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Summary of our market study
The French cookware market is estimated at around 680 million euros.
The global cookware market, which includes a variety of kitchen tools and small appliances, but excludes large appliances such as ovens and stoves, is worth over $23.8 billion.
The pandemic has changed consumer behavior, with 37% of French people reporting that they have rediscovered a taste for cooking at home, leading to a 20% increase in cookware sales.
The cookware market is characterized by intense competition and a large number of players, from small companies to major international groups. The market is driven by individuals. Over 80% of the population considers cooking a central part of family life.
Sales channels are diversified, with the expansion of specialized distribution chains and the development of e-commerce, particularly in emerging markets such as India and China.
French exports of cookware exceed 142 million euros.
This increased interest in cooking has been fuelled by popular TV shows and celebrity chefs,
The food processor segment illustrates the craze for sophisticated appliances. Vorwerk's Thermomix dominates the market. the popularity of food processors has soared.
The main players in the kitchenware market who are making their mark
- Groupe SEB: a global giant in small electrical appliances, Groupe SEB boasts a rich assortment of brands such as Tefal, Krups and Moulinex
- Vorwerk Thermomix: Vorwerk has shaken up the French market, and even the world stage, with its flagship product, the Thermomix.
- Magimix: Originally from Burgundy, Magimix is synonymous with top-of-the-range kitchen appliances.
- Laguiole Actiforge: Known for its high-quality corkscrews, knives and cutlery made in France.
- Peugeot Saveurs: Specializing in pepper, salt and coffee mills.
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Summary and extracts
1 Market overview
1.1 Market definition and evaluation
The cookware market encompasses all the tools and accessories used in food preparation, otherwise known as cookware. This market includes cooking tools, cutting tools, electrical equipment and other miscellaneous utensils used in the kitchen, such as small electrical appliances and other kitchen-related food preparation equipment.
These utensils are manufactured using different materials and metals, depending on their strength, resistance to fire and heat, and durability: copper (used particularly in the 16th century), but also wrought iron, cast iron, aluminum, stainless steel, ceramics, etc.
This study therefore excludes large kitchen appliances such as ovens and gas stoves.
The global cookware market is expected to grow at an annual rate of 4.5% over the next 7 years, reaching $25.3 billion in 2022.sales of kitchen utensils and small electrical appliances on the French market represented nearly 670 million euros in the same year.
The French are particularly attached to the kitchen. According to a survey conducted for the Observatoire de la Cuisine: "Do you agree or disagree with the statement that the kitchen is central to a family's life? "more than 80% of respondents strongly or somewhat agreed that the kitchen is central to family life. The French cookware market is benefiting from this enthusiasm, and from the strong presence of local producers such as Groupe SEB, world leader in small household appliances. However, competition remains intense in this sector. This is seen first and foremost in terms of price, with imports of low-cost products from China in particular, but also in terms of innovation. Germany's Vorwek has succeeded in capturing significant market share in France with its flagship product, the thermomix, while Burgundy's Magimix is positioning itself at the top end of the market by renewing its product range, which is proving highly successful on the export market.
1.2 A growing global market driven by innovation and growing demand in emerging countries
Worldwide sales of cookware (***) were estimated at $**.* billion in ****, according to a Grand View Research study. Forecasts for **** point to a compound annual growth rate in sales of *.*%, reaching $**.* billion in the latter year.
Cookware market size World, ****-****, Billions $ Technavio
The market is driven in particular by the development of ...
1.3 A French market returning to growth
According to the Comité Francéclat, the tableware market can be divided into two categories: tableware (***). To get as close as possible to the size of the cookware market in France, we used the INSEE NAF code **.**A, which covers the manufacture of household metal goods. More specifically, this NAF code ...
1.4 Imports and exports of kitchen utensils
In order to study imports and exports of kitchen utensils in France, we have chosen to use the French Customs website with the code: "******** - Tableware and other articles for table or kitchen use, of plastics". Although this code mentions the word "plastic", we feel that it is the best way ...
1.5 The impact of the COVID-19 crisis
The COVID-** crisis has had the effect of changing the way the French relate to some of their eating habits. According to a study carried out by Santé Publique France, **% of French people said they were more inclined to cook. In fact, this tendency to cook more can be explained by ...
2 Demand analysis
2.1 A market based essentially on household consumption
Annual household expenditure
Breakdown of annual expenditure by product type France, ****, in € Source: ****
Among household expenditure in France, we can see that tableware, glasses and preparation utensils account for the bulk of spending, followed by decoration and, more anecdotally, table linen. The French market is mature, especially for entry-level and mid-range ...
2.2 More invested and demanding consumers
The market is evolving with new consumer trends. For private customers, the primary purchasing criteria are " love at first sight" and renewal[***].
There's a real craze for the table, reflected in the increasing size of kitchens and investment in them, as well as the rise of "cocooning ", which motivates people to ...
2.3 Demand driven by foodservice
Although the cookware market is essentially based on household consumption, the positive trend in the contract catering sector is helping this market to evolve, particularly with B*B trade, which accounts for almost **% of the sector's sales.
In France, the foodservice sector (***). Then, the market quickly returned to good growth percentages ...
3 Market structure
3.1 Value chain
Market value chain
3.2 Each sales channel adopts a different strategy
Favourite retailers for tableware purchases France, **** IPEA
The chart above shows the top five French retailers for tableware purchases in ****. It shows that Ikea is far ahead of its competitorssince it is the favorite brand of over a quarter of French people. It is followed by Maison du Monde (***).
The kitchen ...
