EU MARKET for Home

Decoration and Home Textiles

EU market and Industry trends

Expro 96 September 4th , 2012

by Reinhard Werner

The importance of
understanding the
market

Market trends for HD & HT

Market structure
Distribution
Info sources

Europe: where to find

France

which country

The European Union

How many countries are united in the European

Union?

27
Lets name them
5

Austria states of The

Germany
Netherlands
27 member
European Union

Belgium

Greece

Poland

Bulgaria

Hungary

Portugal

Cyprus

Ireland

Romania

Czech Republic

Italy

Slovakia

Denmark

Latvia

Slovenia

Estonia

Lithuania

Spain

Finland

Luxembourg

Sweden

France

Malta

United Kingdom

27 !!

Which of the following countries will join the

EU in 2013?

a) Croatia
b) Switzerland

c) Turkey
d) Iceland

Croatia

Subject to
ratification of the
Treaty by all the
Member States and
Croatia, Croatia will
become the EU's
28th Member State
on 1 July 2013.

The European Union

Switzerland

10

EFTA
European Free Trade
Association

SCHENGEN

How many official languages are

there in the EU?

a) 2
b) 23
c) 15

Answer:

(b)

The EU has 23 official

languages.

Moreover, the EU has more

than 60 indigenous regional
minority language
communities.

Can you match the EU countries with their

political leaders?

a) Germany
b) France
c) Spain
d) United Kingdom

David Cameron

Mariano Rajoy

Angela Merkel

Franois Hollande

Answers:

(d) The UK

(c) Spain

(a) Germany

(b) France

How many countries currently

use the Euro as their currency?

The correct answer is 17 countries

The European Union

Which countries are the main importers of

Home Decoration and Home Textiles in the
EU
Germany
France
UK
The Netherlands
Belgium
Spain
19

Socio-economic environment

Socio-economic environment

EU-trade
Macro-ecomincs of the creative sectors

Developments & Trends

in the EU market

Demographic
developments

Changes in
lifestyle

Changes in
consumer
trends

Trends in consumer market

Demographic changes and changes in lifestyle, form the

basis for changing consumer habits. These are coupled with
new trends, where you can find an opportunity with its
related product.
Demographic change
Changing lifestyle
Trend
Opportunity/product

the EU population is ageing

older people look for more leisure
activities
old people travel more frequently
comfortable cruises on the Nile in
winter

Trends

The global nature of society now means that trends do

not stop at national boundaries. A trend may impact to
different degrees in different Member States, but
increasingly a global trend becomes a local trend and
vice versa

Demographic developments

& Changes in Lifestyle

Population
499 Million EU
160 million households

house construction 1.7 million/year

immigration is an important source
for population growth
291 Million US
127 Japan

Demographic
developments

26

Changes in
lifestyle

Changes in
consumer
trends

Demographic
developments

27

Changes in
lifestyle

Changes in
consumer
trends

Demographic
developments

28

Changes in
lifestyle

Changes in
consumer
trends

Changes in lifestyle

As well as demographic changes, there

are also important lifestyle changes that
will have an increasing impact on the type
of products that people will buy in the
future

Changes in lifestyle

Employment

Changes in lifestyle

Health & Safety

Changes in lifestyle

Education

Changes in lifestyle

Leisure activities

Changes in lifestyle

Leisure activities

Summary

Mega trend & Market trend

of home dcor
consumption in EU market

EU is experiencing
a clear sign on ageing society,
delayed marriage rates.
the group of consumers at the working age of 25 to 45 is
expanding. housing rates is on rising trend in many countriesmore couples and most noticeable the individuals are separating
from their parents.
More people are being employed (63% of the population is being
employed, 55% women, 71% men) with higher income, more
knowledgeable and becoming wiser consumers day by day.
The society is witnessing clear trend of individualization, more
attention towards health factors, seasonality and environment.
These have translated in increasing interest in interiors decoration and fashion.
All translate in the trend that more and more people are investing more of their
money for the own house with quality products.

