Executive Summary

Apr 2019
Home and Garden struggles to recover

Home and garden recorded a sluggish performance in 2018 as demand was negatively impacted by the ‘gilet jaunes’ social movement which swept France during the year. Other negative influences on sales were the declining housing, real estate and construction markets and the difficulties faced by leading retailers Kingfisher and Steinhoff.

Connectivity becomes more influential but many products remain niche

Connected home and garden products are increasingly being seen on retail shelves, with lighting one category in which connectivity is becoming especially important. However, many consumers remain sceptical about the potential benefits of connected products and are therefore reluctant to pay the higher prices that they invariably command.

Large retail chains continue to lead a highly fragmented market

Major retail chains Leroy Merlin, Castorama and Point P remain the leading names in Home and Garden, leading a highly fragmented competitive environment in which no single player comes close to breaking double figures in value share. However, Castorama continues to struggle in a difficult trading environment, dragged down by the travails of its parent company Kingfisher, while Leroy Merlin and Point P continued to outperform the market due to superior levels of service, registering particularly strong growth in wall covering, lighting, hardware and floor covering.

Specialists remains the preferred channel

Home and garden specialists remains by far the leading retail distribution channel for home and garden in France. Overall, home improvement and gardening stores remains ahead of homewares and home furnishing stores and this is because while many home improvement and gardening stores also sell fairly wide selections of homewares and home furnishings, it is uncommon for homewares and home furnishing stores to sell a wide selection of home improvement and gardening products.

Sluggish performance expected for home and garden

The forecast period is expected to see home and garden continue to register rather sluggish value growth in current terms, with value growth set to remain negative in constant 2018 terms. According to trade sources, demand in most of the industry’s important categories is already mature and it is becoming increasingly difficult to reinvigorate sales as consumers continue to take more time when deciding to renovate and/or refurbish their homes.

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Home and Garden in France

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home and Garden industry in France with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home and Garden industry in France, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home and Garden in France market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home and Garden in France?
  • What are the major brands in France?
  • Is DIY suffering or benefiting from consumer austerity?
  • How are emerging channels like internet retailing performing against leading ones like DIY and hardware stores?
  • Where is Do-it-for-me constraining sales of Do-It-Yourself?
  • In which countries are Home and Garden Specialists opening more outlets?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our DIY and Gardening market research database.

Home and Garden in France

EXECUTIVE SUMMARY

Home and Garden struggles to recover
Connectivity becomes more influential but many products remain niche
Large retail chains continue to lead a highly fragmented market
Specialists remains the preferred channel
Sluggish performance expected for home and garden

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2013-2018
Table 2 Sales of Home and Garden by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Home and Garden: % Value 2014-2018
Table 4 LBN Brand Shares of Home and Garden: % Value 2015-2018
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2013-2018
Table 6 Distribution of Home and Garden by Format: % Value 2013-2018
Table 7 Distribution of Home and Garden by Format and Category: % Value 2018
Table 8 Forecast Sales of Home and Garden by Category: Value 2018-2023
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Gardening in France

HEADLINES

PROSPECTS

Uncertain future for gardening
Robotic lawn mowers remains in the lead
Smart gardening developing

COMPETITIVE LANDSCAPE

Husqvarna France SAS remains leader in fragmented market
Numerous players fight for share in a highly fragmented category
New launches likely to focus on ‘futuristic products’

CATEGORY DATA

Table 10 Sales of Gardening by Category: Value 2013-2018
Table 11 Sales of Gardening by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Gardening: % Value 2014-2018
Table 13 LBN Brand Shares of Gardening: % Value 2015-2018
Table 14 Distribution of Gardening by Format: % Value 2013-2018
Table 15 Forecast Sales of Gardening by Category: Value 2018-2023
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2018-2023

Home Furnishings in France

HEADLINES

PROSPECTS

Home furnishings suffers falling sales
Kitchen and bedroom remain part of the main investment areas
Internet retailing increases in importance

COMPETITIVE LANDSCAPE

Furniture specialists remain leading with different performances
Internet pure-players set to gain further ground
Dichotomy exists between low unit prices versus quality

CATEGORY DATA

Table 17 Sales of Home Furnishings by Category: Value 2013-2018
Table 18 Sales of Home Furnishings by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Home Furnishings: % Value 2014-2018
Table 20 LBN Brand Shares of Home Furnishings: % Value 2015-2018
Table 21 LBN Brand Shares of Light Sources: % Value 2015-2018
Table 22 Distribution of Home Furnishings by Format: % Value 2013-2018
Table 23 Forecast Sales of Home Furnishings by Category: Value 2018-2023
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2018-2023

Home Improvement in France

HEADLINES

PROSPECTS

Uncertain future for DIY
Decorative paint set to be one of the worst performing home improvement categories
Internet retailing is set to be most dynamic distribution channel

COMPETITIVE LANDSCAPE

Retailers remain the leading players, ensuring strong presence for private label
Akzo Nobel remains the leading non-retailer in a highly fragmented category
Further mergers and acquisitions and brand name changes expected

CATEGORY DATA

Table 25 Sales of Home Improvement by Category: Value 2013-2018
Table 26 Sales of Home Improvement by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Home Improvement: % Value 2014-2018
Table 28 LBN Brand Shares of Home Improvement: % Value 2015-2018
Table 29 Distribution of Home Improvement by Format: % Value 2013-2018
Table 30 Forecast Sales of Home Improvement by Category: Value 2018-2023
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2018-2023

Homewares in France

HEADLINES

PROSPECTS

Further use of loyalty-based marketing campaigns to be seen
Uniqueness and specialisation set to perform best
Food storage attracts attention due to shift towards homemade food

COMPETITIVE LANDSCAPE

Low unit prices on the one hand, high quality and design on the other
Groupe SEB continues to lead
Further declines expected for Tupperware

CATEGORY DATA

Table 32 Sales of Homewares by Category: Value 2013-2018
Table 33 Sales of Homewares by Category: % Value Growth 2013-2018
Table 34 Sales of Homewares by Material: % Value 2013-2018
Table 35 NBO Company Shares of Homewares: % Value 2014-2018
Table 36 LBN Brand Shares of Homewares: % Value 2015-2018
Table 37 Distribution of Homewares by Format: % Value 2013-2018
Table 38 Forecast Sales of Homewares by Category: Value 2018-2023
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2018-2023