The knife and cutlery market - France (2024)

1.2 The global cutlery market: current situation and main characteristics

International market size:

The international knife market has been estimated for the year **** at $*.* billion. With an estimated CAGR of *.**% for the period ****-****, this market is growing and should reach a value of $*.* billion in ****. The global market is driven in particular by growth projections in the real estate, industrial and kitchenware sectors, all of which require knives.

Growth projections in value terms for the international cutlery market World, ****-****, in $ billion GrandViewResearch

If we look at the United Nations data for code ****, which covers knives other than machine knives, we see that for the year ****, the following ** countries will be the main exporters of cutlery by value on the international market. China dominates the market, with an export value *.* times greater than that of Germany, the world's second-largest producer.

Main cutlery exporting countries World, ****, in millions of $ Statista

In terms of imports for ****, the United States is the world's leading importer of knives. The value of its imports is *.* times greater than those of Germany, the world's second-largest importer. Main cutlery importing countries World, ****, in millions of $ Statista

1.3 The national cutlery market

The French cutlery market is estimated to be worth *** million euros in ****, according to the Observatoire paritaire de la Métalurgie.

In France, there will be *** cutlery companies in ****, more than *,*** cutlery craftsmen and some ** specialized subcontractors, reports the Observatoire paritaire de la Métalurgie.

These *** companies account for *,*** jobs and generate *** million in cumulative sales, **% of this market's sales are generated by * companies. This sales figure is up **% on ****, with an average annual growth rate of *% over ****-****. According to INSEE, total sales in **** for cutlery manufacturers in France will be €*** million, up **% on ****.

Sales in the French cutlery industry are therefore on the rise, driven in particular by the following * consumer outlets:

Breakdown of cutlery sales in **** by type of sector France, ****, in Millions of euros French Metallurgy Observatory

Table cutlery is the leading market for the cutlery industry, accounting for **% of total sales in ****, a figure that has remained stable since ****. With **% of total sales, pocket cutlery represents the second outlet, which has grown significantly since ****, when it accounted for just **% of total sales.

Sales trends in the cutlery sector according to INSEE :

Thanks to INSEE, we can also calculate the sector's **** sales, as well as historical sales ...

1.4 A trade deficit in cutlery

evolution of the French cutlery trade balance:

Between **** and ****, the French cutlery trade balance deteriorated (***). A more detailed analysis of French cutlery imports and exports shows that this deficit is largely due to China, which alone accounts for **% of French imports in ****, whereas China is only the *th destination for French exports. [***] However, these data seem to indicate a particular positioning of French companies on the market. While China undeniably dominates the market, thanks in particular to its production of knives for industrial use, French production stands out for its historical criteria and its mid- to high-end strategy. To analyze the French trade balance between **** and ****, we have used UN product code ****, which covers all knives other than machine knives.

Evolution of the French balance of trade in cutlery. France, ****-****, in millions of euros Observatoire paritaire de la Métallurgie

Main countries of origin of French cutlery imports. France, ****, % Metallurgy Observatory

Main origins of French cutlery exports France, ****, % of exports Metallurgy Observatory

An extremely negative trade balance between France and China :

Cutlery trade deficit between France and China (***). France-China, ****-****, in millions of $ UNcomeTrade

Made in France appreciated internationally:

As the graph below shows, France appears to export a significant ...

2.1 Knife demand: consumer typology

The demand for knives in France can be broken down into * sub-sectors, depending on the purpose for which the knife is used. A distinction is made between dish knives, pocket knives, hunting or military knives, and kitchen knives.

Consumer typology :

Dishwasher knife consumer: To analyze the purchasing behavior of dishware knife consumers, we need to consider the entire dishware sector. According to a YouGov survey, consumers give priority to price (***). This consumption behavior is tending to decline among the younger generations. **% of **-** year-olds seem to prefer a menagère, while this figure is **% for Seniors. Finally, the purchase of tableware is the result of a considered behavior, with **% of French people declaring that they would not buy tableware on impulse[***]

Pocket knife consumers: The majority of pocket knife buyers are men, and **% to **% of female buyers buy one as a gift for a man. In addition to its practical function, it is also favored for its aesthetic appeal. The feminization of the market is a challenge for the industry, in order to attract new female customers, and despite attempts to offer smaller knives, it seems that women want "real knives". Pocket knives, when they don't cost more than €**, appear to ...

