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Synthèse
The global barbecue market has demonstrated robust growth, with North America leading in sales, accounting for 44% of the 2022 market valued at $5.62 billion. The market is projected to grow at a CAGR of 4.92% until 2027, led by the electric segment estimated to grow at a 5.6% CAGR through 2025. In France, a key market, the barbecue and plancha sector achieved a turnover of 200 million euros in 2022, with an upward trend in premium product purchases.
Demand is seasonal, peaking from March to September, but consumers increasingly seek versatile barbecues for a variety of recipes, influencing a trend toward premium and accessory-equipped models. However, the market faces challenges with health concerns regarding carcinogenic substances, changing dietary habits towards less meat consumption, and the dominance of imported products – with France importing significantly more cooking appliances than it exports, leading to a trade deficit in this sector.
Dynamics and Preferences in the French Barbecue Market
In recent years, there has been a significant upsurge in the French barbecue market, with sales indicating a strong consumer inclination towards outdoor grilling. The market is experiencing robust growth and is characterized by a substantial demand for various types of barbecues, including charcoal, gas, and electric, with gas barbecues capturing a large portion of the market's value despite lower sales volumes. The average price of a gas barbecue is notably higher than that of charcoal and electric models, which skews the market towards greater value generation.
The penchant for barbecues is not uniformly distributed across demographics, with marked preferences observed among men and young people aged between 25 and 34 years. The French population engages in barbecuing with a frequency of about 17 times per year, illustrating the cultural significance of the practice. While charcoal barbecues continue to maintain the largest share of sales volume at nearly 46.3%, the gas segment is showing strong value gains, thanks to premium pricing. Furthermore, the electric barbecue market is also gaining traction, especially with consumers looking for convenience and healthier grilling options.
The French market is currently dominated by leading players such as Weber, Campingaz, and Somagic, who together capture a significant part of the market. Even though production is largely outsourced, mainly to countries like China and Italy, there is a trend towards premium and more specialized products. This shift might influence future manufacturing decisions, potentially favoring domestic production for high-quality barbecues. Consumer buying habits for barbecues are notably impulsive, with a considerable proportion of purchases made without prior price or product comparisons. This consumer behavior emphasizes the importance of brand trust and value perception.
As dietary habits evolve, there is a noticeable shift towards healthier and more diverse barbecue options, including the use of planchas for cooking fish and vegetables, and a heightened preference for accessories that enable more sophisticated cooking techniques. Despite these positive market dynamics, some factors such as environmental and health concerns tied to meat consumption and the carcinogenic risks of traditional charcoal barbecuing could potentially dampen future demand. However, advances in barbecue technology that aim to mitigate these concerns are likely to sustain the market's expansion.
In conclusion, the French barbecue market is strongly influenced by cultural habits, spontaneous purchasing behaviors, a move towards premium and versatile products, and changing dietary preferences. Market leaders are positioned to capitalize on these trends, fostering growth in this seasonal yet increasingly diversified segment.
Key players shaping the French Barbecue market
The French barbecue market, vibrant and competitive, is shaped by several major and specialized players, each carving out their own niche within this sizzling industry. These companies contribute to the diversity and richness of the product offerings available to consumers, who are increasingly discerning in their choices. Let's take a closer look at these market leaders shaping the outdoor cooking experience across France.
- Weber - Pioneers of the premium grilling experience, Weber is a global household name synonymous with quality and innovation in the world of barbecuing. With its origins in the American Midwest, Weber has made a significant impact on the French market through its high-end product lines, particularly in the charcoal category, which remains a significant part of its product mix.
- Campingaz - The convenient choice for Gas Barbecues. Campingaz, with its origins traceable to American parent company Coleman, has become an established leader in the volume of gas barbecues and planchas sold in France. Known for their convenient and efficient products, Campingaz's offerings are favoured by those looking to enjoy a quick and hassle-free grilling experience.
- Somagic - The Charcoal Specialist with a local touch. Proudly presenting itself as a prominent name in the charcoal barbecue segment, Somagic is recognized for its cooperation with retailers in the creation of private label products. This French company stands out for designing its cast iron barbecues locally, while also housing manufacturing capabilities in China through its Somasia factory.
- Verycook - A taste of French elegance in Plancha Grills. Emerging from Lyon, Verycook is a brand that has etched its niche in the premium segment of the market, particularly with its high-quality plancha grills. The success of Verycook exemplifies the growing trend towards sophisticated and locally crafted barbecue solutions.
