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Summary of our market study
The French market for small electrical appliances is valued at 3.7 billion euros.
food processors account for only a small share of this market. The cooking and food preparation market accounts for 40%.
The global market for food processors is estimated at $2.4 billion.
Food processors are versatile and practical, enabling a multitude of culinary tasks to be performed, from chopping and slicing to kneading and cooking.
In France, demand for food processors continues to grow due to the trend towards home cooking, accelerated by the COVID-19 pandemic. In 2020, sales of food processors rose by 24%. Studies indicate that over a third of the French population has become more inclined to cook, which correlates directly with the purchase of food processors.
Online sales of small electrical appliances account for 26% of total sales in France.
People aged 42 to 57, and baby-boomers aged 57 to 76, are the main consumers. Young parents, generally in their late twenties to early forties, also account for a significant share of the market. Together, these age groups represent around 60% of the French population, highlighting a significant potential consumer base.
Nearly two-thirds of French people own a food processor. Daily use remains low. Convenience, time-saving features and automated food preparation are just some of the reasons why the French use food processors.
The French food processor market is booming, with a plethora of brands. The number of companies in the home appliance manufacturing sector in France is around 80.
Players in the food processor market in France
- Seb: a global appliance giant
- Moulinex is a French brand that has become synonymous with affordable, reliable kitchen appliances.
- Simeo offers a range of specialized food processors, juicers and mixers.
- Magimix, manufacturer of a range of high-end food processors.
- Ezicom stands out for its innovation in intelligent household appliances.
- Vorwerk's Thermomix dominates the market with its high-end, versatile appliances.
- Philips and Kenwood are international players.
- Robot Coupe is a world leader in professional robots
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Summary and extracts
1 Market overview
1.1 Definition and scope of study
Food processors are technologically advanced appliances that perform a variety of functions to speed up and simplify work in the kitchen. A distinction is sometimes made between food processors, pastry blenders and multi-function food processors. In general, food processors can be used to weigh, mix, chop, blend, slice, grind, knead, beat egg whites, grate, slice, cook and more.
Over the next five years, the multifunctional food processor market is expected to register a CAGR of 7.1% in terms of revenue, and the global market size is expected to reach $2.37 billion by 2025. In 2019, there are 727 companies engaged in appliance wholesaling, with 80 companies active in appliance manufacturing.
The major French food processor manufacturers are Moulinex, Simeo, Magimix and Ezicom. Other major international players include Vorwerk, Philips, H.Koenig and Kenwood. The market is currently witnessing a huge rise in the popularity of food processors, which are just as suitable for real chefs as they are for beginners. They are also enormous time-savers, as they can cook and prepare a dish almost entirely independently.
We are also seeing more and more connected robots, with access to recipe databases, and the ability to control the robot and the cooking process remotely. The impact of the Covid-19 crisis is far from having had a negative effect on this market: sales of household appliances rose by 5% in 2020, with a particular craze for multifunction food processors, up 24% on 2019.
1.2 Global market
On a global scale, the food processor market is very dynamic, driven and stimulated by technological innovation, increasing household purchasing power, technological advances and the convenience factor of small domestic appliances.
It is itself part of the more global small household appliances market, examined in the chart below. According to a ...
1.3 Domestic market
To estimate the size of the French market for food processors, we refer to the sub-category "Electromechanical household appliances, with built-in electric motor", which includes the manufacture of electric food processors (***), which is itself part of the more global "Manufacture of household appliances" sector, whose data are available in the graph ...
1.4 Foreign trade
France imports far more than it exports in the food processor sector.
The following data refers to the category"Domestic electromechanical appliances, food grinders or mixers, fruit or vegetable juice extractors with self-contained electric motor" and comes from global customs data available on UN Comtrade.
Imports have increased significantly from **** to ...
1.5 The impact of Covid-19 on the market
The COVID-** crisis has had the effect of changing the way the French relate to some of their eating habits.
According to a study carried out by Santé Publique France, **% of French people said they were more inclined to cook.
This tendency to cook more can be explained by confinement, curfews ...
2 Demand analysis
2.1 The market's main customers
Let's focus on building the profile of the food processor consumer.
There are two main demographic groups in the food processor market: generation X , i.e. people born between **** and **** (***) and the baby-boomer generation, born between **** and **** and aged between ** and ** in ****.
Generation Xers, who earn between €**,*** and €**,*** a year, will ...
2.2 Food processors are struggling to take root in French homes
Food processors are a real hit in France, and the following graph shows the results of a survey carried out in **** by the culinary website Quitoque.fr. A majority of French people own one or more food process ors (***), while those who don't own one or more would like to.
Percentage ...
2.3 Purchasing criteria
Damien Chicaud, Director of Statistics and Research at Gifam (***), analyzes the French trend for food processors: "The French are increasingly focused on homemade food and fresh produce. They want to be reassured about what they're eating. The pleasure of cooking and access to semi-professional products also explains this craze"[***].
The graph ...
2.4 Demand driven by foodservice
Although the food processor market is essentially based on household consumption, the positive trend in the foodservice sector is helping this market to evolve, particularly with B*B trade, which accounts for almost **% of the sector's sales
In France, the foodservice sector (***) represented **.* billion euros in ****, with over *.* billion meals served ...
3 Market structure
3.1 French companies in the sector
The following data refer to the "Manufacture of household appliances" sector.
We use them to estimate the size of the French market for food processors, referring to the sub-category "Electromechanical household appliances, with built-in electric motor", which includes the manufacture of electric food processors (***).
