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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.
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.
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.
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 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.
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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Overview: Discover the latest market trends and uncover sources of future market growth for the Homewares industry in Germany 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 Germany market research report includes:
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This industry report originates from Passport, our market research database.
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.