Global Houseware and Specialists

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MarketLine Industry Profile
Global Housewares
& Specialties
July 2014
Reference Code: 0199-2081
Publication Date: July 2014
WWW.MARKETLINE.COM
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Global - Housewares & Specialties 0199 - 2081 - 2013
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EXECUTIVE SUMMARY
Market value
The global housewares & specialties market grew by 6.1% in 2013 to reach a value of $53.6 billion.
Market value forecast

In 2018, the global housewares & specialties market is forecast to have a value of $74.5 billion, an increase of 39.1%
since 2013.
Category segmentation
Cookware is the largest segment of the global housewares & specialties market, accounting for 38.9% of the market's
total value.
Geography segmentation
Americas accounts for 37.4% of the global housewares & specialties market value.
Market share
Tupperware Brands is the leading player in the global housewares & specialties market, generating a 4.4% share of the
market's value.
Market rivalry
The global market for housewares and specialties is very fragmented, with internationally recognized brands, such as
Newell Rubbermaid, Arc International and Tupperware Brands, holding a combined market share of just over 10%. The
large number of players, coupled with the presence of strong incumbents, boosts competition within the market.

TABLE OF CONTENTS
Executive Summary ....................................................................................................................................................... 2
Market value............................................................................................................................................................... 2
Market value forecast ................................................................................................................................................. 2
Category segmentation .............................................................................................................................................. 2
Geography segmentation ........................................................................................................................................... 2
Market share .............................................................................................................................................................. 2
Market rivalry.............................................................................................................................................................. 2
Market Overview ............................................................................................................................................................ 7
Market definition ......................................................................................................................................................... 7
Market analysis .......................................................................................................................................................... 7
Market Data ................................................................................................................................................................... 8
Market value............................................................................................................................................................... 8
Market Segmentation ..................................................................................................................................................... 9
Category segmentation .............................................................................................................................................. 9
Geography segmentation ......................................................................................................................................... 10
Market share ............................................................................................................................................................ 11
Market Outlook ............................................................................................................................................................. 12
Market value forecast ............................................................................................................................................... 12
Five Forces Analysis .................................................................................................................................................... 13
Summary .................................................................................................................................................................. 13
Buyer power ............................................................................................................................................................. 14
Supplier power ......................................................................................................................................................... 15
New entrants ............................................................................................................................................................ 16
Threat of substitutes................................................................................................................................................. 17
Degree of rivalry ....................................................................................................................................................... 18
Leading Companies ..................................................................................................................................................... 19
Arc International ....................................................................................................................................................... 19
Lifetime Brands, Inc. ................................................................................................................................................ 20
Newell Rubbermaid Inc. ........................................................................................................................................... 23
Tupperware Brands Corporation .............................................................................................................................. 26
Appendix ...................................................................................................................................................................... 29

Methodology............................................................................................................................................................. 29
Industry associations ................................................................................................................................................ 30
Related MarketLine research ................................................................................................................................... 30

LIST OF TABLES
Table 1: Global housewares & specialties market value: $ billion, 2009–13 .................................................................. 8
Table 2: Global housewares & specialties market category segmentation: $ billion, 2013 ............................................ 9
Table 3: Global housewares & specialties market geography segmentation: $ billion, 2013 ....................................... 10
Table 4: Global housewares & specialties market share: % share, by value, 2013 ..................................................... 11
Table 5: Global housewares & specialties market value forecast: $ billion, 2013–18 .................................................. 12
Table 6: Arc International: key facts ............................................................................................................................. 19
Table 7: Lifetime Brands, Inc.: key facts ...................................................................................................................... 20
Table 8: Lifetime Brands, Inc.: key financials ($) .......................................................................................................... 21
Table 9: Lifetime Brands, Inc.: key financial ratios ....................................................................................................... 21
Table 10: Newell Rubbermaid Inc.: key facts ............................................................................................................... 23
Table 11: Newell Rubbermaid Inc.: key financials ($) .................................................................................................. 24
Table 12: Newell Rubbermaid Inc.: key financial ratios ................................................................................................ 24
Table 13: Tupperware Brands Corporation: key facts .................................................................................................. 26
Table 14: Tupperware Brands Corporation: key financials ($) ..................................................................................... 27
Table 15: Tupperware Brands Corporation: key financial ratios ................................................................................... 27

