Tableware and kitchenware in the European Union.

There have been major lifestyle changes in recent years in Europe, and these lifestyle changes have had a significant impact on cooking and eating habits. In turn, the changes in these habits have had an impact on the tableware and kitchenware market.

The market has been steadily shifting away from formal styles, and toward more informal styles, including an increasing demand among European consumers for the inclusion of major fashion themes in product design.

These are the summary findings of an April 2005 report published by the Center for the Promotion of Imports from Developing Countries (CBI), based in Rotterdam. The report covered 25 European Union (EU) countries.

The market consists of a broad range of products made from a wide variety of materials. Products range from dishes, glasses and cups to laundry baskets and storage containers. Pots and pans and associated implements are also included. Materials include plastic, glass, ceramics, metal and wood. Small appliances are not included.

Market: Europe estimates the total market for 2005 at US$25.4-billion. The estimate is based on a growth rate of 3.3 percent per year supplied by the CBI, and a 2003 total market valuation based on survey data. The growth rate was used for 2004 but discounted for 2005 because household spending in key markets had stopped growing.

Major markets by size were: France, the leader, by a considerable margin, at 25.2 percent of the total market, followed by the United Kingdom (UK) at 16.6 percent, Italy 15.2 percent, Germany 14.1 percent, Spain 6.5 percent, the Netherlands 3.4 percent, and Belgium 2.0 percent.

The tableware and kitchenware market is adversely affected by the declining marriage rate in the EU - which dropped from 5.6 per thousand in 1992 to 4.9 per thousand in 2002. This means fewer gift purchases for newlyweds and hits the high end of the traditional tableware market hardest, but creates opportunities in other sectors such as kitchen gadgets.

Increasing social diversity driven by immigration has changed the market by, for example, increasing demand for kitchen tools used to prepare Asian cuisine.

As women enter the workforce in increasing numbers, leisure time for cooking for women falls. Thus, sales for microwave safe items are up. Also, quicker meals driven by "grazing" habits impact the market. Health, too, emphasizing steaming over frying, also drives product demand.

CONSUMER MARKET INSIGHTS: