Homewares is supported by strong demand in traditional categories such as cutlery, dinnerware and stove top cookware. This demand is being bolstered by the rising number of households in China and the expansion of the middle class, both in part underpinned by ongoing urbanisation.
Having food delivered and dining out are becoming increasingly common in China as consumers leading busy urban lifestyles look for meal solutions that do not require the time and effort of preparation and cooking. This ongoing trend represents a threat to homewares across a range of categories.
In seeking to stand out in a crowded marketplace and target the upmarket shift in demand, homewares manufacturers are placing a growing emphasis on product differentiation. This trend is being supported by a number of consumer demand trends, including a growing interest in aesthetics and concerns about the impact of certain materials on human health and the environment.
Homewares remained fragmented at the end of the review period, with the top 35 players jointly accounting for less than 30% of total value sales and numerous small regional players existing in the market. However, the category underwent an ongoing process of consolidation over the course of the review period.
Zhejiang Supor Co Ltd extended its lead in 2018, significantly increasing its value share during the year. Generally, mid- and mid-to-high-end brands were the most successful at the end of the review period, with Tiger gaining share in beverageware and Villeroy & Boch seeing notable growth in dinnerware, for example.
Internet retailing grew strongly in homewares during the review period, leading traditional brands to use the channel in their efforts to revitalise their identities and performance. Meanwhile, new brands continue to employ e-commerce to make their breakthroughs.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Homewares industry in China with research from Euromonitor's team of in-country analysts.
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