The swimming pool market - France (2024)

1.2 Global and U.S. markets

The global market

The global swimming pool market is valued at US$**.* billion in ****. [***]

Size of the Pool Market World, ****-****, in billions of dollars Source: ****

The US market

As previously stated, the United States is the market leader for swimming pools. By ****, there will be **.* million private pools in the country, * times as many as in France, which ranks second in the global pool market. If we include the ***,*** public pools in the USA, this comes to * pool for every ** inhabitants . This figure is lower than in France[***]

However, swimming pools in the USA are far from evenly distributed across the country. Most pools are found in warmer states such as Arizona, California and Texas. In Arizona, for example, there is * pool for every ** inhabitants, while in a colder state like Wyoming, there is * pool for every *** inhabitants. [***]

1.3 The growing French market

The French market is the world's second-largest for private pools, and Europe's largest. Today, **% of French households living in single-family homes are equipped with a swimming pool, or one for every ** inhabitants. A figure on the rise since ****, when there was one for every ** inhabitants.[***]

This rise in the number of pools has a direct impact on the sector's sales and therefore the size of the pool market in France. The FPP (***), the only federation in the pool sector in France, accounts for **% of sales by companies in the French pool industry. This represented *.*** billion euros in ****, down **.*% in ****. This gives total sales for the French pool market of *.*** billion euros in ****.

*,*** *(***)/**% = *,***

Overall sales growth in the swimming pool market France, ****-****, in Source: ****

This fine dynamic could have been spoiled by the COVID-** crisis, yet the opposite effect has been observed since the deconfinement. In fact, the French are preparing to spend their vacations at home, and are consequently landscaping their gardens. There has therefore been a peak in orders since May ****, and many companies already had their order books filled for the **** season, and even into ****. [***]

After two years of euphoria, the market is stabilizing at a high ...

1.4 The effects of Covid-19 and the recovery period on the pool market

A prolific **** for pool builders...

number of pools sold compared to previous year France, ****, in Source: ****

Overall, every month in **** saw an increase in pool sales compared with the same month in ****. For example, in February ****, builders sold **% more pools than in February ****. The biggest increase was in August ****, with sales up +**% on August ****. Only March and April were down by -**% and -**% respectively compared with March and April ****. One explanation for this is the near-total halt in construction activity during the confinement period (***).

...which also looks set to continue into ****.

change in number of swimming pools sold versus previous year France, ****, in Source: ****

Results for **** appear to be even better than those for the previous year, with sales in January and February up **% and **% respectively on January and February ****. However, the months of March and April need to be put into perspective, because while they may have performed well in terms of sales, this is certainly not the case for pool construction performance, which came to a virtual standstill during the containment period.

Market stabilization

After two years of euphoria, the French swimming pool market is finally stabilizing at a high level. Admittedly, **** marks an **.*% drop in the ...

2.1 The typical pool builder

The current state of pool ownership

Poll: Do you own/would you like to own a swimming pool? France, ****, in Source: ****

In ****, **% of French people own a swimming pool, while **% would like one and have the necessary land. On the other hand, **% have land suitable for swimming but don't want a pool, and **% don't have suitable land to install one.

Profile of pool owners

There are many potential pool consumers in France. Indeed, while **% of single-family households already have a swimming pool, this leaves the remaining **% as potential buyers of a private pool. Given that * out of ** French people have a garden, the proportion of the population without a pool who could have one is still considerable (***), especially as **% of French people with a garden take pleasure in maintaining it, and would therefore be able to invest in improving it. [***]

The importance of disposable household income in deciding whether or not to acquire a swimming pool is reflected in the disparity of incomes among pool owners. The vast majority of pool owners have a personal income of over €*,*** per month (***), while only *.*% have an income of less than €*,***. [***]

In ****, the average budget for pool construction was €**,***, according to an article in ...

2.2 Second homes, hotels and campsites boost demand for swimming pools

Second homes

One of the factors that can also influence the pool market is the number of second homes in the country. In fact, **.**% of the total population of France lives in urban areas, a phenomenon that is only accelerating, driving households to live in apartments. As a result, a large proportion of French people are only able to have a swimming pool in their second or occasional homes. The number of such homes in France has been rising steadily since ****, from *,***,*** in **** to *,***,*** in ****. The boom in second homes could enable the pool market to continue expanding, if more French people have access to a garden or space where they can install a pool. [***]

Number of second homes and holiday homes France, ****-****, in thousands Source: ****

Campsites

In ****, there will be *,*** campsites with at least one swimming pool, representing **.*% of French campsites. [***]. At the same time, since ****, the number of outdoor hotels with a pool has risen by **.*%.