- Kokko - Bringing exotic flavors to French gardens, Verycook's entrepreneurial spirit gave rise to the Kokko brand, which aims to introduce the French market to the exotic Kamado, a Japanese-style barbecue. Targeted at the luxury segment, Kokko's products are designed for the discerning customer willing to invest in a unique outdoor cooking experience.
These key players represent a broad spectrum of what the French barbecue market has to offer – from the traditional to the innovative, from the affordable to the luxurious.
à la compréhension de ce marché
Détail du contenu
Informations
- Nombre de pages : 30 pages
- Format : Version digitale et PDF
- Dernière mise à jour : 15/02/2024
Sommaire et extraits
1 Market overview
1.1 Definition and presentation
A barbecue is an open-air cooking appliance consisting of a grill or spit, traditionally using charcoal, and mainly intended for grilling meats such as sausages, kebabs, beef or pork ribs, etc...
However, charcoal barbecues have a reputation for being toxic, due to the combustion of animal fats in contact with charcoal flames, which generates carcinogenic substances called benzopyrenes.
In an evolving barbecue market, the gas equipment segment has suffered a significant decline in sales to March 2022, with a notable annual loss. However, the overall market is showing robust growth of between 15% and 20% compared with 2019, underlining the resilience of the sector, driven in particular by charcoal barbecues. In2022, almost two million new barbecues were sold in France, testifying to the French love affair with this product. In fact, 60% of French households already have a barbecue. Most of the industry's sales now come from the renewal of appliances and the move upmarket.
Since 2004, industry sales have virtually quadrupled, thanks to an increase in sales volume, but above all to a rise in the average price of barbecues, due to the emergence of a premium segment. Despite the impact of inflation on prices and sales volumes, barbecues remain a safe bet in the home furnishings market, combining practicality with a prominent role as outdoor furniture. Manufacturers, faced with logistical and inflationary challenges, have had to adjust their prices in 2022 and anticipate increases in 2023, while emphasizing the economic sustainability of gas barbecues.
The global market for barbecues is also growing strongly, forecast to evolve at a CAGR of 4.92% until 2027, taking into account the electric segment, which is likely to occupy more and more of the market.
The range is divided between charcoal, gas and electric barbecues. Planchas can be gas or electric. Although gas represents less than 20% of sales, it is responsible for over 50% of the sector's turnover, thanks to an average price more than 3 times higher than charcoal and electric. Manufacturers also sell barbecues for professional or semi-professional use, which can cost several thousand euros.
The current success of gas barbecues reflects customers' desire to vary their barbecue use, both in terms of food (less meat, more vegetables) and recipes (use of lid, rotisserie or pizza stone). Manufacturers are taking advantage of this trend to market complementary accessories that also enable them to deseasonalize their business.
1.2 The United States, undisputed leader in barbecue
In ****, North America accounted for **% of the global barbecue sales market, which was estimated at $*.** billion[***]
Sales of barbecues World, ****-*****, in billions of dollars Source: ****
Sales of barbecues are expected to grow at a CAGR (***) of *.**% per year between now and ****, thanks to a higher average equipment rate worldwide, and ...
1.3 A growing French market
In France, sales of gas and charcoal barbecues and planchas (***) explode. [***]
Growth in sales of charcoal and gas barbecues and planchas France, ****-****, in billions of euros Source: ****
Since ****, sales of charcoal and gas barbecues and planchas have risen sharply, demonstrating a real craze for this product among the French. In ...
1.4 Consumption mainly imported
A significant proportion of barbecue manufacturing is outsourced, for cost-cutting reasons. Data provided by French customs and UN Comtrade in ****, show that France imported $*** million worth of cooking appliances (***). These figures exclude electric barbecues, which account for less than **% of market value. The data analyzed are grouped under HS code *****: "Cooking ...
1.5 The impact of Covid-19 on the barbecue market
The clear trend following the outbreak of the Covid-** pandemic and the various confinements that were implemented is for strong growth in the barbecue segment in France. Frustrated by being cooped up at home, it would seem that the French took advantage of the end of the confinements to invest massively ...
2 Demand analysis
2.1 Growing demand in volume and value
Some regions are particularly fond of barbecuing, such as Pays de la Loire (***), thanks to mild weather and a high proportion of homes that make it easy to cook a barbecue in the garden. [***]
Responses to the question "How many barbecues do you do a year?" France, ****, in % Source: ****
With an ...
2.2 A highly seasonal business
Barbecuing and plancha grilling are outdoor activities, practised mainly in a garden (***)[***].
Spring and summer are unsurprisingly France's favorite barbecuing seasons, and this is reflected in sales.
Barbecues by season France, ****, % of sales Source: ****
Only **% of French people cook in all seasons. **% of French people who don't barbecue all year round ...