LIST OF FIGURES
Figure 1: Global housewares & specialties market value: $ billion, 2009–13 ................................................................. 8
Figure 2: Global housewares & specialties market category segmentation: % share, by value, 2013 ........................... 9
Figure 3: Global housewares & specialties market geography segmentation: % share, by value, 2013 ...................... 10
Figure 4: Global housewares & specialties market share: % share, by value, 2013 .................................................... 11
Figure 5: Global housewares & specialties market value forecast: $ billion, 2013–18 ................................................. 12
Figure 6: Forces driving competition in the global housewares & specialties market, 2013 ......................................... 13
Figure 7: Drivers of buyer power in the global housewares & specialties market, 2013............................................... 14
Figure 8: Drivers of supplier power in the global housewares & specialties market, 2013 ........................................... 15
Figure 9: Factors influencing the likelihood of new entrants in the global housewares & specialties market, 2013 ..... 16
Figure 10: Factors influencing the threat of substitutes in the global housewares & specialties market, 2013 ............ 17
Figure 11: Drivers of degree of rivalry in the global housewares & specialties market, 2013 ....................................... 18
Figure 12: Lifetime Brands, Inc.: revenues & profitability ............................................................................................. 22
Figure 13: Lifetime Brands, Inc.: assets & liabilities ..................................................................................................... 22
Figure 14: Newell Rubbermaid Inc.: revenues & profitability ........................................................................................ 25
Figure 15: Newell Rubbermaid Inc.: assets & liabilities ................................................................................................ 25
Figure 16: Tupperware Brands Corporation: revenues & profitability ........................................................................... 28
Figure 17: Tupperware Brands Corporation: assets & liabilities ................................................................................... 28

MARKET OVERVIEW
Market definition
The global houseware & specialties market consists of the total revenues generated through the sale of cookware,
bakeware, dinnerware, beverageware, flatware, and cutlery.
The market is valued at manufacturers selling price, with any currency conversions calculated using constant 2013
annual average exchange rates.
For the purposes of this report, the global market consists of North America, South America, Western Europe, Eastern
Europe, MEA, and Asia-Pacific.
North America consists of Canada, Mexico, and the United States.
South America comprises Argentina, Brazil, Chile, Colombia, and Venezuela.
Western Europe comprises Belgium, Denmark, France, Germany, Greece, Italy, the Netherlands, Norway, Spain,
Sweden, Switzerland, Turkey, and the United Kingdom.
Eastern Europe comprises the Czech Republic, Hungary, Poland, Romania, Russia, and Ukraine.
Asia-Pacific comprises Australia, China, India, Indonesia, Japan, New Zealand, Singapore, South Korea, Taiwan, and
Thailand.
Middle East-Africa (MEA) comprises Egypt, Israel, Nigeria, Saudi Arabia, South Africa, and United Arab Emirates.
Market analysis
The global housewares & specialties market has, bar 2011, experienced strong growth in recent years. Strong, stable
growth is predicted throughout the forecast period.
The global housewares & specialties market had total revenues of $53.6bn in 2013, representing a compound annual
growth rate (CAGR) of 6.3% between 2009 and 2013.
The cookware segment was the market's most lucrative in 2013, with total revenues of $20.9bn, equivalent to 38.9% of
the market's overall value. The bakeware segment contributed revenues of $8.5bn in 2013, equating to 15.9% of the
market's aggregate value.
The performance of the market is forecast to accelerate, with an anticipated CAGR of 6.8% for the five-year period 2013
- 2018, which is expected to drive the market to a value of $74.5bn by the end of 2018.

