Summary of our market study

The global market for multifunction food processors has been booming, and is expected to grow at a CAGR of 7.1% to reach a market size of $2.37 billion by 2025. Despite a decline in the number of companies in the appliance manufacturing sector in France, from 93 in 2009 to 80 in 2019, demand for food processors continues to grow due to the trend towards home cooking, notably triggered by the COVID-19 pandemic. In 2020, sales of household appliances rose by 5%, with food processors in particular recording a 24% year-on-year increase.

internationally, companies such as Seb Group and Vorwerk are maintaining high sales figures, reaching €8 billion and €3.2 billion respectively in recent years. In particular, online sales of small electrical appliances jumped 39% between 2019 and 2020, now accounting for 26% of total sales in France. The sector is forecasting further growth influenced in part by the foodservice industry, which is aligning itself with the increased popularity of food processors for convenience and efficiency in both home and professional settings.

French food processor market: consumer preferences and technological advances drive demand

In assessing the French food processor market, we note a growing interest in these kitchen appliances, a sign of changing consumer behavior and technological advances. Food processors are versatile and practical, enabling a multitude of culinary tasks to be performed, from chopping and slicing to kneading and cooking.

The forecast growth rate for the multifunction food processor market is promising, as it is expected to develop at a compound annual growth rate (CAGR) of 7.1%, increasing the global market size to between $2 and $2.5 billion by 2025. Looking at the domestic market, sales appear to be resurgent after a dip in the early 2010s. Although no specific data is available for the post-2016 period, there was a clear rebound between 2014 and 2016, when sales in the sector rose by almost 12%. The French market is showing strong interest in these devices, with a notable spike in sales, particularly since the start of the pandemic - multifunction robots have seen sales increase by around 24% year-on-year.

Despite the global pandemic, or perhaps because of it, sales of household appliances rose by 5% in 2020. The trend towards cooking at home, whether a new interest or a necessity linked to containment measures, has undoubtedly played a role in the growth of this market. Public health studies indicate that over a third of the French population has become more inclined to cook, which correlates directly with the purchase of food processors.

As for consumer segmentation, the demographics are pretty clear. Generation Xers, aged 42 to 57, and Baby Boomers, aged 57 to 76, are the main consumers. These groups have been identified as being more likely to invest in a comfortable living environment, including a modern kitchen equipped with high-quality appliances, such as food processors. In addition, young parents, typically in their late twenties to early forties, also represent a significant share of the market. Together, these age groups represent around 60% of the French population, highlighting a substantial potential consumer base for food processors.

Surprisingly, despite a strong market presence, with almost two-thirds of French people owning a food processor, daily use remains low at 3%. The difficulty of integrating food processors into French households as an everyday appliance can be attributed to a lack of appropriate recipes or unfamiliarity with the equipment. Nevertheless, the convenience, time-saving aspect and automation of culinary preparations are just some of the reasons why the French use food processors.

The French food processor market is booming, home to a plethora of brands ranging from well-established names to innovative newcomers, each offering unique selling points to seduce the chef.

This market comprises a mix of local players and international heavyweights, each contributing to the fierce competition and relentless innovation that characterize the sector.

  • Moulinex is a quintessential French brand that has become synonymous with affordable, reliable kitchen appliances. Renowned for its user-friendly design, Moulinex offers a comprehensive range of products that appeal to both novice cooks and seasoned cooking enthusiasts.
  • Simeo enters the market with a flair for the niche, meeting specific culinary needs with its range of specialized food processors, from health-oriented juicers and mixers to versatile multi-cookers.
  • Magimix, meanwhile, boasts a range of top-of-the-range food processors, renowned for their durability and professional-level performance. Often found on the counters of cooking enthusiasts, Magimix appliances are a testament to French engineering and culinary know-how.
  • Ezicom may not have the same historical heritage as some of the other brands, but it stands out for its innovation in smart appliances. With a focus on connectivity and intuitive design, Ezicom appeals to discerning cooks looking to integrate smart technology into their kitchens.
  • Beyond national borders, we see Victorwerk's Thermomix, which has transformed the landscape with its high-end, versatile appliance - a hit for those seeking the ultimate in convenience and versatility in their kitchen endeavors.
  • Philips and Kenwood are international players whose reputation for quality and innovation precedes them. With a wide range of offerings at different price points, these companies ensure that there's something for every type of consumer, whether they're looking for the basics or the more advanced features that come with higher-end models.
  • H.Koenig may fly under the radar compared to some of the giants, but its commitment to simple, effective food processing solutions should not be underestimated.

