The guitar market - France (2024)

1.2 World guitar market

The global guitar market has been valued at $**.** billion in **** , and is expected to register a CAGR of *. *% from **** to ****. One of the main factors driving market growth is the growing popularity of music-related leisure activities. All over the world, people are opting for a variety of leisure activities, including music, travel and sports. These activities offer a break from hectic, tedious lifestyles. One of the leisure activities gaining in popularity worldwide is learning to play musical instruments such as the guitar.

The number of live music concerts and live spectators is increasing rapidly worldwide. This further encourages, inspires and motivates people to take up music as a career and learn to play different types of guitar. Thus, the growing popularity of music-related leisure activities worldwide is expected to drive growth in the global guitar market. The extended replacement cycle will be a major challenge for the guitar market over the forecast period. The greatest opportunities lie in the rise of music events and the continued growth of rock and metal music. The electric guitar segment is expected to experience the fastest growth, with a CAGR of *. *% over the forecast period. Electric guitars are used in the rock and metal music ...

1.3 The guitar market in France

The figures in the graph above represent an estimate based on average annual sales indices and our reference sales figure: *** million euros in ****. This figure takes into account sales of musical instruments, which amounted to *** million euros, as well as sales of related accessories, which totalled *** million euros [***].

Between **** and ****, the French musical instruments market grew steadily, reaching its highest pre-pandemic sales in **** with ***.* million euros, and with growth of +*.**% compared to ****. Unfortunately, **** was marked by the global pandemic, confinements and curfews, causing the domestic market to shrink by almost *** million euros, to sales of ***.* million euros in ****. We had to wait until **** to reach **** sales levels again, with sales of ***.* million euros in ****.

Average annual sales index for musical instrument manufacturing France, ****-****, base *** in **** Source: ****

NAF code: **.**Z

The average annual sales index rose steadily between **** and ****, peaking in **** at ***.**. However, the year **** is marked by a big drop in this index, as it loses **.** points (***), with an evolution of -**.**% compared to ****.

Finally, CSFI estimates that *,***,*** instruments were purchased or leased in ****, broken down as follows: *,***,*** new, ***,*** used and ***,*** leased.

Breakdown of leased or purchased instruments France, ****, as % of total Source: ****

Estimated French guitar market:

Guitars accounted for ...

1.4 Foreign trade in guitars in France

Sales of international trade in musical instruments between France and foreign countries, by value France, ****, in Source: ****

Trademap code: ****

Imports have only increased between **** and ****, reaching around ***.* million euros in **** and an estimated ***.* million euros in ****. Exports, on the other hand, have been on a rollercoaster ride since ****: they have sometimes risen, as in **** when they reached ***.* million euros, and sometimes fallen, as in **** when they are estimated at ***.* million euros. The trade deficit in the musical instruments market has widened significantly since ****, rising from just *** million euros in **** to *** million euros in ****, an increase in the trade deficit of over ***% in just * years.

Share of main importing countries for French musical instruments, by value France, ****, in Source: ****

The main importers of French musical instruments in **** will be the United States, in first place with **.**% of French exports, followed by Germany with **.**%, then Spain with **.**%. The chart shows that French musical instruments are not exported to just a few countries, as the share of "other" countries (***) is equivalent to **.**% of exports in ****, giving musical instrument manufacturers a degree of flexibility.

According to a **** CSFI report on instrument making, French exports (***) have been growing steadily, and are essentially carried out by a ...

2.1 Musical practice in France

Around a third of French people play one or more musical instruments, with an average of *.* instruments per person. While musical practice is accessible to all social classes, it is interesting to note that lower socio-professional categories account for a significant proportion of musicians(***). In addition to the financial outlay involved in playing music, such as buying or renting an instrument, music lessons and maintenance or repair costs, the investment of time is also essential to improve one's technique. This double constraint explains why employees are over-represented among musicians, ahead of managers and intermediate professions [***].

The survey also highlights the intergenerational transmission of music. Indeed, music is an art that is passed on to children from an early age, which explains the significant presence of musical families. The piano and guitar are particularly popular, accounting for over **% of the musicians surveyed. These musicians generally work on their own instrument, whether they have bought it or received it as a gift(***).