2.3 A trend towards planchas and premium products
Recent years have seen the emergence of the plancha segment and a more expensive segment of premium barbecues, which have driven growth in the industry.
Types of French barbecues and planchas France, ****, % (***) Source: ****
If ownership of certain equipment overlaps, a total of **% of French people own a barbecue, and **% of them ...
2.4 Changing buying habits
As eating habits change, so do barbecue purchases. While meat still dominates sales of barbecued foods, we are seeing the emergence of other types of food (***) and the arrival on the market of accessories for more elaborate recipes[***].
What do the French cook on the barbecue or plancha? France, ****, % Source: ****
The ...
2.5 Barbecue purchase disincentives
In addition, per capita meat consumption has fallen by an average of *.*% in France over the past ** years[***]. Such a fall could have an impact on the use of barbecues, which are still mainly used to cook meat, mainly beef.
**% of French people say they give up barbecues on vacation ...
2.6 France's favorite barbecue brands
The graph below is based on OpinionWay's survey of French consumers' favorite brands in March ****. For each brand, the percentage corresponds to the proportion of respondents who answered "yes".
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France's favorite barbecue brands France, March ****, in Source: ****
Weber and Campingaz are the French's ...
3 Market structure
3.1 Value chain
3.2 A market dominated by large players
The French market is dominated by players with their own specialties, although the trend in recent years has been towards diversification.
In ****, a site like Leroy Merlin will list ** brands of barbecues[***].
While market share figures are difficult to estimate, a handful of players corner the bulk of the market.
Weber, ...
3.2 Production mainly outsourced
Although few figures are published, it appears that the majority of barbecues sold in France are imported.
Somagic, for example, employs ** people in France, including design engineers, and *** in China. It manufactures its cast-iron barbecues in France, and its steel barbecues in China at its Somasia plant. **% of its business is ...
3.4 Classic distribution channels
There are many different distribution channels for barbecues. In view of the growth rates of the various sales sectors (***) in ****, the majority of barbecues are still bought in food superstores and DIY superstores, which was already the case in ****[***]. Newcomers to the barbecue distribution market are garden centers, which are benefiting ...
4 Offer analysis
4.1 Types of products sold
Barbecues and planchas fall into three different categories: charcoal, gas and electric. And planchas can be gas or electric.
Breakdown of sales volume by product France, ****, in Source: ****
while coal continues to dominate the market in terms of volume, gas dominates the market in terms of value, with over **% of the ...
4.2 Customers who do little research before buying
A European Idealo survey shows that in ****, barbecue purchases were particularly spontaneous, following anticipated periods of sunshine. Indeed, it's around the particularly sunny periods of March or April that barbecue purchasing peaks are most frequent.
Even though sources of information have diversified: the emergence of barbecue influencers, specialized sites, tests, etc., ...
4.3 Benchmarking barbecue and plancha prices
Source: ****
Within each product category, there are major disparities. These differences may be due to product quality, baking sheet surface, cart, lid or accessories. Even within the same brand, you'll find very different models in terms of price. For Weber charcoal barbecues, for example, there are more than a dozen different ...
4.4 An increasingly diversified offering
Companies in the sector are seeking to increase their sales, by diversifying their offer in order both to find a new audience and to increase the average amount spent per customer. At Campingaz, complementary accessories account for **% of sales[***]
Which accessories do the French use? ****, France, in Source: ****
We can see ...
4.5 Development of new high-end offerings
While the barbecue is a well-established product in the French imagination, new high-end offerings seem to be developing.First and foremost is the emergence of professional or semi-professional gas barbecues for the home. In fact, these products are no longer only available in specialist stores, and have recently appeared on the ...
5 Regulations
5.1 Regulated manufacturing to ensure user safety
Solid-burning barbecues (***):
Appliances, solid fuels and firelighters for solid-burning barbecues must be approved by LNE or CTIF laboratories in accordance with European standards EN-****[***] :
Specifies requirements for solid-burning barbecues (***) Specifies requirements and test methods for charcoal and charcoal briquettes for barbecues Specifies safety, performance, packaging and marking requirements, as well as ...
5.2 Regulated use to ensure community comfort
Barbecuing can generate smoke, odors and (***) noise, all of which can be regulated at local level.
In the case of abusive use of the barbecue by a neighbor, it is possible to take legal action (***), by justifying the "abnormal disturbance of the neighborhood" with evidence[***].
It is also possible to regulate ...
