Summary of our market study

The global market for large electrical appliances is growing steadily, with an expected compound annual growth rate of 6.5% between 2023 and 2033, aiming to reach a market value of $1300 billion. Despite a slowdown in 2020 due to the COVID-19 pandemic, with sales falling to 3.60 billion euros in France, the market showed signs of recovery, with a slight increase in sales to 4.33 billion euros in 2022. The French market has seen a decline in the number of companies and employees in the manufacturing sector, with Whirlpool and China's Haier relocating part of their production abroad.

In addition, e-commerce has gained momentum, further impacting physical appliance outlets. The industry is investing heavily in energy-efficient and connected appliances, adhering to new regulations such as the AGEC law and European directives that emphasize sustainability and reparability. Despite these regulatory pressures and changing consumer demands, industry players foresee increased interest in greener, more technologically advanced products in the sector.

Market trends and analysis in France

The French market for major household appliances, while generally robust, has seen varied performances across segments. In recent years, the market has been driven by substantial growth, particularly in 2021, when it jumped by 10.8%, reaching a valuation of around 6 billion euros. However, it is clear that the trajectories of the different segments of the large electrical appliance sector have diverged. The refrigeration segment proved resilient and recorded growth, with sales up a modest 2% on the previous year.

By contrast, the cooking and washing appliance market segments both recorded a slight decline in sales. As for e-commerce, its rise has had a palpable impact on the traditional retail landscape, as evidenced by the decline in the number of companies and employees in the home appliance manufacturing sector in France. This industry has contracted considerably, with a significant reduction in the number of companies and the workforce over a period of around twelve years. Notably, despite this contraction, a certain stability in activity levels has been maintained since 2015, although challenges persist, with cases of production relocation to other countries such as Poland and Turkey.

Consumer demand for large electrical appliances (LEA) is closely linked to household purchasing power, which has been on a downward trend in recent times. As the French population has lost purchasing power, the propensity to invest in major appliances has logically declined.

Rising interest rates on consumer credit have further dampened the appetite for such major household investments. Price considerations remain important, as energy-efficient appliance categories are generally more expensive than their less efficient equivalents. Despite the variations, average prices for large appliances appear to have stabilized somewhat over the past two years, before the onset of general inflation.

Growing consumer interest in connected appliances is a major trend affecting both supply and demand in the household appliance market. Innovations such as Samsung's Twin Convection™ technology and Daan Tech's Bob mini dishwasher illustrate the market's push towards practical, multifunctional and intelligent products. What's more, the smart home market is developing rapidly, with an increasing number of households adopting connected home automation equipment.

In France, the penetration rate of smart home equipment is expected to continue its upward trajectory. In addition to technological advances, attention to the repairability and durability of products has intensified. French regulations now include measures to promote the repair and circular economy of household appliances, encompassing aspects such as repair.

Major players shaping the future of the home appliances market

The home appliances market is undergoing substantial transformation, influenced by technological advances and shifting consumer priorities towards sustainability and connected living. Among the illustrious names that continue to lead and innovate in this landscape, several stand out for their commitment to green practices, energy efficiency and smart home integration.

  • Whirlpool Corporation: A veteran of the appliance industry, Whirlpool has built a solid reputation for reliability and innovation. With a diverse portfolio of appliances that meet a myriad of household needs, Whirlpool remains a trusted brand for consumers. The company is not content to rest on its laurels; it is actively committed to greener technologies and improved energy efficiency.
  • Hisense: Known for its electronics and home appliances, Hisense has carved out a place for itself on the market. The brand is recognized for the quality and affordability of its products. Hisense has shown a willingness to embrace new technologies and maintain a competitive edge, particularly in the connected devices segment.
  • Beko: Beko is an emerging household appliance powerhouse that is turning heads thanks to its price-competitive yet quality-focused approach. The company is strongly committed to sustainability, making substantial investments to ensure that its products meet consumers' growing ecological awareness.
  • Miele: Miele has long been synonymous with excellence and sustainability in household appliances. The brand is synonymous with top-of-the-range products that offer longevity and superior performance. Miele's approach to the appliance market is characterized by meticulous engineering and a focus on the user experience.
  • BSH Hausgeräte: As the manufacturer of several well-known appliance brands, BSH Hausgeräte is an industry behemoth. The company is known for its capacity for innovation, particularly in the field of smart, connected appliances that cater to modern lifestyles.
  • Electrolux Laundry Systems: By focusing on the laundry segment, Electrolux has provided consumers with efficient and innovative laundry solutions. The company's emphasis on user-friendly design and environmental sustainability makes it a formidable name in laundry appliances.
  • Groupe SEB: Groupe SEB is a French conglomerate with a myriad of small appliance brands. The group has established itself as a major player in the sector, renowned for its diverse product offerings covering various categories, always with a focus on innovation.
  • Dyson: A company that began by revolutionizing vacuum cleaner technology, Dyson has since extended its reach to various categories of household appliances, and is known for its cutting-edge products.
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  • Number of pages : ~ 40 pages
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  • Last update : 19/12/2023
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Summary and extracts

1 Market overview

1.1 Definition and scope of the study

Household appliances include all appliances designed to meet domestic needs and powered by electricity. Large appliances, on the other hand, are those of significant size.