35

Source: European Union, Mintel (2006)

Socio-economic environment
EU-trade

Macro-economics of the creative sectors

EU trade
The EU is the worlds biggest
single trading block
Total EU imports valued 1,550
billion and represented 20% of
total world merchandise trade.
EU is also leading exporter. 45%
of world merchandise exports

The EU as trade partner

for developing countries

Trade between the EU and developing

countries (DC) has more than tripled
since the 1980s
The EU is the most open market in the
world by offering preferential market
access for DC
This growth was heavily concentrated
in a few countries led by China, India,
Thailand, Vietnam, Indonesia, Brazil,
Pakistan, South Africa and Bangladesh

Socio-economic environment

EU-trade

Macro-ecomincs of the creative sectors

Market size Home Decoration and Home Textiles

market of home
dcor products,
annual growth rate
of 2007-2011
reached 3%.

Germans account for

23% of the spending
on average.

The EU is one of the most lucrative

markets of gifts and decorative
articles in the world. In fact, the EU
ranks among the top consumers of
this product category in the global
market.
total EU-27
consumption of
home decorations
and accessories
amounted to 13
billion

However, with the labour

cost is increasing, more EU
countries have to rely on
imports, opening the
opportunities for Asian
countries

Consumption in the EU

?
41

consumption of
home decorations
and accessories
per household in

65,00

IMPORTS
EU-27 imports of home decorations and
accessories were valued at 8 billion.
In general, during the period 2008- 2011
slightly increasing trend was observed
EU imports increased by 0.3% in value

42

EU market for home decoration &

home textiles
variety of products

(from cupboard to sun bed from statue to teapot to lamp)

variety of uses

(utilitarian/decorative, home/fashion/gift)

variety of materials

(wood, bamboo, natural fibres, textiles, metal, ceramics,

paper, lacquer, leather, etc.)

variety of products

accessories

art

bags & purses

bath & beauty

books

candles

ceramics & pottery sund bed

Glass

outdoor

housewares

bamboo

Instruments

needlework

paper goods

toys

crochet

furniture

sofa

woodcarving

variety of uses
gift

fashion

useful

decoration

home

Product Groups
The product groups in the Gifts and Decorative Articles Sector are categorized
as follows: (CBI The Netherlands): plastic, wicker, candle, ceramics, glass,
wood, paper, metal and artificial flowers

46

Sub sector

Product groups

Product examples

1)

a.

Statuettes, ornaments,
animal figurines

Ceramics & Porcelain

Statuettes

b. Pots and Vases

Flower pots, bowls, pottery

c. Tableware and
kitchenware

Plates, cups etc

2)

Wickerwork

a.

Wickerwork

Baskets

3)

Candles

a.

Candles

Candles, tapers, perfumed

candles

4)

Wood ware

a.

Wooden Decorations

Frames for paintings,

photographs, mirrors
statuettes, ornaments,
jewellery boxes

EXAMPLE CERAMICS

Growing categories in HD are so-called global style products: they combine ethnic
elements with contemporary design.
Customers are avoiding cheaply designed products and looking for more unique
articles. Design diversity, the ceramic and porcelain key strength, will continue. The
tendency indicates focusing on models that feature colourful styles and motifs. Price
remains the main decision purchase factor, especially when it comes to the mass
market.

47

ceramics

48

Influencer of consumption

in HD & HT market

HD consumption correlates with the following market

drivers:
1.
2.
3.
4.
5.

49

Housing market
Consumer confidence
Demographic developments
Change in fashion
Importance of the home and its
re-decoration/improvement

Consumer confidence

Residential housing development

50

Distribution

foreign
producer/exporter

direct
distribution

indirect
distribution

co-maker ship

Indirect distribution

Nine out of ten exporters

from developing countries
make use of intermediaries
when trading with far-away
markets.

53

The different types

Retailers
Variety retailers
the variety stores are
one of the most important
formats for the sales of
gifts and decorative
articles and make up
around 45 percent of the
turnover.
variety stores need to
redefine themselves.

of intermediaries

Furniture &

Home Interior retailers

This group includes a large variety of formats (all selling

interior decoration products) like specialists, large furniture
outlets, etc., each aiming at a specific area or consumer
group.
The large furniture outlets are generally large stores, with
different types of products under one roof. A notable
development in the European furniture landscape Ikea.

Garden centres

Department stores

Mail-order houses

Grocery multiples Supermarkets and hypermarkets

Wholesaler

Fair Trade

NICHE MARKETS CONCEPT STORES.......

