Executive Summary

Jul 2019
PROSPECTS
Costume jewellery wanes due to constrained non-discretionary spending

Costume jewellery recorded declining sales in 2019 as the Canadian economy weakened towards the end of 2018 and remained in the doldrums throughout at least the first half of the year. In response, the leading costume jewellery brands and retailers engaged in promotions and price discounting, placing pressure on unit prices and value growth.

Fine jewellery continues to register positive growth

Sales of fine jewellery increased in 2019 and this sales growth was driven primarily by the luxury market, with consumers in Toronto and Vancouver especially keen on splashing out on expensive items of fine jewellery during the year. These large urban centres have populations that are wealthier and more diverse than the general Canadian population as well as benefiting from higher numbers of international tourists visiting them.

Internet retailing gains ground in the distribution of jewellery

Internet retailing continues to have a strong impact on sales of jewellery as younger consumers, notably millennials, are increasingly keen on shopping online. In particular, younger consumers tend to conduct most or all of their pre-purchase research online, searching for the lowest prices before committing to a purchase.

COMPETITIVE LANDSCAPE
Competitive environment in jewellery remains highly fragmented

Jewellery remains a heavily fragmented category and no company was able to generate a value share in excess of 3% in 2018. Sales are dominated by numerous independent players and retailers, with sales especially weighted towards independents outside of major urban centres such as Toronto, Vancouver and Montreal.

Innovation remains an important aspect of surviving in a highly competitive category

The distribution of jewellery in Canada remains highly competitive and the category’s leading retailers have no choice but to constantly innovate in an effort to drive sales. For example, Birks Group recently signed a multi-year agreement with Flexiti Financial, a provider of point-of-sale consumer financing solutions, to offer in-store financing of jewellery purchases.

Specialist retailers at the forefront of fine jewellery, while high street fashion outlets cash in on popular low-cost personal accessories lines

Jewellery and watch specialist retailers remains the dominant retail distribution channel for fine jewellery in Canada. Sales through this channel have been bolstered in recent years by the expansion of luxury brand boutiques such as Van Cleef & Arpels, which opened a new store in Toronto during 2017.

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Jewellery in Canada

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Overview

Discover the latest market trends and uncover sources of future market growth for the Jewellery industry in Canada 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.

If you're in the Jewellery industry in Canada, our research will save you time and money while empowering you to make informed, profitable decisions.

The Jewellery in Canada market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • How do sales of costume jewellery compare to real jewellery in Canada?
  • What type of jewellery is most popular: rings, wristwear, neckwear, or earrings?
  • What are the prospects for non-store retailing in jewellery?

Why buy this report?

  • 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

This industry report originates from Passport, our Jewellery market research database.

Jewellery in Canada - Category analysis

HEADLINES

PROSPECTS

Costume jewellery wanes due to constrained non-discretionary spending
Fine jewellery continues to register positive growth
Internet retailing gains ground in the distribution of jewellery

COMPETITIVE LANDSCAPE

Competitive environment in jewellery remains highly fragmented
Innovation remains an important aspect of surviving in a highly competitive category
Specialist retailers at the forefront of fine jewellery, while high street fashion outlets cash in on popular low-cost personal accessories lines

CATEGORY DATA

Table 1 Sales of Jewellery by Category: Volume 2014-2019
Table 2 Sales of Jewellery by Category: Value 2014-2019
Table 3 Sales of Jewellery by Category: % Volume Growth 2014-2019
Table 4 Sales of Jewellery by Category: % Value Growth 2014-2019
Table 5 Sales of Costume Jewellery by Type: % Value 2014-2019
Table 6 Sales of Fine Jewellery by Type: % Value 2014-2019
Table 7 Sales of Fine Jewellery by Collection: % Value 2014-2019
Table 8 Sales of Fine Jewellery by Metal: % Value 2014-2019
Table 9 NBO Company Shares of Jewellery: % Value 2014-2018
Table 10 LBN Brand Shares of Jewellery: % Value 2015-2018
Table 11 Distribution of Jewellery by Format: % Value 2014-2019
Table 12 Forecast Sales of Jewellery by Category: Volume 2019-2024
Table 13 Forecast Sales of Jewellery by Category: Value 2019-2024
Table 14 Forecast Sales of Jewellery by Category: % Volume Growth 2019-2024
Table 15 Forecast Sales of Jewellery by Category: % Value Growth 2019-2024

Personal Accessories in Canada - Industry Overview

EXECUTIVE SUMMARY

Challenging trading environment amid economic uncertainty suppress growth in personal accessories
Rapidly evolving retailing environment presents challenges and opportunities
Diverse competitive environment defines personal accessories
Internet retailing continues to significantly outperform the industry
Improving economy and challenging competitive environment mean a mixed outlook

MARKET DATA

Table 16 Sales of Personal Accessories by Category: Volume 2014-2019
Table 17 Sales of Personal Accessories by Category: Value 2014-2019
Table 18 Sales of Personal Accessories by Category: % Volume Growth 2014-2019
Table 19 Sales of Personal Accessories by Category: % Value Growth 2014-2019
Table 20 NBO Company Shares of Personal Accessories: % Value 2014-2018
Table 21 LBN Brand Shares of Personal Accessories: % Value 2015-2018
Table 22 Distribution of Personal Accessories by Format: % Value 2014-2019
Table 23 Forecast Sales of Personal Accessories by Category: Volume 2019-2024
Table 24 Forecast Sales of Personal Accessories by Category: Value 2019-2024
Table 25 Forecast Sales of Personal Accessories by Category: % Volume Growth 2019-2024
Table 26 Forecast Sales of Personal Accessories by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources