The musical instruments market - France

The musical instruments market experienced significant shifts starting from 2020. The global market saw a steady CAGR of 2.1%, with sales reaching $9.82 billion and the Asia-Pacific region dominating at 51.2% market share. While the French market showed promise with a notable presence in the high-end segment, it was challenged in 2020 due to the COVID-19 pandemic, leading to a shift towards online sales with an increase of 30-40% for retailers like Michenaud & Co. Lockdowns and curfews resulted in a contracting domestic market, which shrank by €161.5 million to sales of €483.2 million. The French musical instruments trade was in deficit, with 2020 imports at 460.2 million euros outstripping exports valued at 243.2 million euros. The industry faced regulatory challenges, particularly concerning raw materials like ivory, and needed to adapt and innovate to enhance its export strategy for renowned French craftsmanship.

Demand Trends in the French Musical Instruments Market

The French musical instruments market has exhibited a broad spectrum of demand, influenced by cultural appreciation for music, craftsmanship, and an increasing interest in both learning and playing music. Despite a challenging year due to the 2020 health crisis, the market is on a path of recovery, leveraging online sales and adapting to new consumer behaviors. In the realm of consumer interest in musical activities, music holds a treasured spot, with approximately one-third of the French population stating they could not do without it, surpassing other cultural activities like reading and cinema. This demonstrates a societal affinity towards music that has the potential to translate into demand for musical instruments.

As for self-reported learning and experience with musical instruments, between 35 and 40 percent of individuals claim to have learned to play an instrument at some point in their lives, although only a small fraction of them continue to play occasionally or frequently. Intriguingly, about half of those who have never learned express regret, suggesting a potential untapped market of aspiring musicians among the adult population.

When dissecting the types of instruments learned, keyboards (notably pianos), flutes, and guitars emerge as popular choices. Given that approximately 55 percent of the younger demographic (aged between 18 and 24) currently play or have previously played a musical instrument, there is a clear indication of sustained demand within this age group, which could be a target for market growth strategies.

The market composition reveals a dominant share of sales in plucked string instruments, with a noteworthy portion of these sales comprising second-hand transactions, reflecting a degree of price sensitivity among consumers. The mid-range segment, particularly for wind and stringed instruments, has a robust presence. This suggests that while entry-level instruments have broad appeal, there is a significant market segment that prioritizes quality and may opt for moderately priced options.

Rental and repair services also contribute to the market, with rentals constituting around 22 percent of all transactions in the purchasing, rental, and repair ecosystem. Drum-percussion and keyboard-accordion instruments frequently experience shorter rental periods, indicating a market for trial or short-term usage.

Finally, the distribution network for musical instruments predominantly revolves around retail stores, with a substantial shift toward online platforms that have witnessed a surge, particularly during the pandemic-imposed confinements. Consequently, as France's balance of trade in musical instruments remains in deficit, strategies that integrate domestic craftsmanship with competitive online offerings could help address this gap and stimulate domestic consumption. 

Prominent Artisans and Multinationals in the French Musical Instruments Landscape

The French musical instruments market is a tapestry of both storied craftsmanship and multinational presence, breathing life into the global and domestic musical scenes. Within this diverse and intricate market, several players have established themselves as frontrunners, known for their excellence, innovation, and contribution to the musical fabric of France and beyond.

• Buffet Crampon stands out as a beacon of artisanal excellence and heritage. Originating in France, this company has been crafting woodwind instruments since its inception in 1825. It embodies the French tradition of producing top-end quality, focusing on clarinets and other woodwind instruments that resonate with impeccable sound and quality. Buffet Crampon's commitment to maintaining high standards of craftsmanship has earned it an international reputation and a sizeable share in the global market.
• Another key player is Selmer, a name that has become almost synonymous with saxophones. With its roots planted deep in French history, Selmer has expanded its influence around the world, fostering a connection with both seasoned professionals and budding musicians. Their instruments, particularly their saxophones, represent a blend of technical innovation and musical precision, maintaining a significant presence across global markets.
• Vandoren is yet another notable contributor, particularly within the realm of woodwind instrument accessories. While it may not manufacture the instruments themselves, Vandoren's reeds, mouthpieces, and other accessories are integral to the performance of clarinetists and saxophonists worldwide. They capture the essence of French attention to detail and functionality, propelling the performance of musicians to new heights. Navigating through the digital age, the French musical instruments market also witnesses the rise of modern players who lean towards the integration of technology and music.
• Michenaud & Co, for example, has harnessed the power of online retail to weather the storms of the pandemic. While traditional physical stores faced unprecedented challenges during confinements and curfews, Michenaud & Co saw a surge in online sales, showcasing the resilience and adaptability that modern musical instrument businesses must have.

Each of these companies carries its unique tone and influence within the symphony that is the French musical instruments market. They are not just manufacturers or retailers but custodians of a rich cultural legacy that continues to evolve with the changing tides of technology, regulation, and consumer preferences. Together, they cement France's reputation as a bastion of musical excellence, harmonizing tradition with innovation.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 15/10/2021

Summary and extracts

List of charts

• Average annual sales index for musical instrument manufacturing
• Musical instruments market sales and trends
• Share of main countries importing French musical instruments, by value
• Share of main countries exporting musical instruments to France, by value
• Foreign trade in musical instruments, instrument parts and related accessories between France and foreign countries, by value
• ZSales index - "Manufacture of musical instruments 32.20Z"
• Sales on the global musical instruments market
• Breakdown of demand for musical instruments
• Musical instrument market share by region
• Which of these activities could you least do without? First? Second?
• In the course of your life, have you learned to play one or more musical instruments?
• What instrument(s) did you learn to play?
• Number of acts in the accessories, rental and maintenance-repair market segments
• Breakdown of the French market by instrument family, by value
• Breakdown of new and used sales, by instrument family, by volume
• Purchases by product range and family, by volume
• Age of people who played an instrument
• Occupation of individuals who have played an instrument
• Agglomeration category of people who played an instrument
• Purchasing channel by instrument family, by volume
• Growth and number of companies in France
• Sales by product family of manufacturing companies
• Number of companies in the sector by size bracket
• Margin rates (EBITDA/VA) for manufacturing companies