Introduction to France Seminar

By Food From Finland & SetUp Partners Helsinki, Thursday 21st March 2019

THIS DOCUMENT IS CONFIDENTIAL AND RESERVED ONLY FOR THE PARTICIPANTS AT THE SEMINAR HELD IN HELSINKI ON 21ST MARCH 2019.

ALL CIRCULATION OF THIS DOCUMENT IS STRICTLY FORBIDDEN.

Agenda SEMINAR (this morning) • Retail Market Overview:

– General data France – Focus on food and drink trends and consumption – Market trends and drivers – Retail panorama with profile for each key player

• Mainstream retail chains • Premium food halls • Key organic chains • Key hard discounters

• Horeca sector overview (including trends)

• Rungis market • Market entry rules and general advice with pressure points and challenges

ONE-TO-ONE MEETINGS (this afternoon) • Specific one-to-one meeting sessions to assess the potential interest of your

products and know-how from a French perspective

SetUp Partners

• We facilitate your Marketing and Commercial Development in France

• Our clients are: manufacturers, brands, tradeshows, B2B event organisers, retail and foodservice operators

• We use our extensive local knowledge and market expertise to facilitate, put into place and coordinate projects at various levels:

Market research stage - Implementation - Launch - Management & Follow Up

• Our DNA :

✔ 100% Food: products, sectors, networks

✔ Results orientated, Dedicated

✔ International vision, Operational focus

France

• Population: 65 million

• France is split into 13 different regions

• It has 3 large coastlines and borders with Belgium, Luxembourg, Germany Switzerland, Italy, Spain

• Number of households: 28,8 million the number is increasing but the size of the households is decreasing (2,2 people on average)

• Ageing population: 19,6% of population are over 65 years old

• Much political unrest over the last 12 months as President Macron tries to push through a series of sensitive reforms (reform of the public sector, employment, education and training, pensions…)

Source: INSEE

Food and Drink in France

• Average household food consumption = 20% vs 12% in Finland

• A strong link / interest with food part of the French culture, a strong farm/food industry

• A large potential / demand for:

– Innovation (both branded and own label)

– Premium offers

– Clean/organic/health/free from

– Food-to-go both retail and foodservice

Source: OECD

French meal times • The French spend longer eating and drinking than any other nationality: 2

hours 13 minutes in 2018 (versus 1 hour 21 minutes in Finland!)

– The average time spent eating and drinking / day is split into 3 key moments: breakfast, lunch, dinner (+ tea time for children)

• A French meal traditionally consists of a starter –> main course –> cheese –> dessert, although this full meal is not eaten everyday

• French schools offer several courses at lunchtime and restaurants offer menus including several courses

• Outside of meal times, the French do not really snack – the one exception being “le goûter” (middle of the afternoon) –> a specific 4th meal for children when they consume fruit, a dairy product and a biscuit / other sweet snack

This traditional pattern is evolving

Source: OCDE research 2015 (published in March 2018)

French meal times • There are significant differences between the city / countryside, although

both are moving away for the traditional structure of meal times food-to-go trend

• Consumption habits are evolving and meal times are merging / becoming less fixed increased popularity for brunches (at home and out of home) + “aperitif time” / “apero – dinatoire” / slunch (at home) pleasure, sharing – whatever the age of the consumer

• Nutritional message is increasingly important and has an impact on meal choices (ex school canteens)

Finland • In France we have a very positive image of all the Nordic

countries – tendency to group them together

• We associate Finland with:

– Nature

– Clean

– Healthy

– Environmentally conscious

– Quality at all levels

– Positive economy

Link with tourism, Northern lights, winter, snow, Christmas…(e.g. success of trips to Lapland)

Key Trends

Organic and Vegan

Natural and Sustainable

Pleasure

Food-to-go

Organic, Vegan & Vegetal • Spectacular growth within the organic sector

– Locally sourced produce (where appropriate)