KitchenAid adds a touch of style to the substance, its iconic designs having become a status symbol in kitchens around the world. Known as much for their aesthetics as their functionality, KitchenAid appliances often become a centerpiece in modern kitchen design. From affordability and tradition to modern innovation and design-centric statements.

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Summary and extracts

1 Market overview

1.1 Definition and scope of study

Food processors are technologically advanced appliances that perform a variety of functions to speed up and simplify work in the kitchen. A distinction is sometimes made between food processors, pastry blenders and multi-function food processors. In general, food processors can be used to weigh, mix, chop, blend, slice, grind, knead, beat egg whites, grate, slice, cook and more.

Over the next five years, the multifunctional food processor market is expected to register a CAGR of 7.1% in terms of revenue, and the global market size is expected to reach $2.37 billion by 2025. In 2019, there are 727 companies engaged in appliance wholesaling, with 80 companies active in appliance manufacturing.

The major French food processor manufacturers are Moulinex, Simeo, Magimix and Ezicom. Other major international players include Vorwerk, Philips, H.Koenig and Kenwood. The market is currently witnessing a huge rise in the popularity of food processors, which are just as suitable for real chefs as they are for beginners. They are also enormous time-savers, as they can cook and prepare a dish almost entirely independently.

We are also seeing more and more connected robots, with access to recipe databases, and the ability to control the robot and the cooking process remotely. The impact of the Covid-19 crisis is far from having had a negative effect on this market: sales of household appliances rose by 5% in 2020, with a particular craze for multifunction food processors, up 24% on 2019.

1.2 Global market

On a global scale, the food processor market is very dynamic, driven and stimulated by technological innovation, increasing household purchasing power, technological advances and the convenience factor of small domestic appliances.

It is itself part of the more global small household appliances market, examined in the chart below. According to a ...

1.3 Domestic market

To estimate the size of the French market for food processors, we refer to the sub-category "Electromechanical household appliances, with built-in electric motor", which includes the manufacture of electric food processors (***), which is itself part of the more global "Manufacture of household appliances" sector, whose data are available in the graph ...

1.4 Foreign trade

France imports far more than it exports in the food processor sector.

The following data refers to the category"Domestic electromechanical appliances, food grinders or mixers, fruit or vegetable juice extractors with self-contained electric motor" and comes from global customs data available on UN Comtrade.

Imports have increased significantly from **** to ...

1.5 The impact of Covid-19 on the market

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.

This tendency to cook more can be explained by confinement, curfews ...

2 Demand analysis

2.1 The market's main customers

Let's focus on building the profile of the food processor consumer.

There are two main demographic groups in the food processor market: generation X , i.e. people born between **** and **** (***) and the baby-boomer generation, born between **** and **** and aged between ** and ** in ****.

Generation Xers, who earn between €**,*** and €**,*** a year, will ...

2.2 Food processors are struggling to take root in French homes

Food processors are a real hit in France, and the following graph shows the results of a survey carried out in **** by the culinary website Quitoque.fr. A majority of French people own one or more food process ors (***), while those who don't own one or more would like to.

Percentage ...

2.3 Purchasing criteria

Damien Chicaud, Director of Statistics and Research at Gifam (***), analyzes the French trend for food processors: "The French are increasingly focused on homemade food and fresh produce. They want to be reassured about what they're eating. The pleasure of cooking and access to semi-professional products also explains this craze"[***].

The graph ...

2.4 Demand driven by foodservice

Although the food processor market is essentially based on household consumption, the positive trend in the foodservice 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 (***) represented **.* billion euros in ****, with over *.* billion meals served ...

3 Market structure

3.1 French companies in the sector

The following data refer to the "Manufacture of household appliances" sector.

We use them to estimate the size of the French market for food processors, referring to the sub-category "Electromechanical household appliances, with built-in electric motor", which includes the manufacture of electric food processors (***).

Number of companies in the Household appliance ...

3.2 Market value chain

3.3 Distribution channels

The main distribution channel for small electrical appliances remains specialized superstores, with **% of total sales, followed by food superstores (***).

Weight of small electrical appliance distribution channels and sales trends France, ****-****, % sales Source: ****

the chart below shows an explosion in Internet sales between **** and ****.

