Housewares And Home Furnishings in Belgium
Euromonitor International's Housewares And Home Furnishings in Belgium 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.
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Tables: 39 | Publication date: Jan 2008
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
Higher Disposable Incomes Accelerate Growth
The pace of change in the Belgian home furnishings accelerated considerably in the last five years. Trends in furnishings are being driven by a number of important factors including higher disposable incomes that enabled more buyers to increase the number and value of their purchases.
Young people have higher disposable incomes, but at the same time busier lifestyles, which means they prefer functionality and simplicity in furnishings, such as ready-made curtains. Easy-care materials were also developed with this aspect in mind. The move away from formal dining negatively affected sales of table linen.
Demographic Changes and Redecorating Trend Boost Sales
Belgian consumers tend to freshen up their homes by replacing some furnishings, which requires a higher investment. TV shows and interior design magazines also had a major impact in recent years on individuals' perceptions of furnishings, encouraging homeowners to become more interested in the decoration and maintenance of their homes.
The growth in housing and consequently in home furnishings and housewares was also influenced by demographic changes with a strong impact on sales of home decoration products, both in volume and style terms.
Keeping Pace With Changing Consumer Demands Is Key
New product developments need to take account of changing lifestyles, consumer tastes, international trends and co-ordination with furniture trends. The pace of new product launches/updates needs to be accelerated to meet foreign competitor's standards.
Simple ranges of functional contemporary designs at affordable prices are common elements of most successful ranges in the market today. More selective retail distribution with tighter account management and retailer support programmes include product training, display, brochures and territory exclusivity.
Marketing Important in the Face of Increased Competition
Advertising and marketing expenditure is dominated by retailers, and press is the most popular media accounting for 72% of total advertising expenditure in Belgium. Retailers expect their suppliers to provide marketing and sales support in the form of brand support, brochures, staff training and retail support.
Fashion Trends Drive Sales
Housewares and home furnishings are increasingly perceived as fashion items. As a result, Belgian consumers are making more frequent replacements to keep up with the latest style and fashion trends. Housewares and home furnishings fashion is now influenced by developments in the clothing and giftware sectors; although not as fast moving as clothing trends, furnishing lifecycles reduced considerably to approximately two years for soft furnishings, five years for carpets, and three years for durables like lighting, mirrors and frames.
Table of contents
HOUSEWARES AND HOME FURNISHINGS IN BELGIUM : MARKET INSIGHT
EXECUTIVE SUMMARY
Higher Disposable Incomes Accelerate Growth
Demographic Changes and Redecorating Trend Boost Sales
Keeping Pace With Changing Consumer Demands Is Key
Marketing Important in the Face of Increased Competition
Fashion Trends Drive Sales
KEY TRENDS AND DEVELOPMENTS
Carpet Sales Affected by Fashion Trends
Demographics Influence Belgian Market
Geographic Segmentation Impacts Consumer Behaviour
Imports from Developing Markets Boosting Demand
Simplicity, Natural Materials and Clean Lines Are the Latest Trends
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 - BELGIUM
AHREND NV/SA FURNITURE - HOUSEWARES AND HOME FURNISHINGS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Ahrend Furniture NV – BE: Key Facts
Summary 3 Ahrend Furniture NV – BE: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
BEKAERT TEXTILES SA/NV - HOUSEWARES AND HOME FURNISHINGS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Bekaert Textiles SA/NV: Key Facts
Summary 5 Bekaert Textiles SA/NV: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Bekaert Textiles SA/NV: Competitive Position 2006
DEMEYERE NV - HOUSEWARES AND HOME FURNISHINGS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Demeyere NV: Key Facts
Summary 8 Demeyere NV: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Demeyere NV: Competitive Position 2006
LIBECO-LAGEA SA - HOUSEWARES AND HOME FURNISHINGS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Libeco-Lagae SA: Key Facts
Summary 11 Libeco-Lagae SA: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Libeco-Lagae SA: Competitive Position 2006
ZARA HOME BELGIQUE NV - HOUSEWARES AND HOME FURNISHINGS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Zara Home Belgique NV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
HOUSEWARES IN BELGIUM
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 BELGIUM
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