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Summary of our market study
The global market for large electrical appliances is growing steadily, with an expected compound annual growth rate of 6.5% between 2023 and 2033, aiming to reach a market value of $1300 billion. Despite a slowdown in 2020 due to the COVID-19 pandemic, with sales falling to 3.60 billion euros in France, the market showed signs of recovery, with a slight increase in sales to 4.33 billion euros in 2022. The French market has seen a decline in the number of companies and employees in the manufacturing sector, with Whirlpool and China's Haier relocating part of their production abroad.
In addition, e-commerce has gained momentum, further impacting physical appliance outlets. The industry is investing heavily in energy-efficient and connected appliances, adhering to new regulations such as the AGEC law and European directives that emphasize sustainability and reparability. Despite these regulatory pressures and changing consumer demands, industry players foresee increased interest in greener, more technologically advanced products in the sector.
Market trends and analysis in France
The French market for major household appliances, while generally robust, has seen varied performances across segments. In recent years, the market has been driven by substantial growth, particularly in 2021, when it jumped by 10.8%, reaching a valuation of around 6 billion euros. However, it is clear that the trajectories of the different segments of the large electrical appliance sector have diverged. The refrigeration segment proved resilient and recorded growth, with sales up a modest 2% on the previous year.
By contrast, the cooking and washing appliance market segments both recorded a slight decline in sales. As for e-commerce, its rise has had a palpable impact on the traditional retail landscape, as evidenced by the decline in the number of companies and employees in the home appliance manufacturing sector in France. This industry has contracted considerably, with a significant reduction in the number of companies and the workforce over a period of around twelve years. Notably, despite this contraction, a certain stability in activity levels has been maintained since 2015, although challenges persist, with cases of production relocation to other countries such as Poland and Turkey.
Consumer demand for large electrical appliances (LEA) is closely linked to household purchasing power, which has been on a downward trend in recent times. As the French population has lost purchasing power, the propensity to invest in major appliances has logically declined.
Rising interest rates on consumer credit have further dampened the appetite for such major household investments. Price considerations remain important, as energy-efficient appliance categories are generally more expensive than their less efficient equivalents. Despite the variations, average prices for large appliances appear to have stabilized somewhat over the past two years, before the onset of general inflation.
Growing consumer interest in connected appliances is a major trend affecting both supply and demand in the household appliance market. Innovations such as Samsung's Twin Convection™ technology and Daan Tech's Bob mini dishwasher illustrate the market's push towards practical, multifunctional and intelligent products. What's more, the smart home market is developing rapidly, with an increasing number of households adopting connected home automation equipment.
In France, the penetration rate of smart home equipment is expected to continue its upward trajectory. In addition to technological advances, attention to the repairability and durability of products has intensified. French regulations now include measures to promote the repair and circular economy of household appliances, encompassing aspects such as repair.
Major players shaping the future of the home appliances market
The home appliances market is undergoing substantial transformation, influenced by technological advances and shifting consumer priorities towards sustainability and connected living. Among the illustrious names that continue to lead and innovate in this landscape, several stand out for their commitment to green practices, energy efficiency and smart home integration.
- Whirlpool Corporation: A veteran of the appliance industry, Whirlpool has built a solid reputation for reliability and innovation. With a diverse portfolio of appliances that meet a myriad of household needs, Whirlpool remains a trusted brand for consumers. The company is not content to rest on its laurels; it is actively committed to greener technologies and improved energy efficiency.
- Hisense: Known for its electronics and home appliances, Hisense has carved out a place for itself on the market. The brand is recognized for the quality and affordability of its products. Hisense has shown a willingness to embrace new technologies and maintain a competitive edge, particularly in the connected devices segment.
- Beko: Beko is an emerging household appliance powerhouse that is turning heads thanks to its price-competitive yet quality-focused approach. The company is strongly committed to sustainability, making substantial investments to ensure that its products meet consumers' growing ecological awareness.
- Miele: Miele has long been synonymous with excellence and sustainability in household appliances. The brand is synonymous with top-of-the-range products that offer longevity and superior performance. Miele's approach to the appliance market is characterized by meticulous engineering and a focus on the user experience.
- BSH Hausgeräte: As the manufacturer of several well-known appliance brands, BSH Hausgeräte is an industry behemoth. The company is known for its capacity for innovation, particularly in the field of smart, connected appliances that cater to modern lifestyles.
- Electrolux Laundry Systems: By focusing on the laundry segment, Electrolux has provided consumers with efficient and innovative laundry solutions. The company's emphasis on user-friendly design and environmental sustainability makes it a formidable name in laundry appliances.
- Groupe SEB: Groupe SEB is a French conglomerate with a myriad of small appliance brands. The group has established itself as a major player in the sector, renowned for its diverse product offerings covering various categories, always with a focus on innovation.
