Homewares recorded moderate growth in the Swiss market in 2021. Although it was common for people to continue to work from home during the year, many consumers were tired of cooking at home every day and, with restrictions on consumer foodservice eased, went more often to restaurants.
E-commerce continued to gain ground in homewares in 2021, especially in the cookware and kitchenware categories. For fragile dinnerware, however, consumers still prefer to shop in-store, as they remain concerned about potential breakages during delivery.
IKEA remained the leading brand in homewares in 2021 as it benefited from a presence across every category. Its strength lies in dinnerware and kitchenware where the brand offers a range of simple but attractive designs at affordable prices.
The shift to remote working seen during the COVID-19 crisis is likely to have a permanent impact on working practices, with many people continuing to work from home at least part of the time in the future. This will lead to a continued high level of preparing and cooking food at home, requiring the necessary products both for cooking and storing food.
While economic factors have the potential to encourage consumers to prepare food at home, they will also limit the value growth potential of homewares in the forecast period. Budget-conscious consumers are likely to purchase homewares products less frequently or opt for less expensive brands as they look to rein in their spending.
E-commerce is expected to continue to rise in popularity in Switzerland during the forecast period. Convenience will be the main driver for online sales as consumers return to more hectic, away-from-home orientated lifestyles, though the channel’s capacity to offer easy price comparisons and aggressively competitive pricing will also be an important factor in a challenging economic environment.
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Homewares
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 DefinitionsThis report originates from Passport, our Homewares research and analysis database.
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