The kitchen furniture market - France (2023)

1.2 A growing global market, dominated by the United States

Global kitchen furniture market size World, ****-*****, in billions of dollars *Projection mordorintelligence

The global kitchen furniture market is growing at a steady pace and is expected to reach over $** billion by ****. In ****, it was estimated at around $**.** billion.

1.3 The French market remains dynamic

The kitchen furniture market is one of the most dynamic segments of the furniture market.

Growth in kitchen furniture sales in France France, ****-*****, in millions of euros *Projection based on sales index from January to August INSEE - INSEE Processing: Businesscoot

After a dip due to the health crisis, kitchen furniture manufacturing has exceeded its pre-crisis level.

Sales trends for integrated kitchens in France France, ****-****, in millions of euros IPEA

The size of the integrated kitchens market is estimated at *.** billion euros in ****, *** million more than in ****.

In the first half of ****, the kitchen sector recorded a significant drop in market value, marking the sharpest decline among furniture segments. This underperformance led to a *% year-on-year decline in kitchen production, according to Insee data. Although this decline is notable at the start of the year, the kitchen segment nevertheless maintains a substantial lead over its **** performance, mainly due to price increases rather than product volume growth. [***]

1.4 Balance of trade

French trade balance for kitchen furniture France, ****-****, in millions of dollars and as a % of sales A COMTRADE

France has a particularly low coverage rate in kitchen furniture, and it's even tending to fall! Imports are rising, while exports are stagnating.

Main destinations for French kitchen furniture exports France, ****, in millions of dollars A COMTRADE

France's main suppliers of kitchen furniture France, ****, in millions of dollars ONE COMTRADE

Germany is by far the leading supplier of kitchen furniture to France, accounting for */* of French imports.

French exports go mainly to Spain and Switzerland.

2.1 Consumption habits

Survey of French household purchasing intentions for all types of furniture France, ****, in Source: ****

Kitchen furniture comes in at *ᵉ position in French people's furniture purchase intentions, even though its lifespan is longer than average.

Consumer purchasing criteria France/Europe, ****, in % Source: ****

Price, quality and style remain the main criteria for furniture purchases, whether in France or Europe.

Interior decorating expenditure items France, ****, in Source: ****

Refurbishing a kitchen or bathroom is a much smaller item of expenditure than decorating living areas, buying new furniture, appliances or decorative objects. These are costly jobs, but they are rare, given the long service life of a kitchen.

2.2 The influence of the real estate market on French household demand

Another point is that the kitchen furniture market is directly linked to developments in the construction and housing markets. In fact, furniture sales are positively correlated with real estate purchases, and consequently with the construction of new buildings. Recent figures from the Ministry of Housing put us in perspective as to the future increase in demand for kitchen furniture, relative to the consequent rise in new construction projects.

A general downward trend in the total number of housing units authorized and started between **** and ****, with some fluctuations. For example, authorized housing decreased by **% from **** to ****, while housing starts fell by **% over the same period. However, a slight increase is observed in **** compared to ****, with a growth of **% for authorized housing units and **% for housing starts. In ****, authorized housing units increase slightly compared to ****, while housing starts decrease.

Change in housing starts related to an increase in demand for seating and sofas France, ****-****, in thousands of units Source: ****

There's a clear change after ****, when construction picks up again, reaching its peak in ****. There's also a link with the number of moves, which exploded post-Covid-**.

The health crisis turned the year **** upside down, triggering a surge in moving plans. **% of French people, ...

2.3 Audience analysis

Audience breakdown by age France, ****, %, %, %, %, %, %, %, %, %, %, %, % Source: ****

Analysis of the data reveals that the audience in the market studied is mainly made up of people aged ** to ** years (***), compared with **.**% of the French population. The older age brackets are clearly less represented in the audience than their proportion in the French population, in particular the over-**s, who represent only *.**% of the audience versus **.**% of the French population. Audience breakdown by gender France, ****, % of total audience Source : Semrush Audience analysis for the market studied shows an overall trend marked by male dominance. Men account for **.**% of the total audience, while women represent **.**%. This distribution indicates a significantly greater orientation towards the male audience in the market in question. Audience breakdown by gender and age France, ****, % of total audience Source : Semrush Analysis of the data indicates an overall trend: the market studied is predominantly male in all age brackets, except for the **-** age group, where women account for almost **% of the audience. In the **-** age bracket, men account for a considerable **.**%. This male dominance is maintained in the **-**, **-**, **-** and **+ age groups, with percentages of **.**%, **.**%, **.**% and **.**% respectively. On the other hand, the share of women increases progressively with age, ...

