The small electrical appliance market - France (2024)

1.2 The growing global market

Sales in the small electrical 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.

Small electrical appliances market size World, ****-****, in billions of dollars Source: ****

On the basis of type, the global market is divided into kitchen appliances, garment care appliances, floor cleaning appliances and others. The kitchen appliances segment dominates the market, as they are widely used in a variety of sectors, including households, restaurants, educational establishments and other commercial venues. The kitchen appliances segment thus held a market share of **% in ****, and is expected to grow steadily over the forecast period.

Breakdown of small electrical appliance market share by appliance type World, ****, in Source: ****

1.3 The domestic market

In ****, the French market for small electrical appliances will amount to *.* billion euros, stable compared to the previous year. Moreover, the market is expected to grow to *.* billion euros in ****.

There has been a steady increase in market size since ****: sales in the sector have risen from *.** billion euros in **** to *.** billion in ****, an increase of **% in * years. However, after a period of intense activity during the years of the Covid-** pandemic, the small electrical appliance market experienced a léger downturn in ****, recording a *.*% drop in sales to *.* billion euros, and a **% decline in volumes sold, according to panellist GfK. Although this situation is unusual for a sector that has been growing steadily since ****, small electrical appliance players don't see it as catastrophic. According to Stanislas de Gramont, CEO of Seb,"Our industry is structurally growing and sales, despite a particularly strong track record, have remained resilient. Consumers are still concerned about their interiors, not hesitating to buy more sophisticated products, as can be seen in the vacuum cleaner and coffee markets. They also continue to be concerned about their diet, attentive to healthy cooking and home-made products." These statements underline the confidence of industry players in the small electrical ...

2.1 Types of small electrical appliances

In ****, hair dryers, toasters and canister vacuum cleaners were the most common appliances in French households, equipping **%, **% and **% of households respectively. Kettles (***), as well as pulsed-light appliances and electric shavers, saw the strongest growth in terms of initial equipment. However, growing household financial insecurity has limited new domestic equipment projects in ****, leading to a slowdown in equipment rate growth. In addition, many households have already renewed some of their equipment over the past three years. Deep fryers have been a major growth driver in the sector, with a **.*% increase in sales. By contrast, sales of food preparation and beauty & wellness products declined in ****.

Source: ****

If these data date from ****, we can combine the information with the analysis of market trends for each sector provided by LSA Conso. We can thus see that the category that suffered most in **** is that of culinary preparation, due to the after-effects of the health crisis, while the home comfort category, with fans in particular, took off to meet the challenges of high temperatures.

Value and volume trends by EMP sector France, ****-****, in Source: ****

We can also look at the breakdown of sales shares by small electrical appliance sector. One of the most important sectors ...

2.2 Trends by brand

The most popular brands of small electrical appliancesin France are :

Babyliss Braun Calor Delonghi Dyson Kenwood Krups Moulinex Panasonic Philips Rowenta Seb

These brands are well established on the French market, offering a wide range of quality appliances for different uses in the kitchen, personal care, home maintenance and so on. However, it should be noted that brand popularity can vary according to specific products and individual consumer preferences. The French Favourite Brands survey helps to illustrate the difference in popularity between these different brands.

Percentage of people who like popular small electrical appliance brands France, ****, in Source: ****

The graph shows that the Moulinex, Philips, Braun and SEB brands are generally more popular with older age groups (***), the Dyson brand seems to be the most popular, with "like" percentages of **.*% and **.*% respectively. By contrast, the Krups brand is less appreciated by **-** year-olds, with only **.*% "likes", but this figure rises significantly with age, reaching **.*% among those aged ** and over.

Percentage of "likes" associated with PEM brands by age France, ****, in Source: ****

There is also a slightly greater interest in these brands among women than men, as shown in the graph below.

Percentage of "likes" associated with PEM brands by gender France, ...

2.3 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. The proportion of households equipped varies, for example, from **% in Spain to over **% in the UK, and is estimated at **% in France As the écart with **** figures, the democratization of the connected home continues apace, and it is estimated that over **% of French households will be equipped with this kind of device by ****.

Penetration rate of smart housing equipment Selected countries, Digital News Report

Following this trend, we're also seeing the development of connected small appliances. Technological advances and the Internet of Things (***) have enabled household appliances to evolve towards greater intelligence and interconnectivity. For example, connected coffee machines are now able to synchronize with smartphones, allowing you to brew your favorite coffee remotely, or even adjust the strength and temperature of coffee from your bed. Intelligent robot vacuum cleaners are another compelling example. They can be controlled via a mobile app, enabling users to schedule cleaning sessions remotely or ...

3.1 Household appliance manufacturing in France

Studying NAF code ****Z, which covers the manufacture of household appliances, is essential to understanding the structure of the small electrical appliance market. This NAF code groups together companies dedicated to the manufacture of these products, which include PEM, offering a precise overview of this industry.

Between **** and ****, the Household Appliance Manufacturing sector saw notable changes in the number of establishments and employees. The number of establishments increased slightly, from ** to **, showing a moderate expansion of the industry. However, the number of employees has fluctuated over the years. After a drop between **** and ****, there was a slight increase in ****, which continued until ****, finally reaching *,*** employees. This suggests that, despite the challenges, the sector has managed to maintain and even increase its workforce over time.

Number of establishments and employees in household appliance manufacturing France, ****-****, in units Source: ****

Number of employees in household appliance manufacturing France, ****-****, in units Source: ****

Production is concentrated in the Pays de la Loire, Grand Est, Centre-val de Loire and Auvergne-Rhône-Alpes regions, which account for the vast majority of French production. The main companies includeBrandt,BSHandEurocave.

Source: ****

Among the companies producing small electrical appliances in France are renowned brands such as Moulinex, SEB, Tefal, Krups ...

3.2 Sales of French household appliances

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 ****, there was a slight upturn, with sales of *.** billion euros. Finally, in ****, sales rose slightly to *.** billion euros, suggesting a gradual market recovery, but sales fell back slightly in **** to *.** billion euros.

Market size for household appliances France, ****-****, in billions of euros Source: ****

3.3 Online sales

Online sales of small electrical appliances have grown significantly in recent years, accounting for **% of the sector's total sales by ****. The rise of e-commerce has transformed consumer buying habits, offering greater convenience and accessibility to products. Online platforms enable consumers to easily search and compare a wide range of products, read reviews and recommendations, and place orders without leaving home. In addition, promotional offers and attractive discounts offered by online retailers have also helped boost sales. Fast, reliable delivery and the ability to return products easily if necessary have boosted consumer confidence in online purchasing. Finally, the COVID-** pandemic played a major role in boosting online sales, as many consumers preferred to avoid physical stores in favor of online purchases for health safety reasons.

Breakdown of online and physical sales of small electrical appliances France, ****, in Source: ****

One variable to take into account in the profile of online consumers is their age group. While the average proportion of Internet users who buy online is **.*%, this figure varies according to age, and correlates with the age group that consumes the most small electrical appliances. This figure rises to **.*% for **-** year-olds, and falls to **.*% for those aged ** and over. This percentage difference ...

3.4 Home Furnishings distribution channels

When it comes to physical sales, LSA Conso reports on the changing role of the main distribution channels in the home furnishings sector: supermarkets, hypermarkets and traditional distribution.

*. GSS (***) these are large retail chains specializing in a particular field, such as household appliances, DIY, electronics, etc. These stores offer a wide range of products and services. These superstores offer a wide range of specific products and generally target consumers interested in specific product categories.

*. GSA (***) this term refers to supermarkets that focus primarily on the sale of food products. These include supermarkets and hypermarkets, which also offer a selection of other everyday consumer products, such as household appliances and cleaning products.

*. TRAD (***) this distribution channel includes convenience stores, small independent stores and specialist retailers. It represents the traditional mode of distribution, where products are sold in small establishments, often run by local owners. TRAD stores may specialize in one type of product, or offer a more diversified range.