Music remains mainly a leisure activity practised on an amateur, solo basis. However, some musicians aspire to make a living from their art. In France, there are an estimated **,*** professional musicians, many of whom are also teachers. The survey reveals that ...

2.2 Musical instrument purchasing habits and buyer profiles

Depending on the type of instrument family, we can identify a typical musician profile. For example, a musician playing the accordion would be a **-year-old man from a lower social class, who has been playing as an amateur for over * years. A musician playing a wind instrument would be a **-year-old man from a higher social class, who has been playing as an amateur for * years.

Source: ****

**%

(**%

(**%

**% of seniors

**% for all respondents

Origin of last instrument played France, ****, in Source: ****

Musicians have * ways of obtaining an instrument when they want to play it. They can either buy a new one, buy a second-hand one or rent one. These three ways of acquiring an instrument lead to different expectations when buying or renting. **% of those who buy new do so because the desired product is instantly available, **% because they find opportunities at reasonable cost, **% wish to acquire a particular model and **% wish to upgrade.

Reasons for buying new instruments France, ****, in Source: ****

For second-hand and rental purchases, the reasons are similar. **% do so because of product availability, and **% and **% respectively because of lower cost. Finally, when buying second-hand, **% are looking for a special model. As for leasing, ...

2.3 Reasons for purchasing instruments

Musicians' purchasing motivations are as varied as their sources of information. In ****, the main reason for purchase was the desire to learn an instrument on their own(***). However, in ****, the Covid crisis had a significant impact on the willingness to buy, with **% of musicians purchasing equipment during the various confinements.

Motivations for purchasing instruments among musicians France, ****, in Source: ****

Before buying an instrument, musicians first trust their friends and family or professionals. Only *% decide to buy an instrument on their own. Among those who do seek information, **% of musicians talk to friends before buying, while **% talk to their family.

Sources of information for instrument purchases France, ****, in Source: ****

2.4 Consumption of accessories and services

Musicians as a whole are frequent purchasers of accessories and services. **% have bought accessories in the last two years. The age group with the highest proportion of accessory purchases is **-**, with **% . Certain instruments are more likely to lead to the purchase of accessories. For example, **% of musicians have bought an accessory for plucked string instruments, the highest rate and far ahead of pianos, for which only **% of musicians have bought an accessory.

Distribution of buyers by musical instrument France, ****, in % of buyers in the last * years Source: ****

Although musicians who have purchased accessories in the last two years do not represent all musicians, the average amount spent remains substantial. Indeed, it often exceeds €*** for several categories of instrument, notably pianists(***). On the other hand, although guitar players are proportionally the biggest buyers of accessories, they are also the ones who spend the least, with an average of €*** over the last two years.

Average accessory budget by instrument family France, ****, in % of buyers over the past * years Source : CSFI For guitar accessories, the majority of spending has been between €** and €*** over the last two years(***).

Budget breakdown for plucked string accessories France, ****, in Source: ****

The proportion of musicians who have used ...

3.1 Guitar market value chain

The guitar market value chain is made up of several interconnected stages that contribute to the creation, manufacture, distribution and sale of guitars. The main stages in the guitar market value chain are described below:

Design and development : This stage encompasses the initial design of guitars, including the creation of new models, the selection of materials and the design of technical features. Manufacturers work closely with designers and engineers to create innovative and attractive instruments. Component manufacturing : The various components of the guitar, such as body, neck, pickups, strings and tuning machines, are individually manufactured. This stage may involve the production of parts in wood, metal, plastic and other materials needed to build the guitar. Assembly : Fabricated components are assembled to form the complete guitar. This includes assembly of the body, neck, electronics, strings and other elements. Finishing : Guitars are then treated to the desired finish, whether paint, varnish or other surface treatments. This step adds both aesthetics and protection to the instrument. Distribution and sales: Finished guitars are then distributed to retailers, music stores and/or directly to consumers via online channels. Distribution channels may vary according to manufacturers' sales strategies. Marketing and promotion : Manufacturers and retailers conduct marketing activities ...

