Having performed strongly in 2020, retail constant value sales (2020 prices) of homewares were little better than flat during 2021. The home seclusion trend as a result of the pandemic-induced lockdown and ongoing restrictions of movement during 2020 benefited homewares across the board, with dining and kitchen (both cookware and kitchenware) performing particularly strongly.
Local consumers, particularly younger ones, are increasingly interested in sustainable homewares made from such materials as bamboo and wheat straw plastic. Meanwhile, cast iron oven and stove casseroles are popular for slow traditional cooking.
Having almost doubled its retail value share during 2020 as a result of pandemic restrictions, e-commerce continued to grow in popularity in homewares during 2021. This growth largely came at the extent of home and garden specialist retailers, which remain by far the largest distribution channel in homewares.
The rate of growth in retail constant value sales of homewares will remain fairly muted, particularly during the early part of the forecast period. Demand will continue to be negatively affected by a hangover from 2020, with fewer replacement purchases – particularly for stove top cookware.
A growing number of one- and two-person driven in large part by an ageing population and a low birth rate will help to support demand for homewares during the forecast period. However, this will be offset to an extent by a growing number of larger households, as young adults increasingly cannot afford to move out of home due to a combination of soaring rents and relatively low incomes.
E-commerce will continue to grow in popularity as a distribution channel for homewares throughout the forecast period. Local consumers, particularly younger ones, will become ever-more comfortable shopping for these products online via the online stores of retail chains like Ikea or Zara, third party marketplaces like Amazon or the online stores of manufacturers like Groupe SEB.
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Cooking utensils, dishes, tableware, cutlery, drinkware, and other small articles used in a home. Items must be new when sold to the consumer. Second-hand / used homewares are excluded, as are antique sales. Homewares refers to dining (beverageware, cutlery and dinnerware) and kitchen (cookware and kitchenware).See All of Our Definitions
This report originates from Passport, our Homewares research and analysis database.
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