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MARKET SUMMARY

1.1 Market definition and evaluation

Kitchen utensils cluster a number of equipment one needs in food preparation and cooking, those include all the tools and accessories used to prepare dishes, otherwise known as cookware or tableware.

This market study includes cooking tools, cutting tools, electrical equipment and other miscellaneous utensils used in cooking. The totality of the market therefore consists of a large variety of items, that differ based on different variables, for example, function, raw material, size.

These utensils are manufactured using different materials and metals according to their strength, heat resistance, and durability. According to studies published by Ecostat (2017), the French market for tableware reached more than 4.5 billion euros in 2016, a growth of 4% compared to 2014 . Within this market, cookware and kitchen utensils accounted for more than 15% of offline sales in 2016 and small electrical appliances for more than 10%. In the same year, in France, cooking utensils represented a market worth nearly €1 billion and small kitchen appliances, more than 500 million euros .


 

 

1.2 A growing global market driven by innovation and growing demand in emerging countries

The global market for kitchen utensils is doing well. This market was estimated at *.* billion in **** with an estimate of compound annual growth rate (***) by *% over the period ****-**** as defined in Technavio Research .
In Europe and the United States, this market is driven by a growing demand for ergonomic, highly ...

1.3 A stabilizing French market

According to the Comité Francéclat, the market for the tableware industry can be divided into two categories: tableware (***)

Source: ****
The global market for kitchen supplies achieved an overall turnover of *.*** billion euros in France in **** or a negative average annual growth of -*.*% over the period ****-**** . However, the market ...

1.4 Une production majoritairement destinée à l’export

Selon Ecostat Francécla, un grande partie de la production française (***). Sur la période ****-****, les importations ont augmenté plus rapidement que les exportations pour les articles de cuisson et ustensiles de cuisine ainsi que pour le petit électromenager.

Source: ****

DEMAND ANALYSIS

2.1 Kitchen utensils are popular with consumers

Cooking utensils constitute the second most popular segment of tableware after dishwashing . In addition, between **** and **** this is the segment that has experienced the largest increase in turnover with the silverware, cutlery and knives.

2.2 A market that is essentially based on household consumption

If we look exclusively at offline sales in the kitchen and decoration market (***), we see that sales to households represent the bulk of turnover . In ****, sales to households of cookware and kitchen utensils represented more than **% of revenue and this proportion reached **% for small portable appliances.

S ource Francécéclat ...

2.3 More demanding consumers

The market is changing with new consumer trends. For individuals, the first criteria for purchasing are " the favorite thing to do » and renewal (***).
There is a real craze for the table, which is reflected in the concept of "tabling". This one was created by Brainsonic and Francéclat in order to ...

2.4 Une demande poussé par la restauration

Bien que le marché des ustensiles de cuisine soit un marché qui repose essentiellement sur la consommation des ménages, la tendance positive dans le secteur de la restauration collective aide ce marché à évoluer, notamment avec du commerce B*B.
En France, le secteur de la restauration collective (***) représentait **,* milliards ...

MARKET STRUCTURE

3.1 Each sales channel adopts a different strategy

The tableware segment represents **.*% of the sales of chains and franchisees -a sharp increase (***) compared to ****-, **.*% of sales from discount stores and **.*% of sales from independent retailers. The kitchen universe represents **.*% of sales in supermarkets, stable, and **.*% of sales in department stores and popular stores, down
Distribution of **** sales by ...

3.2 Chaque canal de vente adopte une stratégie différente

L’univers de la cuisine représente ** % des ventes du secteur des arts de la table en grandes surfaces alimentaires -en baisse par rapport à ****-, **,* % des ventes des grands magasins et **,* % des ventes des détaillants indépendants. L'univers de la table et de la décoration ne rentrent pas en ...

3.3 La production française en faible croissance

La production française de l’industrie des ustensiles de cuisinse a enregistré une faible croissance sur la dernière décennie pour atteindre autour de *,* millions d’euros en ****. 
Source: ****
On peut noter que les principales régions de production d’ustensiles de cuisine en France sont :
Auvergne RhôneAlpes, ...

ANALYSIS OF THE OFFER

4.1 High competitive intensity over several price ranges

On the supply side, the market is characterised by a large number of players and a high competitive intensity in the race for critical size. From many VSEs and SMEs collectively make up the industrial fabric, yet the majority of turnover is generated by large international groups (***)
For articles entry-level and ...

4.2 Overview of prices and products

The main categories of kitchen utensils are
Cooking equipment ¨Exemple: induction cookers (***). Electrical equipment ¨Exemple: juice extractor (***). Cutting tools ¨Exemple: vegetable peeler (***). Pastry utensils ¨Exemple : pie mould (***)
Average basket amount in the tableware industry

Source: ****
With a high level of household equipment, a market flooded with low-end imported products and a ...

4.3 Upgrading the product range: examples of deep fryers, steam cookers and robotic cookers

In line with product strategy, manufacturers focus on high-end positioning and new technologies, renewing the offer every year. For example,
The Seb Group communicates widely on its "vitamins and lightness" offer, and multiplies new products: Vitasaveur steam cooker * ultra-compact bowls; Plancha Malaga Tefal for browning meat, vegetables and shellfish; Krups Venice ...

RULES AND REGULATIONS

5.1 Regulations

European Regulation (***) No ***/**** of ** March **** lays down the conditions and procedures for imports of polyamide and melanin plastic cooking utensils from China and Hond Kong. This requires importers to have a document confirming that the imports in question comply with the primary aromatic amine requirements for utensils and materials intended to ...

5.2 Normes internationales ISO

L'Organisation internationale de normalisation (***) est un organisme international de normalisation composé de représentants de divers organismes nationaux de normalisation.
Fondée le ** février ****, l'organisation promeut des normes mondiales propriétaires, industrielles et commerciales. Elle a son siège à Genève, en Suisse et travaille dans *** pays.
Il existe un ...

POSITIONING OF THE ACTORS

6.1 Segmentation

The manufacturers:
Mastrad Pyrex Vorwek Thermomix DeLonghi Bosch Brandt Electrolux Whirlpool Miele Magimix Seb Group
Specialized distributors:
Culinarion Noise in the Kitchen Alice Délice

  • Mastrad
  • Pyrex
  • Bosch
  • Brandt
  • Electrolux
  • Whirlpool
  • Miele
  • Magimix
  • Groupe Seb
  • Culinarion

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chargé d'études économiques, Xerfi

Hugo Schott

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Associate Consultant

Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Analyst

Pierre Doussau

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President Ross Alumni Club France

Arnaud Walter

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Consultant

Pierrick Cudonnec

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Project Finance Analyst, Consulting

Maelle Vitry

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Héloise Fruchard

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EDHEC

Imane Essadiq

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Vincent Defrenet

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Eva-Garance Tison

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Market Research Analyst

Michela Grimaldi

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Azelie Prigent

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Cantiane Gueguen

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Consultant

Jules Decour

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Alexia Vacheron

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Emil Ohlsson

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Anna Oeser

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Gabriel Salvitti

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