The more stars a campsite has, the more likely it is to have one or more swimming pools. This is the case at **% of five-star sites. It's true that bathing space is a mandatory criterion in this category. And those that don't ...

2.3 Demand for swimming pool construction up sharply

The number of swimming pool constructions is rising rapidly, then falling after ****. In ****, when both categories (***) are combined, there will be ***,*** new pools built, whereas in ****, the figure will be ***,***.

Number of new pools by type installed in private homes France, ****-****, in thousands of units Source: ****

Types of pools installed

In August ****, Opinion-Way surveyed the French population on the subject of swimming pools. **% of the sample had a pool built between the beginning of **** and the date of the interview (***).

Distribution of pool types built since early **** according to survey France, ****, in Source: ****

Above-ground pools seem to have been the most popular since the start of ****, accounting for **% of new constructions. Kit pools come in *nd with **%. Finally, in-ground pools account for **% of new pool constructions.

Geographically-determined demand

Over the years **** to ****, private pool construction in France increased by **%, reaching a total of **,*** building permits issued. The country now boasts *.* million swimming pools, or one pool for every ** inhabitants, a European record. The average cost of installing a swimming pool is €**,***. The regions most affected by this increase are the coastal regions of southern France, such asOccitanie, Nouvelle-Aquitaine and Provence-Alpes-Côte d'Azur. South-eastern France is home to the largest number ...

2.4 High cyclicality of pool demand resists even increasing drought

Finally, there's a certain cyclicality in demand, or at least in French interest in swimming pools, which peaks every year at the start of the warmer months, i.e. May-June-July. To illustrate this, we used Google Trends to search for "swimming pool installation" in France over the last * years.

Google Trends provides a graph representing the proportion of searches for a given keyword in a given region and for a specific period, compared with the time when the rate of use of that keyword was highest (***). Thus, a value of ** means that the keyword was used less often in the region concerned, and a value of * means that the data for this keyword is insufficient.

Google Trends for "Swimming pool installation France, ****-****, Rate *** Source: ****

We can therefore see that interest in pool installation is always at its peak just before or during the first few months of summer. This graph also reveals the positive impact that the coronavirus crisis has had on the pool market. In fact, searches for "installation piscine" in France have never been as strong over the last * years as they were after the end of containment, with a peak at the end of May ****, two weeks ...

2.5 Pool staging: demand set to rise soon

In ****, ***,*** pools were built more than ** years ago. So it seems that the pool renovation market is a segment for the future, as the FPP points out: "The pool construction market is mature, but not yet saturated. However, the renovation market is a market of the future, to bring all these pools up to date in a few years' time!".

Demand for pool renovation, also known as "pool-staging", is on the increase. Owners of older pools are looking to renovate their pools to take advantage of new innovations in this sector. These customers choose to fit out their pools with new, more efficient and less energy-consuming lighting, pumps or filters. According to FPP figures, by ****, * out of ** in-ground and semi-in-ground pools will already have undergone several renovation operations. Over the next * years, an estimated ***,*** renovation projects are planned. [***]

It should be pointed out that, despite the growing popularity of energy-efficiency renovations for swimming pools, current government subsidies only apply to housing, so private pools are not eligible. All costs are borne by the individual.

The pool renovation market in figures

By ****, **% of swimming pools in France will have undergone one or more renovations. Renovation accounts for *% of total sales in the ...

2.6 OpinionWay survey on awareness of major brands (exclusive)

As part of our partnership with MFP, we conducted a survey on pool awareness in France in **** .

Here are some of the results:

France's favorite pool brands France, ****, in Source: ****

In the pool market, three leaders stand out for their strong positioning. Intex leads the way with a **.*% approval rating, followed closely by Desjoyaux(***). However, these three leaders also have their share of detractors, with disapproval percentages of *.*% for Intex, *. *% for Desjoyaux and *.*% for Bestway. These disapproval rates remain negligible compared to the appreciation rates.

Comparison of pool appreciation levels by age category France, ****, in Source: ****

The Intex brand is popular among **-** year-olds (***). Overall, these trends indicate a marked preference for Intex among **-** year-olds, while Desjoyaux and Bestway are more popular with younger people.

Comparison of appreciation levels for * pool brands according to CSP France, ****, in Source: ****

Intex, Desjoyaux and Bestway are more popular with CSP- than with CSP+. Their audience shares among CSP- are **.*%, **.*% and **.*% respectively. Among CSP+, Intex also has the highest audience share at **.*%, followed by Desjoyaux at **. *% and Bestway at **.*%. This suggests that the Intex brand is generally preferred by all income categories, while Bestway is less popular.

