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Home and Garden in France

New C&M analysis: France Home and Garden Market


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2014-01-09 13:05:01 - Home and Garden in France - a new market research report on companiesandmarkets.com

Home and garden is still being affected by the continued economic crisis in France. The reality of the depth of the crisis has finally reached households after the presidential election in May 2012, and the projected cuts to reduce the rising public debt had a negative effect on consumer confidence. French consumers also perceived their purchasing power to be lower. However, home and garden is an atypical category in France, which reacts better than others to these conditions, especially home improvement, which saw slight growth in 2012. That said, gardening suffered from the bad weather, homewares from the saturation of the category, and home furnishings from the slowdown in the housing market.

French consumers are getting more and more aware of

 

 

their environment and the need to protect it. The demand for eco-friendly products intensified in 2012, and organic products increasingly contribute to the sales in the gardening category. Leading manufacturers and retailers respond to the trend by positioning their products, stores and factories as eco-friendly. If a return to nature is part of an eco-conscience, it also pushed the trend for "Made in France" products. The growing disappointment with some low-quality imported products coupled with the desire to reduce CO2 emissions meant that there was a real preference for products made in the country. Retailers and manufacturers have all taken steps towards this growing demand, knowing that it represents a new opportunity to boost future sales.

Home and garden in France is a mature category and the competitive environment very fragmented, with other brands holding a 72% value share. In this environment, IKEA, Rapp and Arc International remained the leaders overall. In home furnishings, the least fragmented category, IKEA France SNC, Rapp and Alinéa. In homewares, Arc International and Tupperware remain strong, and in gardening, Husqvarna is the leader. In home improvement, the most fragmented category, Azko Nobel continues to rank first.

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Author:
Mike King
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