French Tacos, the Wind Behind Flatbread’s Wings in France

One of the most important bakery markets, France has seen interesting evolutions in the past years. One of the most surprising ones, the rise of the French Taco, a flatbread sandwich that bears no resemblance to a Mexican taco.

A French taco, also known as tacos français, Lyonese tacos, or matelas, is a fast food dish that has gained popularity in France, particularly in the Rhône-Alpes region. Despite its name, it bears little resemblance to traditional Mexican tacos and is more akin to a burrito or a pressed sandwich. A flour tortilla serves as the wrap. Common fillings include various types of meat (such as chicken, beef, or turkey), French fries, and cheese (often processed cheese or sauces). Additional sauces can include white döner kebab sauce, Algerian sauce, ketchup, mayonnaise, and BBQ sauce.

The popularity of the French taco led to a resurgence of the unpackaged flatbread, as the Euromonitor International experts explain in the market analysis below. This, along with other market trends, such as the rise of cakes and pastries and the steadiness of bread, make up for an exciting market.

Cakes and Pastries Continue to Grow

Cakes and pastries continue to post growth in 2024 despite prevailing economic pressures.

Pastries have seen a strong performance in current value terms in 2024 with these products offering indulgence at an affordable price for consumers. Although prices have gone up most products have remained priced between EUR2-3 per packet. As such, demand has remained stable with volume sales having seen a slight increase in 2023 and 2024, unlike many other products within baked goods which have seen a drop in sales. Sales have also benefited from consumers following increasingly busy lives leaving them with little time to bake their own cakes and pastries.

Cakes also remain popular. Unpackaged cakes are regarded as far more extravagant, which appeals to those looking for indulgence or a special treat for special occasions such as birthdays. Meanwhile, packaged cakes have retained their appeal among more price sensitive shoppers. Nonetheless, sales have seen limited growth in retail volume terms in 2024 due to prevailing economic uncertainty. Private label products have performed well in packaged cakes in 2024 as these are usually cheaper and often offer similar quality to those options offered by their branded rivals. 

Bread Remains a Key Staple in the French Diet But Preferences Are Changing

Unpackaged flatbread continues to outperform leavened bread as the trend of recreating fast food at home continues to drive sales in this category. These types of bread are often used as part of the French tacos trend, which remains incredibly popular with younger French consumers. 

Read the rest of the analysis in European Baker & Biscuit!

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