For several years now, the French have been diversifying their consumption habits, moving away from the traditional wine symbol of the country to turn towards a booming market: beer, and more specifically craft beer.
The development of numerous craft breweries over the past fifteen years across all French regions has shaken up a market previously dominated by large international groups.
The beer market worldwide and in France
The beer market is a global market worth over 300 billion dollars. Indeed, more than 200 billion liters are consumed each year worldwide, with an upward trend since 2014.
In France, the average beer consumption is 32 liters per year per person, a figure that is also rising. The sector represents more than 64,000 jobs. France is the leading producer of brewing barley in Europe, the world’s top malt exporter, and a major explorer of beers in general. The country ranks 8th in beer production in Europe, with 28% of its production exported within the continent.
Large retailers and major industrial players account for three-quarters of sales in cafés, hotels, and restaurants. However, consumers are increasingly turning away from industrial beer to favor craft beers from regional breweries. Over the past decade, craft beer has steadily gained market share, rising from 7% to 8% of the total market in 2020, for example.
Enthusiasm for craft beer
Primarily driven by industrial beer, the beer market in France is undergoing a revival thanks to consumers’ enthusiasm for craft beer and regional breweries. New consumer expectations for higher quality, better taste, as well as made in France and local products, are overshadowing industrial beers and their market. Craft beers are indeed local, reflecting the terroir, revealing unique and distinctive flavors of their own.
It is also about seeking a higher-quality beverage, made with raw materials produced in the region and natural (barley, wheat, hops, oats) and nothing more. The trend towards local consumption and eating better observed in recent years has also extended to the beer market. Different brewing methods from one brewery or region to another also allow tasting a wide range of very diverse beers.
Barley and hop producers
France offers ideal climatic conditions for growing barley and hops. The country is currently the 2nd largest exporter of brewing barley worldwide, with a production of 3.6 million tons in 2018, cultivated on more than 1.6 million hectares.
The development of the French brewing landscape over the past fifteen years and market growth have greatly contributed to the increased demand for French hops and the desire for local sourcing by craft breweries.
The hop sector was mainly concentrated in Alsace and northern France. Primarily export-oriented, it is slowly reorganizing for the domestic market. Recently, there has been significant growth in hop fields across the country. There is now an interprofessional organization of hop brewers. Organic hop cultivation has also emerged to meet the growing demand for organic beers.
The explosion in the number of breweries in France
Until the 1970s, standard beers accounted for up to 70% of volumes. Today, they represent only 20% and decline by an average of 6 to 8% per year. In the 1980s, the rise of special beers, then specialty and craft beers, significantly transformed the beer market.
In just 30 years, the brewing sector has grown from about thirty breweries to over a thousand. In 2007, there were 200 craft breweries in France. Since 2013, around a hundred new ones have been created each year. Today, there are more than 2,000 microbreweries across the country.
The geographical distribution of these breweries is very diverse. They are found in absolutely every region of France (North, Alsace, Brittany, Southwest, Burgundy, Provence…). These new brewers are young, bringing a fresh face to beer—more modern and environmentally conscious.
A great diversification that attracts consumers
At beer tastings, craft beers are the majority. Craft beers offer greater diversity in terms of ranges, flavors, and aromas. This diversity allows French beer to reach a very wide audience. As a result, industrial players are also trying to diversify their beer offerings. However, they will never be able to compete with craft breweries in terms of quality, conviviality, and the unique flavors offered by the beers they produce.
Industrial brewers have also changed their communication and advertising to adapt to new consumer desires. They aim to project an image of quality at a low price, even though their production is not artisanal. Beers from craft breweries always use higher-quality ingredients (hops, malt, barley…), which is appreciated for culinary aspects, especially food and beer pairings. It is also this product quality that is driving the general public to consume more and more craft beers.
Over the past 5 years, the beer market in France has seen a 1.8% increase in cafés and restaurants, 4.2% in total volume, and 5% in food sales. This market is driven by quality beers: special, premium, and craft beers represent two-thirds of the market volume. The development of French regional craft beers, fruit beers, and even non-alcoholic beers is booming, along with the growth of the customer base. The beer market is all the more stable and predictable. Beer can be enjoyed year-round, in all seasons, both to refresh in summer and to bring warmth in winter. It is also consumed on all occasions—during celebrations, as an aperitif, in the evening, or at lunch breaks.
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