2.2 Cyclical demand :

The graph below shows that demand for cutlery is cyclical. The three sales figures for ****, **** and ****, expressed relative to **** translated at base ***, follow the same cyclical trends.

Trend in domestic and export sales - Cutlery manufacturing (***) France, ****, **** ,****, Base *** year **** INSEE

Averaging the sales indices of cutlery manufacturers for the years **** to ****, relative to **** as base ***, we can see that demand is weakest from January to May. It peaks in June before collapsing in July, with a drop of **.** points relative to the **** base year. The rest of the year, from September to December, was more buoyant, with indices higher than the reference year at all times. The month of October appears to be the average month with the highest sales in the cutlery industry, with an average increase of **.** points over the six-year period, relative to the average for ****.

Comparison of average sales evolution indexes by month, relative to base year *** **** France, average for ****,****,**** relative to base *** ****. INSEE

Impact of the COVID crisis:

The graph below shows that the Covid crisis has had no particular effect on this cyclical trend in cutlery consumption. Relative to ****, the curve for **** follows the same trend. Nevertheless, the negative impact of the confinement on the ...

2.3 Some of the products consumers prefer :

The following table lists the top * bestsellers in France on Amazon for the most common knife categories:

2.4 Changing consumer trends

Knife demand is driven by several trends, which have both positive and negative effects on cutlery consumption.

Changes in French interest in tableware:The modernization of French society has led to a change in the way the French perceive their interest in table service. If it is no longer necessary for new households to equip themselves with butter knives, fish knives, or other knives that may be judged as uninteresting, the art of table service is no longer a priority.the art of the table remains important today, but certain elements are less of a concern for the new generations. The housewife, for example, is no longer considered of prime importance by young people, according to a YouGov survey. Only **% of **-** year-olds consider it important. Another factor impacting on the sale of tableware is the decline in the number of weddings. Tableware is a typical wedding gift. With the downward trend in the number of weddings in France, -*.**% between **** and ****, and an average rate of decline in the number of weddings of *.**% per year between **** and ****, these are all missed opportunities for the tableware and cutlery offer. However, the covid year of ****, which forced the French to stay at ...

3.1 Cutlery production value chain :

3.2 Knife and cutlery production in France

Knife making from raw materials to production:

To make a knife, craftsmen and manufacturers first need raw materials. These are mainly wood, needed to make the handle, and steel, needed to make the blade. Steel can be forged in-house from alloys of iron and other metals, or purchased directly from steel producers. Cutlery makers thus have the choice of subcontracting their blade production and only assembling their knives, or integrating this part of the production chain into their own.

Source: ****

A concentrated number of manufacturers, and a multitude of small craftsmen:

While URSSAF counted *** cutlery producers in France in ****, the Observatoire paritaire de la métallurgie identified *** cutlery manufacturers in ****. Not all of these are counted by URSSAF, because they are independent producers or because knife-making is not their main activity.

As a result, we observe a market with multiple players, although the bulk of production and sales - **% in **** - is concentrated around these *** players. It is therefore a moderately concentrated market. Geographically, however, cutlery makers are organized around * main production basins.

The French knife-making industry supplies all types of knives, including kitchen knives, pocket knives, hunting and fighting knives, as well as professional and kitchen knives.

Source: ****

Description of ...

3.3 Cutlery distribution in France

A sales organization largely organized around distributors:

An analysis of the sales of the *** largest cutlery manufacturers in France reveals the following breakdown:

Breakdown of sales by customer type for cutlery manufacturers France, ****, in % of sales Observatoire paritaire de la métallurgie

We can thus see that the cutlery distribution methods favored by cutlery manufacturers are retailers (***), **%. While GSAs are favored to reach consumers directly, particularly for lower-priced ranges, retailers are favored for top-of-the-range knives. Some manufacturers, such as OPINEL, have stopped distributing their products in supermarkets as part of a strategy to differentiate their products and enhance their upmarket image.

