In addition to gardening, other hobbies picked up by Indonesians during the COVID-19 PSSB restrictions, especially by female consumers, were cooking and baking. These activities helped to maintain wellbeing and pleasurably pass the greater number of hours spent at home.
Wealthier consumers in the country continued to have high disposable incomes despite the tough economic situation brought about by COVID-19, which helped to maintain value demand in 2020. In fact, there was even growing demand for more sophisticated homewares, on the back of rising disposable incomes amongst this consumer base and more educated housewives.
Maspion remained the leader in homewares in value terms in 2020, having taken the lead only the previous year. It continued to see a rising value share due to its strong presence in cookware and kitchenware, which were the only homewares categories to see growth in 2020.
Moving into the forecast period, homewares will remain a basic necessity for most households from all income groups. Given that full penetration of all homewares was still not seen at the end of the review period, growth is expected to be driven by new demand amongst consumers, whilst the replacement rate for homewares amongst households will vary depending on usage and affordability.
Stove top cookware is set to continue to lead value sales of homewares in the forecast period. Being a basic necessity for cooking, these products are expected to become even more popular as kitchen technology continues developing.
Homewares and home furnishing stores is set to remain the leading channel for the distribution of homewares over the forecast period. The performance of this channel will be specifically driven by modern retailers, especially chained retail brands such as Ace, Informa and IKEA.
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Understand the latest market trends and future growth opportunities for the Homewares industry in Indonesia 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.
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This report originates from Passport, our Homewares research and analysis database.
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