Homewares in Sweden

PROSPECTS

Homewares receives a boost from the growth in home cooking

Homewares in Sweden was growing in 2019, which was mainly because of the attitude that Swedish consumers have towards cooking. Cooking and the kitchen itself is seen as a meeting place where cooking becomes a social activity for family or friends to partake in, where consumers can express creativity and have fun.

Several factors behind growth

Another factor driving the homewares performance in Sweden in 2019 was the shift away from plastic disposable products. The EU is implementing a ban on disposable plastic items in 2021, such as disposable cutlery and beverageware.

Differentiation in offer to suit consumers’ needs

The fastest-growing product in homewares in Sweden in 2019 was beverageware, with all dining products showing similar growth. This is partly because of previously mentioned factors, such as the increasing popularity of cooking, the ban on potential substitutes as well as growth in the number of households.

COMPETITIVE LANDSCAPE

Ikea continues to be the clear leader in homewares

Ikea Svenska Försäljnings is the clear leader in homewares in Sweden. The company enjoys wide popularity as well as being highly trusted by Swedish consumers.

Private label behind only Ikea in homewares

When looking at value sales from a GBO perspective, private label held the second biggest share in homewares in Sweden in 2019, behind only leading player Ikea. Looking in further detail at the different private label players that are active in homewares, the largest companies are well-known retailers like Åhléns, ICA Sverige and Coop Sverige.

Nordic touch through different means

In homewares in Sweden there are a lot of local brands that emphasise the Nordic feel in their products to attract consumers. For example, Fiskars Sweden has a product line called “Nordics”, while Gense promotes its products with the slogan “Scandinavian design since 1856”, and has previously worked with the Swedish royal prince in designing cutlery.

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