Number of companies in the Household appliance ...
3.2 Market value chain
3.3 Distribution channels
The main distribution channel for small electrical appliances remains specialized superstores, with **% of total sales, followed by food superstores (***).
Weight of small electrical appliance distribution channels and sales trends France, ****-****, % sales Source: ****
the chart below shows an explosion in Internet sales between **** and ****.
They have risen by +**% in just one ...
4 Offer analysis
4.1 Product overview
Here's an overview of the machines on offer in the small kitchen appliances sector, accompanied by a product description.
4.2 Market prices
The average price of a food processor varies enormously (***), and depends on a number of factors: the processor's main function, the number of functions and options it offers, the number of accessories it comes with, the manufacturer and the processor's wattage, for example.
The different types of food processor and their ...
5 Regulations
5.1 Standards and certifications in the household appliances sector
GIFAM, Groupement Interprofessionnel des Fabricants d'Appareils et d'équipement Ménager, is the trade association for the household appliance manufacturing sector. Created in ****, its aim is to unite the major manufacturers and support consumers in their purchases. It brings together over fifty companies.
Several standards and certifications apply to products on ...
6 Positioning the players
6.1 Segmentation
- SEB Groupe
- Vorwerk Thermomix
- Darty
- Magimix
- Moulinex (Seb Groupe)
- Kenwood (De Longhi Group)
- Russel Hobbs
- Robot-Coupe
List of charts presented in this market study
- Foreign trade in food processors
- Main export destinations for food processors
- Main sources of food processor imports
- Sales in the household appliance manufacturing sector
- Growth by small electrical appliance sector
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Latest news
Electrical appliances: SEB increasingly targets the professional market - 22/02/2024
- the Group has just signed an agreement with the Augagneur family to acquire Sofilac, the French company that owns these high-end brands and which generated sales of 62 million euros in 2023.
- The company owns Charvet and Lacanche high-end stoves and hobs.
- Appliances for the hotel and catering industry now account for 12% of group sales
- They join Krampouz crepe makers, Zummo juice makers, the Pacojet cooking aid and San Marco Italian-style coffee machines. Since 2016 and the acquisition of WMF, which brought SEB into the professional coffee machine market, SEB has been steadily expanding this division.
- In 2023, the professional division generated 962 million euros out of total sales of 8 billion.
- China accounts for 1.96 billion euros in sales
A good Franco-German recipe from Thermomix - 28/12/2023
- In the Eure-et-Loir village of Cloyes-les-Trois-Rivières, the Vorwerk factory has been manufacturing Thermomix, the famous food processor, for fifty years
- The first Thermomix came out of the Cloyes factory in 1971. It now produces between 5,000 and 8,000 every day.
- More than a million units produced every year.
- Sales for Vorwerk's Thermomix division rise from 1.26 billion euros in 2019 to 1.72 billion in 2022.
- Number of independent sales advisors: 93,000 worldwide, including 10,000 in France
- Vorwerk family group: sales of 3.2 billion euros in 2022.
- 9,300 employees, including 1,100 in France.
- Thermomix is sold in 60 countries
Seb Alliance, the Seb Group's investment fund, invests in start-up Y-Brush - 08/10/2023
- Y-Brush raised €6 million last November.
- The company was founded in 2017.
- Y-Brush toothbrushes are equipped with 35,000 nylon filaments and sonic vibrations, which clean all teeth in 10 seconds.
- Y-Brush currently has around 30 employees, half of whom work in production and logistics.
- The company produces 8,000 toothbrushes a month. Y-Brush has over 100,000 users in France and abroad.
- This year, exports accounted for over 30% of business.
- The start-up's ambition is to be present on French supermarket shelves by the end of the year.
SEB consolidates part of its logistics in Côte-d'Or - 19/07/2023
- SEB employs 1,600 people for the production of Tefal frying pans and saucepans in Rumilly, Haute-Savoie.
- In June, a 100,000 m2 warehouse was opened at Bully-les-Mines for small electrical appliances.
- The new Til-Châtel warehouse, with a surface area of 38,000 m2 and an investment of 30 million euros, will employ 100 people
- SEB employs 560 people in Côte-d'Or, including 400 in Selongey and 160 in Is-sur-Tille.
- The group has 30,000 employees worldwide
- In 2022, SEB achieved sales of 7.96 billion euros.
SEB creates a giga-logistics platform in Pas-de-Calais - 14/06/2023
- Giga logistics platform: 100,000 m2, investment of 80 million euros
- Capacity: 100 trucks per day
- Planned workforce in 2025: 350 people
- Number of SEB industrial sites worldwide: 40
- Number of SEB industrial sites in France: 11
- Sales in 2022: 7.96 billion euros
- Number of employees: over 30,000 Presence in many countries: 150
- Total brands: 34
SEB invites itself more and more into restaurant kitchens - 05/05/2023
- Groupe SEB acquires Pacojet, the Swiss family firm which manufactures the eponymous machine for emulsifying and smoothing sauces, purées, ice creams and mousses from frozen products
- Pacojet targets sales of 24 million euros by 2022
- 90% of Pacojet sales are exports
- Increased presence in Northern Europe and Germany
- Pacojet machine prices: 4,000 to 5,000 euros
- Third acquisition in the sector after Zummo, Spanish juice machine specialist, and San Marco, Italian coffee machine manufacturer
- Sales of SEB's professional activity in 2022: 725 million euros (9% of total sales)
- Increase in SEB professional sales in 2022: 15.6
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the food processor market | France
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