3.2 Characteristics of the guitar market

Two main instrument categories account for **% of sales by volume: pianos (***) and plucked instruments, mainly guitars. While physical stores, whether generalist or specialist, contribute over half of sales, e-commerce sites continue to grow, and now account for **% of sales by volume.

Breakdown of instrument sales by volume France, ****, in Source: ****

Instrument sales by distribution channel France, ****, in Source: CSFI For guitars, the distribution channels are more or less the same as for all instruments. In fact, **% of purchases are made online, compared with just over **% for general and specialized stores.

Distribution of place of purchase for accordions France, ****, in Source: ****

Nevertheless, on the Internet, priority is given to specialized sites, which account for **% of purchases.

Internet purchases by type of site France, ****, in Source: ****

A point common to almost all musical practices is the predominance of buying for oneself. This figure rises to **% for guitars. Distribution of recipients when purchasing an accordion France, ****, in Source : CSFI Among those offered an instrument, the overwhelming majority are young people. In fact, **% of guitar offers are made to people under **, and **% to people between ** and **, so **% are under **.

Instrument renewal is highly dependent on the type of instrument used. There are different reasons for ...

3.3 Instrument and guitar production in France

In ****, the number of establishments registered under NAF code ****Z - Manufacture of musical instruments - stood at *** throughout the country. This figure is broadly constant, but has seen an increase since ****, when there were just *** music manufacturers. INSEE does not provide more precise data on guitar manufacturing in France.

Trend in the number of musical instrument makers France, **** - ****, in numbers Source: ****

However, while the number of manufacturing establishments has risen slightly in recent years, the number of employees working in the sector has fallen slightly over the same period. This is due to the fact that the establishments that have sprung up have to be smaller in size than previously existing companies. In ****, there were *,*** people working in the musical instrument manufacturing sector, compared with *,*** in ****.

Workforce trends in the musical instrument manufacturing sector France, **** - ****, in numbers Source: ****

In ****, we therefore have an average workforce of *.** people per company.

Geographical distribution of musical instrument makers:

We observe that the regions with the highest number of companies and employees are the Ile-de-France region, the PACA region and the Auvergne-Rhône-Alpes region, with ***, *** and *** employees respectively.

Region Number of companies working in the musical instrument production sector Employees Île-de-France ** *** PACA ** *** Auvergne-Rhône-Alpes ** *** Eastern ...

3.4 Market players

Gibson for purists

Dreaming of playing haunting melodies on a Les Paul? Gibson remains the American luthier of choice for fans of electric, acoustic and, of course, electric instruments. Artists such as B.B. King, Mark Knopfler and even the great Bob Marley swore by Gibson creations.

The Epiphone subsidiary offers models suitable for learning, offering excellent value for money. For example, Epiphone Les Paul Special Vintages models can be found for under €***. These versatile instruments are ideal for perfecting your guitar skills. Featuring screwed mahogany necks, they guarantee comfortable playing and essential handling for beginners. An opportunity to master guitar strings with ease, just like a professional musician!

Fender for rock 'n' roll enthusiasts

Fender, a famous American brand, is associated with the legendary electric guitar, the Stratocaster. Stratocasters have become true rock icons! This guitar, along with others like the Fender Telecaster, Jazzmaster or the more modest Squier, have inspired entire generations of guitarists, including Jimi Hendrix and Eric Clapton. Opting for a Fender guitar could be the perfect choice if your ambitions are geared towards a rock, hard-rock or fusion repertoire. To play these guitars, you'll need an amplifier of the same brand and a jack cable to ...

4.1 The different offers on the market.

Acoustic guitars

Entry-level products (***).

Guitars can be found on the Internet for less than €** , and are low-quality, cheaply made guitars with a short lifespan. Acoustic guitars between €*** and €*** are the most common guitars bought by beginners, as the wood finishes are of better quality. Good-quality guitars can be found between €*** and €***. These are often entry-level guitars that can be used during the long years of learning and even afterwards.

Intermediate products

Intermediate guitars range from €*** to €****. Intermediate and top-of-the-range guitars have the distinctive feature of often being made in the brand's own countries, and partly by hand. These are products made to last over time.

