Entering the French coffee market

In France, supermarkets are the main sales channel for coffee. Supermarkets have a wide variety of coffee products, ranging from low-end to high-end products. The following are the largest supermarkets in France:

• E. Leclerc (24% grocery market share)
• Carrefour (21% grocery market share)
• Les Mousquetaires (17% grocery market share)
• Système U (12% grocery market share)
• Auchan Retail (9% grocery market share)
• Lidl (8% grocery market share)

Low end: Coffees in the low-end segment are mainstream, low-quality and mainly blended coffees. One characteristic of these blends is a high share of Robusta beans. Besides some mainstream brands, also the lower-quality private label products from supermarkets belong to the low-end segment. In addition, most coffee pads and instant coffee belong to this low-end segment. Coffees in the low end of the market are mainly sold in supermarkets and through service channels, such as offices and universities.

Product and price examples in the low-end segment (based on Carrefour’s retail prices in 2024) include:

	Product		Retail price (€/kg)
Low end	Carrefour Classic (Whole beans, 1000-gram package)		8.35
	Grand’ Mère Familial (Whole beans, 1000-gram package)		9.62

Middle range: Middle-range coffees are commercial coffees with a good and consistent quality profile, such as quality espresso. This segment typically consists of blends with a higher proportion of Arabica compared to the low-end segment. The middle-range segment represents a stable coffee market, in which sustainability certifications are important. 

Middle-range coffees are often sold in supermarkets and by the food service industry. Premium private label ranges of retailers typically belong to the middle-range segment. Examples of middle-range products and prices, based on Carrefour’s retail prices in 2024, include:

	Product		Retail price (€/kg)
Middle range	Malongo (Whole bean, 100% Arabica, Fairtrade-certified, 500-gram package)		15.98
	Ethiquable, Origin Peru (Whole bean, 100% Arabica, Organic and fair trade-certified, 1 kilogram package)		17.85
	Carrefour Selection, Origin Malawi (Whole bean, 100% Arabica, 200-gram package)		22.75

High and upper ends: High-quality coffee mainly consists of washed Arabicas. These coffees are often single origin and coffees with a special story. The upper end of this segment consists of specialty coffees of excellent quality, often from micro or nano lots that go through processing methods such as naturals and honeys. These are mainly fully traceable and single origin Arabica beans with a cupping score of 85 and above. The high and upper-end segments are a small but growing market.

Sustainability certifications are not very common in this segment. Some buyers have their own sustainability requirements, and others focus purely on quality instead of sustainability. Long-term contracts between suppliers and buyers are characteristic of the high-end and upper-end segment, as are higher prices. Some buyers and suppliers agree on projects for communities and distribution of money to farmers, a common characteristic of certifications aimed at social impact. The high and upper-end segments do see a growth in organic-certified coffees, however. 

Coffees from this segment are mainly sold directly by specialty roasters, at their physical and web shops and at coffee events. An example of a coffee event in France is the Paris Coffee Festival. An example of a specialised French coffee web shop where you can find high and upper-end coffees is Cofféa. To find examples of French specialty roasters and cafés, refer to the European Coffee Trip website.

Examples of coffees in the high and upper-end market segments include:

Examples of coffees in the high and upper-end market segments include:

	Product		Retail price (€/kg)
High and upper ends	Variety: JARC Process: Natural Origin: Ethiopia, Negele Roaster: Brûlerie MÖKA Package size: 250 grams or 1 kilogram		42.00
	Variety: Red Catuai Process: Black honey Origin: Costa Rica, Tarrazu Roaster: Piha Roastery Package size: 250 grams or 1 kilogram		45.40
	Variety: Tall Mokka Process: Natural Origin: Colombia, Sasaima  Roaster: Piha Roastery Package size: 250 grams or 1 kilogram		103.90

Segmentation by type of consumption 

In addition to the market segmentation by quality, the French coffee market can also be segmented into at-home and out-of-home consumption. 

At-home consumption: In most European countries, including France, retail sales for in-home consumption account for most of the overall market. Nestlé, Jacobs Douwe Egberts and Lavazza are the largest players on the French mainstream market for in-home coffee consumption. The at-home market accounts for around 86% of all French coffee consumption.  

Out-of-home consumption: In France, there is a strong culture of eating and drinking out-of-home. The out-of-home consumption segment for coffees consists mainly of hotels, coffee bars and restaurants. Major players in this segment include: 

• McDonald’s, under the brand name McCafé. It sources its coffee from Segafredo.
• Polar Café
• Colombus Café & Co
• Mon Café Italien
• Café Richard 

The out-of-home market accounts for about 14% of all French coffee consumption. 

Figure 4: French coffee market segmentation by in-home and out-of-home consumption

Source: ProFound

Through which channels does coffee end up on the end market?

