Mais conteúdo relacionado Semelhante a Homewares: Trends and Opportunities Around the World in 2015 and Beyond (20) Mais de Euromonitor International (20) Homewares: Trends and Opportunities Around the World in 2015 and Beyond1. M. CRUZ DEL BARRIO
HEAD OF HOME AND GARDEN RESEARCH
7 March 2015
HOMEWARES: TRENDS AND OPPORTUNITIES AROUND THE WORLD
2015 AND BEYOND
2. © Euromonitor International
2
Our Services
Syndicated Market Research
Custom Research and Consulting
Expansive Network
On the ground researchers in 80 countries
Cross-comparable data across every market
Our Expertise
Consumer Trends & Lifestyles
Product Categories & Distribution channels
Economics & Forecasting
Who Is Euromonitor International?
INTRODUCTION
6. US$84bn
GLOBAL RETAIL SALES OF
HOMEWARES (2014)
13%
GLOBAL GROWTH
(ANNUAL AVERAGE
2008-2013)
0.1%
OF TOTAL SALES
COME FROM THE US (2014)
7. © Euromonitor International
7
Homewares
US$84 bn
Dining
US$37 bn
Dinnerware
US$17bn
Beverageware
US$13 bn
Cutlery
US$7 bn
Kitchen
US$47 bn
Cookware
US$26 bn
Kitchenware
US$21 bn
The Building Blocks of the Global Homewares Industry
HOMEWARES: MARKET OVERVIEW
8. © Euromonitor International
8
Homewares value sales by region (2014)
Western Europe
32%
Australasia 1%
Middle East and
Africa 4%
Asia Pacific
30%
Eastern Europe
8%
North America
16%
Latin America
8%
China Leads Growth in Emerging Economies…
HOMEWARES: MARKET OVERVIEW
9. © Euromonitor International
9
Homewares value sales by region (2014)
Developed
markets
48%
Middle East and
Africa 4%
Asia Pacific
30%
Eastern Europe
8%
Latin America
8%
… but Developed Countries Remain Key Players
HOMEWARES: MARKET OVERVIEW
10. © Euromonitor International
10
How does Homewares Compare with other Industries?
HOMEWARES: MARKET OVERVIEW
70
75
80
85
90
Global Retail Sales by Industry, US$ billion, 2014
US$Billion
Coffee Laundry
Care
Ice
Cream
Vitamins and
Dietary
Supplements
Traditional
Toys and
Games
Homewares
11. © Euromonitor International
11
Homes = Homewares: Rising Ownership Drives Sales
HOMEWARES: MARKET OVERVIEW
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
China Turkey Brazil Russia S. Korea US
Net New Housing Completion (Selected Markets, 2008-2013)
12. © Euromonitor International
12
-30 -25 -20 -15 -10 -5 0 5 10 15 20
Spain
Mexico
US
France
Brazil
Turkey
S. Korea
Russia
China
New Housing Completions Growth:
Top and Bottom Countries, 2012-2014 % CAGR
2012-2014 % CAGR
Homes = Homewares: My Home is My Castle
HOMEWARES: MARKET OVERVIEW
Housing
construction
growing
fastest
Housing
construction yet
to recover to
pre-recession
levels
13. © Euromonitor International
13
Cooking is More than a Necessity
HOMEWARES: MARKET OVERVIEW
-2
-1
0
1
2
3
-2
-1
0
1
2
3
Stove Top
Cookware
Food Storage Kitchen
Utensils
Ovenware Beverageware Cutlery Dinnerware
%AnnualGrowth
US$Billion
Homewares Growth by Category (2008-2013)
2008-13 absolute 2008-13 CAGR %
14. © Euromonitor International
14
-3
-2
-1
0
1
2
3
2007-08 2008-09 2009-10 2010-11 2011-12 2012-13
%ValueGrowth
Homewares retail sales growth by category (World, 2013)
Beverageware Cutlery Dinnerware Cookware Kitchenware
Growing Cooking Interest Boosts Sales
Growth
Drivers
HOMEWARES: MARKET OVERVIEW
15. © Euromonitor International
15
15
20
25
2008 2009 2010 2011 2012 2013
US$perhousehold
World: Dining and Kitchen
Expenditure per Household, US$, 2008-2013
Dining Kitchen
Cooking Related Products Prove to Be More Resilient
HOMEWARES: MARKET OVERVIEW
US$105
US$94
US$90
16. © Euromonitor International
16
0%
25%
50%
75%
100%
Brazil Russia India Germany China France Japan UK US
Never prepare Less than 5 minutes 5-15 minutes 15-30 minutes 30+ minutes
How much time do you spend preparing lunch?
Euromonitor Survey on Eating Habits Around the World in 2013 (I)
HOMEWARES: MARKET OVERVIEW
%ofrespondents
17. © Euromonitor International
17
0%
25%
50%
75%
100%
China Japan India US UK Russia Brazil France Germany
Never prepare Less than 5 minutes 5-15 minutes 15-30 minutes 30+ minutes
How much time do you spend preparing dinner?
