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Summary of our market study
French consumption of ceramics is estimated at around 500 million euros.
The global porcelain tableware market is worth over $25 billion.
European regulation 1935/2004 guarantees that the materials used in porcelain do not compromise consumer health, and customs duties of 17.9% have been introduced to protect the market.
Demand for porcelain in France
Consumption of ceramic tableware is tending to slow down.
Porcelain is a symbol of luxury and tradition. It is a niche market. Limoges porcelain is world-renowned for its quality. The value of French production of Limoges porcelain tableware is estimated at around €100 million.
Fewer and fewer French families are gathering around the dinner table.
French preferences are shifting towards practicality and modern aesthetics. People over 55 continue to use porcelain tableware for special occasions (around 25%). Less than 15% of 24-34 year-olds own special-occasion crockery.
Counterfeit products are very present on the market.
Colored porcelain accounts for 80% of sales, while white porcelain represents only around 20%.
The French porcelain industry faces stiff international competition, particularly from Asia. The number of employees in the sector is steadily declining.
The prestigious craftsmen of French porcelain
In the landscape of French luxury and artisan heritage, several names stand out as standard-bearers of porcelain excellence.
- Bernardaud: A beacon of porcelain innovation, Bernardaud's foundations were laid in 1863. The brand is recognized worldwide.
- Royal Limoges: Considered the oldest porcelain house, Royal Limoges was founded in 1797. It has the last large round kiln in France, uses driftwood to heat its kilns and operates its own kaolin quarries.
- Haviland: Founded in 1842, market leader in decorative table porcelain.
- Jacques Pergay: A relatively young player in Limoges porcelain, founded in 1993.
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Summary and extracts
1 Market overview
1.1 Introduction and scope of study
Porcelain is a fine, translucent ceramic produced from kaolin by firing at over 1200°C. The primary use of porcelain is for tableware. There are two main types of porcelain: hard and soft. Advanced porcelain manufacturing techniques arrived late in France (19th century), although they were already present in China in the 17th century. Nevertheless, Limoges porcelain is recognized for its quality and is even protected by a "geographical indication".
Since 2010, the number of employees in the French porcelain industry has been steadily declining, reflecting the fact that manufacturing processes are increasingly being outsourced outside France. Sales generated by the porcelain market are being severely tested by the boom in ceramic tableware in China, which is gradually replacing traditional porcelain.
To withstand the crisis, players in the porcelain market are banking on the development of exports, which already account for almost 50% of the sector's sales. However, with changes in Chinese demand, the structure of exports to customer countries has been weakened.
The French porcelain market has to contend with intensifying international competition, particularly from Asia, which is regularly illustrated by the use of counterfeit products. The city of Limoges has taken steps to secure recognition of the brand at national and European level.
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