Homewares in the United Kingdom

PROSPECTS

Homewares benefits from UK consumers’ increased interest in cooking

The biggest factor impacting growth is the positive view cooking at home has been gaining. As UK consumers jump on the healthy living lifestyle, cooking their own meals is becoming a more joyful and exciting experience and a way to save money.

Kitchenware drives value growth in homewares

Kitchenware is expected to continue recording the most dynamic growth in homewares, largely driven by the nation rekindling its affair with cooking at home and meal preparation. The joy of home cooking is leading consumers to diversify their ranges of kitchen utensils with more specialised products to make cooking easier and more efficient, as well as allowing for more elaborate meals.

Food storage records the highest current value growth in 2018

The most positive growth in 2018, however, was recorded by food storage products. A key shift has been taking place in terms of the materials used for food storage.

COMPETITIVE LANDSCAPE

Groupe SEB UK continues to increase its value share

Group SEB UK Ltd continues to see good growth in the UK, largely driven by trusted brand loyalty to its Tefal range which has a well-earned following of customers. The diversity in the range and its sturdy build have driven it to the top of cookware products in the UK with a strong margin over its competitors.

Ikea records positive growth in value share

Ikea Ltd’s wide range of products and positive image among consumers led it to record positive value growth in homewares in 2018. Managing to stay ahead of trends and lead the way in many aspects of home life has gained consumers’ absolute trust in the brand, not only in its main focus on home furnishings but also in the many other products it offers such as homewares.

Private label products continue to increase in demand

Private label manufacturers have become a challenge for leading homewares brands. Consumers’ constant search for products such as beverageware, dinnerware or kitchen utensils is creating much competition for brands in an already fragmented competitive environment.

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