2.4 The French and kitchen chains

Here, we compare the main kitchen brands in terms of their level of popularity among the population.

The French and leading kitchen brands France, ****, in Opinionway

Schmidt is the most popular brand with **.*% "I like" ratings, unlike Arthur Bonnet with **.*%, which suffers from a low public profile, but is also the brand with the fewest "I don't like" ratings. Cuisinella is the brand the French like least, with *.*% "I don't like".

Share of French people saying they like these kitchen brands by age France, ****, in Opinionway

Cuisinella is a brand favored by younger people.

Percentage of French people who say they like these kitchen brands, by CSP France, ****, in Opinionway

There are few notable differences in brand popularity according to CSP. Overall, CSP+ people say they like kitchen brands more than CSP- and inactive people.

3.1 Market structure

Furniture market structure France, ****, % of total IPEA

Integrated kitchens account for **.*% of the furniture market.

Growth rates for different furniture market segments France, ****-****, in IPEA

Over ****-**, integrated kitchens are the second fastest-growing segment.

Growth in the number of kitchen furniture manufacturing establishments France, ****-****, in units URSSAF

Change in number of employees in kitchen furniture manufacturing France, ****-****, in units URSSAF

There has been a slight decline in the number of establishments and a slight increase in the number of employees in kitchen furniture manufacturing.

Some key figures on the structure of the French kitchen furniture market:

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3.2 Different distribution channels

Taking advantage of a very buoyant French market in ****, the main retail chains owned by furniture manufacturers have continued to densify their territorial coverage in recent months, and most of them intend to continue doing so in the coming years.

Furniture manufacturers' direct customers are the various furniture distribution channels. In ****, domestic furniture sales by channel will break down as follows:

mass furniture retailers (***) specialists (***) dIY superstores (***) mid/high-end furniture (***) e-commerce pure-players (***) other channels (***)

Share of different distribution channels in the furniture industry France, **** Source: ****

Mass-market home furnishings retailers (***) are thus the main consumer furniture distribution channel in France, with a **.*% market share by value in ****.

Sales by retail channel in the furniture market France, in billions of euros IPEA

Ranking of kitchen chains by total floor space France, ****, in m² LSA Conso

In France, Schmidt is the chain with the largest floor space, with over ***,*** m².

3.3 Competition between specialists and generalists

Kitchen specialists include Schmidt, Cuisinella, Mobalpa, Ixina and SoCooc'. They benefit from a fine territorial network and a strong presentation of their offer. Mass-market furniture retailers (***) see the entry-level kitchen furniture segment as a source of diversification and a major growth driver. Although it represents only a third of distribution in terms of value, it accounts for more than two-thirds of the market in terms of volume. This can be explained by the large display area in stores. DIY superstores such as Leroy Merlin and Castorama entered the market later, and offer mainly kit kitchens at reduced prices to compete with general retailers.

Kitchen chains are adopting a strategy of expanding their sales base by increasing the number of stores. For example, SoCooc' has considerably expanded its network by absorbing several Hygena stores and opening new outlets. Similarly, Ixina has experienced significant growth with the opening of numerous new stores around the world.

This expansion has been accompanied by adjustments in store formats, reflecting the desire to adapt store sizes to catchment areas, with smaller formats for city centers in order to keep rental costs under control. For example, AvivA has introduced a new ***m² to ***m² store format specifically designed ...

3.4 Value chain

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3.5 Geographical breakdown of production

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4.1 Product and range categories

The IKEA website offers the following product categories and ranges in the"Kitchen furniture and fronts" section:

Colones Fronts and drawers Low/high cabinets Furniture for built-in appliances Finishing panels and decorative strips Doors Stuctures, feet, baseboards

The market offers significantly different levels of quality in different segments. The offer can be segmented into three categories.

