Housewares And Home Furnishings in the Netherlands
Euromonitor International's Housewares And Home Furnishings in the Netherlands 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: 38 | Publication date: Nov 2009
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Executive summary
Uncertain economy influences performance
In 2008 there was a turn of fortunes for the housewares and home furnishings sectors in the Netherlands. The uncertainty surrounding the world economy meant that the Dutch consumer became very hesitant in spending money on housewares and home furnishings. The Dutch thought it was better to wait to purchase big ticket items such as a new sofa or a new high quality cutlery set and were less willing to spend money on “non-essential” items such as high quality soft furnishings and kitchenware. This was why these sectors did reasonably well in the first half of 2008 but went into decline during the second half of 2008.
Consumer confidence down
Consumer confidence has been a key word associated with the development of the housewares and home furnishings sectors over the past three years. Growth was realised during the first half of 2008 but towards the second half of 2008, the Dutch consumer confidence declined sharply and this effected the sector negatively and curbed growth. During times of reduced consumer confidence, Dutch consumers tend to show less interest in purchasing larger furniture items such as sofas, beds and other large furniture. They also tend to put off buying a new house. Moving house generally means larger items are purchased. The fact that banks have become more hesitant to give mortgages did not help either. This meant that the housing market slowed down considerably, which meant less people that moved house.
Decline across the board
While kitchenware was the best performer in 2007, this subsector showed the biggest decline in 2008. The Dutch consumers were very confident in 2007 and this reflected in the sales of quality kitchenware. In 2008 though consumer confidence plummeted and kitchenware lost sales. Home furnishings showed a similar pattern. The best performance in this sector in 2008 - meaning the smallest decline - was registered by furniture, which only registered a small loss. This was mostly due to the fact that furniture is more flexible in its use and some people decided to buy some new furniture to improve their current living situation instead of moving house.
Large retailers are important players
Housewares and home furnishings retailers play an important role in these two sectors. Large retailers such as Hema and IKEA have a substantial share of the housewares and home furnishings sectors as their branded products are very popular. Both of these leading players are known for their affordable design and modern product ranges. Apart from a few powerhouses, the rest of the sectors are very fragmented. Many medium-sized and niche brands have a share in housewares and home furnishings. This is of course because the consumer wants to be individual in his choice of products and retailers want to distinguish themselves from the competition.
Modest decline the most likely scenario
The outlook for the housewares and home furnishings sector is not that good. The outlook for the Dutch economy still is still positive but a decline in growth is the most likely scenario for the next five years. Pent-up demand owing to the lower levels of consumer confidence at the beginning of the review period led to good sales in 2006, 2007 and 2008. Big-ticket furniture items in particular profited from this more positive retail environment. However, growth in demand halted in 2008 and is set to decline from 2009 onwards as the economic outlook remains uncertain and Dutch consumers will become more careful with their spending. This will lead to a modest decline in value sales growth over the forecast period.
Table of contents
HOUSEWARES AND HOME FURNISHINGS IN THE NETHERLANDS : MARKET INSIGHT
EXECUTIVE SUMMARY
Uncertain economy influences performance
Consumer confidence down
Decline across the board
Large retailers are important players
Modest decline the most likely scenario
KEY TRENDS AND DEVELOPMENTS
Demographic developments impact the consumer landscape
Internet becoming substantial force in Dutch retail
Large retail chains dominate the housewares and home furnishings sectors
It is not easy being green
MARKET DATA
Table 1 Sales of Housewares and Home Furnishings by Sector: Value 2003-2008
Table 2 Sales of Housewares and Home Furnishings by Sector: % Value Growth 2003-2008
Table 3 Housewares and Home Furnishings Company Shares 2004-2008
Table 4 Housewares and Home Furnishings Brand Shares 2005-2008
Table 5 Sales of Housewares and Home Furnishings by Distribution Format: % Analysis 2003-2008
Table 6 Forecast Sales of Housewares and Home Furnishings by Sector: Value 2008-2013
Table 7 Forecast Sales of Housewares and Home Furnishings by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - NETHERLANDS
BLOKKER NEDERLAND BV - HOUSEWARES AND HOME FURNISHINGS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Blokker Nederland BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 Blokker Nederland BV: Competitive Position 2008
EURETCO BV - HOUSEWARES AND HOME FURNISHINGS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Euretco BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
IKEA NEDERLAND BV - HOUSEWARES AND HOME FURNISHINGS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 5 IKEA Nederland BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 6 IKEA Nederland BV: Competitive Position 2008
KONINKLIJKE VAN KEMPEN & BEGEER BV - HOUSEWARES AND HOME FURNISHINGS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Koninklijke van Kempen & Begeer BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 8 Koninklijke van Kempen & Begeer BV: Competitive Position 2008
MAXEDA BV - HOUSEWARES AND HOME FURNISHINGS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Maxeda BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 Maxeda BV: Competitive Position 2008
HOUSEWARES IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 11 New Product Launches 2008
SECTOR DATA
Table 8 Sales of Housewares by Subsector: Value 2003-2008
Table 9 Sales of Housewares by Subsector: % Value Growth 2003-2008
Table 10 Sales of Housewares by Type: % Value Breakdown 2003-2008
Table 11 Sales of Cookware by Type: % Value Breakdown 2003-2008
Table 12 Sales of Kitchenware by Type: % Value Breakdown 2003-2008
Table 13 Sales of Tableware and Crockery by Type: % Value Breakdown 2003-2008
Table 14 Sales of Cutlery by Type: % Value Breakdown 2003-2008
Table 15 Housewares Company Shares 2004-2008
Table 16 Housewares Brand Shares 2005-2008
Table 17 Sales of Housewares by Distribution Format: % Analysis 2003-2008
Table 18 Forecast Sales of Housewares by Subsector: Value 2008-2013
Table 19 Forecast Sales of Housewares by Subsector: % Value Growth 2008-2013
HOME FURNISHINGS IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 12 New Product Launches 2007- 2008
SECTOR DATA
Table 20 Sales of Home Furnishings by Subsector: Value 2003-2008
Table 21 Sales of Home Furnishings by Subsector: % Value Growth 2003-2008
Table 22 Home Furnishings Company Shares 2004-2008
Table 23 Home Furnishings Brand Shares 2005-2008
Table 24 Sales of Home Furnishings by Distribution Format: % Analysis 2003-2008
Table 25 Forecast Sales of Home Furnishings by Subsector: Value 2008-2013
Table 26 Forecast Sales of Home Furnishings by Subsector: % Value Growth 2008-2013