By ****, online sales of knives will also be low, at just *%.

3.4 Distribution

En analysant la répartition du chiffre d'affaires des ***  plus grands producteurs de coutellerie en France, on obtient la répartition suivante en termes de distribution :  

Répartition du CA par type de client pour les fabricants de coutellerie France, ****, en % Observatoire paritaire de la métallurgie

On constate ainsi que les méthodes de distribution de la coutellerie privilégiées par les producteurs de coutellerie sont les détaillants (***), **%. Si les GSA sont privilégiées pour toucher directement le consommateur, notamment pour les gammes à un moindre prix, les détaillants sont à l'inverse privilégiés pour les couteaux hauts de gamme. Certains fabricants, comme par exemple OPINEL, ont arrêté de distribuer leurs produits au sein des GSA dans une stratégie de différenciation et d'image plus haut de gamme.

On constate également en ****, une faiblesse des ventes de couteaux opérées en ligne, avec seulement *% de ces dernières.

3.5 Environnement de marché (SWOT)

Le tableau ci-dessous présente les forces et faiblesses du marché français de la coutellerie : 

Source: ****

3.6 Enjeux de développement et activités critiques

Principaux enjeux de développement perçus par les entreprises :

Les entreprises de coutellerie ont identifié plusieurs enjeux majeurs pour leur développement en ****. La transformation numérique et digitale et la modernisation de l’appareil productif pour gagner en compétitivité figurent parmi les priorités les plus fortes, avec **% des entreprises les considérant comme des enjeux très forts. En revanche, la recherche de nouveaux partenaires sous-traitants à l’international représente un enjeu moyen pour **% des entreprises, tandis que seulement *% des entreprises la jugent un défi très faible. Le développement du chiffre d’affaires à l’export est également perçu comme une priorité pour **% des entreprises, dont **% le considèrent comme un enjeu moyen. Le développement de la production en France est un autre objectif important, avec **% des entreprises le qualifiant de très fort, tout en étant également une préoccupation pour **% qui le jugent de moyenne importance.

D’autres enjeux, tels que la diversification des gammes de produits commercialisées (***), sont également perçus comme cruciaux, bien que leur importance varie. Enfin, la transition écologique représente un défi pour **% des entreprises, qui considèrent cet enjeu comme très fort, ...

4.1 Knife and cutlery offer typology

The cutlery market includes several sub-categories of knives that can be divided as follows:

-Kitchen / professional knives.

-Knives used as tableware

-Hunting / military knives.

-Pocket knives.

Each of these types has a different end use. While butcher's and kitchen knives are intended for professional use, hunting and military knives are more for leisure. Knives used for tableware are primarily utilitarian, although tableware can also have a ceremonial function. Finally, pocket knives are more ostentatious, although also utilitarian.

Before detailing these * main types of offer, let's first take a look at the offer available on the two components of a knife, namelythe handle and the blade:

Type of offer according to materials used :

Handle:

Source: ****

The Blade :

The blade of a knife is mainly made from steel, ceramic or titanium.

Steel: the main material used to produce a knife blade. It's the result of alloying iron with carbon (***). While the carbon ensures the steel's hardness, a chromium alloy is also added to this first alloy to protect the blade from rust. There is a huge diversity of possible steels, given all the possible chemical combinations. However, there are two main sub-categories of steel.

-Carbon steel, with a chromium content of less than ...

4.2 Prix

Le tableau ci-dessous, regroupe les couteaux le splus populaires vendus sur Amazon.fr en mars **** :

Source: ****

Moyenne des prix des couteaux France, ****, € Source: ****

Les prix des couteaux peuvent varier considérablement en fonction de plusieurs facteurs clés. L'un des principaux déterminants est le type de couteau, tel que les couteaux de chef, santoku, ou d'office. Par exemple, un couteau de chef est polyvalent, souvent plus cher en raison de sa taille et de sa capacité à réaliser une multitude de tâches en cuisine. Les couteaux japonais, tels que les santoku, sont réputés pour leur précision et leur légèreté, ce qui peut justifier un prix plus élevé. Les couteaux d'office, plus petits et spécialisés, sont généralement moins coûteux tout en étant essentiels pour certaines découpes.

Un autre facteur influençant le prix est l'acier utilisé dans la fabrication des lames. Les couteaux en acier inoxydable, comme ceux avec de l'acier X**CrMoV**, sont populaires pour leur résistance à la corrosion, mais les couteaux en acier au carbone, comme ceux avec des aciers Aogami ou Shirogami, sont prisés pour leur tranchant exceptionnel, bien qu'ils nécessitent davantage d'entretien. ...

4.2 Rising production costs since January 2021

Cutlery market production costs :

Evolution of the French industry's production price index for all markets - Article de Coutellerie - (***) France, ****-****, base *** February **** INSEE

Between **** and ****, there is a trend towards a slight increase in production costs for the cutlery market. However, this increase in production costs is stable. There is only a *.*% increase between **** and ****, representing an average annual growth rate of *.**% over * years. Nevertheless, due to global inflation, from **** onwards, prices start to rise, with an increase of *.*% between July **** and January ****. But it's especially in **** that the rise accelerates, with an increase of *.*% between July **** and January ****. Between January **** and July ****, prices rose by *%. However, this increase diminished: between July **** and January ****, the increase was only *.*%.

4.3 Trends in cutlery supply :

Pocket knife customization: It is becoming increasingly common for cutlers to offer a range of customizable knives. Consumers like this type of personalization, as it enables them to obtain an object that is unique and close to their tastes. The Le Coq Français brand, for example, offers customization of its knives, and even makes it a sales criterion, particularly in the run-up to Valentine's Day, so as to take advantage of the gift effect. [***]

Focus on craftsmanship / local production / history:offering a local product, made in France, is also a criterion used by French cutlers. To reach consumers who are sensitive to history, cutlers rely on the century-old history of their knives' manufacture, linked to the terroir and history of French craftsmanship. This criterion is therefore a key success factor in maintaining their business in France in the face of competition, particularly from China, which is marketing knives at lower prices.

Mid- to high-end positioning:French cutlery manufacturers are positioned in mid-range markets, especially for kitchen and tableware knives. Mid-range and high-end positioning is more easily achieved for pocket knives.

Limited series ranges: Some companies, such as the Swiss cutler Victorinox, offer limited series of knives. These series arouse customer ...

5.1 Legal regulations and industry standards.

General knife regulations:

Knives, as edged weapons, are considered by the Internal Security Code as weapons belonging to category D of the Internal Security Code.

As a result, their acquisition and use are regulated according to the following main criteria:

-You must be of legal age to own this type of weapon. [***].

-Category D weapons may be freely acquired and held. [***].

-Carrying and transporting this type of weapon, however, is in principle prohibited without legitimate reason. However, in the event of a law enforcement check, the legitimacy of carrying this type of weapon is analyzed on a case-by-case basis according to the type of weapon, the context and the circumstances. [***].

The penalties for carrying or transporting category D weapons (***) are as follows:

Tolerant case law on carrying knives:

It appears that the carrying of Opinel or Laguiole knives, pocket knives, or a normal-sized Swiss Army knife is tolerated by the courts. Similarly, the context has an influence on the decision to take action in the event of a police check. Of course, as a consequence of the attacks of January * and November **, ****, carrying a knife in a public place will tend to be severely punished.[***].

It therefore appears that the following ...

6. Segmentation

• Forge de Laguiole
• Opinel
• NOGENT***
• ROUSSELON DUMAS SABATIER
• Perceval
• Zwilling Staub
• Wüsthof
• Thiers-Issard
• Le Coq Francais
• Degrenne