MARKET DATA
Market value
The global housewares & specialties market grew by 6.1% in 2013 to reach a value of $53.6 billion.
The compound annual growth rate of the market in the period 2009–13 was 6.3%.
Table 1: Global housewares & specialties market value: $ billion, 2009–13
Year $ billion € billion % Growth

2009 41.9 31.6
2010 47.0 35.4 12.2%
2011 47.0 35.4 (0.1%)
2012 50.5 38.0 7.4%
2013 53.6 40.3 6.1%
CAGR: 2009–13 6.3%
SOURCE: MARKETLINE MARKETLINE
Figure 1: Global housewares & specialties market value: $ billion, 2009–13

MARKET SEGMENTATION
Category segmentation
Cookware is the largest segment of the global housewares & specialties market, accounting for 38.9% of the market's
total value.
The Bakeware segment accounts for a further 15.9% of the market.
Table 2: Global housewares & specialties market category segmentation: $ billion, 2013
Category 2013 %
Cookware 20.9 38.9%
Bakeware 8.5 15.9%
Cutlery 7.7 14.4%
Beverageware 6.3 11.8%
Dinnerware 6.0 11.2%
Flatware 4.1 7.7%
Total 53.5 100%
Figure 2: Global housewares & specialties market category segmentation: % share, by value, 2013

Geography segmentation
Americas accounts for 37.4% of the global housewares & specialties market value.
Europe accounts for a further 34.6% of the global market.
Table 3: Global housewares & specialties market geography segmentation: $ billion, 2013
Geography 2013 %
Americas 20.0 37.4
Europe 18.6 34.6
Asia-Pacific 13.4 25.0
Middle East & Africa 1.6 3.0
Total 53.6 100%
Figure 3: Global housewares & specialties market geography segmentation: % share, by value,
2013

Market share
Tupperware Brands is the leading player in the global housewares & specialties market, generating a 4.4% share of the
market's value.
Newell Rubbermaid accounts for a further 3% of the market.
Table 4: Global housewares & specialties market share: % share, by value, 2013
Company % Share
Tupperware Brands 4.4%
Newell Rubbermaid 3.0%
Arc International 2.2%
Lifetime Brands 0.9%
Other 89.5%
Total 100%
Figure 4: Global housewares & specialties market share: % share, by value, 2013

MARKET OUTLOOK
Market value forecast
In 2018, the global housewares & specialties market is forecast to have a value of $74.5 billion, an increase of 39.1%
since 2013.
The compound annual growth rate of the market in the period 2013–18 is predicted to be 6.8%.
Table 5: Global housewares & specialties market value forecast: $ billion, 2013–18
Year $ billion € billion % Growth

2013 53.6 40.3 6.1%
2014 56.4 42.5 5.3%
2015 60.4 45.4 7.0%
2016 64.9 48.8 7.5%
2017 69.5 52.4 7.2%
2018 74.5 56.1 7.1%
CAGR: 2013–18 6.8%
Figure 5: Global housewares & specialties market value forecast: $ billion, 2013–18

FIVE FORCES ANALYSIS
The housewares & specialties market will be analyzed taking manufacturers of products (including cookware, bakeware,
dinnerware, beverageware, flatware and cutlery) as players. The key buyers will be taken as retailers, and manufacturers
of raw materials as the key suppliers.
Summary
Figure 6: Forces driving competition in the global housewares & specialties market, 2013
The global market for housewares and specialties is very fragmented, with internationally recognized brands, such as
Newell Rubbermaid, Arc International and Tupperware Brands, holding a combined market share of just over 10%. The
large number of players, coupled with the presence of strong incumbents, boosts competition within the market.
Leading players within this market have developed reputable brands and such recognition is boosting their market
position; however, a fragmented market generates rivalry amongst a large number of big companies therefore players
are rewarded for innovative and quality products, rather than recognizable brands.
Within the global housewares and specialties market, manufacturers of houseware products (including cookware,
bakeware, dinnerware, beverageware, flatware and cutlery) are market players, whilst retailers are buyers.
The retail market may be more or less concentrated depending on country; and buyers display different strength levels.
Small-scale entry may not be successful as manufacturing of most housewares and specialty products discussed are
part of an inherently industrial process, constituting high fixed costs and exit barriers.
Suppliers are mainly providers of specialized chemicals and commodity items, such as metals. Lack of product
differentiation reduces their power; however, they are usually large sized and supply a number of industries, reducing
their reliance on revenues from this market alone.
Alternatives to houseware equipment are severely limited, as their function cannot, in the main, be replicated. With more
industries going green, substitutes may be considered in form of those products made out of ecological raw materials
(bamboo, starch, etc).

Buyer power
Figure 7: Drivers of buyer power in the global housewares & specialties market, 2013
The buyer market consists of a number of often large companies, such as supermarkets and hypermarkets. The retail
market may be more or less concentrated, depending on country; due to their sheer size, they can exert considerable
buyer power. Generally, there are possibilities of product differentiation within this market (e.g. by brand, style, color
etc.), but their overall function is fairly standardized. A number of retailers display tendencies to integrate backwards,
developing their own branded merchandise.
Brand loyalty is not of significant meaning here and retailers are rather unlikely to be swayed by it; however, the end-
users' preferences will have a strong impact on the products retailers will stock, due to the finite capacity of shelf space,
thus diminishing buyer power somewhat.
Some players, such as Tupperware, reduce their dependence on retail distribution chains by selling directly to
consumers, further diluting buyer power.
Overall buyer power with respect to the global housewares and specialties market is assessed as strong.

Supplier power
Figure 8: Drivers of supplier power in the global housewares & specialties market, 2013
Suppliers to the global housewares and specialties market include providers of a wide range of specialized chemicals, as
well as commodity items, such as metals.
With minimal differentiation of certain raw materials, there is little to distinguish between suppliers, detracting from
supplier power. However, chemical manufacturers such as Shell, BASF or Dow Chemicals, are usually large sized
companies and may exert strong bargaining power. Additionally, they supply a number of industries, thus reducing their
reliance on revenues from this market alone.
Overall, supplier power, with respect to the global housewares and specialties market, is assessed as moderate.

New entrants
Figure 9: Factors influencing the likelihood of new entrants in the global housewares & specialties
market, 2013
Substantial funds are needed to start up a business in this industry, especially if the industry is to be entered through the
establishment of new production facilities, with capital required for investment in the production, distribution and
marketing of the end products. Small-scale market entry will most likely not be successful, as manufacturing of most
housewares and specialty products is part of an industrial process; craft processing is not a lucrative option.
Research and development (R&D) funds are also important, as innovations and fresh ideas are required to attract new
customers and retain existing ones.
In order to offer a degree of differentiation, manufacturers are trying to offer new features. Some appliances are taking
on multiple personalities, as producers are incorporating multiple functions into their products, adding enhanced features
to their wares. One example is allowing users to fine-tune processes, such as setting the brew strength on coffeemakers.
As a result of current economic conditions, many appliance producers are also touting the cost-saving aspects of their
products. These aspects of differentiation allow new entrants to find a niche market, thus increasing the threat from new
entrants.
After a brief decline seen in 2011, the market has recovered with a robust growth rate. A similar level of growth is
expected in the forecast period, which may tempt new entrants to enter the market, which is assessed as moderate
overall.

Threat of substitutes
Figure 10: Factors influencing the threat of substitutes in the global housewares & specialties
market, 2013
The probability of substitution is rather weak as alternatives to houseware equipment are severely limited. The function
of houseware equipment cannot in the main be replicated, and there is no apparent crossover from other industries.
With more industries going green, substitutes to the traditional housewares may be considered in the form of those made
out of ecological raw materials.
Whilst some of the new green products tending to be pricier than standard products, growing awareness and mass
marketing will reduce prices and the threat from these alternatives may rise; however, the threat of substitutes is
currently weak.

Degree of rivalry
Figure 11: Drivers of degree of rivalry in the global housewares & specialties market, 2013
The housewares and specialties market is fragmented, with the four top players, namely Newell Rubbermaid, Arc
International, Lifetime Brands, and Tupperware Brands, accounting for just over 10% of global revenues. Such
competitors are large-sized, geographically-diversified companies that operate in a number of other businesses and
have strong brand recognition.
Newell for example, operates through five segments: writing, commercial products, tools, home solutions and baby and
parenting. A diversified revenue stream does not make the company dependent on any one particular segment, which
helps it to generate revenues effectively.
Some houseware product manufacturers have developed strong brands, allowing them to differentiate their products to
some extent.
The mass market nature of the consumer products manufactured by market players creates high fixed costs for most
players, with large scale production and investment in research and development a requirement. Exit barriers are also
fairly prohibitive with specialized manufacturing assets needing to be divested.
The competition is somewhat alleviated by good market growth, coupled with optimistic prognoses; however the level of
rivalry is assessed as strong.