They have risen by +**% in just one ...

4 Offer analysis

4.1 Product overview

Here's an overview of the machines on offer in the small kitchen appliances sector, accompanied by a product description.

4.2 Market prices

The average price of a food processor varies enormously (***), and depends on a number of factors: the processor's main function, the number of functions and options it offers, the number of accessories it comes with, the manufacturer and the processor's wattage, for example.

The different types of food processor and their ...

5 Regulations

5.1 Standards and certifications in the household appliances sector

GIFAM, Groupement Interprofessionnel des Fabricants d'Appareils et d'équipement Ménager, is the trade association for the household appliance manufacturing sector. Created in ****, its aim is to unite the major manufacturers and support consumers in their purchases. It brings together over fifty companies.

Several standards and certifications apply to products on ...

6 Positioning the players

6.1 Segmentation

  • SEB Groupe
  • Vorwerk Thermomix
  • Darty
  • Magimix
  • Moulinex (Seb Groupe)
  • Kenwood (De Longhi Group)
  • Russel Hobbs

List of charts presented in this market study

  • Foreign trade in food processors
  • Main export destinations for food processors
  • Main sources of food processor imports
  • Sales in the household appliance manufacturing sector
  • Growth by small electrical appliance sector
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Latest news

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

Seb Alliance, the Seb Group's investment fund, invests in start-up Y-Brush - 08/10/2023
  • Y-Brush raised 6 million euros last November.
  • The company was founded in 2017.
  • Y-Brush toothbrushes are equipped with 35,000 nylon filaments and sonic vibrations, which clean all teeth in 10 seconds.
  • Y-Brush currently has about 30 employees, half of whom work in production and logistics.
  • The company produces 8,000 toothbrushes per month. Y-Brush has over 100,000 users in France and abroad.
  • This year, exports accounted for more than 30 percent of the business.
  • The start-up's ambition is to be on the shelves of French supermarkets by the end of the year.
SEB consolidates part of its logistics in Côte-d'Or - 19/07/2023
  • SEB employs 1,600 people to manufacture Tefal pans and cookware in Rumilly, Haute-Savoie.
  • A 100,000 m2 warehouse in Bully-les-Mines for small appliances was opened in June.
  • The new warehouse in Til-Châtel, with an area of 38,000 m2 and an investment of €30 million, will employ 100 people
  • SEB employs 560 people in the Côte-d'Or, including 400 in Selongey and 160 in Is-sur-Tille.
  • The group has 30,000 employees worldwide
  • SEB had a turnover of 7.96 billion euros in 2022.
SEB creates a giga-logistics platform in Pas-de-Calais - 14/06/2023
  • Area of the giga logistics platform: 100,000 m2, investment of 80 million
  • Capacity: 100 trucks per day
  • Expected workforce in 2025: 350 people
  • Number of SEB industrial sites in the world: 40
  • Number of SEB industrial sites in France: 11
  • Turnover in 2022: €7.96 billion
  • Number of employees: more than 30,000 Presence in many countries: 150
  • Total brands: 34
SEB is increasingly invited into restaurant kitchens - 05/05/2023
  • Groupe SEB acquires Pacojet, the Swiss family-owned company that produces the eponymous machine for emulsifying and smoothing sauces, purees, ice creams and mousses from frozen products
  • Pacojet is targeting sales of 24 million euros by 2022
  • 90 percent of Pacojet's sales are for export
  • Increased presence in northern Europe and Germany
  • Price of Pacojet machines: from 4,000 to 5,000 euros
  • Third acquisition in the sector after Zummo, Spanish juice machine specialist, and San Marco, Italian coffee machine manufacturer
  • Sales of SEB's professional business in 2022: €725 million (9% of total sales)
  • Increase in SEB's professional sales in 2022: 15.6
Seb acquires La San Marco, Italian coffee machine icon - 20/02/2023
  • Seb plans to strengthen its presence in this niche with the acquisition of La San Marco, a company specializing in professional coffee machines
  • Specializing in espresso machines with the traditional lever system, it offers a diverse range of products, most of which are manufactured in Italy
  • This acquisition will enable the Seb Group to consolidate its activities in the professional coffee segment, with a recognized historical experience and a true complement to its existing offering

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

SEB Groupe
Vorwerk Thermomix
Darty
Magimix
Moulinex (Seb Groupe)
Kenwood (De Longhi Group)
Russel Hobbs

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