WHAT DID
YOU MISS ?
64

MARKET RESEARCH
how to find
information

66

WWW.CBI.EU

CBI database
Selection for target group
37 sectors

Analysis of information
CBI expertise included

English & Spanish language

accessible information

Free of charge
for target group

Helpdesk service
marketaccess@cbi.eu

A wealth if information, up-to-date

information on more than 37 sectors in
European Union
market access requirements,
market size,
consumer trends,
trade structure,
packaging,
pricing,
terms of trade and
export guidelines

CBI Database content

it contains more than 3.000 documents

market studies,
export manuals,
design guides,
fashion forecasts and
5.000 selected hyperlinks to additional information
sources.

69

Gathering market information (sources)

CBI: complete market studies
BSOs in your own country
NGOs: ITC, FAO, OECD, UNCTAD, World bank:
Chambers of Commerce ( in your target countries)
On Line Directories: Kompass, TREM, Kellys, WLW,
ABC, Europages.
Trade Associations: www.fita.org
Embassies
Banks
EU information centres: http://exporthelp.europa.eu/
Libraries
Trade Magazines
Exhibitions

http://legacy.intracen.org/marketanalysis/Default.aspx

71

72

73

CBIs manual with tips and background information for web searches
Search engine information
Useful website information
http://www.cbi.eu/marketinfo/cbi/?action=showDetails&i
d=65

Useful internet sources

http://www.exporthelp.europa.eu/
The Export Helpdesk is an online service, provided by the European Commission, to
facilitate market access for developing countries to the EU. provides; Trade statistics,
requirements and taxes, imports tariffs, customs documents, rules of origin, a
market place and links.
http://www.intracen.org/
The International Trade Centre (ITC) offers a lot of tools, statistics, capacity building
programmes, web portals covering all aspects of international trade. It is one of the
most comprehensive sources on trade information in the internet.
www.p-maps.org/pmaps/index_cluster.php?currentpmap=24
The Product Map website consists of 72 market analysis portals covering over 5000
products. Each portal offers extensive international trade statistics for over 180
countries, powerful market analysis tools
www.intracen.org/menus/busserv.htm
Information that helps SMEs to improve competitiveness. Export Fitness Checker,
Export packaging, Export Quality Management, Legal Aspects of Foreign Trade.
Multilateral Trading Systems, Trade Finance. Trade Support Infrastructure, Index to
Internet Information Sources.
www.intracen.org/menus/countries.htm
Overview of ITCs technical cooperation activities at the country and regional levels.
Provides links to national trade support institutions and country-specific business
information. In addition, it presents trade and market profiles, country maps, based
on trade statistics which benchmark national trade performance and provide
indicators on export supply and import demand.

http://www.cbi.eu/
CBI concentrates on five core competencies. These are: market knowledge, product
and production improvement, quality control, export marketing and management,
market entry. For using the website registration is necessary but all information is
free.
http://www.cbi.eu/marketinfo/cbi/
Market information database: customised information on more than 35 product
groups: publications for download: market surveys, manuals, fashion forecasts,
market briefs, non-tariff barriers.
http://www.auma.de/
AUMA is the association of the German trade fair industry. On its website AUMA
presents a database for trade fair shows in Germany and worldwide.
www.xe.com/
XE. com has become the worlds provider of Internet foreign exchange tools and
services.
http://www.newapproach.org/
This site provides access to information on standards. Users can search in a list of
directives or by keyword search.
http://www.tradepoint.org/
The World Trade Point Federation (WTPF), an international non-governmental
organization. Through a network of more than 120 trade information and facilitation
centres, known as Trade Points, the WTPF assists (SMEs) in over 90 countries
worldwide to trade internationally through the use of electronic commerce
technologies.

www.emarketservices.com/
They focus their work on SMEs. eMarket Services is a not for profit project. They
provide knowledge and information about e-marketplaces in different industries
(amongst others handicraft, home textiles, gift items, accessories, interior
decoration)
www.e-trade-center.com/
The website enables both German and foreign companies to publicize their products
and services on Internet and, conversely, to enquire for the products and services
they need. It provides them with an opportunity of presenting their diverse
requirements for cooperation, such as searching for investors, technical know-how,
etc.
www.fairguide.com/
FAIR Guide of Construct Data is the largest fairs and exhibitors directory on the
internet, to find companies (exhibitors and organizers), fairs and exhibitions all over
the world.
www.foreign-trade.com/
FOREIGN TRADE ON-LINE, leading global B2B trade portal. The portal offers a lot of
information useful for international business like e.g. descriptions of Incoterms, HSCodes, Ocean Container Dimensions, Air Container Dimensions, Common
Measurements, metric to US/US to metric, weight conversion, currency converter
etc.
http://www.sippo.ch/
SIPPO helps SMEs in emerging markets and markets in transition to enter the Swiss
and EU market, and provides Swiss importers with assistance in finding new
products, new suppliers and new sourcing markets.

http://www.vfi-deutschland.de/
VFI is the German association of non food importers. On its website it offers very
interesting information to producers looking for access to the German market.
www.fairtrade.net/index.html
FLO International exists to improve the position of the poor and disadvantaged
producers in the developing world, by setting the Fairtrade standards and by creating
a framework that enables trade to take place at conditions respecting their interest.
http://www.bundesfirmenregister.de/
Bundesfirmenregister is a database providing information on German companies. It
covers about 1 million German companies, in 9000 sectors.
http://www.europages.com/
Europages is a business directory giving free access to 600,000 of the most dynamic
export companies in 35 European countries on the Internet. invitations to tender.
http://www.handelsvertreter.de/
a database to find commercial representatives, manufacturers agents and sales
agents to enter the German market. Specialists in the industry sectors, amongst
others Accessories, Home & Garden, Home Textiles can be reached.
http://www.kellysearch.com/
Kellysearch is a business directory covering over two million companies and ten
million products. The companies come from all over the world but the main areas
covered are UK and The Netherlands.
http://www.kompass.com/
This business directory lists 23m product and service references in 53,000 classes,
1,9 m companies in 70 countries. 750 0000 trade names, 3,5m executive names.
You can search for products and services, company names, trade names and
executives worldwide, in different regions and in single countries. Full company
profiles available.

http://www.tgreurope.com/
The Thomas Global Register Europe is a directory of 210,000 manufacturers and
distributors from 21 European countries, classified by 10,500 products and services
categories.
http://www.universalpartners.com/
UniversalPartners.com is the premier online community which links companies
together who wish to expand their business globally.
http://www.alibaba.com/
Alibaba.com Corporation is Chinas leading e-commerce company, operating the
worlds largest online marketplaces for both international and domestic China trade
http://www.export911.com/
The Canadian Government offers information about: starting an export business,
international trade, export procedure, international commercial terms (incoterms),
payments, LCs, export documents, purchase orders, packaging, freight of tariffs,
export labelling, research and development, quality control, hazardous materials,
product coding, etc.

e-marketplace
www.e-trade-center.com
www.foreign-trade.com
http://www.vfi-deutschland.de/
http://www.bundesfirmenregister.de/
http://www.europages.com
http://www.kellysearch.com
http://www.kompass.com
http://www.tgreurope.com
http://www.universalpartners.com
http://www.alibaba.com

Examples of importer websites

http://www.dmdepot.be
www.objectavor.co.uk
www.helioferretti.com
www.xenos.nl
www.cemile.com.tr
http://www.vossbergversand.com
http://www.dmdepot.be/
http://www.coin.it/
www.purepeopleproducts.com
http://www.butlers.de/
www.contento.com
www.vf-furniture.com
www.bahne.dk
http://www.t-boxx.com/
www.oakom.it
http://www.habac.com/
http://www.marcopoloeurope.com
www.cruselita.com
www.indiajane.co.uk

www.iblaursen.dk
http://www.fairtrade.nl/
www.moebelkolonie.com
www.habitat.fi
http://www.ninelives.de
http://www.housedoctor.dk/
www.cultathome.de
http://www.okversand.com
www.theafricahouse.com
www.traidcraft.co.uk
www.african-hands.com
www.aidtoartisans.org
www.prettyafrika.com
www.becleverltd.com
www.kazuribeads.co.uk
www.acacia-designs.com
www.uniqueco-designs.com
www.cavalierigrop.it
www.contigo.de

www.kenty.it
www.bombayduck.co.uk
www.matalan.co.uk
www.unicef.org.uk
www.pollardharris.com
www.lambert-home.de

http://exporthelp.europa.eu/thdapp/index_en.html

http://www.europages.co.uk/business-directory-europe.html

http://www.cbi.eu/mark
etinfo/cbi/?action=sho
wDetails&id=62

What did we learn

Demograp
hic
developm
ents

Changes
in lifestyle

Changes
in
consumer
trends

86