Division (31)

On the market in kettles, the new entity remains the market leader with a market share of [30-40] %* both in 2000 and in 2002. The stability in its market shares is due to the fact that the decline in Moulinex’s sales was offset by an increase in SEB’s sales. Philips with [20-25] % and, to a lesser extent, Braun and Severin are strong competitors with must-have brands, consolidated by Moulinex’s difficulties and able to exercise a counterweight to the new entity. Furthermore, Moulinex is not generally cited as a must-have brand, which makes it unlikely that it can recover its competitive potential.