– Organic food account for 4,1% in multiples sales but this is expected to reach 11% in the next years according Nielsen experts…

• Limited vegetarian consumers in France vs other EU countries, but this is changing (no / less meat campaign, development of vegan ranges / stores)

Natural and Sustainable

• Free from: it started with gluten free, but now palm oil free, dairy free, sugar free…

• Clean labelling: natural ingredients, limited process: no additives, no preservatives, no taste enhancers, no artificial flavourings…

• Nutriscore

• Environment: less packaging, less waste, animal welfare

Pleasure Sophistication, “Premiumisation”, Innovation

• The pleasure of eating and the taste remain important

• The French consumer is becoming more and more sophisticated

• There is a constant search for innovation (products & packaging)

Aperitif time

• More and more important slunch “dining”

• Constant search for innovation

• 1st discovery /sharing/ taste new

• Very open to non-French origin (no made in France necessary, but origin of ingredients could be a claim)

• Organic as a plus but not as number 1 priority

Trade aspect: buyers request + consumer’s expectations

Food-to-go

• There is still a growing demand in both retail and foodservice

– Development of private label snacking ranges

– Growth of chains and independent food-to-go concepts…

• Innovation is a key differentiating factor (premium ingredients, exotic recipes…)

Mainstream Retailers The “Big Boys”

Retail Groups - Different Players, Different Structures

• The groups: Auchan, Carrefour, Casino

• The “independent”: where the store belongs to the store manager, i.e. Leclerc, Intermarché, Système U

• The Hard discounters: Lidl, Aldi

• The “organic retailers”: Biocoop, La Vie Claire, Naturalia, Bio C’ Bon (fastest growing segment)

• The Freezer-centres: Picard, Thiriet, Toupargel, Eisman

• The Parisian Food Halls: La Grande Epicerie, Lafayette Gourmet, le Printemps du Goût and fine food stores e.g. Fauchon…

French Retail Groups Market share in France

Retailer Market share in 2018

LECLERC 21,1% CARREFOUR GROUP 20,2% INTERMARCHE 14,9% CASINO 11,4% SYSTÈME U 10,7% AUCHAN 10,3% CORA 3,3% LIDL 5,5% ALDI 2,3%

Source : Distribook 2019 Linéaires

French Retail Groups Strong International Presence

Retailer % of turnover in 2018

AUCHAN GROUP 65% CARREFOUR GROUP 53% CASINO GROUP 43% CORA LOUIS DELHAIZE 25% INTERMARCHE 7% LECLERC 3% SYSTEME U 0%

Source: Distribook 2019, Linéaires

Private Label

@ 32,6% market share SM + HM + Drive + HD (+0,5%)

+0,5% Standard PL 27,9%

-13,7% Value line PL 1,5%

+1,6% Premium PL 1,5%

+17,4 % Organic PL 1,8%

Source: Distribook 2019, Linéaires

Private Label Standard , Premium, Value line, Free from, Exotic, Kids, Snacking,

Regional, Vegan…

Premium

Free From

Organic

Snacking

Vegan

Regional

Kids

Standard Value

Exotic

MADE IN SPAIN

MADE IN GERMANY

MADE IN BELGIUM

MADE IN GERMANY

Private Label

Source: FIMIF Survey 2017

62% of processed food is made outside of France

Online shopping

• Click and collect ( 2018) = 6,3 billion € +7% vs 2017

• E-commerce food vs general e-commerce

– Market share @ 6,1% (+0,3%)

– Penetration rate @ 28,5% (+1,1%)

– Average basket = 61,40€

– Average budget/y = 624€ (+5,4%)

Source: Distribook 2019, Linéaires

Retail Groups - Who owns what? NUMBER OF STORES (By fascia and type of store)