LEADING COMPANIES
Arc International
Table 6: Arc International: key facts
Head office: 104 Avenue du General-De-Gaulle, 62510 Arques, FRA

Telephone: 33 3 21 95 46 47
Fax: 33 3 21 38 06 23
Website: www.arc-intl.com
SOURCE: COMPANY WEBSITE MARKETLINE
Arc International is engaged in the business of manufacturing and selling tableware products. The company operates in
Europe, the Americas, Asia Pacific, the Middle East and Africa.
The company's business activities include the creation, production and distribution of glassware products.
Arc produces various types of glasses such as clear glass, Diamax glass, Opale glass, borosilicate glass, vitro-ceramic
glass and Kwarx, with an average production capacity of 1,400 tons of glass per day.
The company markets its products through its owned distribution subsidiaries, distribution partners and specialized
distribution channels, and through its owned retail stores under Luminarc, Arcoroc, Cristal d'Arques Paris, Pyrex and
Chef & Sommelier brands.
Luminarc is a tableware brand that comprises of a range of products including plates, cutlery, glasses, dishes and
decorative items. Arcoroc includes a range of items in different materials such as glass, porcelain dishes and stainless
steel cutlery. Cristal d'Arques Paris is the brand for tableware such as stemware, cocktail and whisky glasses, vases and
related accessories.
Pyrex, a trademark of Corning, is licensed by the company's subsidiary, Arc International Cookware in Europe, the
Middle East and Africa. It offers a range of products of different materials, including glass, steel, metal, microwave and
ceramic plastics. Chef & Sommelier brand includes crockery sets, all the wine and fine dining product lines.
Key Metrics
As a private company, Arc International is not obliged to publish its financial results.

Lifetime Brands, Inc.
Table 7: Lifetime Brands, Inc.: key facts
Head office: 1000 Stewart Avenue, Garden City, New York 11530, USA
Telephone: 1 516 683 6000
Fax: 1 516 555 0101
Website: www.lifetimebrands.com
Financial year-end: December
Ticker: LCUT
Stock exchange: NASDAQ
Lifetime Brands is engaged in designing, sourcing and selling kitchenware, tabletop and other products used in the
home. The company sells its products to retailers and distributors, and sells a selection of its products directly to
consumers through its internet websites. The company operates in Hong Kong, China, Brazil, Mexico, the UK and the
US.
The company operates under two business segments: wholesale and retail direct.
Lifetime Brands wholesale segment is engaged in designing, marketing and distributing its products to retailers and
distributors under the brands Creative Tops and Fred & Friends; and retail direct is engaged in marketing and selling a
limited selection of its products under the brands Pfaltzgraff, Mikasa, Lifetime Sterling and Housewares Deals internet
websites.
The company offers three categories of products including food preparation products that include kitchenware such as
kitchen tools and gadgets, cutlery, cutting boards, bakeware and cookware; tabletop products that includes dinnerware,
flatware and glassware; and home solutions, which comprises other products used in the home which include: food
storage, pantryware, spices and home decor.
Lifetime Brands markets its kitchenware products under the brands KitchenAid, Misto, and Fred; tabletop products under
the brands V&A and Royal Botanic Gardens Kew; and home solutions under the brands Kamenstein, Elements and
Melannco.
The company markets both kitchenware products and tabletop products under the brands Farberware and Cuisinart. It
markets both tabletop and home solutions under the brands Mikasa, Pfaltzgraff and Wallace Silversmiths.
Lifetime Brands manufactures its sterling silver products at its manufacturing facility located in San German, Puerto Rico.
It fills spices and assembles spice racks at its distribution facility located in Winchendon, Massachusetts.
The company's customers include mass merchants such as Wal-Mart and Target; specialty stores such as Bed Bath &
Beyond and Dunelm; national chains such as Kohl's; department stores such as Macy's and Bon-Ton; warehouse clubs
such as Costco and Sam's Club; supermarkets such as Stop & Shop, Kroger, Tesco and Sainsbury's; off-price retailers
such as Marshalls, T.J. Maxx, Home Goods, Ross Stores and Big Lots; and internet retailers such as Amazon.com.
Lifetime Brands' subsidiaries include Pfaltzgraff Factory Stores, TMC Acquisition, Lifetime Delaware Holdings, Wallace
Silversmiths de Puerto Rico Ltd, Lifetime Brands Global Sourcing (Shanghai) Consultancy Limited, New Goal
Development Limited, Lifetime Brands UK Limited, Creative Tops Holdings Limited, Creative Tops Limited and Lifetime
Brands Holdings Limited among others.

