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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 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 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.
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.
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.
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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Overview: Discover the latest market trends and uncover sources of future market growth for the Homewares industry in Netherlands with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
The Homewares in Netherlands market research report includes:
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.