Just Published: "Homewares in China"

From: Fast Market Research, Inc.
Published: Wed Aug 13 2014

According to the NBSC, consumers' annual disposable income grew by 10% in 2013, which also led to continuous demand for homewares products as consumers gradually traded up in this category to premium goods with better quality. For example, more consumers are turning from plastic beverageware to metal ones, which were usually not only of better quality but also had the additional function of heat insulation. Moreover, thanks to advertisements in this category from the leading brands, such as Subor and Lock & Lock, the growing brand awareness among consumers also contributed to the trading up trend, resulting in a robust growth rate in 2013.

Competitive Landscape

Full Report Details at
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Thanks to its nationwide distribution network covering modern channels, electronics and appliance specialist retailers as well as internet retailing, Zhejiang Supor led the category and was the largest player in China. After negative reports around safety scandals in which its stove top cookware contained a high amount of manganese, which was very harmful to the health, Zhejiang Supor invested a large fortune in brand building in 2013, aiming to clarify the rumour and rebuild consumer confidence. For example, the company sponsored the famous food TV programme called, "A Bite of China 2" in 2013, which received positive and much extensive brand acknowledgement. In addition, the company actively launched new products, such as a refined ceramic frying pan, which reduced oil smoke to the minimum, which also helped to fortify its leading position and led to significant 23% value growth in 2013.

Industry Prospects

Given the growing consumer awareness, demand for homewares products that are made from healthy and safe materials will be a key trend over the forecast period. With numerous safety scandals, such as manganese found in Subor's stove top cookware, consumers are now more cautious about material safety issues when choosing products. For example, as more consumers choose to bring lunches with them to eat at their places of work for heating up in a microwave, glass or ceramic food storage products will gradually replace the plastic material type, which would generate much less harmful matter during the heating process. To encourage the trend further, manufacturers, such as Lock & Lock, also launched BPA-free glass food storage products in 2013, which uses no unhealthy material at all, and which will also be well received among consumers.

Homewares Market Research

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

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

Product coverage: Dining, Kitchen.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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Contact Name: Bill Thompson
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