Housewares And Home Furnishings in Australia
Euromonitor International's Housewares And Home Furnishings in Australia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 43 | Publication date: Sep 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Home furnishings; Housewares
Executive summary
New Focus on the Home
A mixture of increased affluence and a trend towards cocooning, a side effect of the war on terror, led to Australians spending increasing amounts of their leisure time, and in many cases their work life, at home. This led to more of an emphasis on the household, with consumers eager to improve the appearance of their home, with consumers trading up to more stylish home furnishings and housewares.
Australia's Split Economy
Fifteen years of almost constant economic growth led to Australians becoming wealthier than they have ever been. Three interest rate hikes in 2006 however, and a slowing housing market, led to Australians feeling concerned about their economic future. This concern is however limited to the more populous south-eastern states of New South Wales and Victoria. The economies of Western Australia and Queensland are benefiting from a mining boom, with Queensland also possessing the fastest growing population.
China + Private Labels = Low Low Prices
The availability of cheap imports from China, was a god-send for retailers, who dedicated ever growing portions of shelf space to their own private labels, particularly retailers competing at the lower end of the market. Given the lack of high-profile brands in furniture, retailers in this category have long used private labels, but the availability of Chinese imports allowed prices to drop, and several retail chains of budget furniture to emerge.
The Patio Comes of Age
Australians discovered the patio, and embraced it in a big way. They found that patios are ideal for holding parties, with the result that outdoor parties replaced dinner parties as the social gathering of choice. Such a trend requires a more casual approach to housewares, and the creation of a new market in home furnishing: outdoor furniture.
Premium Market Pruned
Although Australians became wealthier over the last decade, and in most purchase decisions decided to trade up to premium products, in home furnishing and housewares, this translated into stylish looking items that reproduce the appearance of a premium brand, without the premium price tag. As the economy slows over the next few years, the major winners will be companies who are able to create the appearance of affluence, but do it in an affordable way. The rising quality of Chinese imports made this possible.
Death to the Department Stores
Previously at the centre of the furniture industry, department stores found themselves unable to compete with the range and economies of scale provided by their fast emerging rivals, a combination of category killer chain stores. These chains, such as Harvey Norman, Snooze and Fantastic Furniture set themselves up in clusters in the outer suburbs of major metropolitan areas. These clusters created a synergy which made these chains the new centre of the Australian furniture retail market.
Table of contents
HOUSEWARES AND HOME FURNISHINGS IN AUSTRALIA : MARKET INSIGHT
EXECUTIVE SUMMARY
New Focus on the Home
Australia's Split Economy
China + Private Labels = Low Low Prices
The Patio Comes of Age
Premium Market Pruned
Death to the Department Stores
KEY TRENDS AND DEVELOPMENTS
Entertaining at Home
Attack of the Private Label
Top of the Market Falls
Australia, the Throwaway Society
Category Killers Take Over Furniture
More Babies Mean More Bedrooms
MARKET DATA
Table 1 Sales of Housewares and Home Furnishings by Sector: Value 2001-2006
Table 2 Sales of Housewares and Home Furnishings by Sector: % Value Growth 2001-2006
Table 3 Housewares and Home Furnishings Company Shares 2004-2006
Table 4 Housewares and Home Furnishings Brand Shares 2004-2006
Table 5 Sales of Housewares and Home Furnishings by Distribution Format: % Analysis 2001-2006
Table 6 Forecast Sales of Housewares and Home Furnishings by Sector: Value 2006-2011
Table 7 Forecast Sales of Housewares and Home Furnishings by Sector: % Value Growth 2006-2011
DEFINITIONS
Housewares
Home Furnishings
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - AUSTRALIA
FANTASTIC FURNITURE LTD - HOUSEWARES AND HOME FURNISHINGS - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Fantastic Furniture Ltd: Key Facts
Summary 3 Fantastic Furniture Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Fantastic Furniture Ltd: Competitive Position 2006
HAG IMPORT CORP (AUSTRALIA) PTY LTD - HOUSEWARES AND HOME FURNISHINGS - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 HAG Import Corp (Australia) Pty Ltd: Key Facts
Summary 6 HAG Import Corp (Australia) Pty Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 HAG Import Corp (Australia) Pty Ltd: Competitive Position 2006
HOUSEWARES INTERNATIONAL LTD - HOUSEWARES AND HOME FURNISHINGS - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Housewares International Ltd: Key Facts
Summary 9 Housewares International Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Housewares International Ltd: Competitive Position 2006
PACIFIC BRANDS HOLDINGS - HOUSEWARES AND HOME FURNISHINGS - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Pacific Brands Holdings: Key Facts
Summary 12 Pacific Brands Holdings: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 13 Pacific Brands Holdings: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 14 Pacific Brands Holdings: Competitive Position 2006
SUPER A-MART - HOUSEWARES AND HOME FURNISHINGS - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Super A-Mart: Key Facts
Summary 16 Super A-Mart: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Super A-Mart: Competitive Position 2006
HOUSEWARES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 8 Sales of Housewares by Subsector: Value 2001-2006
Table 9 Sales of Housewares by Subsector: % Value Growth 2001-2006
Table 10 Sales of Housewares by Type 2001-2006
Table 11 Sales of Cookware by Type 2001-2006
Table 12 Sales of Kitchenware by Type 2001-2006
Table 13 Sales of Tableware and Crockery by Type 2001-2006
Table 14 Sales of Cutlery by Type 2001-2006
Table 15 Housewares Company Shares by Retail Value 2004-2006
Table 16 Housewares Brand Shares by Retail Value 2004-2006
Table 17 Sales of Housewares by Distribution Format: % Analysis 2001-2006
Table 18 Forecast Sales of Housewares by Subsector: Value 2006-2011
Table 19 Forecast Sales of Housewares by Subsector: % Value Growth 2006-2011
HOME FURNISHINGS IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 20 Sales of Home Furnishings by Subsector: Value 2001-2006
Table 21 Sales of Home Furnishings by Subsector: % Value Growth 2001-2006
Table 22 Home Furnishings Company Shares by Retail Value 2004-2006
Table 23 Home Furnishings Brand Shares by Retail Value 2004-2006
Table 24 Sales of Home Furnishings by Distribution Format: % Analysis 2001-2006
Table 25 Forecast Sales of Home Furnishings by Subsector: Value 2006-2011
Table 26 Forecast Sales of Home Furnishings by Subsector: % Value Growth 2006-2011