Summary of our market study

The French small electrical appliance market has been fluctuating since 2020. With the impact of the COVID-19 pandemic, the market has seen a decline, with sales falling from 3.85 billion euros in 2021 to 3.7 billion euros in 2022, a drop of 4.8%. Despite declining sales, innovative products such as connected household appliances are gaining ground, with an estimated penetration of 17% in France, with growth expected as these appliances facilitate household tasks and meet the needs of a technology-savvy population. In particular, interest in robot vacuum cleaners has grown significantly. The market is expected to grow worldwide at a CAGR of 4.92% between 2023 and 2030, reaching $272 billion. European regulations and energy labeling have continued to shape the production and sale of appliances, ensuring transparency for consumers and product efficiency.

The French electrical appliances market, trends and analysis

The French household appliance market, and more specifically small appliances, has seen a fluctuating trend in recent years, proving resilient despite many challenges. These essential household gadgets encompass a variety of appliances from kettles and hairdryers to more sophisticated items such as food processors and vacuum cleaners.

Looking at the market, we see that by 2022, the value of the French small electrical appliance market has fallen slightly to between 3.5 and 3.9 billion euros, a drop of almost 150 million euros on the previous year. Despite this, the sector has shown robust growth since 2016, with an increase of around 27% over a 5-year period, underlining the continuing appeal of small appliances to French households.

If we dissect the types of small electrical appliances in demand, hair dryers, toasters and canister vacuum cleaners have equipped between 70% and 80% of households. Meanwhile, innovative products such as robotic vacuum cleaners have seen a meteoric rise in sales of over 75%, underlining the French affinity for convenience and technological advances.

The market features a mix of brands whose popularity continues unabated. Brands such as Moulinex, Philips, Tefal, Braun and SEB stand out for their reliability and consistent quality, and occupy a special place in French households. This is borne out by survey data, which put the percentages of appreciation for these brands at between 64% and 84% across different age groups, with a predominance among older people.

The fact that these appliances are manufactured in France also offers an interesting image, with several major companies such as Moulinex and SEB having national production sites. This commitment to local manufacturing not only means a guarantee of quality, but also contributes significantly to local employment.

As far as e-commerce is concerned, a significant evolution of the sector has been observed, with online purchases accounting for around 27% of the sector's sales in 2022. The profile of the online consumer, which leans towards the 30-44 age bracket, indicates that digital convenience has become an integral part of modern shopping habits.

The price ranges of these appliances vary considerably, from entry-level options such as kettles costing 20 euros to high-end espresso machines that can cost users over 1,000 euros. This variability highlights a market that caters for a wide range of consumer needs and financial capabilities.

In conclusion, the French small electrical appliance market presents a dynamic mix of traditional and modern elements, defined by established brands and emerging technological trends. With a manufacturing sector that continues to thrive and a growing penchant for online shopping, the market is ready.

Key players shaping the French small electrical appliance market

The French small electrical appliance market is a diverse and robust sector influenced by a series of well-established and innovative brands. These market players have shaped industry trends and consumer preferences through their commitment to quality, innovation and user-centered design. Here, we take a look at the profiles of these leading companies, to provide a comprehensive overview of the key players in this dynamic market.

  • Groupe SEB: Representing renowned brands such as Moulinex, Tefal, Krups, Rowenta and Calor, Groupe SEB is a major player in France's household appliance sector. With a rich history and a portfolio that includes kitchen gadgets, personal care items and household appliances, SEB is known for its innovative product offerings that meet a wide range of domestic needs.

  • Philips: As a company that bridges the gap between technology and consumer well-being, Philips has earned its stripes with a portfolio that ranges from high-performance kitchen appliances to personal care tools and sophisticated coffee machines. Its customer-focused approach and emphasis on sustainable development have earned it a place among the favorites of various demographic categories.

  • Bosch: A global company, Bosch brings German engineering excellence to the French market with its range of high-end small electrical appliances. The company has invested heavily in creating high-quality, energy-efficient appliances that combine smart technology with elegant design.

  • Kenwood: Specializing in kitchen appliances, Kenwood has made a name for itself with its food preparation appliances. From mixers to blenders and everything in between, this brand is dedicated to enhancing the culinary experience for amateur and professional cooks alike.

  • Magimix: Synonymous with top-of-the-range food processors, Magimix stands out for the robustness and performance of its appliances. Made in France, its products reflect a blend of culinary tradition and modern innovation, appealing to both novices and cooking aficionados.

  • iRobot: A pioneer in the robotic cleaning industry, iRobot has transformed routine cleaning with its cutting-edge Roomba vacuum cleaners. Embodying the trend towards connectivity and smart home integration, iRobot continues to redefine the convenience of home maintenance.

  • Dyson: With its revolutionary vacuum cleaner technology and sleekly designed fans and hairdryers, Dyson represents the pinnacle of high-end appliance design. The brand is revered for its powerful, energy-efficient motors and visionary engineering that transforms everyday tasks into effortless activity.

  • Miele: Known for its long-lasting products, the Miele brand has earned a reputation for unrivalled quality and high-end products
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  • Number of pages : ~ 40 pages
  • Format : Digital and PDF versions
  • Last update : 10/07/2023
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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. Small appliances, on the other hand, are small household appliances.

Several categories of appliances can be identified, depending on the nature of the needs they are designed to meet (note that this list is not exhaustive):

  • food preparation: kettle, toaster, pressure cooker, food processor, blender, coffee maker ;
  • personal hygiene: hair dryer, electric toothbrush, electric razor and epilator;
  • indoor and outdoor maintenance: vacuum cleaner, lawn mower, waxing machine;
  • ironing: iron, ironing board.
The French small electrical appliance market in 2022 will be worth 3.7 billion euros, compared with 3.85 billion euros in 2021, a decrease of -4.8% After a period of intense activity during the Covid-19 pandemic years, the small electrical appliance market experienced a slight downturn in 2022. Although this situation is unusual for a sector that has been growing steadily since 2016, small appliance players don't see it as catastrophic. [LSA Conso]

When it comes to the most widespread appliances in French households in 2020, we see that hair dryers, toasters and canister vacuum cleaners occupied a predominant place, equipping 78%, 78% and 73% of households respectively. [Gifam]

In the landscape of popular brands in France in the field of small electrical appliances, we find such well-established names as Moulinex, Philips, Tefal, Braun, SEB, Kenwood, Bosch and Krups. These brands are appreciated by French consumers for their quality, reliability and innovation.

1.2 The growing global market

Sales in the small electrical 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.

Small electrical appliances market size World, ****-****, in billions of dollars Source: ****

On the basis of type, the global market ...

1.3 The domestic market

The French small electrical appliance market in **** will be worth *.* billion euros, compared with *.** billion euros in ****, a decrease of -*.*%.

There has been a steady increase in market size since ****: sales in the sector have risen from *.** billion euros in **** to *.** billion in ****, an increase of **% in * years. However, after ...

2 Demand analysis

2.1 Types of small electrical appliances

In ****, hair dryers, toasters and canister vacuum cleaners were the most common appliances in French households, equipping **%, **% and **% of households respectively. Kettles (***), as well as pulsed-light appliances and electric shavers, saw the strongest growth in terms of initial equipment. However, some appliances have seen significant changes since ****, notably due to telecommuting ...

2.2 Trends by brand

The most popular brands of small electrical appliancesin France are :

-Moulinex-Philips-Tefal-Braun-Seb-Kenwood-Bosch-Krups

These brands are well established on the French market, and offer a wide range of quality appliances for different uses in the kitchen, personal care, home maintenance, etc. However, it should be noted that brand popularity can vary according to ...

2.3 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 Household appliance manufacturing in France

Studying NAF code ****Z, which covers the manufacture of household appliances, is essential to understanding the structure of the small electrical appliance market. This NAF code groups together companies dedicated to the manufacture of these products, which include PEM, offering a precise overview of this industry.

Between **** and ****, the Household Appliance ...

3.2 Sales of French household appliances

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 ****, there was a slight ...

3.3 Online sales

Online sales of small electrical appliances have grown significantly in recent years, accounting for **% of the sector's total sales by ****. The rise of e-commerce has transformed consumer buying habits, offering greater convenience and accessibility to products. Online platforms enable consumers to easily search and compare a wide range of products, read ...

3.4 Home Furnishings distribution channels

When it comes to physical sales, LSA Conso reports on the changing role of the main distribution channels in the home furnishings sector: supermarkets, hypermarkets and traditional distribution.

*. GSS (***): These are large retail chains specializing in a particular field, such as household appliances, DIY, electronics, etc. These superstores offer a ...

4 Offer analysis

4.1 Leading PEM brands

4.2 Price range by product type

Prices for small electrical appliances can vary considerably depending on a number of factors, such as product range, brand, appliance type and features offered. Product ranges can be divided into entry-level, mid-range and top-of-the-range, with different features and performance levels. Well-known, high-end brands tend to offer more expensive products, often due ...

