Homewares in Germany

PROSPECTS

Millennials live in small spaces, forcing players to adapt

Homewares continued to enjoy healthy current value growth in 2018, fuelled by premiumisation and continued volume growth. A key trend across homewares was demand from millennials who live in small spaces in the city, often rented apartments.

Premium cutlery is trending

As cooking continues to be heavily promoted through various television shows and magazines, German consumers are investing in proper cooking equipment for their kitchens. Sales of cutlery picked up strongly in 2018, as consumers’ awareness about product quality and materials steadily increased, especially amongst higher-income households.

Cookware benefits from at-home cooking trend

As premiumisation and healthy living continue to positively impact homewares, consumers will continue to prefer preparing food at home rather than eating in restaurants. Both trends have already impacted homewares in Germany, and will continue to shape the forecast period, as the number of generation Z consumers with a DIY mindset increases.

COMPETITIVE LANDSCAPE

WMF, Zwilling and IKEA remain at the top

The competitive landscape in homewares remained stable in 2018, with Württembergische Metallwarenfabrik (WMF), Zwilling JA Henckels and Ikea Deutschland remaining the leading players in value terms. Homewares is a highly fragmented category, but there is also stable demand for long-lasting, sturdy homewares, which ensured the top positions of WMF and Zwilling.

Local players feature strongly in homewares

There is polarised product preference when it comes to homewares. Consumers either opt for low-priced products for practicality and convenience, such as those from IKEA, or invest in durable, long-lasting products, which explains the leadership of WMF and Zwilling.

Tupperware and Pyrex focus on multipurpose products

Due to the healthy living trend, with consumers becoming more willing to cook meals and take them to the office, food storage has become a necessity. Several brands, such as the multinational brands Tupperware and Pyrex, already offer multifunctional storage containers, such as the Cook & Go line from Pyrex, which consists of different containers for several purposes, such as for freezer, microwave or oven use.

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