Three segments have been established to classify the various products on the market:

  • refrigeration, which includes refrigerators, freezers and wine cellars ;
  • cooking, which includes electric ovens, hobs, extractor hoods, microwaves and stoves;
  • washing, which includes washing machines, dishwashers and tumble dryers.

The global market is doing rather well, with some forecasts suggesting an average annual growth rate of 4% between 2021 and 2025.

At national level, sales in the sector have stagnated in 2022, despite a slight contraction in the cooking and washing segments, offset by an increase in the refrigeration segment (+2.6% compared to 2021).

Innovation is the key to regaining sustainable growth momentum in the large electrical appliances market.

1.2 The global market for large electrical appliances is growing

Global market size for major household appliances World, ****-****, in billions of dollars Source: ****

Sales in the household appliances market are expected to grow at a compound annual growth rate of *.*% between **** and ****, reaching a value of $**** billion by the end of this period.

There are several factors behind this strong ...

1.3 The French market: solid fundamentals

Size of the French large electrical appliances market France, ****-****, in billions of euros Source: ****

The large electrical appliance market has grown significantly over the past three years. After rising by **.*% in ****, market size has reached €*.* billion in ****.

Breakdown of sales by major electrical appliance sector in value terms France, ****, in Source: ...

2 Demand analysis

2.1 The main determinants of demand for GEM

Change in purchasing power versus previous year France, **** - ****, in Source: ****

Purchasing power is one of the primary determinants of demand for GEM. However, French households have suffered a loss of purchasing power in ****. Indeed, a large proportion of purchases of major household appliances are made using a share of the ...

2.2 France's favorite household appliance brands

The graph below is based on OpinionWay's survey of French consumers' favorite brands in February ****. These are the responses to the question "Do you like this or that brand of major household appliance? For each brand, the percentage corresponds to the proportion of respondents who answered "yes".

Whirlpool is France's favorite ...

2.3 GEM demand by category

Source: ****

The table above details for each major appliance category the size of the installed base in **** (***), the number of appliances sold in ****, and the penetration rate for each type of appliance.

2.4 The growing success of connected household appliances

As the graph below shows, with over half of all households already equipped with connected home automation equipment, the American smart home market is by far the most developed. Penetration rates are comparatively much lower in Europe, although northern countries tend to be more advanced in this respect than southern ones. ...

3 Market structure

3.1 Concentration of production and the rise of e-commerce

Number of companies and employees manufacturing household appliances France, ****-****, in units Source: ****

The number of companies operating in household appliance manufacturing has been on a downward trend for several years, with the number of companies declining by **.*% between **** and ****, while the number of employees fell by **.*% over the same period. ...

3.2 Household appliance manufacturers

The household appliances market has fluctuated in terms of sales in billions of euros in recent years. In ****, sales were *.** billion euros, a figure that remained stable in ****. However, in ****, there was a significant drop to *.** billion euros, due to the effects of the COVID-** pandemic. In ****, a slight upturn was ...

3.3 The distribution network for household appliances

Source: ****

The household appliance distribution network

Home appliance distribution is traditionally organized around three main networks:

Specialized superstores: Fnac, Darty, Boulanger, etc. Food superstores: Carrefour, Lidl, etc. Local stores: Gitem, Pro&Cie, Pulsat, etc Kitchens

Today, however, e-commerce is competing with these traditional distribution networks, with a number of leading players, ...

3.4 Industry news

The large electrical appliance market in France is going through a difficult period, with significant declines in sales volumes, reaching around -**.*% in volume and -*.*% in value between June **** and June ****. This trend can be explained by several factors, including the aftermath of the health crisis, unfavorable weather conditions, and ...

4 Offer analysis

4.1. Falling average prices

Consumer price indices for wholesale household appliances France, ****-****, base *** = **** Source: ****

Average prices for major household appliances have shown a downward trend in recent years. From **** to ****, the monthly price index measured in October fell steadily, although a certain floor seems to have been reached over the ****-**** period. However, the ...

4.2 Supply trends: the emergence of connected devices

Comfort is a top priority for all brands of household appliances, including those in the connected segment.users' expectations of household appliances have been unchanging for years: they are designed to simplify daily life. The key to innovation lies in the ability to develop personalized products that can be adapted to ...

4.3 Repair and product sustainability gain in importance

As of January *, ****, a product reparability logo has been introduced. Refrigerators, freezers, wine cellars, as well as washing machines and dishwashers must be labeled with this index, which rates appliances from * to ** according to several criteria: price, ease of dismantling and availability of spare parts. Product sustainability has gained in importance ...

5 Regulations

5.1 Sector regulations

The sale and manufacture of household appliances are governed by European directives - listed on the DGCCRF website.

for example, the production of vacuum cleaners must comply with the prerogatives of European Commission directive ****/**/EU.

These European norms set standards for labelling, technical characteristics, energy consumption classification, noise or energy efficiency ...