3.3 Slow growth in French production
French production in the cookware industry has recorded slow growth over the last decade, reaching around *.* million euros in ****.
French production France, ****-****, € million Ecostat
It should be noted that the main cookware production regions in France are :
Auvergne Rhône-Alpes, which accounted for almost half of French employees in the ...
3.4 The competitive landscape in the cookware market
On the supply side, the market is characterized by a large number of players and intense competition. Numerous small and medium-sized businesses make up the industrial fabric, yet the majority of sales are generated by major international groups.
For entry- and mid-range items, imports from Asia, taking advantage of low labor ...
4 Offer analysis
4.1 Price and product overview
The main categories of cookware are :
Cooking equipment - Example: induction hob (***). Electrical equipment - Example: juice extractor (***). Cutting tools - Example: vegetable peelers (***). Pastry utensils - Example: tart moulds (***).
With a high level of household equipment, a market flooded with low-end imported products and a renewed interest in tableware, high-end, ...
4.2 Moving upmarket: the examples of deep fryers, steam cookers and food processors
In line with their product strategy, manufacturers focus on top-of-the-range positioning and new technologies, renewing their offer every year. For example,
The Seb group (***) communicates extensively on its "vitamins and lightness" offer, and multiplies new products: ultra-compact Vitasaveur *-bowl steamer; Tefal Malaga plancha for browning meat, vegetables and shellfish; Krups Venise ...
5 Regulations
5.1 Regulations
European regulation (***) no. ***/**** of March **, **** lays down the conditions and procedures for imports of polyamide and melamine plastic cookware from China and Hong Kong. This requires importers to hold a document confirming that the imports in question comply with primary aromatic amine requirements for utensils and materials intended to come into ...
5.2 ISO international standards
The International Organization for Standardization(***) is an international standards body made up of representatives from various national standards organizations.
Founded on February **, ****, the organization promotes worldwide proprietary, industrial and commercial standards. Headquartered in Geneva, Switzerland, it works in *** countries.
There are a large number of international standards for kitchen utensils, all ...
6 Positioning the players
6.1 Segmentation
- Mastrad
- Pyrex
- Brandt
- Whirlpool
- Magimix
- Culinarion (EK France)
- Maison française du Verre (ex International Cookware)
- Robur Molinel
- Electrolux
- Vorwerk Thermomix
- DeLonghi
- Miele
- Duralex
- Tramontina France
- Forge de l'Adour (SEB Groupe)
- Peugeots Saveurs
- Zwilling Staub
- Mathon (Labruyère groupe)
- Opinel
- Sushi Robots
- Sofilac Charvet (Seb groupe)
- Lebrun Groupe
- La Cornue
- Cristel
- Fackelmann
List of charts presented in this market study
- Market size for cookware
- French cookware market size
- Do you agree with the statement "cooking is central to family life"?
- What does cooking mean to you?
- Annual catering sales
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Latest news
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.
Opinel expands its plant in Chambéry - 04/03/2024
- - Sales have quadrupled in fifteen years.
- - Sales forecast: 38 million euros in 2023.
- - Export share of sales: 45%.
- - Planned investments: around ten million euros by 2030.
- - Production capacity: 6.5 million units per year.
- - Number of employees: 150.
Miele, the "Rolls Royce of household appliances", is losing its lustre | Miele: the decline of the household appliance benchmark - 08/02/2024
- - After three years of growth, Miele posted record sales of 5.43 billion euros in 2022.
- - Provisional sales fell by 9% last year.
- - Up to 2,000 of the company's 23,000 employees worldwide could be made redundant.
- - 700 jobs will be transferred from the Gütersloh headquarters to the Ksawerów plant in Poland by 2027.
- - The manufacture of tumble dryers was transferred to the Czech Republic some ten years ago.
- - A new plant in Alabama will begin production of ovens and stoves at the end of 2024, a sector which accounts for 45% of Group sales.
- - Up to now, production in China has been mainly for the local market
Miele to cut or relocate up to 2,700 jobs worldwide - 07/02/2024
- - Miele plans to cut or relocate up to 2,700 jobs worldwide.
- - These cuts represent around 12% of the company's total workforce.
- - Washing machine production to be relocated to Poland
- - Around 700 jobs will be cut at the Gütersloh plant in Germany.
- - 125th anniversary of the founding of Miele in 2023
- - 2023: 9% drop in sales
- - By 2022, Miele had achieved sales of 5.43 billion euros.
A good Franco-German recipe from Thermomix - 28/12/2023
- In the Eure-et-Loir village of Cloyes-les-Trois-Rivières, the Vorwerk factory has been manufacturing Thermomix, the famous food processor, for fifty years
- The first Thermomix came out of the Cloyes factory in 1971. It now produces between 5,000 and 8,000 every day.
- More than a million units produced every year.
- Sales for Vorwerk's Thermomix division rise from 1.26 billion euros in 2019 to 1.72 billion in 2022.
- Number of independent sales advisors: 93,000 worldwide, including 10,000 in France
- Vorwerk family group: sales of 3.2 billion euros in 2022.
- 9,300 employees, including 1,100 in France.
- Thermomix is sold in 60 countries
Peugeot Saveurs goes green with paint - 13/12/2023
- Peugeot Saveurs is located in Quingey, in the Doubs region of France.
- The company has been awarded the Entreprise du Patrimoine Vivant (EPV) label.
- The factory employs 160 people. The company produces 4 million wooden parts a year.
- Forecast sales for 2023 are 46 million euros, up from 42.8 million in 2022.
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the cookware market | France
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