As an exporter, you can use different channels to bring your coffee onto the French market. The way of entering the market will vary according to the quality of your coffee and your supplying capacity. Bear in mind that shortened supply chains are a general trend in Europe. This means that retailers and coffee roasting companies are increasingly sourcing their green coffee directly. Figure 5 below shows France's most important market entry channels for green coffee beans.

Figure 5: Market channels for green coffee in France

Source: ProFound

Importers play a vital role in connecting exporters with roasters

Importers play a vital role in the coffee market, functioning as supply chain managers. They maintain wide portfolios from various origins, pre-finance operations, perform quality control, manage price fluctuations and establish contact between producers and roasters. In most cases, importers have long-standing relationships with their suppliers and customers. In general, importers either sell the green beans to roasting companies in France or re-export them to other European roasters and/or traders.

Large-scale importers usually have minimum volume requirements starting at around 10 containers, covering a wide range of qualities, varieties and certifications. At the same time, they provide strong support regarding logistics, marketing and financial operations. 

Imports of green coffee beans mainly enter France via the port of Le Havre, where most importers are located. Bordeaux is another important port for coffee imports. Examples of large-scale importers in France are Maison P Jobin & Cie (part of the Neumann Kaffee Gruppe), Olivier Langlois (part of Group Sopex), Volcafe France (part of ED&F Man) and Touton S.A. These supply coffee to large roasters and mainstream retailers in Europe.

Specialised importers are able to buy small and mid-sized volumes of high-quality and single-origin coffees, from micro-lots to Full Container Loads (FCL). An example of a specialised coffee importer in France is BELCO. France also has importers who specialise in ethical products, including coffee. Normally these focus on specific organic and fair-trade markets. Examples of specialised French importers include Alter Eco and Ethiquable.

For whom is this an interesting entry channel? Specialised traders could be interesting if you have organic and/or fair trade-certified coffees, as well as evidence of high cupping scores of at least 80. Note that some buyers may require scores higher than 85, plus high transparency and traceability. Remember that many specialised importers prefer to work directly with producers or cooperatives.

Large roasters

Most large roasters buy their own coffee beans from the country of origin, although they might also source through importers. Large roasters usually blend different qualities of green coffees to safeguard quality consistency. The final product is distributed to retailers and the food service industry. Large coffee roasters in France include Nestlé France, Jacobs Douwe Egberts, Lavazza, Segafredo Zanetti, Méo, Darboven and UCC Coffee France.

Roasters can operate under their own brands and/or private labels. As in other food markets, private labels are growing fast. In August 2023, private labels comprised a market-volume share of 20%, according to L'Observatoire de la grande consommateurs (LSA). In 2023, this was 18%. 

For whom is this an interesting channel? If you are an exporter of green coffee beans and can offer high volumes (10 containers or more), you should consider entering the French market through large importing companies. These companies usually have agents or representative offices in producing countries. They can buy your coffee and do the exporting. 

Medium-sized and small roasters

Although there is a growing number of small roasters which import green coffee directly from origin, the largest share of smaller roasters continues to buy their coffee via importers. This is the case as not all roasters can take on the additional responsibilities necessary to import directly from source. Importers help roasters with financial services, quality control and logistics. Nevertheless, small roasters often maintain a direct connection with their producers, as they need detailed information for quality control, as well as for storytelling to market the coffee to their clients (brands or consumers).

Small roasters are often specialised in single origins and the finest specialty coffees. Examples of small roasters in France include: Kawa Coffee, Verlet Paris, Oven Heaven, Placid Roasters and Substance Café. Refer to the website of European Coffee Trip to find more specialty coffee roasters in France.

Several medium-sized roasters in France specialise in ethical products, including coffee. These roasters usually focus on specific organic and fair-trade markets. Examples of specialised French roasters include Lobodis, Maison Merling, Malongo and Cafés Sati.

Some French roasters import directly from farmers (or farmer groups). One example is Malongo, which sources directly from producer cooperatives. 

For whom is this an interesting channel? 

Supplying to small roasters is interesting for producers and exporters who offer high-quality coffees and micro-lots, can guarantee traceability and are willing to engage in long-term partnerships. If you have very high-quality coffees and are currently working through an importer, it might be interesting to explore direct trade possibilities and see whether you could connect directly with roasters. This requires the financial means and technical expertise to organise export activities and an export licence.

Supplying medium-sized roasters may also be an interesting alternative if you have a consistent and reliable quality and volume. Many medium-sized roasters will also require one or more certifications for sustainable production. Be aware that many smaller roasters may not be importers. It is nevertheless important to interest them in your coffee. You could then find a logistics partner (importer) to ship your coffee to the destination.

