The French family equipment market skilled important progress in 2020, notably with an explosion within the turnover of small family appliances. But our knowledge exhibits that this enhance can also be as a result of a surge within the prices of sure merchandise.
With confinements and the rise of teleworking, the French have not often had as a lot want to equip their houses with family appliances or to interchange their appliances as in 2020. The wonderful figures communicated by Gifam, the grouping of family equipment manufacturers, show it. In 2020, the sector grew by 5% in worth, or 9.1 billion euros in turnover. While giant family appliances had been glad with a progress of 1.1% (removed from being negligible because it follows a superb yr 2019), small family appliances jumped by 11.2%. This is greater than double the expansion of 2019 (5%) and tenfold of that recorded in 2018 (0.7%).
This progress is unprecedented “For 10 or 15 years”, welcomes Gifam. And this, whereas a 3rd of the yr was prevented due specifically to the closure of non-important companies. During the primary confinement, giant family appliances skilled drops of as much as -69% in turnover over one week. But with deconfinement, the rebound reached as much as + 78% over one week.
Big winners offered costlier
This yr of progress was very uncommon. Thus, within the kitchen, free-standing appliances carried the market (+ 4.6%) whereas the integrable declined (-4.9%) because of the closure of kitchen designers. A development backwards from earlier years. And gross sales of some merchandise have both suffered from retailer closures and provide chain disruptions (akin to hoods, down 17.5%), or benefited from adjustments in behavior. The culinary preparation sector thus grew by 27.5% over the yr.
Large family appliances had been driven by the refrigeration sector (+ 4.7%). Sales of refrigerators elevated by 2.1% in worth, these of wine cellars by 7.5%, and the turnover of freezers jumped 18%. This sturdy enhance is defined by a rise within the variety of units offered, but in addition by a major enhance in prices. Freezers historically expertise greater prices in the summertime. But in 2020, past this seasonal impact, our value data present a 5% enhance in prices throughout the summer time and three% from the autumn in comparison with the identical interval in 2019.
In the small appliance additionally, the prices of star merchandise have elevated. The coffee makers with grinder, one of many merchandise having skilled the strongest progress of the yr (+ 55.8%) noticed their prices enhance by 4% in comparison with 2019. And this enhance doesn’t appear to be halted for the reason that begin of the yr. ‘yr 2021. Same outcomes for bread machines (+ 82% of turnover!): the readings of the Observatory of consumption of the UFC-Que Choisir present that with the shortages and the sturdy demand, prices spiked feverishly in 2020, going as much as + 14% in September. Since November, the worth enhance has been much less marked however nonetheless stands at 5% in comparison with 2019. On the aspect of multifunction robots (+ 24.2%), 2020 prices are considerably greater than in 2019. We measured them at + 8% throughout the summer time. And since November, the rise has not abated.
The magnificence and wellness sector, which grew 8.7%, additionally has some bestsellers. Hair clippers noticed their gross sales enhance by 47% over the yr and their prices by 3 to five%. We observe that from the beginning of the primary containment (March 2020) till November, the amount of accessible references decreased by a 3rd as a result of stockouts. Along with this scarcity, the typical value of mowers soared by + 20% throughout containment. At the beginning of 2021, prices remained at a excessive degree regardless of an upturn within the quantity of accessible gives.
This label inflation shouldn’t be distinctive to the equipment trade. For instance, the Consumer Observatory famous that with the 2 confinements, the typical value of printers increased by more than 30% between March and November 2020. These will increase will be defined partially by the rise within the value of sure fashions, but in addition by the disappearance of a superb variety of entry-degree references as a result of stockouts brought on by overconsumption merchandise and provide difficulties which lasted for a superb a part of the yr on the earth. This waltz of labels is authorized, and responds to the great previous precept of provide and demand. It however permits sure gross sales figures to be put into perspective, but in addition to remind shoppers of the significance of evaluating prices earlier than they crack!