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Summary
The global cookware market, which includes a variety of kitchen tools and small appliances, excluding large appliances such as ovens and stoves, has shown resilience and growth despite the effects of the COVID-19 pandemic. With a projected compound annual growth rate of 6.5%, sales in the sector are set to rise from $23.8 billion in 2021 to an impressive $41.9 billion in 2030. The French segment of the market also reflects this positive trend, rising from a slight decline to 575 million euros in 2020 to an estimated 673.40 million euros in 2022. The pandemic has changed consumer behavior, with 37% of French people reporting that they have rediscovered the taste for cooking at home, leading to a 20% increase in sales of cookware such as knives and pans.
The cookware market is characterized by intense competition and a large number of players, from small companies to major international groups, with notable "Made in France" brands contributing to the high-end sector. 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 cookware exports rose by 10% in 2022 to 142 million euros, while imports grew by around 13%. Despite the challenges, the sector's dynamism is evident in the prominent role of cooking in French culture and the corresponding demand for innovative, high-quality cookware products.
French cookware market: a trend towards sophisticated, efficient kitchen tools
The French cookware market has seen a gradual evolution in consumer demand, mainly driven by private customers who favor visual appeal and periodic renewal of kitchen products. In particular, a trend towards "coup de foudre" purchases has emerged, influenced by the important role played by the kitchen in French households. Over 80% of the population consider cooking to be a central part of family life, underlining the cultural importance of cooking and food preparation.
This heightened interest in cooking has been fuelled by popular TV shows and celebrity chefs, which have created a desire for versatile, high-quality kitchen tools. For example, over half of those surveyed in France associate cooking with the pleasure of eating, while almost half associate it with conviviality - a testament to the social and emotional value attributed to the culinary experience. With growing demand for high-end appliances and equipment featuring new technologies, leading manufacturers have turned their attention to high-end products.
Brands are targeting health-conscious consumers by emphasizing the benefits of fat-free cooking, and taking advantage of this to create a bifurcated market. On the one hand, traditional deep fryers have seen a decline, while healthy alternatives such as steam cookers have gained in popularity. The food processor segment illustrates the craze for sophisticated appliances. Vorwerk Semco's Thermomix, which dominates the market, is a major example, although new competitors are entering the fray, offering similar functionality at more competitive prices. The arrival of connected gadgets capable of combining several devices into one has further transformed consumer expectations.
Sales figures in France reflect these trends with some impressive figures: sales of deep-fat fryers, after a period of decline, have rebounded with sales in the tens of thousands of units for 2021. conversely, food processors have seen a meteoric rise, with sales reaching between 1 and 2 million units by 2020, highlighting the strong demand for advanced kitchen gadgets. The French cookware market remains robust, maintaining a healthy growth trajectory despite economic fluctuations. Although the COVID-19 crisis initially caused problems, it also led to a significant change in culinary habits, with 37% of French people admitting that they cooked more during the pandemic. This renewed interest in home cooking led to an increase in sales of kitchen utensils, with knives and saucepans up by around 20%.
In summary, the French cookware market continues to grow, characterized by a preference for innovative, high-end appliances that align with the country's culinary culture and brand image.
Leading players in the cookware market
The cookware market is an arena animated by an abundance of players, each with their own strategies and market positions. Let's take a look at some of the key companies that have made their mark on the landscape of kitchen wonders.
- Groupe SEB: an undisputed global giant A titan of small electrical appliances, Groupe SEB is firmly established at the zenith of the sector. The French conglomerate, which boasts a rich assortment of brands such as Tefal, Krups and Moulinex, is known for its relentless pursuit of innovation and design excellence. Groupe SEB uses its expertise to create appliances that meet the modern consumer's demands for convenience and sophistication in the kitchen.
- Vorwerk Thermomix: revolutionizing the kitchen with technology Vorwerk has shaken up the French market, and even the world stage, with its flagship product, the Thermomix. A kitchen appliance combining versatility and high performance, the Thermomix has become a coveted asset in the kitchen. With a flourishing market share, Vorwerk continues to seduce with its blend of technological prowess and user-friendly design.
- Magimix: top-of-the-range appliances for kitchen enthusiasts Originally from Burgundy, France, Magimix is synonymous with top-of-the-range kitchen appliances. This brand makes no secret of its intention to dominate the top end of the market by constantly renewing its product offering. Thanks to their aesthetics and functionality, Magimix products are appreciated not only in France, but throughout the world.
- Laguiole Actiforge: elegance in the service of tradition At a time when heritage and craftsmanship are revered, Laguiole Actiforge stands as a guardian of heritage. Known for its high-quality corkscrews, knives and cutlery made in France, Laguiole Actiforge emphasizes authenticity and traditional craftsmanship. It's this commitment to the age-old art that keeps the brand anchored in the appreciation of customers who appreciate classic elegance.
- Peugeot Saveurs: From wheels to mills Peugeot Saveurs, a brand that has gone from the automotive to the aromatic, has put its mastery of engineering to work in the manufacture of some of the finest kitchen mills. Specializing in pepper, salt and coffee mills, Peugeot retains its emblematic lion, a symbol of enduring quality. Each mill is designed with longevity and precision in mind.
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- Number of pages : 30 pages
- Format : Digital and PDF versions
- Last update : 17/03/2023
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 (Maison Française du Verre)
- 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
List of charts
- 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
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.
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
Knifemaker Opinel to expand its site in Savoie - 13/12/2023
- Opinel has doubled its land area thanks to the acquisition of almost two hectares of land.
- The company has been wholly owned by the Opinel family since its creation.
- 45% of the company's business is exported.
- Sales have quadrupled in 15 years, and should reach 38 million euros this year.
- Opinel produces over 6.5 million units a year and employs 150 people.
- The company has around 400 products in its range, and is planning to launch a new barbecue activity.
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.
Opinel expands its Chambéry plant | Opinel expands its Chambéry plant - 22/11/2023
- The Opinel brand has acquired a 2-hectare plot of land next to its current factory
- The company's land area will almost double from 2.5 hectares to 4.5 hectares.
- Total investment in the future manufacturing facility is estimated at over 10 million euros
- The company's sales have almost quadrupled in fifteen years, and should reach 38 million euros in 2023, compared with 26 million in 2019.
- 45% of the company's business comes from exports, with sales in 70 countries on five continents.
- A distribution subsidiary was opened in the United States in 2016. The company has 155 employees.
Tableware: Mathon aims to accelerate growth with its marketplace - 14/11/2023
- Mathon has been around for almost 35 years
- The Labruyère group has owned Mathon since 2012
- Mathon has more than 700,000 customers Mathon's catalog currently comprises 6,000 items, with a target of 150,000
- Mathon's current sales are around twenty million euros
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