Refrigeration Appliances in France

PROSPECTS

High penetration rate and stable volume sales ahead

After a dynamic period for refrigeration appliances in 2017-2018, during which demand was bolstered by exceptional weather conditions along with a rebound in the housing/real-estate market, demand is likely to stabilise over the forecast period. The biggest restraining factor remains the high penetration rates of these appliances, as at a combined calculated level, about 99% of French households are already equipped with at least one refrigeration appliance.

Best outlook for wine coolers/chillers

Wine coolers/chillers is thought to have the best growth potential over the forecast period, thanks notably to four key factors: a low penetration rate as compared to other refrigeration appliances, improving socioeconomic conditions that are set to favourably sustain consumer confidence, ongoing democratisation of demand brought about by low- and mid-priced brands, the higher propensity of French consumers for such appliances to uplift their interior design and rituals surrounding wine serving/consumption. On the supply side, manufacturers are likely to continue promoting and innovating within wine coolers/chillers to trigger consumer interest.

Capacity, flexibility, design, built-in and energy-efficiency to remain bullish trends

Faced with a mature category, the battle for early upgrading/renewal of conventional refrigeration appliances will be determined by various emerging appliance traits and features, among which the five most significant have been identified. Bigger-sized and flexible/convertible refrigeration appliances that offer higher levels of convenience to households are likely to be preferred over the forecast period.

COMPETITIVE LANDSCAPE

Whirlpool suffers from a negative image amid the closure of Amiens

The firm announcement and effective closure plan for Whirlpool France’s Amiens manufacturing plant in 2017 had a severe negative impact on the company’s image and performance in France. While volume sales of refrigeration appliances recorded robust growth in 2017, the company went against the grain with a strong decline in sales.

Établissements Darty et Fils’s brand Thomson is the fastest growing

Among the top 10 brands in refrigeration appliances, Thomson posted the fastest volume growth over the 2016-2018 period. This was primarily thanks to the widening of product lines combined with much broader listings by its key distributor and brand owner Établissements Darty et Fils.

Small appliance champion Groupe SEB makes minor inroads into major appliances

Perhaps one of the most unconventional developments over the 2017-2018 period was the minor move of the leading GBO within small appliances, Groupe SEB, into major appliances with the launch of a small range of refrigeration appliances branded “Moulinex Studio”. While this may not necessarily suggest an upcoming broader entrance of the company into major appliances, the move does however demonstrate a certain level of capacity and flexibility of manufacturers to diversify into product lines that are not part of their historical business scope.

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