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: 40 | 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
Economic Recovery Boosts Sales
The economic recovery was a major influence on the home furnishings and housewares market in 2006. Economics improvements led to increased consumer confidence which in turn led to an improved situation in the Dutch retail price war. Dutch consumers became less price sensitive, which was good news for furnishings and housewares retailers. Dutch consumers spent more money on high value items, with furniture and designer cook and kitchenware performing well. Increased consumer confidence and the willingness to spend money on design and high quality items will help to offset increased competition in the retail environment.
Home Furnishings Profit from Increased Consumer Confidence
Furniture and furnishings stores finally recovered from the market slump in 2006. Home furnishing is a sector that is particularly sensitive to fluctuations in consumer confidence. From 2003 onwards, higher priced products within home furnishings were under pressure. Dutch consumers were not willing to invest in home improvement and decoration as they felt unsure about their financial situation. The price war in Dutch retail that was the result of this situation meant that the home furnishings sales were in steady decline until 2006.
Slow Improvement of Housewares Sector
For Dutch housewares though, the increase in consumer confidence did not bring the same swift recovery in 2006. Housewares saw some recovery, but the rise in value certainly was not as strong as other sectors. The main reason is that Dutch lifestyles are changing. This means that for many Dutch consumers, everyday products such as cutlery and plates are simply less relevant to their modern lifestyle. These products are used less often or in less formal settings than 20 years ago. The replacement cycle for cookware and kitchenware became longer as these products are replaced less frequently or by cheaper products. For most modern consumers cheaper products are good enough for their individual needs.
Positive Outlook for Home Furnishings
The signs are good for a further recovery of the home furnishings market in the Netherlands. After a difficult economic period, expectations are that the economy will continue to increase for a good number of years. Home furnishings buyers are very cautious in times of financial insecurity so this positive economic development should stimulate sales further. Despite this positive outlook there are also some factors that may curb growth somewhat. The main one being continued competition in the retail environment. Although the worst of the price war is in the past, the change to bigger and more price competitive home furnishings retailers limits the potential for value growth somewhat.
Outlook for Housewares Mixed
The outlook for housewares is less positive than for home furnishings and is a bit of a mixed bag in terms of forecast growth. Although the number of households is increasing, lifestyles are changing. This makes many housewares subsectors less relevant for Dutch consumers. This trend particularly affects tableware and cutlery and the result will be a further decline. Low cost players are also expected to extend their market share further subduing potential value growth.
Table of contents
HOUSEWARES AND HOME FURNISHINGS IN THE NETHERLANDS : MARKET INSIGHT
EXECUTIVE SUMMARY
Economic Recovery Boosts Sales
Home Furnishings Profit from Increased Consumer Confidence
Slow Improvement of Housewares Sector
Positive Outlook for Home Furnishings
Outlook for Housewares Mixed
KEY TRENDS AND DEVELOPMENTS
Consumer Confidence Improves as Economy Recovers
Price War Dies Down
Non-traditional Distribution Channels Gain a Foothold
'Free Riding' Becomes Major Problem
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 - NETHERLANDS
BLOKKER NEDERLAND BV - HOUSEWARES AND HOME FURNISHINGS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Blokker Nederland BV: Key Facts
Summary 3 Blokker Nederland BV: Operational Indicators 2004-2006
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Blokker Nederland BV: Competitive Position 2006
EURETCO BV - HOUSEWARES AND HOME FURNISHINGS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Euretco BV: Key Facts
Summary 6 Euretco BV: Operational Indicators 2004-2006
COMPANY BACKGROUND
COMPETITIVE POSITIONING
IKEA NEDERLAND BV - HOUSEWARES AND HOME FURNISHINGS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 7 IKEA Nederland BV: Key Facts
Summary 8 IKEA Nederland BV: Operational Indicators 2004-2006
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 9 IKEA Nederland BV: Competitive Position 2006
KONINKLIJKE VAN KEMPEN & BEGEER BV - HOUSEWARES AND HOME FURNISHINGS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Koninklijke van Kempen & Begeer BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 11 Koninklijke van Kempen & Begeer BV: Competitive Position 2006
MAXEDA BV - HOUSEWARES AND HOME FURNISHINGS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Maxeda BV: Key Facts
Summary 13 Maxeda BV: Operational Indicators 2004-2006
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 14 Maxeda BV: Competitive Position 2006
HOUSEWARES IN THE NETHERLANDS
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 THE NETHERLANDS
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