Boston, MA -- (ReleaseWire) -- 06/16/2014 -- Compared with 2012, when large cooking appliances benefited from the impulse of the home-cooking and chef trends, 2013 saw a sudden disinterest in such activities. The multiplicity of cuisine-related reality TV shows may have led to some saturation amongst the population. Besides, with the economic downturn, French households shifted their priorities to more prudent patterns of consumption, deferring their desire for a fully-equipped kitchen, for instance, to a later time. Renewed thriftiness thus led to lower growth rates for the most dynamic categories - built-in large cooking appliances, ovens and cooker hoods - whilst worsening the decline for cookers.
FagorBrandt continued to lead overall large cooking appliances in 2013 with a 21% volume share. The company's diverse yet well-established brands are positioned in all categories; this allowed it to benefit and capture sales from a diverse consumer base. Whilst its lowest range brands Vedette and Fagor suffered from the intense competition from other brands (notably Beko, Candy and Rosieres), its middle and upper range brands Brandt, De Dietrich and Sauter were successful in sustaining sales in some of the most dynamic categories. The chic premium positioning of Sauter and De Dietrich large cooking appliances continued to have strong appeal in the marketplace. In addition, the company successfully capitalised on the upbeat Made in France (France Origine Garantie) label borne by several of its products.
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Large cooking appliances is likely to recover over the forecast period, seeing a positive volume CAGR of 1%. According to trade sources there is still room for growth, especially in the built-in segments, for which the household penetration rate in France is still at a relatively low level when compared with other European countries. As the French economy is likely to start recovering by mid-2014, the desire of French households for fully-equipped and harmonised kitchens, product upgrades to chic designs of large cooking appliances and the interest in professional results are likely to be rekindled.
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