household robots, an ultra-competitive market

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FRANCE 2

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S. Soubane, E. Martin, L. Krikorian, L. Campisi, A. Da Silva – France 2

France Televisions

Food processors are attracting more and more households. In the market, these products are the subject of a real war between brands.

The high-end food processor is the central object of the kitchen of a Parisian family. For six years, the François family has been cooking almost exclusively thanks to its very practical food processor. “I do not have a very large kitchen, and I accumulated a large number of other robots, but this is a kind of condensed in one“, entrusts Lucy François, mother and user of a Thermomix.

More than two million French households have this model. In stores, many promise to cook for you. In a store selling household appliances, up to 54 units were sold in a month, a national record. In this ultra-competitive market, prices vary from single to double: a household robot can thus be offered at 699 euros, against 1,499 euros for another model. The sector is also undergoing a revolution. In 2019, Lidl cut prices by offering a robot cooker at 329 euros. These newcomers compete with the historic manufacturer, Thermomix, which now opens stores after having sold its products exclusively during home demonstrations.


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