Euromonitor Survey on Eating Habits Around the World in 2013 (II)
HOMEWARES: MARKET OVERVIEW
%ofrespondents
18. © Euromonitor International
18
Stove Top Cookware vs Ovenware: Tale of Two Products
HOMEWARES: MARKET OVERVIEW
-1.0 -0.5 0.0 0.5 1.0 1.5 2.0 2.5
Asia Pacific
Latin America
Australasia
North America
Middle East and Africa
Eastern Europe
Western Europe
US$ billion
Stove Top cookware Vs. Ovenware absolute growth (2008-2013)
Stove Top Cookware Ovenware
19. © Euromonitor International
19
Roasting and Baking are Regional Preferences
HOMEWARES: MARKET OVERVIEW
93% of households have a microwave
0 20 40 60 80 100
China
Japan
Mexico
Chile
US
Brazil
Russia
UK
Ovens: Household penetration (2014)
0.1% of households have an oven
%ofhouseholds
100%
20. © Euromonitor International
20
China Shows No Interest in Microwaves
HOMEWARES: MARKET OVERVIEW
93% of households have a microwave
0 20 40 60 80 100
China
Mexico
Russia
Brazil
Japan
Chile
UK
US
Microwaves: Household penetration (2014)
Negligible household penetration
91%
%ofhouseholds
93%
22. © Euromonitor International
22
Groupe SEB: A History of Success
CASE STUDY: GROUPE SEB – HOW TO BECOME A LEADER
• Net Sales in Small Appliances (2013)
US$ 5.4 billion
• Net Sales in Homewares (2013)
US$ 2.8 billion
• Sales growth between 2008-2013
+6.5% CAGR
24. © Euromonitor International
24
Acquisition of leading
local brands
Control of retail
network
Introduce other SEB
brands to market
• Supor
• Imusa
• Maharaja Whiteline
• Company operated
stores
• Third party retailers
• Imusa and Home &
Cook outlets
Groupe SEB global strategy
CASE STUDY: GROUPE SEB – HOW TO BECOME A LEADER
25. © Euromonitor International
25
0
50
100
150
200
250
300
2009 2010 2011 2012 2013 2014
Consumer Appliances:
Imusa brand volume sales 2009-2014 (‘000 units)
Volumesales(‘000units)
Company
operated stores in
Colombia (2014)
22
Largest cookware
company in the
US by value sales
(2014)
3rd
SEB’s Acquisitions to Bolster Retailing Presence (I): The Americas
CASE STUDY: GROUPE SEB – HOW TO BECOME A LEADER
Groupe SEB
takeover
26. © Euromonitor International
26
Company operated
stores in China
+1,000
Cookware brand
in China by sales,
2014
1st
SEB’s Acquisitions to Bolster Retailing Presence (II): China
CASE STUDY: GROUPE SEB – HOW TO BECOME A LEADER
0
100
200
300
400
500
600
2009 2010 2011 2012 2013 2014
Kitchen: Supor Brand Sales in China (US$ mn)
2009-2014
Valuesales(US$million)
27. © Euromonitor International
27
Currency Fluctuations Hit SEB
CASE STUDY: GROUPE SEB – HOW TO BECOME A LEADER
-20
-15
-10
-5
0
5
10
Japan Russia Turkey
%y-o-yvaluegrowth
Sales Growth Performance:
Local Currency and Euro Y-o-Y Exchange Rates 2012-2013
Local Currency Euro Y-o-Y Exchange Rates
30. © Euromonitor International
30
Strong growth forecast
Buoyant housing market
Strong social mobility
Young population
Strong growth in
multiple retailers
Contrasting Factors Shaping the Future of the Regions
Weak growth forecast
Struggling property
market
Uncertain economic
situation
Ageing population
Distribution networks
saturated but good
growth in online sales• Asia Pacific
• Latin America
• Middle East and Africa
• North America
• Australasia
• Western
Europe
FUTURE CHALLENGES AND OPPORTUNITIES
31. © Euromonitor International
31
Fastest Growing Markets
-2
0
2
4
6
0
50
100
150
Western
Europe
Australasia North
America
Eastern
Europe
Latin
America
Asia
Pacific
Middle
East and
Africa
2013-18CAGR%
US$perhousehold(2013)
Homewares: Inverse correlation between spend per household
and forecast growth
2013 US$ per household spend 2013-18 CAGR%
China Indonesia
Brazil UAE
Thailand
Growth will Come from Emerging Economies
FUTURE CHALLENGES AND OPPORTUNITIES
33. © Euromonitor International
33
0
5
10
15
20
25
0
100
200
300
400
500
China Germany Russia US Canada South Korea
%share
US$mn
Highest growth countries in Kitchen Utensils
and Share of Silicone in 2013
2009-13 absolute growth Kitchen Utensils 2013 silicone share in Kitchen Utensils %
Growth Through Innovation: Silicone in Kitchen Utensils
FUTURE CHALLENGES AND OPPORTUNITIES
34. © Euromonitor International
34
■ Hygienic
■ Light
■ Easy to clean and store
■ Safer for baby food
■ Cheaper than glass and
ceramics
■ Limited cooking usage
(mainly baking)
■ Greater loyalty to
metal and wood in both
developed and
developing countries
The Pros and Cons for Silicone
FUTURE CHALLENGES AND OPPORTUNITIES
35. © Euromonitor International
35
Smart Objects and the Internet of Things
FUTURE CHALLENGES AND OPPORTUNITIES
US (2014)
SKE Lab Neo Smart Jar
112%
Tablet
Penetration
162%
Smartphone
Penetration
SEB Groupe: 40% of R&D allocated to
Smart Objects and Connectivity in 2014
Source: www.Indiegogo.com
37. © Euromonitor International
37
Key Takeaways
Emerging
Markets
• Growth
potential
• Lower
expenditure
per household
Developed
Market
• Stagnant
growth
• Higher
expenditure
per household
Creating
Value
• New Product
Development
• Materials and
formats
Smart
Home
• Homewares
as part of the
“Internet of
Things”
FUTURE CHALLENGES AND OPPORTUNITIES
38. © Euromonitor International
38
THANK YOU FOR LISTENING
M. Cruz del Barrio
Head of Home and Garden Research
cruz.delbarrio@euromonitor.com
Euromonitor International
60-61 Britton Street
London EC1M 5UX
www.euromonitor.com
Note: 2013 figures are based on part-year estimates. 2014 data is preliminary. Both are subject to change. Final data to be published May 2015