HYPER SUPER CONVENIENCE HD

LECLERC 622 LECLERC 67 LECLERC EXPRESS 63 LECLERC EXPRESS

CARREFOUR 247 CARREFOUR 1056 CARREFOUR MARKET

637 CARREFOUR CONTACT 25 CARREFOUR MARCHE 774 CARREFOUR CITY

AUCHAN 144 AUCHAN 289 AUCHAN SUPERMARCHE & SIMPLY

GEANT CASINO 117 GEANT CASINO 393 SUPER CASINO 894 FRANPRIX 82 G20

INTERMARCHE 87 INTERMARCHE 1353 INTERMARCHE

296 INTERMARCHE CONTACT 127 SPAR 89 INTERMARCHE EXPRESS

SYSTÈME U 66 HYPER U 744 SUPER U 368 U CORA 60 CORA 117 MATCH HYPER CASINO 38 HYPER CASINO 385 SUPER CASINO 78 G20 COLRYUT 82 COLRYUT

GRAND FRAIS 223 GRAND FRAIS /FRESH MONOPRIX (part of Casino) 314 MONOPRIX 188 MONOP’

LIDL 1486 ALDI 880

LEADER PRICE (part of Casino) 726 COTSCO 1 NORMA 70 NETTO (part of Intermarché) 293

Source : Distribook 2019, Linéaires (figures at 31.12.2018)

Difficult for hypermarket model, large development for convenience stores

Leclerc

• N°1 - T/O France: 45,7 billion €

• Independent retailer, large involvement of the store owners (entrepreneurial style management)

• “Low price” policy “from petrol to jewellery etc.”, strong communication, highly competitive

• Started in the Brittany region now cover the whole of France

• Mainly focus on medium hyper stores (large disparity between stores)

Leclerc Private Label

• New! Fine & Premium: salmon, caviar, premium chocolate, oils etc.

Le Village Bio • 200 new stores due to open in 2018 !

BUT… (???)

Relais Leclerc: « Pedestrian drive » • Objective: 150 to 170 in city centres

of which 50% in Paris (2019)…

Leclerc – new concepts

Carrefour Group • No. 2 - T/O France: 39,9 billion € • Operating LARGE HYPER & SUPER formats • Strong development of convenience formats have now

adopted a very Parisian positioning • 2018 = a difficult year: strikes, stores closing and top

management changes • September 2018 Carrefour launched a strong campaign

promoting organic sales to support and build a new image and link to producers

Carrefour Private Label

Kids & Baby ranges

+/- 20 organic stores

Casino Group • No. 4 - T/O France: 19,1 billion € • Several fascia, disparities between stores • Géant HYPER (mainly south East) with some difficult stores • Focus made on proximity branch • Logistics managed from St Etienne • New premium concept store opened in 2018: Le 4 Casino on

the Champs Elysées (open 24/7, no staff, digital…)

Casino Private Label

Franprix • 894 stores (of which 400 franchises)

• New stores / new strategy (key Parisian locations)

• Innovative concepts (Franprix Noé) including food-to-go, bars, « concept store »…

• Dedicated innovation team with the possibility to make tests easier

• Monoprix (part of Casino but with an independent buying organisation)

• Ultra urban customer profile

• Focus: city centres (strong in Paris), proximity, small households, leader in innovation, pioneer in organic / healthy / sustainability

• Group fascia: 316 Monoprix supermarkets, 125 Monop’ convenience stores, 38 Monop food-to-go stores, 45 Monop’ Stations

• They recently announced that they would stop printing instore promotional catalogues (the first French retailer to do so)

Monoprix

A brand + a fascia completely dedicated to snacks and food-to-go

Smoothie, made in Spain

NEW!

