Summary of our market study

The French market for small electrical appliances will be €3.7 billion in 2023, while that for large electrical appliances will be €5.8 billion. Connected appliances account for between 3% and 5% of this market.

The USA and China are the main markets for appliances, with personal care appliances predominating in the USA and cooking appliances in China.

The smart home market is also flourishing, particularly in the USA, and it is expected that over 25% of French households will be equipped with smart home appliances by the end of 2024.

Trends in the French connected home appliances market

In recent years, France has seen a significant rise in the market for connected household appliances, attributed to the "homemade" trend, which has stimulated consumer interest in innovative appliances such as Moulinex's "Cookéo" and Lidl's "Monsieur Cuisine Plus".

Despite this appeal, the market penetration of connected appliances is still modest, representing less than 5% of major household appliances. According to GfK, France ranks 16th in the world in terms of connected countries.

The explosion in demand for household appliances, partly fuelled by the pandemic, has led to a 55% rise in sales of coffee machines with grinders.

The French market also reveals a high level of ownership of traditional appliances such as refrigerators (99%), washing machines (97%) and microwaves (92%).

Players in the connected appliances market

Companies like Vorwerk, known for their floor care and food preparation appliances, rub shoulders with Grundig, renowned for its commitment to improving hygiene, beauty and health through its products.
Multinational giants such as Samsung, Siemens, Bosch and LG Electronics have made significant inroads into various appliance segments, from laundry care to food preparation. the result is a new era of convenience and efficiency in homes around the world.
Whirlpool and Philips have also made their mark in many categories, including breakfast appliances and hygiene products.
Companies like Miele specialize in creating large, durable appliances that offer the perfect blend of elegance and functionality.

BSH, Electrolux and Groupe SEB present strong portfolios catering for a wide range of domestic needs. Their presence reinforces the current trend towards connected living spaces.
In the field of innovative design and revolutionary technology, Dyson has carved out a place for itself.
at the affordable end of the spectrum, brands like Conair and Clatronic offer user-friendly options that strike a balance between cost and quality, proving that connected appliances can be accessible to a wider market.
Companies like Severin complete the picture with a portfolio that includes everything from kitchen appliances to personal care devices.

the connected household appliances market - France

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Number of pages : 35 pages
Format : Digital and PDF versions
Last update : 04/11/2021

Summary and extracts

1 Market overview

1.1. Presentation and definition of the market

The connected household appliance market grew in France in 2018 despite reduced consumption by French households due to limited growth in purchasing power. In fact, it is the household appliance market as a whole that is growing in France, with growth of 1.1% and 0.8% in value respectively according to GfK, for sales of large and small appliances between 2017 and 2018.

During this period, the French confirmed the "home-made" trend, which particularly benefited the connected household appliance market, which was able to respond with numerous innovations. Moulinex was able to offer new food processors such as the "Cookéo", which soon faced competition from Lidl's "Monsieur Cuisine Plus" model.

Connected household appliances promise consumers time savings and ease of use, which in the past were more of a chore than a pleasant activity. The sector is thus strongly driven by the innovation of historical brands of household appliances, such as the iQ500 from Siemens, a connected refrigerator. Connected appliances would also allow for greater energy efficiency.

However, these products are still struggling to fully convince French consumers. They represent less than 5% of the major household appliances available on the market. France also has 6 ^ème The world economy would only rank 16th in the world ^ème position among connected countries according to GfK, reflecting the delay of French consumers to adopt and consume connected products.

Most of the growth in the connected appliance market has been captured and sustained by specialist retailers such as Darty, but also by pure-players in the e-commerce world such as Amazon. In order to differentiate themselves from these pure-players, consumer appliance brands have sought to renew the customer experience through their points of sale and a more immersive cross-channel strategy, for example by giving customers the opportunity to test new connected appliance products directly.

It is also in the face of competition from pure-players that connected appliance retail chains have made significant mergers, following the example of Fnac and Darty or even after the takeover of the GPdis group at the end of 2017 by MDA Company, which now has the leading network of consumer appliance stores.

2 Analysis of the demand

3 Market structure

4 Analysis of the offer

5 Regulation

6 Positioning of the actors

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