Key Metrics
The company recorded revenues of $503 million in the fiscal year ending December 2013, an increase of 3.3%
compared to fiscal 2012. Its net income was $9 million in fiscal 2013, compared to a net income of $21 million in the
preceding year.
Table 8: Lifetime Brands, Inc.: key financials ($)
$ million 2009 2010 2011 2012 2013

Revenues 415.0 443.2 444.4 486.8 502.7
Net income (loss) 2.7 20.3 14.1 20.9 9.3
Total assets 276.7 277.6 318.7 348.8 336.7
Total liabilities 172.7 150.0 172.6 176.6 155.8
SOURCE: COMPANY FILINGS MARKETLINE
Table 9: Lifetime Brands, Inc.: key financial ratios
Ratio 2009 2010 2011 2012 2013

Profit margin 0.7% 4.6% 3.2% 4.3% 1.9%
Revenue growth (15.0%) 6.8% 0.3% 9.5% 3.3%
Asset growth (19.0%) 0.3% 14.8% 9.4% (3.5%)
Liabilities growth (29.3%) (13.1%) 15.1% 2.3% (11.8%)
Debt/asset ratio 62.4% 54.0% 54.2% 50.6% 46.3%
Return on assets 0.9% 7.3% 4.7% 6.3% 2.7%

Figure 12: Lifetime Brands, Inc.: revenues & profitability
Figure 13: Lifetime Brands, Inc.: assets & liabilities

Newell Rubbermaid Inc.
Table 10: Newell Rubbermaid Inc.: key facts
Head office: Three Glenlake Parkway, Atlanta, Georgia 30328, USA

Telephone: 1 770 418 7000
Website: www.newellrubbermaid.com
Ticker: NWL
Stock exchange: New York
Newell Rubbermaid is engaged in the marketing of consumer and commercial products across the globe. The company
provides products such as home storage, food storage, drapery hardware, window treatments, markers, highlighters,
power tool accessories and kitchenware. The company operates in the US, Canada, Latin America, Europe, the Middle
East, Africa and Asia Pacific.
The company operates through five business segments: home solutions; writing; tools; commercial products; baby and
parenting; and specialty.
The company's home solutions segment designs, manufactures or sources and distributes a range of consumer products
under multiple brand names. The segment sells indoor/outdoor organization products and food and home storage
products; aluminum and stainless steel cookware, bakeware, cutlery, small kitchen electrics, and kitchen gadgets and
utensils. The segment also sells window treatments, drapery hardware and cabinet hardware; and hair care accessories
and grooming products. The home solutions segment primarily markets its products directly to mass merchants and
specialty, grocery/drug and department stores.
The writing segment of Newell designs, manufactures or sources and distributes writing instruments, primarily for use in
business and the home. The segment's product offerings include markers; highlighters; art and office organization
products; and every day and fine writing instruments and accessories.
Newell's tools segment designs, manufactures or sources and distributes hand tools and power tool accessories;
industrial bandsaw blades; cutting tools for pipes and heating, ventilation and air conditioning (HVAC) systems; and
industrial labeling solutions. The tools segment primarily markets its products through distributors and directly to mass
merchants, home centers, industrial/construction outlets and other professional customers.
The company's commercial products segment designs, manufactures or sources and distributes cleaning and refuse
products, hygiene systems, material handling solutions and medical and computer carts. The commercial products
segment primarily markets its products through distributors and directly to mass merchants, home centers, commercial
products distributors, select contract customers and other professional customers.
The baby and parenting segment of Newell designs and distributes infant and juvenile products such as swings,
highchairs, car seats, strollers and playards. The baby and parenting segment sources substantially all of its products
and primarily markets its products directly to mass merchants and department stores.
The company's specialty segment designs, manufactures or sources and distributes products that include convenience
and window hardware, manual paint applicators, The specialty segment primarily markets its products through
distributors and directly to mass merchants, home centers, industrial/construction outlets, and other professional
customers.

