Homewares in Germany

PROSPECTS

Healthy living trend boosts growth in homewares

In 2019, homewares continued to record another year of positive current value growth, albeit at a slightly slower pace than in 2018. On the one hand, homewares sales are already mature in Germany – it is the norm for German consumers to cook and prepare food at home rather than to eat out.

Boost in demand for high-quality homewares

While premiumisation is helping to sustain overall value growth, polarisation is expected to be visible in homewares over the forecast period. On the one hand, eating in and cooking special meals at home is already a common activity among Germans instead of dining out.

Food storage is the fastest-growing category within homewares

The strongest current value growth in 2019 was recorded by food storage. This can be attributed to the increasing demand for on-the-go products, such as thermal drinkware and reusable water/drinking bottles, which are new products included under the product definition of food storage.

COMPETITIVE LANDSCAPE

Groupe SEB continues to lead homewares

In 2019, the French consortium Groupe SEB remained the biggest player within homewares at GBO level due to its wide brand portfolio in the country. Most of Groupe SEB’s brands – such as WMF and Tefal – benefit from having a strong brand image and offering high-quality and long-lasting products.

Ikea is the fastest-growing homewares player

Ikea was the fastest-growing retailer in homewares in 2019, largely thanks to continuously expanding its product range and entering new categories beyond its traditional portfolio within home furnishings. Ikea now offers products in every category within homewares – and at affordable prices.

Further decline expected for Tupperware

The American homewares brand Tupperware continues to struggle, losing ground to all its major rivals in 2019, as its sales continued to slide. Tupperware continues to face high levels of competition, not least from Ikea, which has been gaining increasing momentum in homewares in recent years.

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