In 2021, all non-food sectors show positive growth except for the textile industry . However, this year of growth could be the last. Rising prices, inflation and the overall decline in purchasing power are all blocking factors. A study on French consumption trends makes it possible to anticipate consumption trends for 2022 and 2023 . 52% of them say that their non-food purchasing budget will remain stable (+9% compared to 2021), while 22% of French people indicate that this budget will drop (+6% in 1 year).
Consumer trends 2022-2023: a few figures
2021, a fine vintage for high-tech
Two years after the start of the Covid-19 pandemic, the high-tech sector still seems to benefit from the “homing” phenomenon among French consumers. In fact, technical household equipment goods benefit from an increase in their turnover of around +3.3% between 2020 and 2021. This percentage was 4% between 2019 and 2020. Therefore sees a slight decline in its growth.
Now let’s look at consumer electronics. The sector as a whole loses 4 points of growth between 2020 and 2021; but diving into the details, we see strong growth potential for hi-fi equipment, headphones and accessories and photo-video. These three product families recorded growth ranging from 3 to 6% over the previous financial year.
As for telecom equipment, the sector will see its turnover increase by 3% in 2021. In terms of product families, smartphones continue to lead, with solid sales of 6.9 billion euros. Wearable technologies (such as connected watches) are other good students: with a 19% increase in sales volume, the sub-sector pockets some 103 million euros in the space of a year. Bad year on the other hand for the fixed telephony, which loses another 10 points of turnover this year.
Finally, IT is in the red in 2021. The sector is suffering from a real rebound effect, following the massive purchases by the French in this sector last year. With an evolution of -4% of its turnover, sales therefore fall to 5.6 billion euros. Among the biggest victims of this loss of speed, we find office automation and its -18% in sales between 2020 and 2021. The shortage of components and the surge in hardware prices will no doubt also have something to do with it.
Furniture rises from its ashes
2021 marks a remarkable rebound for the furniture sector, especially after its trough period in 2020. The increase in turnover for the sector is indeed 14.3% between 2020 and 2021 (source: Idea). Over three years, the sector even achieved a growth rate of 13.2%.
Two product families exceeded 17% growth: fitted kitchens (+19.5%) on the one hand, and sofas, armchairs and benches on the other (+17.5%).
To tell the truth, only the family of decorative furniture (tapestries, clocks, etc.) is struggling to keep up with the finding movement of ghostwriting agency, with an increase of less than 10% (9.3%). In addition, this relatively small increase is accompanied by a drop in market share in total furniture between 2020 and 2021: -1.6 points.
In terms of distribution, specialist resellers are on the rise: they see their sales increase by +24.6% between 2020 and 2021. Their market share also increases by +2.3 points. Large distribution is lagging behind, with an increase in turnover three times lower than that of specialists: +8.6%, all with a loss of market share of 1.8 points.
The toy industry: nice breakthrough in games and puzzles
Despite the unfavorable health context, the sector recorded a good annual performance. Total sales in the sector amounted to 3.7 billion euros in 2021, i.e. +2.9% more growth than in 2020, and +3.3% more than in 2019.
Big winners specialty stores
Specialty stores are the big winners with a 9% growth in their turnover compared to 2020. This thus compensates for the drop in their turnover of -4% between 2019 and 2021. This is therefore enough to make the hypermarkets and supermarkets green with envy, which are losing 7% of turnover compared to 2019 and 1% compared to 2020.
Trends by toy family
Let’s take a look at the families of toy products. Games and puzzles take the lead in terms of market share (19.1%), thanks to an increase in their sales volume of 12% compared to 2020. All the signals are also green for construction games: sales up 7% over one year, and fourth place in total toys, thanks to its 11.4% market share.
Play Mobil’s Special Plus figure assortment is the best-selling toy of 2021. Mattel places three of its toys in the top 10 toys. Moreover, the same company ranks third among the top 5 largest manufacturers of games and toys in France, behind Lego and Hasbro.
Finally, Pokémon and Harry Potter are the two licenses with the highest values in France in 2021. This is part of a context of loss of speed for licenses. In total, in 2021, they represented only 23% of the total game and toy market, i.e. 8 points less than in 2020.
Cultural assets are on the rise
For the first time in 18 years, the cultural property sector is growing compared to the previous financial year: +11% since 2020. Its turnover is estimated at 5.5 billion euros margin of Novel Ghostwriting Services.
Books act as figureheads in the sector. They represent 80% of market share, and their annual growth is 18%. It’s a record that pulls the entire sector up.
Physical music is another vector of growth (+5% in turnover in 1 year). Unfortunately, this is not the case with video games and physical video. These two sub-sectors are down, by 11% and 17% respectively. Video games had indeed had a record year in 2020, boosted by confinements and the need for home entertainment.
The gardening sector on the rise in 2021
The gardening sector saw its 2021 turnover increase by 14% to 1.8 billion euros. The DIY sector is now valued at 9 billion euros (source: Promojardin ).
Florists see life in pink. They recorded a remarkable evolution of +21% for their volume of business. That’s enough to come and stalk the DIY superstores, which only saw an increase of 13%. Only 6 points of market share now separate them.