High-end and luxury products

High-end guitars, by definition, are distinguished by the quality of their components and finishes. Whether it's a unique model or a prestigious guitar reproduction, the top-of-the-range guitar is used by expert or professional guitarists. With prices ranging from a thousand to tens of thousands of euros, these guitars benefit from materials with rare acoustic properties, and from innovations made by leading luthiers and engineers. The high-end guitar remains a mass-market product if it is mass-produced. What can add value to a guitar is the time it takes for the luthier to refine ...

4.2 Second-hand and rental, new ways of consuming instruments

Nowadays, playing an instrument doesn't have to mean buying a new one. In fact, customers can decide to buy a second-hand instrument , rent one , or even use a self-service instrument.

Focus on used instruments :

Used instrument buyers tend to prefer instruments less than ** years old. Although the main motivation for buying a second-hand instrument is generally budget-related, the search for a specific model is also mentioned.

It's important to point out that some instruments, especially bowed strings, have a very long lifespan and can even increase in value over time. This is why musicians playing bowed string instruments show a particular interest in instruments over ** years old, accounting for around **% of second-hand purchases. This trend can be explained by the exceptional quality and sound of older instruments that have been well cared for and played over the years.

Musicians often appreciate the uniqueness and tonal richness of older instruments, which makes them attractive on the second-hand market. It's therefore common to see musicians looking for specific second-hand instruments, whether these are well-known models or older instruments that have gained in value and prestige over time.

For guitars, the trend is different from bowed strings, since second-hand purchases of guitars over ** years ...

4.3 The latest innovations

Smart acoustic guitar

During the ****s, manufacturers Takamine and Ovation enjoyed great success electrifying acoustic guitars. However, Lâg, a guitar brand belonging to the Algam group from Nantes, and the Paris-based start-up HyVibe have taken things a step further with their smart guitar. At first glance, this guitar appears to be a traditional acoustic guitar, notably Lâg's Tramontane model. A small, unobtrusive control box is positioned at the top of the soundbox, while the rest of the technology remains concealed inside the instrument.

A piezoelectric sensor is cleverly placed under the saddle of the guitar, near the bridge, to detect string vibrations. These vibrations are then transmitted to the processor designed by HyVibe. This processor processes the signal, modifies the sound, eliminates any feedback and then sends the signal back to actuators or kinetic energy converters. The latter, similar to membrane-less microphones, are positioned under the soundboard and generate an acoustic sound by exploiting the natural resonance of the guitar, which thus becomes a kind of loudspeaker. Robin Tirado, Product Manager at Lâg, sums up this innovation by saying, "They produce an acoustic sound from the natural resonance of the guitar, which therefore acts as a loudspeaker."

This ...

5.1 Regulations

French regulations on the guitar market are mainly based on European legislation, in particular Directive ****/**/EC on musical instruments. The regulations are European, and there are no import regulations that differ from EU regulations in France [***]:

Conformity certification: Guitars must comply with harmonized European standards. They must bear the CE mark, which indicates that the product meets the essential safety and performance requirements.

Restrictions on certain substances: Certain materials or hazardous substances are regulated. For example, wind instruments must not contain lead, mercury or cadmium in excess of regulatory limits.

Consumer protection: Sellers must provide clear information on the characteristics of instruments, including their provenance, manufacturing materials and technical specifications. Consumers must also benefit from legal warranties on manufacturing defects or lack of conformity.

labeling: Guitars must be accompanied by a label indicating the manufacturer's name, country of origin, safety information and other relevant details.

CITES regulations:

Among the regulations that have an impact on instrument-making professions is the Washington Convention, also known as CITES, set up in ****. Since ****, this convention has overseen international trade in endangered animal and plant species, including wood. Currently, *** countries, known as "parties", have signed up to the convention. All member countries of the European Union ...

6.1 Segmentation

• Euterbe Musique
• Lâg Guitars
• Vigier
• Custom 77
• MeloDuende Guitars
• Wild Customs
• Desert Dust
• Woodbrass
• Euroguitar
• Centrale Guitars
• Yamaha Music
• Fender
• Paul Beuscher
• Cultura