French market; breakfast cereals, which represent more than 9 percent of the market; and dehydrated and dried foods, fruit juices and fresh products, which total more than 15 percent of the overall French market.
Salted baby food products, which consist of about 54 percent of the total French baby food sales, hold the lead over baby food products that contain sugar. This trend should continue to increase in the future, especially for meat and vegetable products due to the introduction of innovative microwavable products.
U.S. Baby Foods Destined for Growth
As the popularity of prepared baby foods continues to grow, there will be opportunities for U.S. manufacturers to expand their sales in France. U.S. baby food products that resemble adult foods, such as health foods and organic baby foods, are very popular in France. Organic baby food products are becoming better known in France and will become even more popular in the future as manufacturers address consumer concerns about possible food contamination.
In October 1996, at the SIAL International Food Trade Show in Paris, an organic baby milk powder was introduced to consumers. Other popular organic baby foods in France that are good bets for U.S. companies include breakfast cereals, fruit juices and biscuits.
There is already export competition in organic baby food products from other countries. The German manufacturer HIPP, which specializes in organic baby foods in Germany, has expanded its organic food products in the French market. HIPP represents about 1 percent of the French baby food market.
Sales of fresh baby foods, such as yogurt and cream cheeses, recorded a significant increase in the last two years in France, reaching more than $24 million. As new products continue to arrive on the French market, sales of fresh baby foods are expected to grow in the future.
The French Demand Creative Packaging
Most baby food products in France are sold in supermarkets and pharmacies. The French baby food industry works continuously to improve the packaging of its products, especially baby milk, striving to make them more attractive and practical. Milk is sold in brick packages, packs of four or six 50 centiliter-sized bottles and 4-packs of one-liter bottles.
French Import Restrictions
French import regulations for baby foods are the same as for other food products. If products contain meat, it should originate from a European Union (EU)-certified slaughterhouse and processing plant. Baby food products made with enriched flour are strictly prohibited.
Since EU customs tariff classification exists for baby food, import duties are calculated according to the percentage of ingredients contained in the products.
U.S. exporters who need more information about exporting U.S. baby food products to France can contact:
USDA-Foreign Agricultural Service
American Embassy
Paris, France
Tel.: (011-33-1) 4312-2264
Fax: (011-33-1) 4312-2662
INTERNET: http://www.amb-usa.fr/fas/fas.htm
French Importers/Distributors of Baby Foods
Nordima International Trading
94, rue de Provence
75009 Paris
Tel.: (011-33-1) 44-53-24-40
Fax: (011-33-1) 44-53-94-41
Picot
189, Quai Lucien L'heureux
BP 83
62102 Calais Cedex
Tel.: (011-33-3) 21-96-32-37
Fax: (011-33-3) 21-97-77-11
Wyeth Nutrition
117, rue du Chateau des Rentiers
75013 Paris
Tel.: (011-33-1) 44-06-40-00
Fax: (011-33-1) 44-06-43-32
Gerber France
88, rue Carnot
92300 Levallois Perret
Tel.: (011-33-1) 47-15-29-00
Fax: (011-33-1) 47-57-39-00
Dame Nature
217, chemin du Grand Revoyer
69561 St. Genis Laval Cedex
Tel.: (011-33-4) 72-39-99-03
Fax: (011-33-4) 72-39-94-56
Dietetique France
6, avenue des Boutons d'Or
94380 Bonneuil sur Marne
Tel.: (011-33-1) 43-39-21-21
Fax: (011-33-1) 43-39-57-91
Distriborg
217, chemin du Grand Revoyer
69561 St. Genis Laval Cedex
Tel.: (011-33-4) 72-39-97-97
Fax: (011-33-4) 72-39-94-56
Europ Labo SA
3, rue Guttemberg, ZA
67610 La Wantzenau
Tel.: (011-33-3) 88-59-22-74
Fax: (011-33-3) 88 59-22-82
Haleko France
ZI les Escaravatiers--B.P.Z.
34560 Poussan
Tel.: (011-33-4) 67-78-29-29
Fax: (011-33-4) 67-78-29-29
Sharpless is Minister-Counselor and Gauthier is an agricultural specialist with the FAS Office of Agricultural Affairs, American Embassy, Paris, France. Tel.: (011-33-1) 4312-2264; Fax: (011-33-1) 4312-2662. E-mail: 106112.374@Compuserve.com
For additional information, visit the FAS web site at: http://www.fas.usda.gov.
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