4.3 Rising appliance production prices

The production price of household appliances rose significantly from ** to *** between **** and ****, after remaining relatively stable at around ** from **** to ****. This increase can be explained by several factors, including rising raw material costs, supply chain disruptions due to the COVID-** pandemic, investments in research and development, and growing regulatory constraints. These ...

4.4 Supply trends

Small electrical appliance trends in France have undergone significant changes, despite periods when stores are closed. Several products were in vogue thanks to these changes. Mixers recorded growth of **% in ****. The kitchen market grew by **%. During curfew periods, the French turned to home cooking, which led to a strong craze for ...

5 Regulations

5.1 European 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 Segmentation

  • Terraillon
  • Fnac Darty
  • SEB Groupe
  • Boulanger
  • Whirlpool
  • Electrolux
  • Schneider Consumer Group
  • Y-Brush
  • Daan Tech - Bob
  • Moulinex (Seb Groupe)
  • SharkNinja

List of charts presented in this market study

  • Size of the small electrical appliance market
  • Breakdown of small electrical appliance market share by appliance type
  • Trends in the size of the small electrical appliance market
  • Penetration rate of smart housing equipment
  • Do you think connected devices make household chores significantly easier?
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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
Seb acquires a stake in Y-Brush - 11/10/2023
  • The Seb Group has 30,000 employees and sales of €8 billion in 2022.
  • Y-Brush is a company with 30 employees, founded in 2017.
  • The toothbrush manufactured by Y-Brush features 35,000 nylon filaments.
  • Y-Brush plans to increase its international sales to 30% by 2023.
  • Seb is present in 150 countries.
  • Since the commercial launch of Y-Brush in early 2020, the number of users has reached 100,000.
  • Y-Brush raised €6 million in November 2022.
Seb Alliance, the Seb Group's investment fund, invests in start-up Y-Brush - 08/10/2023
  • Y-Brush raised 6 million euros last November.
  • The company was founded in 2017.
  • Y-Brush toothbrushes are equipped with 35,000 nylon filaments and sonic vibrations, which clean all teeth in 10 seconds.
  • Y-Brush currently has about 30 employees, half of whom work in production and logistics.
  • The company produces 8,000 toothbrushes per month. Y-Brush has over 100,000 users in France and abroad.
  • This year, exports accounted for more than 30 percent of the business.
  • The start-up's ambition is to be on the shelves of French supermarkets by the end of the year.
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.
Carrefour wants to compete with Mirakl, the marketplace specialist | Fnac Darty fights Mirakl - 06/10/2023
  • Fnac.com and Darty.com account for 21% of Fnac Darty Group sales.
  • Third-party merchants on these sites account for 20% of the group's online business.
  • fnac Darty recorded a net loss of 163 million euros in the first half of 2023.
  • Ceva Logistics, Fnac Darty's partner, achieved sales of $19 billion in 2022.
  • Ceva has 1,300 logistics sites in 170 countries.
  • Fnac Darty has 1,000 stores for order collection.
  • The e-commerce logistics market is estimated at $80 billion.
  • The market for the creation of marketplaces is estimated at $30 billion.
Fnac Darty joins forces with CMA to better compete with Amazon and Cdiscount - 06/10/2023
  • The Fnac Darty group and Ceva plan to set up a joint venture, Weavenn, offering comprehensive logistics services to e-retailers and connecting them to any marketplace.
  • Ceva, a subsidiary of CMA CGM, has sales of €16 billion in 2022, including €3 billion in France.
  • Ceva has 23 warehouses and a total of 90 sites in France.
  • The future joint venture will initially target the 3,000 third-party sellers in the Fnac-Darty marketplace, representing 20% of the group's online sales volume.
  • from 2025, Weavenn will target all e-tailers.
  • Fnac Darty and Ceva estimate that the sales of their joint venture could reach 200 million euros within 5 years.
  • Ceva's pending acquisition of Bolloré Logistics could make Ceva the world's fifth-largest logistics player, with sales of $24 billion.
  • Fnac Darty's network of stores includes 1,000 points of sale for click-and-collect parcel collection.
  • The European e-commerce logistics market is estimated at 80 billion euros, with annual growth of 10%.

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. :

Terraillon
Fnac Darty
SEB Groupe
Boulanger
Whirlpool
Electrolux
Schneider Consumer Group
Y-Brush
Daan Tech - Bob
Moulinex (Seb Groupe)
SharkNinja

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