In 2024, inflation led to a reduction in food spending among the French, and the share of organic products in their shopping baskets similarly declined. This share dropped to 5.6% in 2023, compared to 6% in 2022. Despite this, organic products were less affected by inflation compared to conventional goods, with price increases of 8% for organic products versus 12% for conventional products—a 4-point difference between organic and conventional agriculture.
After several years of decline, the consumption of organic products appears to be stabilizing. While organic product sales still struggle to recover in large and medium-sized stores (GMS), they have started to rise again in direct sales and specialized stores, signaling a shift in consumer behavior.
Is the market stabilizing?
In September 2024, the Agence Bio published market data for the first half of the past year. The report highlighted that while large and medium-sized stores saw a decline in sales value in the first half of 2024, specialized stores and direct sales experienced continued growth. Sales in specialized stores rose by 8.4%, while direct sales saw an increase of 3%.
This reflects a growing preference for alternative retail formats, despite the overall slowdown in mass retail. This decline in organic product sales in GMS led to an 8.7% reduction in the number of organic product references available on shelves during the first half of 2024, compared to a much smaller 0.2% de-listing for all mass consumer products. This reduction has put more pressure on producers, particularly farmers, who are experiencing a downgrading of their products, which directly impacts their income.
Organic products were less affected by inflation compared to conventional goods
The impact of prices in consumer choices
A survey conducted by UFC-Que Choisir examining the price differences between organic and conventional products across nine major retailers, has revealed significant price gaps. The consumer association also looked into the price differences between average shopping baskets for organic versus conventional products, providing valuable insights into the affordability of organic food for the average French consumer. Eating healthy, especially when opting for organic products, can be an expensive choice. While most French consumers are aware of the ecological and health benefits of organic products, three-quarters of them report not consuming organic items due to their high prices. This price barrier continues to be one of the main factors preventing wider organic product consumption in France.
Key retail players: Monoprix, Casino, Intermarché, and others
For its survey, UFC-Que Choisir tracked the lowest prices for organic products both in-store and online, across 17 different categories. Except for fruits and vegetables, all the organic products analyzed came from store brands. This allowed the survey to observe notable price differences between retailers. The survey found that the price differences between organic and conventional products were not as significant across all retailers. For example, Lidl’s organic premium is relatively low at just 59%, whereas Monoprix’s organic premium is much higher at 86%. Other retailers such as Casino, Intermarché, Coopérative U, Auchan, Aldi, E.Leclerc, Carrefour, and Lidl show varying price differences, with Monoprix having the largest gap and Lidl the smallest.
Monoprix shows an 86% price gap between organic and conventional products, followed by Casino with a premium of 78%, Intermarché at 73%, Coopérative U at 68%, Auchan at 67%, Aldi at 64%, E.Leclerc at 64%, Carrefour at 63%, and Lidl at 59%. These price disparities reflect the varying strategies employed by retailers in pricing their organic products, influenced by their sourcing methods, private-label offerings, and marketing approaches.
Basket prices from €88 to €116
When comparing a basket of 17 products, Monoprix stands out with the most expensive option at €116, while Lidl offers the cheapest basket at €88. Casino ranks second with a basket priced at €116. Auchan, Carrefour, and U all offer baskets priced at €99. Aldi and Intermarché come next with a basket cost of €98, and E.Leclerc follows at €91. These variations in basket prices demonstrate the considerable range in pricing strategies between different retailers.
The rise of private-label organic brands in mass distribution has been particularly evident in large retailers like Carrefour. Carrefour offers around 1,200 references under its Carrefour Bio brand, contributing significantly to its organic product range. Lidl, aiming to provide the “best” prices for a wide selection of organic products, offers more than 350 items in its stores. Aldi, while offering a more limited range, still provides a selection of organic products at competitive prices, particularly in its French stores.
In addition to these large retailers, other initiatives have been launched by brands like Intermarché and Coopérative U, who have actively participated in the Agence Bio national campaign. Both are committed to promoting the consumption of French organic products, which aligns with growing consumer interest in supporting local and sustainable agriculture.
Specialized retail recovers
Biocoop, with 741 stores, and Naturalia, holding an 11% market share with 228 outlets (compared to Biocoop’s 44%), are seeing encouraging signs of recovery. This rebound is attributed to their focus on promotions, price stability, and innovative loyalty programs. For example, Monoprix’s subsidiary, Naturalia, has been offering loyalty programs since 2022, including subscriptions starting at €4.90 per month. Subscribers benefit from a 10% discount on all store items, making organic products more affordable for loyal customers.
After several years of decline, the consumption of organic products appears to be stabilizing
Some smaller specialized stores, however, have struggled to survive and have been absorbed by larger, more resilient brands. For example, the 16 La Vie Saine stores were acquired by Marcel & Fils in July 2022. However, some smaller networks, such as L’Eau Vive based in Isère and Naturéo, have successfully emerged from the crisis. They have adapted by expanding their offerings, improving customer engagement, and focusing on product quality.
In the first quarter of 2024, networks from large brands like Bio c’Bon and So.bio (part of the Carrefour Group) also faced significant challenges. The crisis prompted restructuring, with several Bio c’Bon stores closing and others being transformed into Carrefour City locations. Despite these challenges, many independent networks and cooperatives—such as Biomonde, La Vie Claire, and Satoriz—have managed to weather the storm and are seeing an influx of customers returning to their stores.
Durable awakening or simple rebound?
In economic terms, a cycle consists of four phases: expansion, slowdown, recession, and recovery. The French economy, supported in part by the Olympic and Paralympic Games, is projected to have experienced a modest growth of +1.1% in 2024. France is set to have surpassed the symbolic threshold of 4 billion euros in turnover for organic products in 2024.
Authors: Gerard Gontier, French Organic Market Expert
Published in the BIOFACH 2025 Bio Eco Actual Special Edition.
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