6 Positioning the players
6.1 Segmentation
- Weber Industries Groupe
- Campingaz
- Somagic
- Leroy Merlin France (Adeo)
- Eno
- Fyron Group
- Le Marquier
- Tramontina France
- Traeger
- Forge de l'Adour (SEB Groupe)
- Krampouz (SEB groupe)
- Barbecook
- Napoleon
- Big Green Egg
- Broil King
- Char Broil
- Plancha Tonio
- Cook'in Garden
- Alice's Garden (Walibuy)
- Simogas
- Outdoorchef (Diethelm Keller Group)
- Cuisinart
- Finoptim
Liste des graphiques
- Chiffres d'affaires de la vente de barbecues
- Croissance du chiffre d'affaires des ventes de barbecues et planchas charbon et gaz
- Répartition du chiffre d'affaires par produit
- Répartition du volume de vente par produit
- Réponses à la question : "Combien faites-vous de barbecues par an?"
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Dernières actualités
Chauffage au bois : Finoptim investit dans son site de production - 01/11/2023
- Finoptim a été créée en 2013 par Baptiste Ploquin et David Lépiney.
- Le chiffre d'affaires de l'entreprise a triplé en deux ans pour atteindre 3,3 millions d'euros.
- L'entreprise prevoit de passer de 24 à plus de 60 employés dans les cinq prochaines années.
- L'entreprise envisage d'augmenter son réseau de revendeurs de 80 à 120 d'ici fin 2024.
- Le chiffre d'affaires projeté de l'entreprise est de 10 à 15 millions d'euros dans les cinq prochaines années.
Volkswagen détrône Leroy Merlin au classement des sociétés étrangères en Russie. - 03/10/2023
- Leroy Merlin est désormais la 1ère des 50 plus grandes entreprises étrangères en Russie.
- Leroy Merlin préserve les emplois de ses 45.000 collaborateurs russes.
Leroy Merlin mise sur le marché de la rénovation énergétique - 10/07/2023
- Le marché de la rénovation énergétique était évalué à 30 milliards d'euros en 2019, dont la moitié pour les particuliers.
- Leroy Merlin vise à devenir un leader sur ce marché.
- La rénovation énergétique ne représente que 4 % du chiffre d'affaires de Leroy Merlin, mais c'est le secteur qui croît le plus.
- 70 000 chantiers ont été réalisés l'année dernière et 90 000 le seront cette année.
- Le panier moyen d'un client s'élève à 40 000 euros.
- Dans deux cas sur trois, l'enseigne endosse la maîtrise d’ouvrage.
- Leroy Merlin compte déjà 1 200 artisans partenaires.
SEB devient le champion européen de la plancha avec Forge Adour - 04/07/2023
Le groupe SEB est le leader européen de la plancha en fonte émaillée en acquérant la société Forge Adour.
Forge Adour a été créée en 1978 et a enregistré un chiffre d'affaires de 25 millions d'euros l'année dernière, dont environ 85% réalisé en France.
Forge Adour a ouvert six magasins.
SEB a acquis Krampouz en 2019, un fabricant de crêpières, de barbecues et de planchas en Inox haut de gamme, ce qui représente environ un quart de son activité.
Le chiffre d'affaires du groupe SEB a été d'environ 8 milliards d'euros l'année dernière.
Barbecue, plancha ou four à pizza : les Français embrassent la cuisine d'extérieur | Les Français et la cuisine d'extérieur - 30/05/2023
- Plus de 60% des Français possèdent un barbecue ou une plancha.
- Les ventes d'appareils électriques sont en forte croissance.
- La marque Weber vient de lancer Lumin, un modèle compact et polyvalent.
- Montvel, start-up française, commercialise des barbecues haut de gamme à granulés.
- Maison Le Marquier a vu son chiffre d'affaires passer de 7 millions d'euros en 2017 à 17 millions en 2022, avec 30% de ventes à l'export
- Plus de 900 000 barbecues et planchas sont vendus chaque année en France
- Cuisinella a lancé sa première offre pour l'extérieur en début d'année.
Leroy Merlin domine un marché du bricolage en pleine forme | Leroy Merlin est le leader du marché du bricolage. - 04/02/2023
- Leroy Merlin : 37,4% de part de marché en France et 10,8 milliards € de chiffre d'affaires
- Taille du marché Francais 34 milliards €
- Parts de marché des différents acteurs en France :
- Adeo: Leroy Lerlin 37,4%, Weldom 4,2%, Bricoman 3%
- Kingfisher: Castorama 13,3%, Brico Dépot 12,8%
- Bricomarché Baktor, BRICO Cash 14,1%
- Mr Bricolage, Briconautes 8,5%
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- 08/11/2023 - Ajout des informations de l'entreprise Finoptim
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