- Dyson: A company that began by revolutionizing vacuum cleaner technology, Dyson has since extended its reach to various categories of household appliances, and is known for its cutting-edge products.
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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
Household appliances include all appliances designed to meet domestic needs and powered by electricity. Large appliances, on the other hand, are those of significant size.
Three segments have been established to classify the various products on the market:
- refrigeration, which includes refrigerators, freezers and wine cellars ;
- cooking, which includes electric ovens, hobs, extractor hoods, microwaves and stoves;
- washing, which includes washing machines, dishwashers and tumble dryers.
The global market is doing rather well, with some forecasts suggesting an average annual growth rate of 4% between 2021 and 2025.
At national level, sales in the sector have stagnated in 2022, despite a slight contraction in the cooking and washing segments, offset by an increase in the refrigeration segment (+2.6% compared to 2021).
Innovation is the key to regaining sustainable growth momentum in the large electrical appliances market.
1.2 The global market for large electrical appliances is growing
Global market size for major household appliances World, ****-****, in billions of dollars Source: ****
Sales in the household appliances market are expected to grow at a compound annual growth rate of *.*% between **** and ****, reaching a value of $**** billion by the end of this period.
There are several factors behind this strong ...
1.3 The French market: solid fundamentals
Size of the French large electrical appliances market France, ****-****, in billions of euros Source: ****
The large electrical appliance market has grown significantly over the past three years. After rising by **.*% in ****, market size has reached €*.* billion in ****.
Breakdown of sales by major electrical appliance sector in value terms France, ****, in Source: ...
2 Demand analysis
2.1 The main determinants of demand for GEM
Change in purchasing power versus previous year France, **** - ****, in Source: ****
Purchasing power is one of the primary determinants of demand for GEM. However, French households have suffered a loss of purchasing power in ****. Indeed, a large proportion of purchases of major household appliances are made using a share of the ...
2.2 France's favorite household appliance brands
The graph below is based on OpinionWay's survey of French consumers' favorite brands in February ****. These are the responses to the question "Do you like this or that brand of major household appliance? For each brand, the percentage corresponds to the proportion of respondents who answered "yes".
Whirlpool is France's favorite ...
2.3 GEM demand by category
Source: ****
The table above details for each major appliance category the size of the installed base in **** (***), the number of appliances sold in ****, and the penetration rate for each type of appliance.
2.4 The growing success of connected household appliances
As the graph below shows, with over half of all households already equipped with connected home automation equipment, the American smart home market is by far the most developed. Penetration rates are comparatively much lower in Europe, although northern countries tend to be more advanced in this respect than southern ones. ...
3 Market structure
3.1 Concentration of production and the rise of e-commerce
Number of companies and employees manufacturing household appliances France, ****-****, in units Source: ****
The number of companies operating in household appliance manufacturing has been on a downward trend for several years, with the number of companies declining by **.*% between **** and ****, while the number of employees fell by **.*% over the same period. ...
3.2 Household appliance manufacturers
The household appliances market has fluctuated in terms of sales in billions of euros in recent years. In ****, sales were *.** billion euros, a figure that remained stable in ****. However, in ****, there was a significant drop to *.** billion euros, due to the effects of the COVID-** pandemic. In ****, a slight upturn was ...
3.3 The distribution network for household appliances
Source: ****
The household appliance distribution network
Home appliance distribution is traditionally organized around three main networks:
Specialized superstores: Fnac, Darty, Boulanger, etc. Food superstores: Carrefour, Lidl, etc. Local stores: Gitem, Pro&Cie, Pulsat, etc Kitchens
Today, however, e-commerce is competing with these traditional distribution networks, with a number of leading players, ...
3.4 Industry news
The large electrical appliance market in France is going through a difficult period, with significant declines in sales volumes, reaching around -**.*% in volume and -*.*% in value between June **** and June ****. This trend can be explained by several factors, including the aftermath of the health crisis, unfavorable weather conditions, and ...
4 Offer analysis
4.1. Falling average prices
Consumer price indices for wholesale household appliances France, ****-****, base *** = **** Source: ****
Average prices for major household appliances have shown a downward trend in recent years. From **** to ****, the monthly price index measured in October fell steadily, although a certain floor seems to have been reached over the ****-**** period. However, the ...
4.2 Supply trends: the emergence of connected devices
Comfort is a top priority for all brands of household appliances, including those in the connected segment.users' expectations of household appliances have been unchanging for years: they are designed to simplify daily life. The key to innovation lies in the ability to develop personalized products that can be adapted to ...
4.3 Repair and product sustainability gain in importance
As of January *, ****, a product reparability logo has been introduced. Refrigerators, freezers, wine cellars, as well as washing machines and dishwashers must be labeled with this index, which rates appliances from * to ** according to several criteria: price, ease of dismantling and availability of spare parts. Product sustainability has gained in importance ...
