Market Report, "Homewares in France", published

From: Fast Market Research, Inc.
Published: Tue Aug 04 2015

Faced with morose socioeconomic conditions, French households maintained thrifty consumption patterns in 2014. They preferred, for instance, to spend on one or two "coup de coeur" items, rather than buying complete sets. Besides, demand for homewares continued to evolve to a more decorative rather than functional need. According to trade sources, the fading of traditional meal habits in favour of snacking and fast food patterns also structurally impeded the category.

Competitive Landscape

Combined private label accounted for the largest value share of 11% in homewares in 2014. The three most important stand-alone brands were Tupperware, Ikea and Tefal, each accounting for 7-8% of value sales. In spite of lower sales, these brands are well-established and enjoy top-of-mind brand awareness amongst consumers. Zara Home’s late 2013 new outlet opening on the Champs-Elysées contributed to generating double-digit growth over the period 2012-2014.

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Industry Prospects

Homewares is unlikely to recover in value terms in 2015, and is set to see a negative value CAGR of 1% at constant 2014 prices over the next five years. Trade sources agree that to return to value growth, the French economy must move out of economic hardship. Besides, the poor housing market and high unemployment are likely to prevail until 2016-2017. The potential value recovery towards the end of the forecast period is set to be weak due to the cut-throat price competition from imported low-cost substitutes. Moreover, the competition from soft discounters such as Gifi and Lidl, as well as pure internet players, is also set to limit value growth.

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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