"Homewares in the Netherlands" is now available at Fast Market Research

Dutch consumers prefer preparing a home cooked meal to eating out. A study in 2013 revealed that 55% of Dutch consumers go out to eat less often than before the economic crisis hit in 2008, whilst another study indicated that 25% of consumers aged over 18 go out to eat at least once a month. Coupled with limited disposable incomes and the need to save, Dutch consumers have chosen to have homemade meals more often since the economic crisis began in 2008. The need for healthy and sustainable meals remains vital, despite the fact that consumers increasingly have less time to cook. Supermarkets, for example, are offering packaged meals with mixed ingredients for a full meal with less than 30 minutes cooking time. As a result of Dutch consumers eating more home cooked meals, dinnerware stabilised in 2014, performing better than most categories within homewares.

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Competitive Landscape

In a largely fragmented category, IKEA BV remained the leading player within homewares in 2014. Its value for money products, and one-stop-shopping experience for home and garden, attracts customers to IKEA’s homewares products.

Industry Prospects

Along with the recovery in home and garden, homewares is expected to stabilise in the forecast period. Home cooking will remain an important trend for Dutch consumers as a way to save money. Convenience and time saving will likely continue to be a priority, resulting in Dutch consumers choosing meals that are quick and easy. Ovenware products are set to gain in popularity while the demand for stove top cookware is predicted to decline, as consumers are expected to consider preparing meals using the oven and microwave instead, with consumers able to enjoy doing something else whilst the food is cooking in the oven or microwave. Food storage is also expected to continue growing over the forecast period.

Homewares Market Research

Analyse key trends and developments in Netherlands 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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