Homewares in Western Europe

Strategy Briefing

About This Report

Jun 2019

High per capita spend in homewares makes Western Europe an attractive region, especially as economic conditions are set to improve over 2018-2023. The increasing healthy living trend, favouring home-based cooking, is creating growth opportunities for dinnerware and beverageware. However, the overall market size did not grow much over 2013-2018 compared with high-growth regions such as Asia Pacific due to greater saturation in Western Europe.

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Homewares in Western Europe

Key findings

Consumers are looking for high quality products but are not willing to pay extra for them

Western Europe saw the highest per capita spend for homewares in 2018 among all other regions thanks to consumers’ desire to achieve a healthier lifestyle, and therefore spending more time at home cooking. Consumers were also looking for more premium homewares, but were unwilling to pay extra for them, thus slowing the value growth of homewares.

IKEA crowned once again as leader but has to consider omni-channel strategy

IKEA remains the perfect solution for consumers not willing to pay extra money for good quality products. It is now offering similar products – in terms of quality – compared to big brands (such as Villeroy & Boch and WMF) at lower prices. IKEA has understood the need to be close to its customers, and has therefore opened several new stores (slightly smaller than regular ones) in inner city locations.

Rising single-person households offer new opportunities for homewares manufacturers

Urbanisation rates and rising purchasing power in the region will be important factors. Food storage becomes more important and relevant for single-person households when they buy food in bulk to take advantage of discounts, while smaller and cheaper stove-top cookware also presents an opportunity for this demographic group.

Positive outlook for homewares but still declining in value terms

For the forecast period, homewares is expected to continue growing in volume as cooking shows and the healthy living trend become more popular among consumers.


Key findings

Regional Overview

“Healthy living” trend shaping the homewares industry
Big retail chains affect value growth for homewares in the region
New consumer lifestyles are shaping homewares consumption
Food storage becomes relevant to support healthy living lifestyles
Turkey registers greatest losses in dining and kitchen
Healthier living and sustainability are defining homewares demand
Internet retailing is growing; store-based retailers decline
Consumers seek stores that simplify their lives

Leading Companies and Brands

Brand recognition and wide portfolios ensure their leadership
Groupe SEB stronger thanks to WMF past acquisition
Leading brands highly dependent on Germany
Small players gain shares due to premium nature of their products

Forecast Projections

Growth supported by consumers spending more time cooking at home
Value sales will continue to decline due to falling unit prices

Country Snapshots

Germany: market context
Germany: competitive and retail landscape
France: market context
France: competitive and retail landscape
Italy: market context
Italy: competitive and retail landscape
UK: market context
UK: competitive and retail landscape
Spain: market context
Spain: competitive and retail landscape
Turkey: market context
Turkey: competitive and retail landscape
Netherlands: market context
Netherlands: competitive and retail landscape
Switzerland: market context
Switzerland: competitive and retail landscape
Sweden: market context
Sweden: competitive and retail landscape