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Summary of our market study
The French gift box market is estimated at between 250 and 280 million euros.
France accounts for a substantial share of the European market, estimated at 1 billion euros.
The French gift box market has evolved considerably since the concept gained popularity with the launch of key players such as Smartbox and Wonderbox.
After rapid market growth, the novelty of gift sets has faded, bringing the market to a more mature stage.
After a difficult period from 2010 to 2012 due to a series of gift box company bankruptcies, consumer confidence has returned.
Consumer preferences are shifting towards intangible gifts and personalized experiences, travel and more.
The average price of gift sets is around 90 euros.
Niche players are specializing in particular segments such as sports, gastronomy and ecotourism.
Issuers of gift sets must register with Atout France. These issuers, like travel agents, are subject to strict obligations towards consumers regarding the performance of their contractual services.
French consumers of gift boxes are mainly women, many of whom have already received a gift box themselves.
A significant proportion of demand comes from the B2B sector, with companies purchasing gift boxes for employee motivation purposes.
Half of the sector's sales take place during the festive season.
The main market players
- Wonderbox has made its mark on the market
- Smartbox: The acquisition of Dakotabox has strengthened Smartbox's position in the market.
- Away from the generalists
- Ideal Gourmet stands out for its specialization in gastronomic adventures.
- NaturaBox offers gift boxes that promote eco-tourism
- Tick and Box harnesses the passion of sports enthusiasts
- Masterbox distinguishes itself by offering handcrafted products
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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
Un coffret-cadeau est un coffret qui propose une sélection d'activités, d'hôtels et de lieux de restauration et qui est destiné à être offert à un destinataire. Le coffret-cadeau repose sur quatre acteurs : l'émetteur du coffret, le vendeur, le prestataire et le porteur du coffret.
Les coffrets cadeaux se présentent sous la forme d’une boîte qui contient :
- un catalogue qui détaille les prestations auxquelles le bénéficiaire du coffret peut avoir accès
- un chèque cadeau que le porteur du coffret (celui à qui est destiné le coffret) remettra au prestataire en paiement de l’activité choisie
- les conditions générales de vente et d’utilisation du coffret
Cette étude exclut dont les coffrets à abonnement qui font l'objet d'une autre étude Businesscoot intitulée "Le marché des box livrées à domicile" et disponible ici.
Les prestations proposées se rassemblent par thème, parmi lesquels les principaux sont : les séjours (au château, en hôtellerie de charme, en chambre d’hôtes, etc.), le bien-être (soins en thalassothérapie ou en instituts de beauté, etc.), les activités sportives insolites (parachutisme, conduite sportive, etc.), la gastronomie et les travaux pratiques (cours de cuisine, séance d’œnologie, etc.). [Ministère de l'Economie, des Finances et de la Relance]
Le marché mondial des coffrets cadeaux est très récent. Si certaines offres existent dans des pays non européens, comme Coffrets Prestige au Canada ou BananLab en Australie, le marché se concentre en Europe, notamment en France. Le marché européen représente environ 1 milliard d'euros et la France est le marché national le plus développé d'Europe.
Les premières offres sont apparues en France dans les années 1990 et le développement du marché s'est accéléré dans les années 2000, avec la création de Smartbox en 2003 et de Wonderbox en 2004. La multiplication des acteurs et l'accroissement de la concurrence a entraîné les difficultés et la disparition de plusieurs entreprises dont de nombreux clients avaient payé pour des offres dont ils n'ont pas pu profiter.
Il en a résulté une défiance de la part des consommateurs qui a conduit au renforcement de la qualité de l'offre restante. Cette qualité nouvelle et l'interêt croissant des consommateurs pour les expériences nouvelles expliquent la croissance du secteur de 2013 à 2016. Cette croissance a par ailleurs été portée par deux acteurs majeurs : Wonderbox qui détenait 45.6% des parts de marché en 2018 et Smartbox qui représentait 42.5% du marché (47.9% avec DakotaBox, entreprise rachetée par Smartbox en 2015).
Le ralentissement du marché à partir de 2016 est révélateur de sa maturité qui rend nécessaire la recherche de nouveaux leviers de croissance par les acteurs. L'effet de la nouveauté n'étant plus d'actualité, l'innovation est devenue le principal relais de croissance et s'accompagne d'un élargissement des gammes de prix et une diversification de l'offre. Les entreprises du secteur misent également sur la digitalisation et les nouveaux entrants se positionnent sur des offres de niche pour se démarquer.
1.2 A recent global market concentrated in Europe
The gift box market is a very recent market that does not exist in many countries. It is mainly concentrated in Europe.
The European market for gift boxes was estimated at * billion euros in ****. * billion in ****. France thus accounts for more than a quarter of the sales generated on a European ...
1.3 A mature French market
The French market for gift sets was estimated at *** million euros in ****. *** million in ****. More than *.* million gift sets were purchased in ****, compared with * million in ****. [***]
It appears that the recent market for gift sets has experienced a growth that accelerated in **** and slowed down from **** onwards, which seems to reflect ...
2 Demand Analysis
2.1 Consumer Profile and Consumption Patterns
Regained confidence and curiosity for new experiences
Between **** and ****, the period was marked by a deep crisis of consumer confidence in gift sets. Indeed, the novelty effect gave rise to an ultra-competitive market, pushing some players into bankruptcy and making it impossible for their distributors to honour gift box offers. The ...
2.2 Seasonality of sales
The graph above represents the proportion of searches for a given clé́ word in a specific region and for a specific period of time, compared to when the use of that clé́ word was highest (***). Thus, a value of ** means that the keyword was used less often in the region concerned, ...
3 Market structure
3.1 Economic model of the players
The graph below describes the price breakdown of a Wonderbox **.* euro holiday package and thus provides an overview of the distribution of the remuneration of the market players. The partner receives approximately **% of the price, while the issuer of the box receives **% and the seller **%.
Distribution of the price of a ...
3.2 The main actors
The gift box market is highly concentrated, with two players sharing almost **% of the market share, namely Wonderbox and Smartbox. In addition, the number * in the market, namely Dakotabox, was acquired by Smartbox in ****.
Market shares in value of gift box players France, ****, in % Source: ****
The market is organised around two ...
3.3 The distribution of gift boxes
The large influx of customers generated by hypermarkets and supermarkets, combined with their sales and marketing clout, enable them to capture most of the end customer base. They are therefore essential partners for gift box designers, but also formidable potential rivals. Indeed, they may one day launch their own white-label boxes ...
4 Analysis of the offer
4.1 Product typology
There are many different types of gift sets, which are distinguished by the duration of the activity (***), the theme of the activity and its price.
The distribution of Wonderbox gift box sales highlights the most popular types of products. Staycation boxes represent **% of Wonderbox's gift box sales but also represent **% of ...
4.2 Prices
The average price of gift boxes has decreased in recent years, from ** euros in **** to ** euros in ****. This decrease is explained by the expansion of price ranges, in particular the development of more accessible products. The prices of gift sets can thus vary from ** euros to more than **** euros.
Average price ...
4.3 Main challenges and development areas
Sourcing et contrôle de qualité pour garantir la confiance des consommateurs
Apparu dans les années ****, le marché des coffrets cadeaux s'est développé en un temps record, notamment avec l'apparition de Smartbox en **** et de Wonderbox en ****. Le succès des coffrets cadeaux lié à la nouveauté a conduit à la ...
4.4
5 Regulation
5.1 French regulations
For services falling within the scope of the Tourism Code, publishers of gift sets are subject to the provisions relating to the sale of trips and stays (***) of the French Tourism Code the law n° ****-*** of July **, **** on the modernization and development of tourist services ,
The following services are not ...
6 Positioning of the players
6.1 Segmentation
- Smartbox Group
- Wonderbox
- Ideal Gourmet
- Naturabox
- Tick & Box
- Masterbox
- Reworld Media
- Unify Groupe (Au Feminin)
- Gretel (Au féminin)
- Nuoo (Haco)
- Woufbox
List of charts presented in this market study
- Taille du marché français des coffrets cadeaux
- Typologie de l'acheteur de coffrets cadeaux
- Interêt de recherche pour le terme "coffret cadeau"
- Occasions privilégiées pour offrir un coffret cadeau
- Répartition du prix d'un coffret séjour Wonderbox à 99.9 euros entre les différents acteurs
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Latest news
Gift boxes: Wonderbox is not going to buy Smartbox - 15/12/2023
- Wonderbox's takeover of Smartbox, announced almost a year and a half ago, has been abandoned
- Project halted due to potential monopoly problem
- The new entity would have represented between 40 and 45% of the gift box market.
- Competitors such as MyBeezBox and Airbnb, which has also developed its own gift cards, are gaining ground on the Internet.
- The current trend is for traditional gift boxes to decline.
- Wonderbox has accelerated in the fast-growing entertainment segment.
- Wonderbox is targeting 10% growth this year.
- Smartbox generates 365 million euros in sales.
Magazines: Reworld Media aims to expand internationally - 23/03/2023
- The group controls "Marie-France", "Grazia", "Science & Vie" and "Top Santé" and has grown through acquisitions
- Magazine leader in France with the acquisition of Mondadori in 2019
- Acquisition of Unify (Marmiton, Aufeminin etc.) from TF1 last summer
- - Sales of 500 million euros by 2022
- - 25% of group revenues come from abroad
- - Revenue breakdown: 256 million for B-to-B and 244 million for B-to-C
- - Around 1,200 employees, including 800 journalists
- - Over 20% growth in digital activities
TF1 sells aufeminin and Marmiton to Reworld Media - 28/06/2022
- Aufeminin and Marmiton, two of France's best-known digital media brands, to be sold to Reworld Media
- This should enable TF1 to focus on its core audiovisual business.
- TF1 has written down the value of Unify by 75 million for 2020
- Bouygues announced Tuesday evening the sale of its online media division
- Reworld Media has agreed to take over 300 employees of TF1's Unify Publishers division, which also includes an advertising network and social media brands
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the gift box market | France
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