3. What competition do you face on the French coffee market?

Which countries are you competing with?

As a coffee supplier, you operate within a global and competitive landscape. For producers and exporters, it is important to understand the market segments in which they operate in and the scale at which they work. By identifying these factors, you can determine which other countries with which you are competing. Understanding the quality level, volume, and positioning of your products improves your ability to assess your competition and develop strategies to differentiate yourself in the global market. This knowledge is essential for positioning yourself effectively and competing successfully.

Most coffee that comes from producing countries directly is sourced from Brazil, followed by Vietnam, Ethiopia, Honduras, Peru and Colombia. To see how much coffee was imported from your country in 2023, hover your mouse over your country in Figure 7. 

Source: Eurostat and ITC Trademap

Brazil: The world’s largest coffee producer 

Brazil was the largest direct supplier of green coffee to France in 2023. With a volume of more than 57 thousand tonnes of green coffee, Brazil accounted for more than 25% of all coffee exports to France. Between 2019 and 2023, Brazil’s exports to France increased at an average yearly growth rate of 3.1%.

Brazil is the world’s largest producer and exporter of coffee. Although it produces both Arabica (around 70%) and Robusta (around 30%), almost 80% of its exports consist of Arabica.

Brazil’s coffee-producing areas are relatively flat. This has intensified the use of mechanical pickers, thereby reducing labour costs in Brazilian coffee production. It has also led to average decrease in quality, as machines cannot distinguish between ripe and unripe cherries. 

Brazil produces mainly natural and pulped natural coffees. Low-grade Brazilian Arabica is used mostly in blends. Demand for these blends is high amongst Italian roasters, who focus mainly on price. 

Despite the lower coffee prices, Brazilian coffee farmers are relatively successful. Factors contributing to their success include the following:

• the scale at which they operate;
• mechanised cherry picking;
• an efficient infrastructure;
• a favourable climate.

Brazil is the only large producing country in which the average farmer is able to generate a living income based on coffee farming. 

Although Brazil is known mainly for exporting large volumes of standard-quality coffee, the country also has a strong reputation as a producer of speciality coffees. The sector receives considerable institutional support through the Brazil Specialty Coffee Association (BSCA). The association aims to raise quality standards and enhance value in the production and marketing of Brazilian coffees.

Examples of exporters of speciality coffees in Brazil include Burgeon and Bourbon Specialty Coffees.

Table 1: Competitive country profile of Brazil

Source: diverse

Climate change will have a severe negative impact on Brazilian coffee production in the coming decades. The country’s domestic coffee consumption has a strong influence on its export levels. For this reason, export volumes of green coffee are expected to decrease in the coming decades.

Vietnam: The world’s largest Robusta producer

Vietnam is the world’s second-largest coffee producer. It was also the second-largest direct supplier of green coffee to France in 2023. With a volume of almost 31 thousand tonnes of green coffee, Vietnam accounted for 14% of all coffee exports to France. Between 2019 and 2023, these exports decreased, with an average yearly growth rate of 1.5%.

In 2021, more than 96% of all Vietnamese coffee production consisted of Robusta coffees. Vietnam’s coffee production focuses strongly on creating large volumes of standard-quality coffees. 

Examples of large Vietnamese coffee-exporting groups include Simexco Daklak, the Intimex Group, Tin Nghia Corporation and Mascopex.

Table 2: Competitive country profile of Vietnam

Source: Standard Insights

Climate change is expected to have a heavy influence on Vietnam’s coffee production. The country is becoming hotter and dryer. It is already one of the 10 countries most affected by climate change. 

Ethiopia: Producer of highly valued organic Arabica coffees

Ethiopia was the third-largest direct supplier of green coffee to France in 2023. With a volume of 10 thousand tonnes of green coffee, Ethiopia accounted for 4.5% of all coffee exports to France. Between 2019 and 2023, Ethiopian exports of green coffee to France increased by an average growth rate of 4.1% per year.

Ethiopia is the world’s largest producer of organic coffee. The Ethiopian government strongly encourages the sector to adopt more sustainable growing techniques and to focus on producing high-quality Arabicas. Ethiopian producers rely on the uniqueness of Ethiopia as an origin, as many consider it the birthplace of coffee. Ethiopia’s coffees have high potential in the specialty market.

Almost all coffee in Ethiopia is traded on the Ethiopian Commodities Exchange (ECX). Since 2017, however, exporters have been able to sell directly to international buyers. This is due to recurring issues related to the lack of traceability of farm-specific or organic-certified coffees sold through ECX.

Examples of Ethiopian coffee exporters include BunAroma and EthioGabana. 

