Homewares in France - New Market Study Published

In 2013, the homewares category was not shielded from the decline in consumption in France. Despite numerous television shows such as Masterchef being broadcast for several seasons, the category appears to losing momentum. French consumers’ interest in cooking and entertaining at home was not shaken, but they showed a need for simplicity, traditional and less expensive cooking, in response to the range of trends marketed in the media, such as slow cooking, low-temperature cooking and other forms of vacuum cooking.

Competitive Landscape

Despite the high level of fragmentation seen in the category, homewares nevertheless has a number of key players in France, most of which are multinationals. 2013 was characterised by relatively few innovations among these players. Incremental innovation included new packaging, ergonomic designs and new colours designed to appeal to consumers.

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Industry Prospects

Homewares is expected to start to recover over the forecast period, with the improvement of the general economic situation in France. The homewares category stimulates passion among French consumers, as cooking and receiving friends and family at home represent a major aspect of socialising and entertainment in France. There are no structural reasons for sales to remain negative, thus positive growth is set to return by 2018, following a gradual improvement in performance over the course of the forecast period. Nonetheless, a continued economic slowdown may potentially increase the negative factors impacting the category, causing people to opt for cheaper, or only essential, products.

Homewares Market Research

Analyse key trends and developments in France for all product categories, competitors and channels.

Evaluate the market position and financial performance of the leading national and international market players.

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