Sales of irons suffered from two main factors in 2014. On the one side, the 2012-2013 collaborative promotional campaigns by Carrefour-Grundig and Casino-Thomson for ironing systems (which prompted early penetration amongst French households) continued to negatively impact the category. On the other hand, consumers’ confusion over the different types of ironing systems/steam generators (with diverse technical traits and/or unclear rationale over the price band disparity) was a deterrent to consumer interest and demand. For example, one area of confusion was that French consumers found it difficult to explain the rationale behind the price difference of two ironing systems, one priced at €56 and the other at €400; thus avoiding unclear buying acts.
Competitive Landscape
Groupe SEB and Philips Electronique Grand Public were the two leading companies in irons in France in 2014, with volume shares of 56% and 22% respectively. These two companies continually seek to maintain a technological edge over other competing brands. Both contributed to unprecedented innovation over the period 2012-2014. Groupe SEB launched the first ever cordless irons, and Philips was the forerunner in knob-free temperature adjustment appliances. Groupe SEB’s overall sales were driven by a highly diverse set of products for different budgets under four well-established brands, namely Calor (36% volume share), Tefal (6% share), Moulinex (6% share) and Rowenta (9% share). With a 22% volume share, Philips was the second most popular brand of irons in 2014.
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Industry Prospects
The penetration rate for ironing systems/steam generators is less than 30% in France, and trade sources believe that this segment still has a lot of potential over the forecast period. Efforts are now being made to better inform and communicate about these relatively more complex irons. Improved clarity on product positioning and attributes is expected to dissipate consumers’ confusion and generate higher interest in these appliances in the future. In addition, the potential improvement in socioeconomic conditions by 2015-2016 is expected to improve consumer confidence and encourage households to upgrade their irons. Overall, the category is set to increase by a negligible positive retail volume CAGR over the next five years.
Report Overview
Discover the latest market trends and uncover sources of future market growth for the Irons industry in France with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Irons industry in France, our research will save you time and money while empowering you to make informed, profitable decisions.
The Irons in France market research report includes:
* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
* What is the market size of Irons in France?
* What are the major brands in France?
* What is the most common cooking appliances in France?
* Has there been a shift to higher unit price built-in products?
Reasons to Get this Report
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Partial Table of Contents:
IRONS IN CANADA
Euromonitor International
January 2015
LIST OF CONTENTS AND TABLES
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 1 Sales of Irons: Volume 2009-2014
Table 2 Sales of Irons: Value 2009-2014
Table 3 Sales of Irons: % Volume Growth 2009-2014
Table 4 Sales of Irons: % Value Growth 2009-2014
Table 5 Sales of Irons by Format: % Volume 2009-2014
Table 6 NBO Company Shares of Irons: % Volume 2010-2014
Table 7 LBN Brand Shares of Irons: % Volume 2011-2014
Table 8 Forecast Sales of Irons: Volume 2014-2019
Table 9 Forecast Sales of Irons: Value 2014-2019
Table 10 Forecast Sales of Irons: % Volume Growth 2014-2019
Table 11 Forecast Sales of Irons: % Value Growth 2014-2019
Hamilton Beach Brands Canada Inc in Consumer Appliances (canada)
Strategic Direction
Key Facts
Summary 1 Hamilton Beach Brands Canada Inc: Key Facts
Company Background
Production
Competitive Positioning
Summary 2 Hamilton Beach Brands Canada Inc: Competitive Position 2014
Sears Canada Inc in Consumer Appliances (canada)
Strategic Direction
Key Facts
Summary 3 Sears Canada Inc: Key Facts
Summary 4 Sears Canada Inc: Operational Indicators
Company Background
Internet Strategy
Private Label
Summary 5 Sears Canada Inc: Private Label Portfolio
Competitive Positioning
Summary 6 Sears Canada Inc: Competitive Position 2014
Executive Summary
Economic Growth and Housing Starts Remain Tepid
the Small Appliance Category Is Powered by Lifestyle
Premiumisation Takes A Front Seat in Canada's Consumer Appliances Market
Smart Technology Takes A Backseat To Functionality
Appliances Move Online
Key Trends and Developments
Government Green Initiatives Focus on Home Energy
Retail Distibution Supports Multiple Channels and Store Types
Consumers Shift To Premium As Value Sales Outpace Volume
Appliance Production Continues To Move Out of Canada
Market Indicators
Table 12 Household Penetration of Selected Total Stock Consumer Appliances by Category 2009-2014
Table 13 Replacement Cycles of Consumer Appliances by Category 2009-2014
Market Data
Table 14 Sales of Consumer Appliances by Category: Volume 2009-2014
Table 15 Sales of Consumer Appliances by Category: Value 2009-2014
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