Although the future of other coffee-producing countries with regard to exports of roasted coffee is uncertain, exports from Ethiopia are even more uncertain. In addition to climate change, multiple factors are influencing coffee production in Ethiopia. The civil war is threatening the local economy and forcing farmers to abandon their farms. The quality of production declined in 2023, and the Ethiopian government is regulating the industry. 

Table 3: Competitive country profile of Ethiopia

Honduras: Large supplier of organic coffee

Honduras was the fourth-largest direct supplier of green coffee to France in 2023. With a volume of nine thousand tonnes of green coffee, Honduras accounted for 4.1% of all coffee exports to France. Between 2019 and 2023, green-coffee exports from Honduras declined by an average of 13% per year. The drop in exports may be related to decreases in yield, price and production output in the country.

The Honduran Coffee Institute (IHCAFE) promotes the production of value-added coffees through certification and active quality improvement. The country has grouped coffee production and quality specifications into six regions in terms of microclimates and soil composition.

In addition to its growing reputation as a high-quality coffee supplier, Honduras produces a relatively large share of organic coffee. According to The World of Organic Agriculture 2022 (FiBL & IFOAM), about 24,000 hectares were dedicated to organic coffee farming in Honduras. This is approximately 5.7% of the country’s total planted coffee area. Honduras is one of Europe’s largest suppliers of organic coffee. In 2021, exports of specialty and certified coffee amounted to 54% of total exports. 

Examples of successful exporters in Honduras include Asoprosan, Cafico, Capiro Coffee Export and Aruco.

Table 4: Competitive country profile of Honduras

Source: diverse

Peru: Large supplier of sustainably produced coffees

Peru was the fifth-largest direct supplier of green coffee to France in 2023. With a volume of 6.7 thousand tonnes of green coffee, Peru accounted for 3.0% of all coffee exports to France. Between 2019 and 2023, Peru’s exports of green coffee declined by an average of 3% per year. 

Coffee is one of Peru’s main agricultural products. It accounts for around 25% of the country’s agricultural income. As much as 40% of its farmland is destined for coffee production. In the highlands, this is even 70%. Peruvian exporters are especially important in the specialty market segment. Peru counts as the global leader in the production of specialty coffee. One example of a Peruvian specialty exporter is RainForest Trading.

In addition to specialty coffees, Peru has a dominant position as a supplier of organic coffee. It is the second-largest exporter of organic coffee. The country dedicates 90 thousand hectares to growing organic coffee. 

The flavour profile of Peruvian coffees is usually nutty, chocolatey and mildly citrusy. The country’s varieties include Catimor, Pache, Bourbon, Typica and a small amount of Pacamara. The main processing method is wet processing. 

Peruvian coffee has a reputation for consistent quality and sustainable production. The country is a leader in trading coffee with Fairtrade certification, and smallholders own 75% of the coffee industry. In 2018, Peru introduced a national coffee brand, Cafés del Peru, to the international market.

Table 5: Competitive country profile of Peru

Source: diverse

Colombia: The largest supplier of washed Arabicas

Colombia was the sixth-largest direct supplier of green coffee to France in 2023. With a volume of 4.6 thousand tonnes of green coffee, Colombia accounted for 2.0% of all coffee exports to France. Between 2019 and 2023, imports of Colombian green coffee to France decreased at an average yearly rate of 13.4%. This was mainly the result of the decrease in Colombian coffee production. The outlook for 2024/2025 is positive, however, and Colombian exports are expected to grow in the short term. At the same time, however, the expected growth of 1.6% will not make up for several years of significant decline. 

Colombia is the world’s largest producer of washed Arabica coffee. The country has a strong national coffee industry with a high level of technological development. The Colombian Coffee Growers Federation strategically promotes and markets Colombian coffee. The country has an established image and brand for high-quality coffees. Colombian coffee is known for its notes of chocolate, nuts, herbs, fruit, and citrus. The main processing technique is washed processing. The country’s best-known coffee varieties include Typica, Bourbon, Caturra and Castillo.

The Café de Colombia brand is a protected trademark. It is registered in eAmbrosia, the register for protected trademarks in Europe. Registration in eAmbrosia is unique amongst coffee-producing countries. The establishment protects the rights of more than 550,000 small-holder families in the country.

The Colombian coffee industry is developing fast. Coffee companies are increasingly investing in capacity-building and product quality. Colombian producers can follow coffee quality and tasting programmes via the Federación Nacional de Cafeteros de Colombia (FNC) to obtain certification. The Coffee Quality Institute (CQI) has a strong presence in Colombia. The institute provides courses in partnership with the National Institute of Professional Training SENA. The country’s coffee has had ongoing success in competitions, including the World Barista Championships. 

Table 6: Competitive country profile of Colombia

Source: diverse

ProFound – Advisers In Development carried out this study on behalf of CBI.

Please review our market information disclaimer.