Dinnerware topped homewares in terms of current value growth in 2018, as consumers shifted towards more aesthetically-pleasing designs. Consumers in Indonesia also had higher disposable incomes and access to social media such as Instagram and Pinterest to look for inspiration.
The cookware category is very attractive, especially in big cities, where there is a large upper middle-income segment. Consumers in the premium segment are more easily influenced by premium brands, especially if products are labelled as “European design”.
Consumers in the higher-income segment usually buy homewares at home furnishings stores. Informa is a prominent home furnishings retailer, which offers a complete product range in homewares, from dining products to kitchenware.
A German company, Fackelmann, successfully leads the kitchenware category in Indonesia, in which it has a wide range of products, from kitchen utensils to ovenware. It also has several brands in the market; for instance, in ovenware it has Zenker and Happy Kitchen.
Food storage in Indonesia is dominated by Tupperware, which has been present in Indonesia for many years and become top-of-mind for food storage. Moreover, Tupperware distributes its products through both offline and online stores.
Stove top cookware can be considered as primary cookware in Indonesia, as Indonesians like to fry or stir fry using pots and pans. Despite the premiumisation in cookware, which benefited international brands, Maxim, a local brand, has successfully increased its share in the domestic market.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Homewares industry in Indonesia with research from Euromonitor's team of in-country analysts.
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