They gritted their teeth waiting for it to pass. Over the past two years, the energy crisis and inflation have hit the wallets of tableware professionals hard. In 2023, the sector’s turnover should be reduced by 3%, according to a recent study by Xerfi, an institute specializing in the analyzes of economic sectors.
“The consumption decisions made since 2022 by the French have largely been to the disadvantage of capital goods, including glassware, table linens, silverware, etc.,” the study indicates. But, in a context of stabilizing household purchasing power, a slight rebound in demand is expected in 2024 on the national market. »
In this sector which has a wide gap in styles and prices, all the players have been trying for years to get out of the game willy-nilly. “Historically, consumers bought products for their wedding or special occasions,” analyzes Céline Beckrich, general secretary of the General Confederation of Tableware. Since 2005, this trend has slowed down significantly, or even halved. Today, newlyweds, often already settled, ask for a trip rather than an imposing housewife. »
Association with chefs
Uses have indeed changed, without this necessarily slowing down sales. Thanks to cooking shows, the French have settled back behind the stove, with the desire to prepare their dishes with taste. Covid and confinements have hit the nail on the head. “Consumer desires have diversified,” she explains. We want small casserole dishes to serve a convivial dish, modern plates for snacking, verrines for an aperitif dinner… The desirability of all these products has revived a sector which had been surviving for a long time. »
And all the brands are trying to find their way. If the giants of mass distribution and decoration – such as Ikea, Maisons du monde, Du bruit dans la cuisine… – capture the bulk of sales (and will allow the sector overall to see its turnover increase by 1% in 2024 according to Xerfi forecasts), low-end players (Temu, Action, etc.) are also riding on a significant business opportunity. What about premium brands?
“They are working more and more with chefs or designers to differentiate themselves, dust off their image and attract a younger clientele,” continues Céline Beckrich. Even the big luxury houses have rushed into tableware by offering new collections while this sector traditionally remained the poor relation of the group. »