The Netherlands experienced major lockdowns in Q1 and Q4 2021, with consumers spending longer time at home, and mostly following remote working arrangements. This led many to further upgrade their homewares.
More affluent consumers purchased expensive homewares during the pandemic due to accumulated savings resulting from limited travel and dining out during lockdowns, driving up the unit price in 2021. For instance, increasing numbers of consumers attempted to cook new dishes and recipes as they had the time to experiment, leading to demand for high-quality cookware such as cast iron pans.
In March 2021, Tupperware ceased direct selling operations in the Netherlands due to sales slumps. This was partially due to pandemic-related restrictions and lack of opportunities for sales agents to meet clients in person.
As lockdowns are lifted in 2022, Dutch consumers are likely to start spending more on leisure, entertainment, travel and non-homewares categories. In addition, the housing market will see a slowdown from its peak in 2020, leading to reduced purchases of new homes.
Homewares manufacturers will increasingly focus on sustainability and safety in an attempt to differentiate from competitors. There is greater consumer interest in sustainability, and reducing their impact on the environment.
E-commerce sales of homewares are likely to grow steadily over the forecast period in a continuation of review period trends. Increasing numbers of consumers feel comfortable making online purchases, and returning items if needed (rather than insisting that a product needs to be seen in a physical store).
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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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