Laurent Cavard, why does nothing seem to be able to stop the mad growth of chips consumption in France (+ 42 % over the last ten years), and not even inflation or geopolitical crises?
It is an accessible and inexpensive pleasure product. As we are on a pulse product located at 1.50 euros, the consumer does not ask any questions. A recent study reported that in a supermarket, the most dynamic radius is chips. You should also know that we are largely below the European average in terms of consumption per capita, which is 2 kg per year. In France, we are only 1.3 kg and there is therefore a catch -up effect.
Do you think the market will continue to grow?
Yes. In our projections by 2030, we go on a growth hypothesis of 2.5 to 3 %, and even stronger on flavored chips.
You know how to play on your French differentiation and especially Breton and that, the consumer appreciates it …
We were one of the first ten companies adherent to product in Brittany. It is a reinsurance factor for the consumer who knows where the product is made. We are the French chips and we are Breton. Now, we should not fall into “Bretonnerie” for the French consumer either. Chips is not a Breton specialty. Traditionally, the large potato region is Hauts-de-France
“A recent study reported that in a supermarket, the most dynamic radius is chips.” (Vincent le Guern)
The mode of calculation of the Nutriscore evolves in 2025. Will that of Brets demo?
We, if we do nothing, all our chips which are currently going to go to D. Except our plain chips. So we are launching an operation to lower salt levels, especially on flavored chips, but by changing our industrial process. Now, in our natural or even flavored chips, there is less salt than in the wand you eat.
Is it possible that one day, Brets becomes market leader in France?
In this case, we are partly market leader. We are on the flavored chips segment. Since the second semester of 2024, the Brets brand has passed in front of the market share, all chips combined. We are also number one in number of sachets. But in tonnage, Lay’s is still in front of us. Brets sales have made more than 60 % in two years. Our growth is much stronger than that of the market. On the Brets brand, there is a kind of success-store which hardly exists in consumer products.
How do you limit your environmental footprint and in particular in relation to the use of pesticides?
The problem of potato is that it is sensitive to mildew, which appears when it is hot and humid. In these cases, there are treatments and you have to try to work on the reduction of these treatments. We have a list of these treatments which is more restrictive than that authorized by the administration. On average, over the processing frequencies, there are 15 % lower than the average on the potato.
“We have a list of these treatments (against mildew, note) which is more restrictive than that authorized by the administration”. (Vincent le Guern)
On water consumption, the potato is not like corn, which is extremely consumer. Our goal is to lower this water consumption by 31 % per kilo compared to 2023. But often, which can be criticized on the cultivation of the potato, it is, to prevent it from having defects, from sampling and therefore destructuring the soil. We are buying equipment to avoid this problem of soil destructuring.
In terms of employment, what is the chips sector in Brittany?