3.1 Pool types

The swimming pool market in France can be divided into two broad categories: in-ground pools and above-ground pools. The latter are more affordable to install and maintain, but are also on average smaller and less aesthetically pleasing. Different players are present in each market segment. Of the *.* million pools in France in ****, the split between the two types was fairly even, with *.** million in-ground pools and *.** million above-ground pools.

While for several years the number of in-ground pools was higher than the number of above-ground pools, the hierarchy has recently reversed: in ****, there were ***,*** new in-ground pools compared with **,*** above-ground pools, a trend confirmed in ****. [***]

Distribution of pools by type France, ****, in Source: ****

As a result of this reversal in the balance of power between the main market segments, but also thanks to the democratization of pools, which are increasingly affordable, the average size of pools in France has fallen drastically. Whereas in the **s, swimming pools were more of a "swimming" type, measuring almost ** m², since **** they have been more of a "leisure" type, measuring an average of ** m².

In fact, since ****, two-thirds of new pools are built in gardens of less than *,*** m², whereas until ****, only **.*% of pools were ...

3.2 Overview of the value chain

The following diagram illustrates the chain of players involved in the pool installation process in France.

3.3 Market players

There are different types of players in the pool market, depending on the work required, amplifying the diversity of players on the market. On this market, we find services such as (***):

Pool design Pool construction Pool renovation Pool deck design and layout Pool liner replacement Sauna installation Spa/jacuzzi installation Pool covers Pool lighting installation Above-ground pools Sauna repair Custom sauna Etc.

There are also generalist players who provide several of these services. Most players are regional in a globally fragmented market with few national leaders. These include: Piscines de France, Mondial Piscine, Desjoyaux, Esprit Piscines and WaterAir (***).

In ****, the Fédération des Professionnels de la Piscine et du Spa(***).

Lastly, in France, swimming pool specialists are classified under NAF code **.**D " Other specialized construction work " (***). According to ACOSS, therewere **** establishments attached to segment **.**D. This means that the number of players in the French pool market is somewhere between **** and ****.

3.4 Pool manufacturing and retailing

Employment in the sector

According to the Fédération des Professionnels de la Piscine et du Spa (***), **% of companies in the sector intend to increase their workforce this year to meet growing demand. In ****, despite the challenges posed by the pandemic, pool construction in France recorded remarkable growth of over *%, resulting in the addition of ***,*** new pools. Jean-Louis Desjoyaux, CEO of Piscines Desjoyaux, announced that the company had reached a historic sales figure of *** million euros in ****, consolidating its position as industry leader with sales in excess of *** million euros. This strong demand has led to delivery delays, prompting professionals to step up their training and recruitment efforts[***]. The FPP also points out that companies are planning to recruit actively, with **% planning to take on new permanent staff, **% seasonal workers and **% apprentices. The most sought-after skills include Pool Technicians (***). Continuing training plays a crucial role, with a high rate of rapid integration of new graduates, illustrating the dynamism of the French pool market.

Pool manufacturers

Source: ****

France's leading pool specialist networks

Source: ****

Main distribution networks

Source: ****

Pool market pure-players

Source: ****

Over the past few years, SMEs in the pool sector have been forging closer ties. In ****,BIO-UV Groupe, a specialist ...

4.1 A wide range of prices

The cost of a swimming pool varies greatly according to its size, type, range, exterior appearance and equipment, as well as the constraints imposed by the land on which it will be installed. As a result, price ranges are very wide, depending on what the customer wants to have at home. The Habitat Presto website offers a comparison of budget ranges according to pool type:

The budget also varies according to the treatment chosen.

In ****, maintenance costs are estimated at between €*** and €*** per year [***]

4.2 Increasingly eco-friendly pools

To meet customer expectations in terms of the ecological impact of swimming pools, the range is being adapted. Swimming pools have a negative image in this respect, in terms of water and energy consumption, even though they are responsible for only *.**% of national water use. What's more, by making their offer more eco-responsible, the cost of maintaining a pool decreases, making the investment less costly for consumers. Thus, since **** and the creation of the FPP's Sustainable Development Commission, which is working on the carbon footprint and water and energy consumption of swimming pools, the FPP's Sustainable Development Commission has been working on the carbon footprint and water and energy consumption of swimming pools.nergy consumption of swimming pools, the French market is much more respectful of the environment, as detailed by the organization at its **** press conference.

In ****, the FPP is going even further on the subject of water savings. To raise awareness among professionals, it is creating a Charter of Commitment dedicated to water savings, inviting its *,*** members to sign up. To raise awareness among the general public, we launched a campaign to promote best practices (***).