6 Positioning the players

6.1 Player segmentation

  • Miele
  • BSH Group
  • Electrolux Laundry Systems
  • Dyson
  • Whirlpool
  • Boulanger
  • Beko France (Arcelik Groupe)
  • Murfy
  • Electro Dépôt (Groupe Mulliez)
  • Fnac Darty
  • Bosch Thermotechnology
  • Samsung Electronics France
  • Haier
  • Electrolux
  • Sideme
  • Gorenje
  • Hisense
  • Smeg
  • Daan Tech - Bob
  • Schneider Consumer Group
  • EverEver
  • Beko Arcelik Groupe

List of charts presented in this market study

  • Worldwide appliance market size
  • Size of the French large electrical appliance market
  • Breakdown of sales by major appliance sector in value terms
  • E-commerce sales
  • Number of companies and employees manufacturing household appliances
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Latest news

FNAC Darty increasingly driven by services - 23/02/2024
  • - FNAC Darty sales in 2023: 7.9 billion euros, down 0.9
  • - Services account for 15% of group sales
  • - Darty Max subscription reaches 1.1 million subscribers, an increase of 300,000 subscribers over one year
  • - Target of 2 million subscribers for Darty Max by 2025
  • - Group repaired 2.5 million products in 2023
  • - Joint venture with Ceva, "Weavenn", aims to generate 200 million euros in sales and a double-digit operating margin within 5 years
Samsung launches a real-time translation tool on a future smartphone - 13/11/2023
  • Technology giant Samsung Electronics plans to roll out an artificial intelligence-based real-time translation tool for a new smartphone in 2024.
  • The feature will be available on the next Samsung Galaxy, due for release in early 2024.
  • The translation process will take at least three to four seconds, during which the AI will understand the original content, translate it into another language and verbalize it to the listener.
  • Samsung is also developing its own generative AI model called Samsung Gauss, capable of producing language, code and images.
  • Samsung Gauss will be integrated into a wide range of Samsung products in the near future, although specific details have not been provided.
  • Samsung is the world's biggest smartphone producer, accounting for a fifth of total market sales between July and September, ahead of Apple (16%), according to specialist Counterpoint.
EverEver, the manufacturer of sustainable dishwashers, launches a plant in Vannes - 01/11/2023
  • EverEver invests 1 million euros in development
  • Investment of several million euros" in a future device manufacturing plant near Vannes in Morbihan, France, scheduled to go into operation in early 2025
  • The assembly line is designed to produce between 10,000 and 250,000 units per year
  • The first dishwasher model, called "Albert", was developed using around 10,000 prototype parts
  • Albert is designed to be durable and repairable, with an 8-year warranty and the promise of 20 years' availability of spare parts
  • Albert's repairability index is 10/10
  • 80% of components are made in France
  • The Vannes plant will initially employ around ten people, rising to around twenty if sales increase.
Fnac Darty completes acquisition of MediaMarkt in Portugal - 08/10/2023
  • Fnac Darty has announced its intention to acquire Media Markt in Portugal
  • Media Markt has 10 stores in Portugal.
  • The company has 450 employees.
  • Media Markt's sales in its 2021-2022 financial year were around €140 million.
  • The acquisition consolidates Fnac Darty's number-two position in the Portuguese market.
  • Media Markt's activities in Portugal will be 100% consolidated in Fnac Darty's accounts from October 1, 2023.
Murfy's refurbished offer arrives at Electro Dépôt | Murfy chez Electro Dépôt - 08/10/2023
  • Year the start-up Murfy was founded: 2018.
  • Murfy is a partner of the marketplace specialized in refurbished goods, Back Market.
  • Since mid-September, Murfy's refurbished offer has been available in 10 Electro Dépôt stores: Beauvais, Flins-Sur-Seine, Villenave d'Ornon, Louvroil, Saulx-Les-Chartreux, Cambrai, Leers, Metz, St Eulalie and Calais.
  • Murfy's reconditioned products come with a two-year warranty.
  • 13 to 22% of a household appliance budget.
  • The Mulliez Group owns the Electro Dépôt chain of stores where Murfy products are sold.
Hakan Bulgurlu, CEO of Arçelik (Beko) - 08/10/2023
  • Arçelik Group sales in 2022: 7.7 billion euros
  • Number of employees worldwide: 40,000
  • Number of brands: 14 (Arçelik, Beko, Grundig, Arctic... )
  • Number of production sites: 31 in 9 countries Number of subsidiaries: in 53 countries
  • Ranking in Europe: Arçelik is one of the top 3 manufacturers of major household appliances
  • Share of business in Europe: 40%
  • Contraction in number of appliances sold in Europe since January 2023: 10%
  • Sales growth in Turkey in the first half of 2023: 42%
  • Joint venture with Whirlpool in Europe: 75% of capital to be held by Arçelik

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. :

Miele
BSH Group
Electrolux Laundry Systems
Dyson
Whirlpool
Boulanger
Beko France (Arcelik Groupe)
Murfy
Electro Dépôt (Groupe Mulliez)
Fnac Darty
Bosch Thermotechnology
Samsung Electronics France

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