Housewares And Home Furnishings in Sweden
Euromonitor International's Housewares And Home Furnishings in Sweden 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: 42 | 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
Strongest Increase in Retail Ever
A strong economic upswing is underway, outpacing the eurozone by a wide margin. This is mainly due to increasing domestic demand; however exports sales are also rising. The strong increase in disposable incomes, spurred by the Swedish government, facilitated growing consumption. As a result the retail industry reported record growth in the past year in all areas of retail. The positive outlook for the coming years further stimulated optimism amongst consumers and facilitated further growth. Home furnishings and housewares are very positively influenced by this and therefore continued the good growth of the previous year.
Design and Quality of Increasing Importance
In recent years Swedes showed a growing interest in interior design and consumers became increasingly educated. This media is supporting this with magazines and TV shows arousing further interest, while contributing to their education. This trend is continuing and more money is being spent in this area. Not only volumes but values also went up. Design and quality became more important than price. Living room and dining room furniture developed particularly well. This suggests that furniture became more of an element to be displayed to visitors, reflecting social status.
Furniture Stores Dominate the Market
Most Swedes buy their home furnishings from specialist furniture stores, because these often provide a broader product range. Furniture stores nourish this trend by increasing their portfolios constantly. Major chains account for the majority of market shares, however smaller independent retailers became increasingly successful. This is mainly apparent in urban areas where even small stores can attract a large customer group. In rural areas, central locations of big furniture stores ensure a good customer flow.
Imports Threaten Local Players
In the housewares market domestic companies are increasingly threatened by imports. Foreign producers are able to provide the same quality but at lower prices. To create a competitive advantage, local producers place an increasing emphasis on design. As Swedes currently have a healthy economy and want to distinguish themselves from others by buying unique products, this is benefiting local players. Increasing education in this area plays into the hands of domestic producers, however this does not guarantee stable future development.
Increasing Interest Rates to Decrease Investment
In the near future furniture will lose a bit of focus due to an increase in interest rates impeding purchases of larger ticket items. Housewares on the other hand are a good way of redesigning the interior without making big investments. This sector will therefore grow more rapidly than home furnishings in the coming years. As most furniture chains already ventured into the market of housewares, there is not much change expected in terms of competition, however the growing number of independent retailers will stagnate.
Table of contents
HOUSEWARES AND HOME FURNISHINGS IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
Strongest Increase in Retail Ever
Design and Quality of Increasing Importance
Furniture Stores Dominate the Market
Imports Threaten Local Players
Increasing Interest Rates to Decrease Investment
KEY TRENDS AND DEVELOPMENTS
Growing Disposable Incomes
Media Interest Increasing Strongly
Real Estate Prices Are Rising
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 - SWEDEN
DUKA AB - HOUSEWARES AND HOME FURNISHINGS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Duka AB: Key Facts
Summary 3 Duka AB: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Duka AB: Competitive Position 2006
IITTALA GROUP - HOUSEWARES AND HOME FURNISHINGS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Iittala Group: Key Facts
Summary 6 Iittala Group: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Iittala Group: Competitive Position 2006
IKEA AB - HOUSEWARES AND HOME FURNISHINGS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 8 IKEA AB: Key Facts
Summary 9 IKEA AB: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 IKEA AB: Competitive Position 2006
JYSK AB - HOUSEWARES AND HOME FURNISHINGS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Jysk AB: Key Facts
Summary 12 Jysk AB: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Jysk AB: Competitive Position 2006
MIO AB - HOUSEWARES AND HOME FURNISHINGS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Mio AB: Key Facts
Summary 15 Mio AB: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Mio AB: Competitive Position 2006
HOUSEWARES IN SWEDEN
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 SWEDEN
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