5 Regulations
5.1 Sector regulations
The sale and manufacture of household appliances are governed by European directives - listed on the DGCCRF website.
for example, the production of vacuum cleaners must comply with the prerogatives of European Commission directive ****/**/EU.
These European norms set standards for labelling, technical characteristics, energy consumption classification, noise or energy efficiency ...
6 Positioning the players
6.1 Player segmentation
- Miele
- BSH Group
- Electrolux Laundry Systems
- Dyson
- Whirlpool
- Boulanger
- Beko France (Arcelik Groupe)
- Murfy
- Electro Dépôt (Groupe Mulliez)
- Fnac Darty
- Bosch Thermotechnology
- Samsung Electronics France
- Haier
- Electrolux
- Sideme
- Gorenje
- Hisense
- Smeg
- Daan Tech - Bob
- Schneider Consumer Group
- EverEver
- Beko Arcelik Groupe
- Eurocave
List of charts presented in this market study
- Worldwide appliance market size
- Size of the French large electrical appliance market
- Breakdown of sales by major appliance sector in value terms
- E-commerce sales
- Number of companies and employees manufacturing household appliances
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Latest news
FNAC Darty to launch takeover bid for Italy's Unieuro on Monday - 30/08/2024
- FNAC Darty, which already holds a 4.4% stake in Unieuro, announced in mid-July its intention to buy the Italian chain of 500 electrical goods stores.
- Unieuro controls 17% of the Italian market, with a presence concentrated in the north and center of the country, the wealthiest areas.
FNAC Darty in the running to take over its Italian counterpart - 17/07/2024
- - Unieuro is valued at €249 million as part of the takeover bid launched by FNAC Darty.
- - FNAC Darty already holds a 4.4% stake in Unieuro, and is aiming for 90%.
- - Unieuro has 500 stores and around 5,000 employees.
- - Unieuro's sales in 2023 were €2.6 billion, with 14% coming from online sales and net income of €44.5 million.
- - After the operation, FNAC Darty would target sales of over 10 billion euros and 30,000 employees, controlling the market in France, Italy, Belgium, Spain and Portugal.
- - FNAC Darty's sales outside France could approach 50% of total sales.
Bosch is considering a bid for Whirlpool - 27/06/2024
- Whirlpool market capitalization: approx. $4.8 billion (€4.49 billion).
- - Whirlpool is one of the world's largest manufacturers of white goods.
- - Integration of Whirlpool's European activities into a new company controlled by its Turkish competitor Arcelik.
- - Disposal of activities in the Middle East and Africa.
How Samsung Electronics plans to become the world's largest chipmaker - 14/06/2024
- Samsung Electronics' objective: to offer its Silicon Valley customers (Nvidia, Apple, Tesla, Amazon) an essential technological solution by 2026.
- - Samsung Electronics foundry market share in the first quarter of 2024: 11%.
- - TSMC (Taiwan Semiconductor Manufacturing Company) foundry market share in the first quarter of 2024: 62%.
- - Investment required for a state-of-the-art semiconductor plant: between $10 and $20 billion.
- - Samsung capacity: integrated production of memory chips, design and manufacture of various semiconductors
- - Current production time for a complex graphics processor: three months.
- - Samsung production target: 2-nanometer computing chips in 2026 and 1.4-nanometer chips in 2027.
- - Order growth forecast for AI chips at Samsung: 9-fold by 2028.
- - Estimated value of the total AI semiconductor market (all producers combined) per year in 2028: $400 billion.
EuroCave launches Goguette, a new brand of wine cellars made in France - 03/06/2024
- EuroCave achieved sales of €36 million in 2023
- 70% of these sales are exported.
- EuroCave produces 20,000 wine cellars a year.
Retail Media: Fnac Darty points of sale also become media outlets - 31/05/2024
- - Retail media sales in 2023 in France: Over 1 billion euros.
- - Retailink (Fnac Darty's advertising network) sales in 2023: 90 million euros.
- - Total sales for Fnac Darty in 2023: 7.88 billion euros.
- - Number of unique visitors per month to the Fnac Darty website: 16.3 million.
- - Number of unique visitors who may be exposed to Fnac Darty advertising outside the site: 12 million.
- - Number of screens in Fnac stores: 1,500 in 450 stores.
- - Total number of stores in the Fnac network: 987.
- - Percentage of screens in Fnac stores equipped with trackers to measure advertising audience: 25%.
- - Amazon: 38.5 million unique visitors per month.
- - Cdiscount: 23.8 million unique visitors per month.
- - Fnac Darty: Over 16 million unique visitors per month.
- - E. Leclerc: 15.7 million unique visitors per month.
- - Carrefour: 14.5 million unique visitors per month.
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the large electrical appliance market | France
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