1.1 Presentation and market definition
Cooking classes are offered by proffessionals to a client base with the aim to teach culinary skills. In particular, cooking classes often revolve around a certain theme, such as Itailan or French cuisine, or desserts. These classes take place in a kitchen owned by the supplier, and often involves a larger group of people which cook together.
According to a study in 2017 conducted by BVA, close to 30% of French respondents said they had fun while cooking. 70% of them replied that they like or love cooking. Due to the strong cultural ties France has to cooking, players have leveraged this and started offering cooking classes. In general, these are targeted at two groups: first, the local population who are interested in improving their culinary skills, and secondly tourists who are interested in taking part of the French cuisine. In light of this, the number of cooking classes which are offered have increased dramatically over the last 20 years. The rise of cooking classes is also the result of the enthusiasm of television broadcastings with programs such as Masterchef or Topchef.
The cooking class market in France is impacted by the rise of digitalization; indeed, a new group of players have emerged which offer online cooking on for example YouTube.
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