Executive Summary

Apr 2019
PROSPECTS
Homewares sees growth

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.

Dining out/food delivery trend presents a threat

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.

Growing emphasis on product differentiation

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.

COMPETITIVE LANDSCAPE
A fragmented market

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.

Mid-range brands performing well

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.

Online strategies increase in importance

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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Homewares in China

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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.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

The Homewares in China market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our market research database.

Homewares in China - Category analysis

HEADLINES

PROSPECTS

Homewares sees growth
Dining out/food delivery trend presents a threat
Growing emphasis on product differentiation

COMPETITIVE LANDSCAPE

A fragmented market
Mid-range brands performing well
Online strategies increase in importance

CATEGORY DATA

Table 1 Sales of Homewares by Category: Value 2013-2018
Table 2 Sales of Homewares by Category: % Value Growth 2013-2018
Table 3 Sales of Homewares by Material: % Value 2013-2018
Table 4 NBO Company Shares of Homewares: % Value 2014-2018
Table 5 LBN Brand Shares of Homewares: % Value 2015-2018
Table 6 Distribution of Homewares by Format: % Value 2013-2018
Table 7 Forecast Sales of Homewares by Category: Value 2018-2023
Table 8 Forecast Sales of Homewares by Category: % Value Growth 2018-2023

Home and Garden in China - Industry Overview

EXECUTIVE SUMMARY

Home and garden sees slower growth
Demand for smarter and greener homes offers potential
Home and garden is fragmented but sees ongoing consolidation
Multi-channel a strategic focus for manufacturers
Home and garden set to see stable growth

MARKET DATA

Table 9 Sales of Home and Garden by Category: Value 2013-2018
Table 10 Sales of Home and Garden by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home and Garden: % Value 2014-2018
Table 12 LBN Brand Shares of Home and Garden: % Value 2015-2018
Table 13 Distribution of Home and Garden by Format: % Value 2013-2018
Table 14 Distribution of Home and Garden by Format and Category: % Value 2018
Table 15 Forecast Sales of Home and Garden by Category: Value 2018-2023
Table 16 Forecast Sales of Home and Garden by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources