New Study: Irons in France

The volume sales of irons fell for the fourth consecutive year in 2015 mainly due to the prevailing poor socioeconomic conditions. Consumers tend to continue to deem steam generators/ironing systems too expensive; buying a new or even second-hand traditional steam iron was often considered the most economic and appropriate solution for all ironing needs. With unemployment staying at a record high level of 10%, potential sales recovery linked to a higher working population did not materialise.

Competitive Landscape

Groupe SEB’s Calor remained the leading brand in 2015 accounting for 36% of irons volume sales, followed by Philips with 22%. Groupe SEB’s other brands – Rowenta, Moulinex and Tefal – also generated a combined volume share of 20% which gave Groupe SEB a volume share of 56% in irons overall. The core strengths of the leading player are in its four well-established brands and distribution network; furthermore, Groupe SEB offers a very wide range of irons that spans all budget levels. Radical innovations, such as the cordless Calor Freemove, also contributed to sustaining volume share over 2014-2015.

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Industry Prospects

With socioeconomic factors likely to improve in France over the next five years, demand for irons is expected to come out of decline and record a marginally positive volume CAGR. A lower unemployment rate of less than 10% from 2016 is set to stimulate demand; in addition, improvements in the general purchasing power of households – especially in consideration of low Brent Crude price and price deflation – is also expected to prompt consumers to replace and/or upgrade equipment.

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?

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