Daily life. Chips, crackers, peanuts... why appetizers aren't affected by the crisis

Regardless of the flavor, chips remain a staple snack for a large majority of French people. They've even been a huge success in recent years. Between 2014 and 2024, their consumption increased by 42% in volume, according to the Circana Institute, despite an unfavorable economic climate, where the French have reduced their food purchases , both quantitatively and qualitatively.

In the past year alone, production has increased by 2.9% in volume, or 88,000 tonnes, and the French crisps market is close to a billion euros in turnover (942.4 million euros).

The Covid-19 crisis had dealt a severe blow to this sector of the food industry, as snacks are the ultimate food for sharing and conviviality. But the gradual abandonment of barrier gestures and health restrictions has allowed them to regain a place in French homes. Since 2021, potato chip consumption has increased by 12.5%.

Moreover, this growth isn't just about potato chips. According to the snack food industry (excluding chips), "the sector is showing [...] strong momentum, with sales growth of 1.7% in volume compared to 2023," with a turnover of €2.293 billion last year.

There are several reasons for this trend: first, the change in consumer behavior. Preparing an aperitif at home "remains cheaper than going out and going to a restaurant," Yves Puget, editorial director of the specialist media LSA, pointed out to TF1 Info in 2023.

Appetizers are, in fact, relatively inexpensive "pleasure" products. Similarly, younger generations tend to favor aperitifs over a full meal when they get together.

But the market's dynamism also owes its salvation to the strategy of manufacturers, who have focused on innovation and diversification of their offerings. In the potato chip sector alone, the average number of products sold in stores has increased significantly (120 compared to 108 five years earlier). Moreover, the French potato chip market is growing, thanks in particular to the flavored potato chip segment.

This market experienced a 10% growth between 2023 and 2024, while the market for plain chips experienced a slight decline (-0.7%). Consumers now have a choice of a multitude of original flavors. The Breton "chipsier" Bret's, very popular with the French, owes its reputation in particular to its diverse and varied flavors (pastis, Jura cheese, mozzarella pesto, wood-fired pizza, etc.). The company, owned by Altho, now represents 43% of the market in value, ahead of the Intersnack group (Vico, Tyrrells).

With just over 1 kilo of chips per person per year, the French remain far behind the British, who consume 2.6 kilos per person per year. This is a good opportunity to remind everyone that, even if they are delicious and addictive, snacks, given their salt, fat, and additive content, should still be consumed in moderation.