Competitive Landscape
Supor Leverages Innovation and E-Commerce to Defend Leadership
Homewares in China remains highly fragmented, as evidenced by the leading company, Zhejiang Supor Co Ltd, holding a retail value share of just 4% in 2025. The combined share of the top three companies — Zhejiang Supor, Thermos (China) Housewares Co Ltd, and Tupperware China Co Ltd — amounted to only 7%, confirming a high level of fragmentation.
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Overview:
Understand the latest market trends and future growth opportunities for the Homewares industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Homewares industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Homewares in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Homewares in China?
- Which are the leading brands in Homewares in China?
- How are products distributed in Homewares in China?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Homewares?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Homewares?
- Where is future growth expected to be most dynamic?
Homewares in China - Category analysis
Key Data Insights
Homewares Summary
Consumers Look for Value-Driven Assortments and Players Respond
Supor and Muji Tailor Compact Kitchen Solutions for Urban Apartment Dwellers
A Move Towards Value, and Digital Discovery Aids Sales Conversion
Urban Households Drive Demand for Modular, Adaptable Solutions
New Regulatory Requirements Will Require Adaptation by Companies
Ar, Ai and Social Commerce Set to Reshape Digital Purchasing Journeys
Supor Leverages Innovation and E-Commerce to Defend Leadership
Tmall and Jd.Com Drive Digital Shift with Integration of Social Commerce
Value Lifestyle Superstores and Omnichannel Specialists Set to Redefine the Shopping Experience
Home and Garden in China - Industry Overview
2025 Developments
Key Data Insights
Suofeiya and Ikea Embrace Ai Design to Drive Online Personalisation and Sales
Oppein’S Design-Led Interiors and Affordable Premium Launches Capture Cautious Urban Spenders
Iris China and the "Balcony Economy" Fuel Rapid Growth in Gardening
Ai-Powered Retail Platforms to Reshape Consumer Expectations and Drive Digital Integration
Home Furnishings Will Maintain Its Lead as Design-Led Upgrades Attract Cautious Spenders
Gardening Set to Drive Growth, with Online Central to Product Discovery
Oppein and Jason Furniture Defend Leadership through Innovation and Scale
Home Products Specialists Maintains Leadership as Tactile Experience Prevails
Retail E-Commerce Accelerates Gains by Leveraging Digital Innovation
Experiential and Sustainability-Focused Concepts Reshape Consumer Expectations
Country Reports Disclaimer
The following categories and subcategories are included:
Homewares
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- Beverageware
- Cutlery
- Dinnerware
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- Ovenware
- Stove Top Cookware
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- Food Storage
- Kitchen Utensils
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Homewares
Cooking utensils, dishes, tableware, cutlery, drinkware, serving trays and other small articles used in a home. Items must be new when sold to the consumer. Second-hand / used homewares are excluded, as are antique sales. Homewares refers to dining (beverageware, cutlery and dinnerware) and kitchen (cookware and kitchenware).
See all of our definitionsWhy 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 report originates from Passport, our Homewares research and analysis database.
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