Homewares in the Netherlands

PROSPECTS

Homewares increases in growth, with a demand for rental accommodation and an interest in home décor set to boost growth further over the forecast period

Although Dutch consumers often replace their homewares when moving, or when they replace their kitchen, homewares are not a significant investment, therefore Dutch consumers continued to purchase goods in this area, despite the decline in the housing market. Over the forecast period, the homewares landscape is anticipated to see an increase in growth, boosted by a generation looking to rent, with increasing demand for accommodation across the Netherlands.

Consumers search for added value in homewares, but often reach for the cheapest solutions

Consumers are increasingly spending money on homewares with exotic designs that add value to their living spaces – a key growth area for homewares over the forecast period. Products that add value were seen throughout homewares in 2019, especially in kitchen utensils and stovetop cookware.

Loyalty programmes boost volume sales by offering exclusive discounts and deals to members

Loyalty programmes are a vital strategy for homewares players, with many collaborating with leading supermarket chains to boost value sales. Dutch consumers enjoy the savings and discounts provided from loyalty programmes, which often convince consumers to buy.

COMPETITIVE LANDSCAPE

Ikea BV retains its lead in homewares, benefiting from a wide range of goods and home solutions, offered at affordable price points

Ikea BV retained its lead in homewares in 2019, focusing on offering a wide range of products that target different Dutch consumer needs, who can often find the home solution they are looking for in an IKEA store, at a reasonable price. The ability to mix and match homewares also attracts consumers, interested in viewing multiple products under one roof.

Domestic players Mepal and Sola grow, offering quality yet affordable homeware products to consumers

Local players Mepal and Sola were amongst the fastest growing players in homewares across the review period. With both being based in the Netherlands, their product offering has the unique benefit of suiting Dutch consumers demands, offering quality products at affordable prices.

Reusable beeswax wraps offer households a sustainable, eco-friendly innovation for everyday food storage

In 2019, reusable beeswax wraps reached consumers in the Netherlands, offering an eco-friendly food storage alternative, helping to reduce plastic wrap in the kitchen and around the home. These wraps can be washed with warm water and soap, alongside dishes, which makes these wraps reusable.

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