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1.1 Presentation

Tableware refers to the arts associated with the kitchen and the decoration of the space dedicated to it . The tableware market is thus composed of many segments, including crockery, cutlery, kitchen utensils, table linen, small portable household appliances and decoration

In 2016 the tableware market represented 4.8 billion euros , cumulative production and distribution. After a decade of decline, the sector has recovered and is growing by 4% compared to 2014

Food supermarkets are the leading distributors of tableware and kitchenware. Specialists in tableware and cooking, on the other hand, are giving ground to franchise groups and networks

Department stores continue to perform well thanks to their top-of-the-range positioning . The home furnishings and decoration and equipment brands also continue to sell. Finally, brands such as La Redoute or 3 Suisses rely on a full web strategy to boost their sales

The Confederation of Table Arts of an association under the 1901 law that coordinates the activity of its members, the players in the tableware market.

1.2 A seasonal market mainly for individuals

Seasonality of the market
The graph below shows the proportion of searches for a given keyword in a region and for a specific time period, compared to when the rate of use of that keyword was highest (***).
Evolution of interest in "Tableware" research in France over the last * years

Thus, a ...

1.3 Un marché national en difficulté

Marché français
Après une chute progressive de son activité, la consommation d’articles d’arts de la table a de nouveau progressé de **** à **** avec +*% de croissance pour l’ensemble du secteur, puis +*% de **** à ****.
Sur une période plus longue on constate cependant une stagnation globale du chiffre d’affaires ...

1.4 Les échanges internationaux occupent une place prépondérante

Des montants importants
Avec un marché très internationalisé, les importations et les exportations de produits constituent une donnée fondamentale du marché des arts de la table. D’après la Confédération française des arts de la table, la production exportée représentait **% du chiffre d’affaires ...


2.1 Une demande cyclique

Source: ****
Le graphique ci-dessus représente la proportion de recherches portant sur un mot clé́ donné dans une région et pour une période spécifique, par rapport au moment où le taux d’utilisation de ce mot clé́ a été le plus élevé (***).
Ainsi, une valeur de ** signifie que ...

2.2 Un changement marqué des habitudes de consommation des français

Une baisse de la demande de produits d’arts de la table
Le déclin du segment des arts de la table peut aussi s’expliquer par un changement du modèle familial, les français ne mangeant plus tous les jours en famille autour de la même table. D’après ...

2.3 La bonne santé des ventes aux professionnels dynamisme la demande

Collectivités, Hôtels et Restaurants
Les CHR (***) représentent une part non négligeable de la demande avec **,**% du total du marché en **** et une évolution du chiffre d’affaires de +*,**%entre **** et ****.

Source: ****
Bien que la clientèle professionnelle se montre plutôt active, on observe une conjoncture défavorable ...


3.1 A constant renewal of production and the need for range change

In the absence of being able to compete on price with Asian manufacturers, French producers rely on other parameters Quality, deadlines and service are thus taken into account and have become of crucial importance to differentiate themselves from the competition and not to enter into a price war that is difficult ...


Production "made in France" has many advantages

Source: ****
The Made-In Country Index is a reputation index of products from different countries around the world . It was conducted in **** for ** countries and the European Union. On behalf of Statista, Dalia Research interviewed **,*** people from ** countries about their perception of products from different countries of origin. The data were collected ...

Many distribution methods

Flagship brands

The previous bar chart shows a ranking of the five favourite French brands for the purchase of tableware in ****. It appears that that Ikea is far ahead of its competitors since it is the favourite brand of more than a quarter of the French people
A "classic" distribution that ...

A structural decline in the market due to several factors

Competition from Asian products has strongly affected the market
Since the early ****s, with the abolition of European import quotas asian producers have been able to offer much cheaper products
Manufacturers suffered on their "basic" products, such as Revol Porcelaine, which saw its turnover increase from * million euros to * million euros ...


4.1 The prices charged and the weight of the products

Of the sector's €*.* billion turnover, sales of the various products are distributed as follows:

Source: ****
The majority of sales are generated by the sale of tableware, a segment that was fairly stable in ****. With decorative items and kitchen utensils, these three segments account for more than half of the production market ...

4.2 Price is a key purchasing factor, while overall expenditure falls

Here is a graph showing the most important criteria according to the French when buying dishes. It should be noted that, in that year, price was an important criterion for **% of the French population . Then come the aesthetics, quality and materials used.

Source: ****
The sector is suffering from the decline in ...

4.3 Tendance de l’offre : un renouvellement constant de la production

Faute de pouvoir rivaliser sur les prix faces aux fabricants asiatiques, les producteurs français misent sur d’autres paramètres. La qualité, les délais, le service sont ainsi pris en compte et sont devenus d’une importance capitale pour se différencier de la concurrence et ne pas rentrer ...


5.1 Regulatory framework

5.2 Title of the future regulatory subpart


6.1 Segmentation

Large groups specialising in one segment:
Arc Holdings Baccarat SEB International Cookware
Large and diversified groups:
Degrenne Hermès International
Specialized SMEs:
Tarrerias Bonjean De Buyer Revol Pillivuyt The laguiole forge
Some distribution brands:
Ikea House of the World Casa Conforama

  • Arc Holdings
  • Baccarat
  • Groupe Seb
  • International Cookware
  • Degrenne
  • Hermès International
  • Tarrerias Bonjean
  • De Buyer
  • Revol
  • Pillivuyt
  • La forge de laguiole
  • Ikea France
  • Maison du Monde
  • Casa
  • Conforama

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chargé d'études économiques, Xerfi

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Mathieu Luinaud

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Robin Charbonnier

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Pierre Doussau

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