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MARKET OVERVIEW
1.1 Presentation and definition of the market
The interior decoration market includes several types of products:
- decorative objects and home textiles
- furnishing, lightning, and household appliances
- tableware
The global market is growing and should continue doing so for the years to come. Market growth is driven in particular by the the increasing rate of urbanization and global growth driven by developing countries.
The French market for interior decoration seems to resist relatively well to less favourable economic contexts, which confirms the French's attraction and interest in interiror design.
The market is also characterized by a strong resistance of consumption from physical distribution channels; nevertheless, the expansion of E-commerce cannot be overlooked, nor can its influence in the purchasing decision process.
1.2 A growing global market
In ****, the world market for interior design was estimated at $*** billion. [***]
Globally, the market is benefiting from the growth of urbanization. In ****, the UN reports that more than half of the population (***) lived in urban areas, a proportion which is expected to increase to **% in **** . The market will continue to benefit ...
1.3 A solid French market
The French market for interior decoration was estimated to be worth between €** and ** billion in annual sales in ****. [***]
In addition, an estimate of the size of the interior design market can also be obtained based on figures for the furniture market. Indeed, it is estimated that in **** the furniture segment will ...
1.4 Market developments and trends
It can be said that the market had a good year in ****. Indeed, all sectors of the home were in growth that year.
Unfortunately, the impact of Covid-** has been hard felt, in a market where most sales are made in physical points of sale, or are driven by showrooms and ...
1.5 Foreign trade in interior decoration articles
Foreign trade in table linen and table decoration articles
Francéclat and Ecostat published in March **** a report on france's **** foreign trade in tableware. In particular, the trade balances of the segments : Table Linen and Decorative Items, which we report in the graph below.
Trade balance for table linen and decorative ...
1.6 L'impact du Covid-19
Le confinement motive les projets de rénovation
Selon un sondage réalisé par Opinion Way du ** au ** mai **** pour l'agence de conception rénovation Little Worker rapporté par le Parisien, ** % des Français souhaitent s'investir pour rendre leur logement plus agréable, et ** % souhaitent faire de même pour le ...
DEMAND ANALYSIS
2.1 Culturally strong French demand
Interior decoration is an integral part of French culture; consequently, the sector holds an important place in the heart of many French people. For example, in ****, **% of French said they viewed their interior decoration as important. [***]
The importance given to decoration also varies greatly according to which room in the house ...
2.2 A sector strongly linked to the real estate market
The interior design market is strongly linked to the French real estate market. Thus, a good indicator to take into account is the number of real estate transactions. Indeed, with each real estate transaction, new owners are likely to invest in interior decoration for their installation. We can observe that the ...
2.3 Cyclical demand
Source: ****
The graph above represents the proportion of searches on the keyword "decoration" in France over the last five years, compared to the time when the rate of use of this keyword was highest (***). For example, a value of ** means that the keyword has been used half as often in the ...
2.4 La demande en luminaires d'intérieur
Une consommation globale en baisse
La consommation de lampes par les ménages est en nette diminution depuis **** après une période de constante augmentation. Celle-ci a baissé de **,*% entre **** et ****.
La consommation d'appareils d'éclairages a quant à elle connu une forte augmentation entre **** et **** avant de suivre une tendance ...
MARKET STRUCTURE
3.1 A French market shared by many players
There are many types of players on the French interior design market
- furniture superstores
- brands specialising in household equipment and decoration
- bazaar and destocking signs
- the pure players: Amazon and La Redoute for example
- decoration specialists
Home furnishings superstores account for the largest market share in ...
3.2 French people's favourite brands
Below follows a brand analysis based on a satisfaction score (***).
Source: ****
As we can see IKEA's brand has a strong reputation amongst consumers, mainly due to its affordability. Maison du Monde and Alinéa are second and third place respectively.
3.3 "Made in France" production
The Made-In Country Index is an indication of the reputation of products from different countries around the world . It was conducted in **** for ** countries and the European Union. On behalf of Statista, Dalia Research surveyed **,*** people from ** countries on their perception of products from different countries of origin. Data was collected ...
3.4 Distribution remains physical despite the rise of E-commerce
Physical stores are the leading distribution channel in the interior decoration sector: **% of French people still prefer to go to a physical store if the chosen brand has both a store and a website. [***]
Nevertheless, the effect of Internet competition is tangible, and distribution networks are beginning to show signs of ...
ANALYSIS OF THE OFFER
4.1 Different product categories
If we look at the websites of the different furniture and decoration brands, we can distinguish several categories of products on the interior decoration market. The presentation below is based on the website World House , a major player in the sector:
Decorative objects and home textiles Bed linen Household linen Table ...
4.2 Prices for interior decoration
The very wide range of interior decoration products on offer, as described above, logically implies a very wide range of prices depending on the type of article considered. It is therefore very difficult to give an overview of the prices on the interior design market. Nevertheless, one can consider the main ...
4.3 Supply trends
The DIY (***)
According to the Observatory on Society and Consumption (***) and the Maif the consumption of the French is moving towards "handmade". In ****, **% of the respondents had at least once engaged in an activity that involved the creation of something. Among them, **% of the individuals surveyed did some DIY, and **% did ...
REGULATIONS
5.1 European regulations on general product safety
The General Product Safety Directive is a European directive, the aim of which is to guarantee a high level of safety for products distributed on the European market. [***]
According to this directive, a product is considered safe if it complies with the safety provisions laid down by European law, thus preventing ...
5.2 Trade regulations
Among the main obligations imposed by trade regulations for the sale of decorative and furnishing articles are labelling requirements. Indeed, certain information must appear on product labels, including :
The price and whether or not it is inclusive of delivery The main materials and materials making up the piece of furniture The ...
COMPANIES
6.1 Segmentation
- Ikea France
- Conforama France
- BUT
- Gifi
- Maison du Monde
- Alinéa
- Casa
- Centrakor
- Amazon
- Home 24
- Vente-unique.com
- La Redoute
- Les 3 Suisses
- Made.com
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Analysts
chargé d'études économiques, Xerfi
Hugo S.
Associate Consultant
Mathieu L.
PhD Industrial transformations
Robin C.
Analyst
Pierre D.
Ross Alumni Club France
Arnaud W.
Analyste de marché chez Businesscoot
Amaury de Balincourt
Consultant
Pierrick C.
Project Finance Analyst, Consulting
Maelle V.
Etudiante en Double-Diplôme Ingénieur-Manager Centrale
Héloise F.
EDHEC
Imane E.
Auditeur
Vincent D.
Eva-Garance T.
Market Research Analyst
Michela G.
Market Research Analyst @Businesscoot
Azelie P.
Market Research Analyst @Businesscoot
Cantiane G.
Consultant
Jules D.
Alexia V.
Emil O.
Anna O.
Gabriel S.