Monoprix

LE « food-to-go » = a real strategy

Standard private label range: new, modern design

Monoprix Private Label

“Bio”: organic own label new design

“Monoprix Gourmet”: very premium own label

Monoprix regularly uses its new packaging design to communicate with its customers e.g. summer campaign in English targeting tourists

Intermarché

• No. 3 - T/O France: 32,3 billion €

• Independent retailer

• The only retailer with its own factories

• A strategy of reserved brands

• Strong communication

• +50% of products under their own assortment

Intermarché Private Label

Healthy: “Detox” Premium ranges

Organic

• No.6 - T/O France: 17,4 billion €

• Still a family group

• Strong presence in northern France (Lille)

• Suffering (large hyper branches) and losing market share

Auchan

Auchan Private Label

• 7000 SKUs in total = 20% are going to be changed /

year

• Clean : healthy communication programme and

visibility in stores = “La vie en bleue”

• Auchan launched first pure Auchan Bio organic

store in Lille

New private label range launched in 2017

Système U

• No.5 - T/O France: 25,3 billion €

• Independent retailer

• Mainly western France

• Mostly supermarket and convenience formats

• Strong support of French producers

New player: Grand Frais • The market under one roof – focus on fresh produce (fish, meat, dairy, fruit &

vegetables + some groceries)

• Launched in Lyon in the 1990s by a fruit & vegetable wholesaler, Denis Dumont

• T/O: 1.8 billion €

• 223 stores in France (also in Belgium)

– 20 new stores each year

– Number of stores has doubled in the last 10 years

• Stronger outside of Paris

• Voted the French consumer’s preferred retailer in 2018 (Cabinet OC&C)

• A retail model envied by the likes of Carrefour and Leclerc:

– Locally sourced products, little stock (fresh produce), relatively small stores (1000m2), part of the stores are managed by independent professionals (butchers, fishmongers etc.)

Parisian Food Halls A good showcase - looking for innovation

Lafayette Gourmet • Part of Galeries Lafayette Group

• 4 Lafayette Gourmet food halls, including the flagship store in Paris with 25 mini restaurant areas and a full floor dedicated to food

• Good showcase for international products always looking for new, innovative and high quality products

• Partnership with Eataly – first store to open in the Paris in 2019

La Grande Epicerie

• Premium food hall that is part of Le Bon Marché department store (LVMH group)

• Second store opened in Paris in 2018

• Launched own label range in 2016, ”le très bon quotidien” , “everyday very good food”

• Good showcase for international products always looking for new, innovative and high quality products

• Clientele: high income earners, tourists

• Often organise themed, promotional events (e.g. Food Altitude – winter 2019)

Maison Plisson • Concept created by Delphine Plisson (from fashion industry)

• « Alimentation générale » premium, modern “general food store” offering chilled food, fine groceries, a cellar, a bakery and a restaurant.

• First store opened in 2015 in Paris, followed by a second store summer 2018

• Range is “a selection of the best products from France and Europe” focus on tasty, natural, “clean” label products that are not sold elsewhere

• Private label range (food and non-food accessories)

• Clientele: targeting both Parisians with significant disposable income and tourists

Printemps du Goût • The department store, Printemps opened 2 new floors dedicated to

French gastronomy at the beginning of 2018

• Focus on “made in France”

• Very premium selection – no own label

• Permanent “corners” with premium French brands (particularly for salmon, caviar, tea, coffee and chocolates)

Hédiard & Fauchon

• 2 historical players in the fine food category with flagship stores on place de la Madeleine* in Paris (*Hédiard store currently

closed for refurbishment)

• Luxury, premium image

• Predominately private label – very “French” product selection

• Presence in France (own boutiques, corners) and abroad (corners, franchises, travel retail)

Premium Freezer Centres

Picard • THE leading frozen retailer

• T/O: 1.4 billion €

• 920 stores throughout France (also in Italy, Sweden, Belgium, Switzerland and more recently Japan)

– 30 new stores each year

– Number of stores has doubled in the last 10 years

• Almost exclusively own label – 1100 SKUs

• Very premium image

• Focus on innovation and quality

– 200 new recipes / year

– Significant non-French offering (particularly aperitif and prepared meals)

• Development of eating in area in certain stores (“coin repas”)

