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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. Small appliances, on the other hand, are small household appliances.
Several categories of appliances can be identified, depending on the nature of the needs they are designed to meet (note that this list is not exhaustive):
- Food preparation: kettle, toaster, pressure cooker, food processor, blender, coffee maker;
- Personal hygiene: hair dryer, electric toothbrush, electric razor and epilator;
- Indoor and outdoor maintenance: vacuum cleaner, lawn mower, waxing machine;
- Ironing: iron, ironing board.
The global market for small electrical appliances is evolving positively, and is expected to grow at a compound annual growth rate of 4.92% between 2023 and 2030. In 2022, kitchen appliances will dominate the market with a 53% share, followed by garment care appliances.
In the landscape of popular brands in France in the small electrical appliance sector, we find well-established names such as Moulinex, Philips, Tefal, Braun, SEB, Kenwood, Bosch and Krups. These brands are appreciated by French consumers for their quality, reliability and innovation.
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 ...
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 ...
2 Demand analysis
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 ...
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. ...
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. ...
3 Market structure
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 ...
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 ...
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 ...
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 ...
4 Offer analysis
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 ...
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 ...
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 ...
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 ...
5 Regulations
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 ...
6 Positioning the players
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
List of charts presented in this market study
- Size of the small electrical appliance market
- Breakdown of small electrical appliance market share by appliance type
- Trends in the size of the small electrical appliance market
- Penetration rate of smart housing equipment
- Do you think connected devices make household chores significantly easier?
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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.
Small electrical appliances: Lagrange prepares to pass on the family tradition - 31/05/2024
- - Year the company was founded: 1955
- - Percentage of products made in France: 70%
- - Sales in 2021: 22 million euros
- - Sales in 2023: 19 million euros
- - Number of employees: around fifty
- - Number of waffle irons sold per year: over 100,000
- - Percentage of sales generated by the e-commerce site: 10%
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.
Home appliances: SharkNinja, the American that shakes up Dyson and the European market - 13/05/2024
- American small appliance group
- SharkNinja net sales in 2023: $4.25 billion.
- Net sales growth in 2023: 14.4%.
- Percentage of sales generated in the United States last year: 72%.
- Number of countries where SharkNinja is present: 26 countries.
- Market share of Shark vacuum cleaners in the UK: 30% by volume
- - Share of Ninja air fryers sales in value over the first fifteen weeks of the year in France: 36%.
- - Net sales growth rate forecast for 2024: between 5 and 7%.
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the small electrical appliance market | France
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