In ****, physical stores enjoyed good momentum, returning to growth as they recovered from the post-Covid period. This trend was particularly marked among specialists, who alone accounted for **% of the total value of the Home Furnishings market.

Evolution of the weight ...

4.1 Leading PEM brands

The most reliable brands:

To produce this ranking, the monthly magazine "** millions de consommateurs" conducted a survey of *,*** consumers in ****. The criteria taken into account are :

Satisfaction Availability of spare parts Reliability of the appliance

Source: ****

4.2 Price range by product type

Prices for small electrical appliances can vary considerably depending on a number of factors, such as product range, brand, appliance type and features offered. Product ranges can be divided into entry-level, mid-range and high-end, with different features and performance levels. Well-known, high-end brands tend to offer more expensive products, often due to their established reputation, perceived quality and technological innovation. Specialized, high-end appliances, such as automatic coffee machines or multi-function food processors, can also be more expensive due to the advanced technologies they incorporate. On the other hand, lesser-known brands or entry-level models can be more affordable. What's more, the type of appliance can also influence prices: for example, cordless vacuum cleaners can be more expensive than conventional canister vacuum cleaners.

The following table looks at the price ranges of the various small electrical appliance products most commonly found in households (***).

Increased use of promotions in ****:

The weight of promotions in sales volumes continues to grow. In fact, according to Gifam, * out of ** appliances would not have been purchased without the promotion.

Weight of promotions in sales volumes France, ****, in Source: ****

4.3 Rising appliance production prices

The production price of household appliances rose significantly from ** to *** between **** and ****, after remaining relatively stable at around ** from **** to ****. This increase can be explained by several factors, including rising raw material costs, supply chain disruptions due to the COVID-** pandemic, investments in research and development, and growing regulatory constraints. These combined factors put upward pressure on production costs, resulting in higher appliance prices.

Appliance production price index France, ****-****, in price index base *** in **** Source: ****

4.4 Supply trends

Small electrical appliance trends in France have undergone significant changes, despite periods when stores are closed. Several products were in vogue thanks to these changes. Mixers recorded growth of **% in ****. The kitchen market grew by **%. During curfew periods, the French turned to home cooking, which led to a strong craze for yogurt makers, barbecues, planchas, mini ovens and breakfast appliances. Breadmakers, once less popular, have enjoyed a revival. However, this year's star product was the food processor, with growth of **% in volume and **% in value. Culinary preparation, particularly multifunction food processors, recorded growth of **%. Health-oriented products also enjoyed notable success, such as pasta machines and oil-free fryers. Online sales have increased, but sales in physical stores remain in the majority. Consumers are also looking for appliances with attractive designs, in keeping with their open-plan kitchens. Innovation plays a key role in this move upmarket, with products that simplify and inspire consumers.

Certain appliances have also been growing steadily over the past * years: although the homemade trend is arousing growing interest, not all French households are yet equipped with these appliances. Although the exceptional sales of previous years have begun to have an impact on the household equipment rate, some products, such ...

4.5 Best-selling PEM products in France

Top ** bestsellers :

Amazon France, September **** :

The most purchased PEM brands at Amazon are Russell Hobbs with **% of products, followed by Moulinex and Philips with **% of products each.

Source: ****

La Fnac, September ****:

The most purchased PEM brands at Fnac are Dyson with **% of products, followed by Ninja and Delonghi with **% of products each.

Source: ****

5.1 European 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 measurement methods, appliance reliability and safety.efficiency, appliance reliability, and the responsibilities of suppliers and distributors with regard to label display.

Small electrical appliances, like all household appliances, are required to carry an ENERG label, a standard format for which is shown opposite.

6.1 Segmentation

• Terraillon
• Fnac Darty
• SEB Groupe
• Boulanger
• Whirlpool
• Electrolux
• Schneider Consumer Group
• Y-Brush
• Daan Tech - Bob
• Moulinex (Seb Groupe)
• SharkNinja
• Lagrange Gaufre