Homewares in Switzerland

PROSPECTS

Homewares returns to growth thanks to home cooking trend

Homewares returned to growth in 2019 after three years of decline. This was driven in part by the growing number of households with this stimulating demand for a range of cookware and kitchenware.

Food storage puts the lid on waste as consumers focus on sustainability

Food storage was the most dynamic category in 2019 with it benefiting from a number of trends including the demand for convenience and the desire to live a more sustainable lifestyle. In order to be more environmentally-friendly, many consumers opted to keep food in resealable containers, whether leftovers or prepared food, to eat on-the-go or in the office.

Innovation and new products to support growth in cookware

Cookware remained the largest category within homewares with it returning to growth in 2019. With an increase in the potential for kitchen modernisation, including the acquisition of innovative cooking appliances, sales of cookware (ovenware and stove top cookware) are expected to grow.

COMPETITIVE LANDSCAPE

IKEA retains lead but faces growing competition

IKEA remained the leading brand in homewares in 2019 with it being present in every category. However, its strength lies in dinnerware and kitchenware where the brand offers a range of simple but attractive designs at affordable prices.

WMF loses “Made in Germany” claim and with it some consumers

WMF held a strong position in homewares thanks to its premium image, with it leading cutlery as well as being one of the leading players in stove top cookware. However, its sales started to stagnate at the end of the review period with consumers becoming aware that the brand is no longer German.

Air Up brings new innovation to reusable drinking bottles

Consumers in Switzerland are increasingly looking for new and innovative ways to lead a more sustainable life and this includes the use of reusable drinking bottles. This has encouraged new and existing players to come up with new products to attract consumers.

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