Thiriet

• Picard’s competitor

• T/O: 400 M€

• 180 stores in France (also in Belgium and Luxembourg)

• Almost exclusively own label

• Partnership with Monoprix: Thiriet frozen corners in certain Monoprix supermarkets

• Until recently, Picard was the only retailer with stores in the Paris area

– Thiriet opened its first Parisian store at the end of 2018 and more are due to open this year

– “Boutique” style store open 7/7 days + click and collect

The “pure organic” retailers the biggest growing segment

A dynamic market, supported by: Massive media campaign (pro-nature,

environment, anti pesticides, glyphosate & additives, healthy food, canteen....)

New consumers (new profiles) Large development of the organic offer within

classic retailers Massive store openings within organic

specialists (both independents and chains)

Organic Retail

• Total market @ 8,373 billion € (end 2017) +17% vs 2016

– Household consumption @7,921 billion € +18% vs 2016

– Total organic food purchasing within foodservice @ 452 millions € (ex VAT) of which:

• 246 M€ ex VAT in social catering (+7% versus 2016)

• 206 M€ ex VAT in restaurants (+13% versus 2016)

Organic currently account for 4.4% of food consumption

Source: Agence Bio

Sales of Organic Products

Source: Agence Bio

Sales of Organic Products

Sales have doubled between 2012/2017

Source: Agence Bio

Restaurants Social catering Direct sales Artisan shops and independents Pure organic retailers Mainstream retailers

Multiples : N°1 market share

Direct from producers

12%

Mainstream retailers

43%

Pure organic retailers (chains)

32% Foodservice

6%

Artisans shops &

independents 4,6%

Organic sales market shares

Source: Agence Bio

Source: Agence Bio

Made in France vs Imported Organic Products

ALL PRODUCTS

Frozen “Traiteur” deli prepared food

Fruit Eggs Milk

TOTAL BREAD CAKES Vegetables

Dairy products Chilled meat

TOTAL ALCOHOL TOTAL GROCERIES AND DRINKS

From France

From EU

From other countries

• Groceries and drinks = 50% France 50% elsewhere

• “Traiteur” deli prepared food = 20/25% from EU

Trends – background and now • How it started and continues… mistrust, crisis, environmental impact…

• The French consumer now expects: HEALTH – ENVIRONMENT – TASTE

• In the beginning…

‒ The « pure organic » shopper profile

‒ Only independent / artisan shops, local/direct producer, farmers markets »

• To become now…

‒ New shoppers, buying a mix of organic and non-organic products, new style of stores…

‒ Highly competitive :

‒ between specialist and mainstream with the expansion of organic shelves in retail + own label offer

‒ between the specialists themselves with the arrival of new specialist chains (i.e. Bio c’ Bon)

Supported by media, trade organisation, environmental lobbies at agricultural, distribution & consumer levels

New stores – Biocoop Montparnasse, Bio C’Bon: Paris Hauteville

Competition New Image: Trendy & Premium

Biocoop • The leader!

• 559 stores - T/O: 1.1 billion € (+13.5%)

• The stores belong to the store managers

• Large support of local producers and French local industry

• 85% food (of which: fruit & vegetables = 20%, chilled products = 20% + over 300 different bulk products

• Strict sourcing (origin / traceability) of raw materials / ingredients

• Own label ranges include:

– “Le bio je peux” (I can buy organic too!) – attractive prices

– “Ensemble solidaire” range of products that are made in France, fair trade for the producers

La Vie Claire

• The oldest (originally a family business set up in 1948) • 350 stores (of which 250 franchises) 10 new stores opened

in January 2019 • T/O: 300 million € • Strong image of the brand (TV campaigns) • Very private label oriented • Strong link with local suppliers • Move to modernise store concepts

Naturalia • Part of Monoprix Group since 2008 (Casino Group) • 188 stores:

– Strong presence in the Paris area – 1 store abroad, Luxembourg since 2017

• T/O: 200 million € • Independent buying team (vs Monoprix) • Private label range across the key product categories • Focus on nutritonal messages / communications versus brand

only • New concept of Vegan stores launched in Paris in 2017 • Move towards a more modern image campaign celebrating

their 45th birthday in 2018 – “Jeune et bio”

Bio C’Bon • The youngest – first store opened in 2008

• Privately owned – set up by Thierry Chouraqui

• In 2018, the leading Japanese retail group, Aeon, took a 20% stake in Bio C’Bon

• 2013: 30 stores 2019: over 120 stores in France and abroad

– International presence: Italy, Spain, Switzerland, Belgium and Japan

• Modern format, young team (sponsor running events in Paris, partnership with Amazon Prime for home deliveries, naturopathy workshops…)

• Objective = “make organic products more accessible” => large number of store openings, seduce new organic consumer profile

• Significant area in store dedicated to bulk and fresh produce

• No private label

Eau Vive

• Independent company established in 1979

• 70 stores:

– Strong presence with their own stores in the south-east of France and franchises elsewhere

– Few stores in the Paris area

• T/O: 32 M€

• Bakery offer « Fournil de l’Eau Vive » with bread cooked in store

• Significant bulk product offering

• 70% food – 30% hygiene and beauty

Hard Discounters now include premium ranges!

Aldi • Set up in Germany by the Albrecht brothers in 1947

• First French store opened in 1988 (Aldi Nord)

• 880 stores - T/O: 3.7 billion €

• “La meilleure qualité au meilleur prix” (best quality at the best price)

• All Aldi Nord stores (including French stores) to be revamped between now and 2020 based on the Aniko (Aldi Nord Instore Konzept) model

– Referred to as the “biggest project of their existence” (5.2 billion € transforming 5000 stores across Europe)

– more fresh produce, new snacking fixture, more organic, open more stores in areas where Aldi is not present, attract new customers, large OL offer

– New promotional campaigns: organic, vegan, gluten free

Aldi First new store format opened in France in April 2018,

Romilly-sur-Seine (Aube)

Lidl • First French store opened in 1988 at Colmar (Haut-Rhin) • 1486 stores • T/O: 10 billion € • Prefers to be called a convenience store rather than a hard discounter

now! • Regularly voted French consumers’ favourite retailer • National brands + own label • Premium range “Deluxe”, including caviar has been very successful • Significant budget allocated to TV, radio, press communications • Communicate on :

– Made in France (70% of their products) – Quality “satisfied or reimbursed” – No queuing in store – Daily deliveries of fruit & vegetables

• Use regular promotions on non-food products to increase traffic in store

• Move away from price promotions = big brands

– Premium!

– Innovation!

– Link to producers / consumer restore their image

New ranges, new brands, looking for differentiation

Private label - looking for differentiation as well

Search for « niche products » margin provider

Drivers in classic retail

• More and more competition between the players

• Expect exclusivity

• Expect specific brands to be different to those sold in mainstream retail

• But also… focus on ranges offering good value for money, develop deeper range, wider segmentation

Be different from mainstream retailers

Drivers in organic retail

Foodservice Overview

Source: Gira Foodservice 2017

Foodservice sector in France 85 billion € (ex tax) (+3.9%)

Foodservice 74 billion € (ex tax)

Impulse 11 billion € (ex tax)

Commercial catering

53 billion € (ex tax)

Social catering

21 billion € (ex tax)

Foodservice Return to growth and a time of much change

Trends and Areas of Growth • 2017 marked the return of growth in the French foodservice sector

first time in 15 years after a difficult period (economic downturn, reduced purchasing power, terrorist attacks…)

• Growth can be attributed to new concepts, innovative players and products that are of an increasingly high quality

• Average spend across the whole sector is also on the increase: 8,71 € (+0,55%)

• Digitalisation has been a key growth driver:

– Improved performance, getting to know the consumer better and enchance the customer experience

– New concepts for food deliveries to the workplace and the home as well use of mobile apps to order food (UberEATS, Deliveroo)

– Development of food tech – meal kits to cook at home and ready meals delivered to home (e.g. Quitoque, Frichti…)

Source: Gira Foodservice

• Development of new concepts that fit with current trends to eat better “fast casual” trend – fast food that is of good quality and very diverse

• Renewed interest in sandwich stores and boulangeries societal change – breakfast has become an increasingly important moment of consumption out of home (office, on the move, on transport…)

Trends and Areas of Growth

Source: Gira Foodservice

Rungis International Market The world’s largest fresh produce B2B platform

• T/O: 8.8 billion € (of which wholesalers 6.1 billion €)

• 1 194 companies on site

• Market covers 234 hectares (located south of Paris)

• Product categories: fruit & vegetables, meat, seafood, dairy, gastronomy, organic, horticulture, deco, logistics

• Run by Semmaris (but state owned)

• 2.89 million tonnes of produce transited through Rungis in 2016

• 1.26 million buyers entered the market in 2016

Source: www.rungisinternational.com

How to approach the French trade

Market entry rules & general advice

• Product and packaging adaptation required

• Pricing

– Plan prices for 2 years minimum (difficult to renegotiate prices after 1 year)

– VAT on food and drink: 5.5% (or 20% for certain products – alcohol, chocolates etc.)

– Margin estimations to include in your price analysis:

• Retailer margins: 35-45%

• Distribution costs: 3-15% (depending on whether you go direct, use a distributor, agent, importer…)

• Anticipate logistics (France is a big country!)

– Possible to deliver platform (centralised) depending on the retailer

• For branded development, additional costs to be taken into account:

– Sales force, communications, promotional activities, digital etc.

Market entry rules & general advice

• Local contact / local partner who speaks French very important

– The French buyers generally have a poor level of English

– They prefer working with someone who is based in France

• Relationship with the buyers:

– The buyers will have limited knowledge of Finnish expertise – be prepared to explain!

– French buyers are renowned for not being very approachable or friendly…

• Stay positive adaptability – flexibility – patience listings take time!

French buyers: What you need to know before you meet them!

• Not very approachable or available (unfriendly, difficult to get hold of)

• Discussions and exchanges mainly conducted in French

• Keep their distance (“vous”)

• Intentionally no real working partnership (seller / buyer)

• Don’t give much away!

• Lengthy listing process, very administrative -> minimum 6/12 months

• Priority given to local manufacturer when possible

• Open to foreign suppliers for innovation, added value, attractive price…

French buyers: How to prepare for your meeting

Preparation is key: store checks and market visit to identify key targets, assess competition, price, positioning, USPs vs existing offer, logistics

Show that as a foreign supplier you understand the French market and expectations and that you are ready to do business here (logistics model, pricing, packaging adaptation)

Presentation and meeting in French

Bring samples (even if you have already sent them)

Ask questions! The buyers do not give much away…

Follow up post meeting to confirm next steps => be pro-active

What can you bring to France? • Benefit from the positive image the French have of Finland (and all the

Nordic countries)

– Product quality, origin, clean ingredients, organic, wild…

• Bring your expertise!

– Expertise in category – flexibility, adaptability, accreditation/ certification

• Bring innovation /new trends to respond to the trade’s request for products that differentiate versus existing offering

– New products/ category, new recipes, new packaging, new promises

– New brands (different vs market leaders)

– Private labels (need to differentiate), production tools, accreditation...

SetUp Partners How we can help you…

One day market

visit

Market research

Key account management (brand / PL)

Strategic planning

Presented by

Martine Foulloy

mfoulloy@setuppartners.com

Tel: +33 (0)6 12 82 40 62

Harriet Bernot

hbernot@setuppartners.com

Tel: +33 (0)6 07 69 10 47

www.setuppartners.com