Housewares And Home Furnishings in Portugal
Euromonitor International's Housewares And Home Furnishings in Portugal 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: 44 | Publication date: Dec 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
Home furnishings market continues to grow
Following on last year’s positive performance, the home furnishings and housewares markets continue to exhibit considerable growth. In particular, home furnishings performed well during the review period, with housewares performing less well. Increased spending on home furnishings was driven, among other factors, by Portuguese consumers’ belief that these products are expressions of their individual taste and personalities. Buying in this sector is also being driven by the introduction of new product mixes offered by a growing number of foreign-owned specialised chains. These new market entrants now present Portuguese consumers with the choice of home furnishings and housewares of reasonable quality at very competitive prices.
Recovering economy
After almost five years of stagnation, the Portuguese economy is finally showing signs of recovery, with exports acting as a key driver. It’s anticipated that the more robust economy will foster higher domestic employment and salary levels, leading to increased consumption levels in the medium- to long-term. The home furnishings and housewares markets are likely to benefit from this trend, particularly as some consumers have delayed non-critical purchases over the past several years.
Seeking style and fashion
After a strong period of house buying, Portuguese consumers now find themselves focusing on ways to renovate and improve their homes. This effort will include consumers seeking to enhance their living spaces through the purchase of more fashionable and stylish home furnishings and housewares. As noted above, many Portuguese consumers believe these to be important purchases, as home furnishings are considered unique expressions of a person’s individuality and personality. For the most part, these more stylish products will be made available through new players operating in the market.
Moviflor and Vista Alegre remain leaders
Despite strong performances from international players such as IKEA, domestic companies Moviflor and Vista Alegre maintained their market leadership during the review period. Moviflor strengthened its position through continued organic growth and the launch of new outlets. To ensure its future growth, Moviflor is undertaking cost cutting initiatives that will result in the company outsourcing part of its production capacity. Vista Alegre, on the other hand, has lost market share, due in part to ineffective strategic initiative. It is anticipated that Vista Alegre will soon be developing a number of new production processes to improve its efficiency levels and increase its competitiveness.
Market outlook appears bright
Several factors indicate that the future performance of the Portuguese home furnishings and housewares markets appear bright. These include the continuing recovery of the Portuguese economy and the positive impact that will have on consumer spending, the entry of new international players and the continuing growth of those already active in the market, the increased competitiveness and more attractive pricing models of domestic companies, and the desire of home owners to express themselves through the purchase stylish home furnishings and housewares..
Table of contents
HOUSEWARES AND HOME FURNISHINGS IN PORTUGAL : MARKET INSIGHT
EXECUTIVE SUMMARY
Home furnishings market continues to grow
Recovering economy
Seeking style and fashion
Moviflor and Vista Alegre remain leaders
Market outlook appears bright
KEY TRENDS AND DEVELOPMENTS
Individualisation creates a more diversified market
Portuguese economic performance on the rise
Changing demographics
A new competitive landscape
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
Summary 1 Research Sources
LOCAL COMPANY PROFILES - PORTUGAL
CASA INTERNATIONAL NV - HOUSEWARES AND HOME FURNISHINGS - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Casa International nv: Key Facts
Summary 3 Casa International nv: Operational Indicators – € millions
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Casa International nv: Competitive Position 2006
HIPERMóVEL - MOBILIáRIO E DECORAçãO SA - HOUSEWARES AND HOME FURNISHINGS - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Hipermóvel – Mobiliário e Decoração SA: Key Facts
Summary 6 Hipermóvel – Mobiliário e Decoração SA: Operational Indicators – € millions
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Hipermóvel – Mobiliário e Decoração SA: Competitive Position 2006
IKEA PORTUGAL, MóVEIS E DECORAçãO, LDA - HOUSEWARES AND HOME FURNISHINGS - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 8 IKEA Portugal – Móveis e Decoração Lda: Key Facts
Summary 9 IKEA Portugal – Móveis e Decoração Lda: Operational Indicators – EUR millions
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 IKEA Portugal – Móveis e Decoração Lda: Competitive Position 2006
MOVIFLOR SA - HOUSEWARES AND HOME FURNISHINGS - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Moviflor SA: Key Facts
Summary 12 Moviflor SA: Operational Indicators – EUR millions
COMPANY BACKGROUND
PRODUCTION
Summary 13 Moviflor SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 14 Moviflor SA: Competitive Position 2006
VISTA ALEGRE ATLANTIS SGPS SA - HOUSEWARES AND HOME FURNISHINGS - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Vista Alegre Atlantis SGPS SA: Key Facts
Summary 16 Vista Alegre Atlantis SGPS SA: Operational Indicators – EUR millions
COMPANY BACKGROUND
PRODUCTION
Summary 17 Vista Alegre Atlantis SGPS SA: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 18 Vista Alegre Atlantis SGPS SA: Competitive Position 2006
HOUSEWARES IN PORTUGAL
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 PORTUGAL
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