In ** years, the amount of water used to operate swimming pools has fallen by ...

4.3 A trend in complementary services: pool staging

At the **** Piscine Global trade show, pool staging (***) was identified as one of the high-growth segments in the pool market, whether for structural transformations or pool adaptations. Indeed, **% of in-ground pools in France in **** were at least ** years old, which can make their style "outdated" but also their systems and equipment less advanced or efficient than they could be. This is why **% of pools acquired before **** have already been renovated. Four sub-segments have been identified in this trend[***]:

Identical replacement: customers are satisfied with their pool, and only want to fit new parts that may be failing due to wear and tear (***). Equipment upgrades: **% of renovations include equipment upgrades. Customers are satisfied with the overall appearance of their pools, but want to simplify use, reduce energy consumption or improve comfort. Restructuring: This involves adapting the pool to the customer's new needs. This may involve transforming a pool into a mini-pool, reducing its depth, installing an enclosure or a spa/jacuzzi, etc. Aesthetics : The pool has a strong impact on the overall appearance of the surrounding space or garden, and can become a decorative element in its own right. The pool surrounds, lining and lighting can all be re-imagined to give the ...

4.4 Focus on complementary products

Pool covers

The use of a pool cover when the pool is not in use is highly recommended. There are three main types of cover[***] :

Isothermal covers (***): they help maintain water temperature. An unprotected pool loses * to * degrees at night, whereas a pool protected by an isothermal cover loses only * to * degrees. There are two types: The translucent bubble cover, which reinforces the sun's action during the day and thus warms the pool (***), limiting the need for heating The opaque bubble cover limits the photosynthesis phenomenon responsible for algae proliferation, thus limiting the use of water treatment products. Safety coverś come in two forms: Automatic covers, above-ground or submerged, which are practical and aesthetically pleasing. Bar covers, manual or electric, often made of PVC polyethylene fabric, which make it possible to secure and winterize the pool at lower cost. Winter covers, of which there are two types: Opaque covers Filtering blankets

Manufacturers are innovating a great deal in this segment of pool equipment, producing solar pool covers, for example, to reduce pool consumption: they recuperate solar energy thanks to the transparent crystal-clear PVC panels they are fitted with, and in turn heat the pool water.

Pool enclosures

The pool enclosure market ...

5.1 Basin installation regulations

Legislation varies according to the type of pool. A summary can be found on the Travaux. com website:

Above-ground pools or small basins (***)

You don't need to declare the work unless it's in a protected area

In-ground pools between ** and ***m*

A declaration of work is required. If the construction of an enclosure accompanies that of the pool, a second declaration is required if its height exceeds *m**.

Outdoor pools over ***m*

A building permit is required prior to construction.

To apply for a declaration of works, use form cerfa ** *** **; to apply for a driving license, use form cerfa ** *** **.

There are also safety regulations to be followed when installing a swimming pool. These require in-ground or semi-buried pools to be fitted with an anti-drowning safety system. There are * systems to choose from: an alarm (***).

5.2 The propiscines label

To inform consumers about the products they buy, but also to encourage their members to improve their offering, in **** the FPP set up a system of labels.

There are three levels of label awarded:

The Propiscines engagé label: members sign a charter focusing on * areas: information and customer service, insurance, professional commitments, safety and the environment The qualified Propiscines label: professionals sign the same charter and have been qualified by Socotec Certification (***). In addition to the company's commitment, an independent organization verifies compliance with the charter. The Propiscines certifié label: they have the same certifications as the other two in addition to having a certification directly linked to customer satisfaction or the quality of the relationship between the company and its customer.

Since ****, the Fédération des Professionnels de la Piscine (***), in collaboration with AFNOR and the Comité Européen de Normalisation, has been working on a new European environmental standard, to be implemented in autumn ****. This voluntary standard aims to promote more environmentally-friendly swimming pools by classifying the ecological performance of different pool equipment, such as basins, treatment devices, heating, lighting, cleaning, covers and filtration. A system of pictograms will provide clear information on environmental performance, helping consumers and ...

6.1 Segmentation

6.2 Analyse financière des entreprises du secteur

• Desjoyaux Piscines
• Waterair
• Mondiale Piscine
• L'Esprit Piscine (Groupement)
• Piscines de France Groupe
• Irrijardin
• Piscines-Center
• Raviday piscines
• Piscines Magiline
• Piscines Carré Bleu
• Alliance Piscines
• Diffazur Piscines
• Everblue
• Piscinelle
• Piscines Excel
• Recréa
• Poolstar
• Intex
• UV Germi
• Piscine Center
• Walter Piscine