Homewares in Germany - New Study Released

From: Fast Market Research, Inc.
Published: Sun Aug 16 2015


The trend towards social dining and entertaining friends and family at home contributed to a slightly better performance from homewares in 2014 compared to 2013. Nevertheless, the category posted a further marginal current value decline. Individuality and creativity are taking the place of exclusive and elegant dinner and table sets, with a certain degree of price-sensitivity intensifying the effect on homeware value sales. As price promotions and loyalty programmes put additional pressure on average unit prices in homewares, the category continued to register a minor contraction.

Competitive Landscape

Württembergische Metallwarenfabrik (WMF) maintained its fairly strong leading position in homewares in 2014 despite the high level of competition. Benefiting from a long history, high level of brand recognition and consumer trust, it held a value share of 11%. Being also among the leaders in terms of functionality and design, WMF managed to marginally grow its value sales and thus perform better than the wider category.

Full Report Details at
- http://www.fastmr.com/prod/1032256_homewares_germany.aspx?afid=302

Industry Prospects

Over the forecast period homewares is set to post a marginal value CAGR decline at constant 2014 prices. The continuously declining German population and further category maturity and saturation are expected to eliminate any possible positive factors. Nevertheless, the category’s future performance is still anticipated to be better than the review period value CAGR decline of 1%.

Homewares Market Research

Analyse key trends and developments in Germany for all product categories, competitors and channels.

Evaluate the market position and financial performance of the leading national and international market players.

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