In addition to the high penetration of primary large cooking appliances (cookers, built-in hobs or microwaves in at least every household), French households are also increasingly being equipped with ovens and range cookers; however, trade experts agree that this is not a priority for householders, who are rather more likely to invest in other appliances before upgrading or buying a third or fourth large cooking appliance. With improving socioeconomic conditions and as lifestyles become busier, it is also very likely that the propensity of householders to eat out will rise over the forecast period.
Yet another factor to take into account is the cross-impact that recent, advanced all-in small cooking appliances (intelligent food processors and multi-cookers) are also somehow likely to restrain the consumer propensity to acquire regular large cooking appliances. The convenience and ease of do-it-for-me trends are to remain as substitutional challengers to conventional cooking patterns.
In order to remain competitive and gain share, manufacturers are bound to keep pace with developments pertaining to consumer food trends – knowledge and adaptation to local preferences and tastes may potentially become unique differentiating advantages in a highly competitive and mature category. Some key traits and evolvements along which French households are expected to apply to their food consumption patterns are: fast-casual-at-home, I made it myself, conviviality and social gatherings around food, fresh, naturalness and healthy, online ordering and viewing recipes, personalisation, practicality and ease, and safety and transparency.
Over the 2016-2018 period, one of the leading players, Brandt France (De Dietrich, Brandt, Sauter), recorded a sharp decline in its volume sales, primarily due to the promotional offensives of its two closest rivals BSH France and Electrolux Home Products France. At a comparable level, Brandt France generally offered no rebates/discounts and its appliances were on average priced at least 6% higher than the brands Bosch, Siemens, Electrolux or Faure.
Leading electronics and appliance distributor Fnac-Darty has expanded the range of appliances marketed under the brand Thomson, which it has acquired under licensing agreement with Thomson’s GBO, Technicolor. Volume sales of large cooking appliances branded Thomson more than quadrupled over the last two years of the review period, thanks primarily to the launch of Thomson cookers (induction, mix and vitro-ceramic), which were also made widely available given the nationwide store presence of Fnac and Darty outlets.
Perhaps the most significant development in the competitive landscape within large cooking appliances over the 2016-2018 period was the arrival of new brands. Amongst these, the four brands that progressed the best were Schneider (Admea), Barazza, Amica and KitchenAid.
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This industry report originates from Passport, our Consumer Appliances market research database.