Entry-level kitchens are characterized by a high degree of standardization. Furniture is sometimes offered in kit form by companies such as IKEA and Leroy Merlin. They focus on selling a wide range of different products, regularly renewing their offer and offering multiple combinations. IKEA's Metod range, for example, offers some **,*** possible kitchen configurations. examples: IKEA, Leroy Merlin

Kitchens positioned in the mid-range offer more precious materials and additional equipment. Storage space, fronts, handles and worktops can be made of artificial stone or solid wood. Similarly, the combinations and combinations of materials are more complex. Technological equipment is also more advanced. examples: Made.com, Maisons du Monde

Luxury kitchens are highly personalized kitchens, composed of one-of-a-kind furnishings in noble materials and with a high level of craftsmanshipunique furniture with noble materials and cutting-edge technology. examples: Perene (***), Siematic

4.2 Highly competitive prices

General retailers and DIY outlets are therefore striving to offer kitchens at lower prices, while kitchen specialists remain focused on a high-end offering , maintaining a higher pricing policy. In the French kitchen furniture market, two very different price segments coexist: high-priced fitted and made-to-measure kitchens, and self-build kit kitchens representing a much lower budget for the end consumer.

Producer price trends for kitchen furniture France, ****-****, index base *** in **** *projection based on average index between January and October **** INSEE

Producer prices have risen by over **% in the last * years.

Positioned in mid-range and entry-level segments, Lapeyrefor example, offers more than ** models of customizable kitchens priced from €*** to €*,***. The same goes for Leroy Merlinoffers prices ranging from €*** to €***. Conforamahas an even more aggressive pricing policy with its offer of "ready-to-wear" kit kitchens, sold in the form of ** pieces of furniture that customers can assemble themselves at prices ranging from €*** to €***. Last but not least IKEAalso offers mini-kitchens in kit form from €***, and is the perfect illustration of the competitive intensity accentuating the price war between different distributors.

4.3 Pure players and digital offerings

The furniture market is being turned upside down by the rise of e-commerce. Online furniture sales account for **% of total sales, and grew by *.*% in France in ***. The success of online sales is helping to boost the sector.(***)

Brands such as Made.com and Miliboo, start-ups launched in **** and **** respectively, now dominate online distribution of furniture and home furnishings. The kitchen furniture segment is featured in their offer alongside many other product ranges and categories. According to the General Delegate of Ipea (***), quoted in the same source, success is not necessarily there, however, and average baskets are still relatively low .

Made accounted for half of the sector's online sales in ****, and Miliboo, a French start-up launched in ****, is growing fast.(***)

It should be added, however, that all the traditional players are also reinventing their distribution methods, even if the kitchen specialists are banking on their expertise in physical outlets and extending their distribution networks. The growth of e-commerce is due both to the emergence of pure players and to the sales of traditional players who have now converted. Innovative since the rise of the digital channel, Maison du Monde achieves **% of its sales via online sales and has set a target ...

5.1 Regulations

European and French regulations govern safety and consumer information for furniture and furnishings. European Directive ****/**/EC lays down general product safety standards, while French regulations, unless otherwise specified, impose a general safety obligation as defined in Article L. *** of the EC Treaty.unless otherwise specified, French regulations impose a general safety obligation defined in article L. ***-* of the French Consumer Code. These regulations include labeling obligations, such as those defined by Decree no. **-*** for furnishing products, and require transparency on product composition, particularly as regards textile fibers and leather goods, which are governed by specific texts.

In addition, the NF Ameublement standard ensures the quality of kitchen furniture by certifying its sturdiness, ease of assembly, durability, quality of finishes, proper functioning of drawers and doors, as well as electrical safety for integrated equipment. This standard offers different guarantees (***) for furniture adapted to different uses and durability. In addition, the NF Environnement standard, France's official eco-label, focuses on the life cycle of kitchen furniture, quality of use, transparency of selection criteria, and compliance with environmental standards, providing benchmarks for consumers concerned about the ecological impact of their purchases.

The rules apply to furniture such as living rooms, bedrooms, seating such ...

6. Segmentation

• Schmidt Groupe
• Fournier Groupe
• Nobilia
• Snaidero
• Ikea Group
• Adeo Groupe
• Neoform Participations
• Weber Industries Groupe
• Conforama France
• Made.com
• Miliboo
• Gifi France
• Casa
• Centrakor Stores
• Lapeyre
• Ikea France
• Cuisine Plus (FDB groupe)
• Arthur Bonnet
• Howdens Cuisine
• Ixina Cuisiniste (FBD Groupe)
• Mobalpa (Fournier Groupe)
• Franke Group
• FBD groupe
• Aviva Cuisines
• Batiman