The European communication campaign launched in autumn 2025 by SYNALAF follows the economic recovery of the sector which began in 2024.
On October 8, 2025, SYNALAF (Syndicat National des Labels Avicoles de France or National Union of Poultry Labels of France) launched a communication campaign in France, Germany, and Belgium, co-financed by the European Union, to remind the fundamental attributes of Label Rouge free-range eggs and chickens. This large-scale information campaign, targeting more than 180 million contacts (consumers and professionals), consists of a three-year action plan that includes radio spots and posters in numerous shopping malls and train stations. It is part of the economic recovery that began in 2024 in the sector. Indeed, figures presented by SYNALAF show a 9.5% increase in egg sales and a 5% increase in Label Rouge free-range chicken sales.
Label Rouge free-range poultry: continuous growth since 2024
After the decline caused by COVID, then avian influenza and inflation, the production of Label Rouge free-range poultry (of which more than 9 out of 10 are chickens) resumed its growth trajectory last year.
Data presented by SYNALAF indicate a 4% increase Label Rouge poultry marketed in 2024. Growth continued in the first six months of 2025, with a 4% increase in free-range poultry certifications compared to the same period in 2024. However, these labels remain down 10% compared to 2019. Furthermore, Label Rouge free-range chickens, which represent the majority of labeled poultry, are up 5% over 6 months, but remain down 6% compared to 2019. This increase is mainly due to a decrease in the average retail price. Indeed, in supermarkets, the average price of a ready-to-cook Label Rouge free-range chicken fell by 5.6% in 2024 compared to 2023. By mid-September 2025, the average price of a Label Rouge free-range chicken had fallen by 6.5% compared to the same period in 2023.
Exports of Label Rouge free-range poultry also rebounded, rising by 6% in 2024 compared to 2023. Belgium, Denmark, and Germany are the main importing countries of Label Rouge free-range poultry. The recovery particularly concerns whole poultry exports, with an increase of 8% compared to 2023. This recovery comes after a decline in exports since 2021, mainly due to avian influenza and inflation.
Label Rouge eggs: strong sales growth and lower prices
Like Label Rouge free-range poultry, Label Rouge eggs are seeing an acceleration in sales. SYNALAF data indicates a 2% increase in Label Rouge eggs laid in 2024 compared to 2023, and a 9.5% increase in the first six months of 2025 compared to the same period in 2024. This increase is reflected in higher domestic consumption in stores, commercial and institutional catering, and agri-food companies. This rise in consumption is especially due to lower consumer prices. Indeed, Label Rouge egg prices in stores fell by 1.8% over 12 months in 2024 compared to 2023. This decline continued over the first seven months of 2025. As a result, a 15% increase was recorded in in-store purchases of Label Rouge eggs.
SYNALAF today emphasizes the need to offer attractive retail prices to consumers while ensuring sufficient remuneration for farmers in order to guarantee the sustainability of the sector and accelerate the growth of Label Rouge certification. It also points out that this label has everything it takes to meet the expectations of consumers who want to eat locally, responsibly, well, and with respect for animal welfare. To date, there is significant development potential for Label Rouge egg products, which are constrained by extremely strict specifications that limit their market reach.
Label Rouge: a recognized sign of trust
Label Rouge is an official French quality label that was created in 1960 on the initiative of chicken producers. The first chickens were labeled in 1965 and the first eggs in 1998. Today, Label Rouge has reached a record awareness rate of 97%.
Label Rouge is the most widely represented quality label among poultry produced in France, accounting for 13% of the French poultry market. Like all Label Rouge products, free-range poultry and eggs meet the requirements defined in a set of specifications validated by the National Institute for Origin and Quality (INAO) and approved by an interministerial decree. The specific farming conditions for Label Rouge products are strictly and regularly monitored, notably by accredited independent external organizations, which conduct unannounced visits to farms to ensure complete transparency on the part of farmers. Label Rouge is the only official quality mark guaranteeing superior quality. Label Rouge specifications require, in particular, that the products taste better than “standard” products. Label Rouge free-range egg and poultry producers are men and women committed to animal welfare, the environment, biodiversity, and the preservation of a traditional, family-based model of agriculture.
Label Rouge is a trusted mark recognized for its many benefits. In fact, nearly one in two shoppers bases their product choices in stores on the presence of labels or certifications. Furthermore, it’s one of the best-known designations and labels among French consumers, with 97% awareness. Consumers also place a high level of trust in it, giving it a trust rating of 7.7/10.
Characteristics of Label Rouge free-range chickens:
- A wide variety of poultry species: chickens, guinea fowl, turkeys, geese, etc.
- Breeds adapted to outdoor life
- Free-range or open-air farming
- A 100% plant-based diet rich in grains
Characteristics of Label Rouge eggs:
- Small-scale free-range farms
- A natural and controlled diet
- Eggs collected twice a day
- Mandatory labeling