Key Metrics
The company recorded revenues of $5,693 million in the fiscal year ending December 2013, a decrease of 3.6%
preceding year.
Table 11: Newell Rubbermaid Inc.: key financials ($)
$ million 2009 2010 2011 2012 2013

Revenues 5,483.4 5,658.2 5,864.6 5,902.7 5,692.5
Net income (loss) 285.5 292.8 125.2 401.3 474.6
Total assets 6,423.9 6,405.3 6,160.9 6,222.0 6,069.7
Total liabilities 4,641.7 4,499.8 4,308.3 4,221.8 3,994.7
Table 12: Newell Rubbermaid Inc.: key financial ratios
Ratio 2009 2010 2011 2012 2013

Profit margin 5.2% 5.2% 2.1% 6.8% 8.3%
Revenue growth (15.3%) 3.2% 3.6% 0.6% (3.6%)
Asset growth (5.4%) (0.3%) (3.8%) 1.0% (2.4%)
Liabilities growth (10.8%) (3.1%) (4.3%) (2.0%) (5.4%)
Debt/asset ratio 72.3% 70.3% 69.9% 67.9% 65.8%
Return on assets 4.3% 4.6% 2.0% 6.5% 7.7%

Figure 14: Newell Rubbermaid Inc.: revenues & profitability
Figure 15: Newell Rubbermaid Inc.: assets & liabilities

Tupperware Brands Corporation
Table 13: Tupperware Brands Corporation: key facts
Head office: 14901 South Orange Blossom Trail, Orlando, Florida 32837, USA
Telephone: 1 407 826 5050
Website: www.tupperwarebrands.com
Ticker: TUP
Stock exchange: New York
Tupperware Brands Corporation is a portfolio of global direct selling companies, selling products across multiple brands
and categories It has its presence in North America, Europe, Africa, Asia Pacific and the Middle East regions.
The company operates its business under five reportable business segments in three broad geographic regions: Europe
(also a segment) comprising Europe, Africa and the Middle East; Asia Pacific (also a segment); and Americas,
comprising three segments, namely, Beauty North America, Tupperware North America, and South America.
The Europe, Asia Pacific and Tupperware North America segments are primarily engaged in providing storage and
serving solutions for the kitchen and home through the Tupperware brand. The Tupperware product line consists of
storage and serving solutions for the kitchen and home. Tupperware also provides kitchen cookware and tools,
microwave products, microfiber textiles and gifts. The line of Tupperware products includes Modular Mates, FridgeSmart
Containers and Tupperware Impressions serve ware.
Under the beauty products segment, Tupperware manufactures and distributes skin care products, cosmetics, bath and
body care, toiletries, nutritional products, fragrances, jewelry collections, and baby care products.
The Europe segment also includes Avroy Shlain and Nutrimetics units that sell beauty and personal care products. Asia
Pacific segment also sells beauty and personal care products in some of its units under the NaturCare, Nutrimetics and
Fuller brands.
The Beauty North America segment of Tupperware is engaged in the business of premium cosmetics, skin care and
personal care products marketed under the BeautiControl and Armand Dupree brands in the US, Canada and Puerto
Rico and the Fuller Cosmetics brand in Mexico and Central America.
The South America segment of Tupperware is engaged in the business of both houseware and beauty products that are
sold under the Fuller, Nuvo and Tupperware brands.
The company mainly follows a direct selling distribution model. Tupperware branded products are primarily sold directly
to distributors, directors, managers and dealers (sales force) throughout the world. The company also awards
distributorships, who gain the right to market Tupperware products. The vast majority of the sales force or dealers are
independent contractors and not employees of Tupperware. As of December 2012, the Tupperware distribution system
had approximately 1,800 distributors; 86,000 managers; and 2.8 million dealers worldwide. In addition, the company also
employs internet mode of selling. It also entered into a limited number of business-to-business transactions, in which it
sells products to a partner company for sale to consumers.
The company promotes its Tupperware brand primarily through "party" method of sales, which includes demonstration of
the features and benefits of Tupperware products. Tupperware parties are held in homes, offices, social clubs and other
locations. Tupperware products are also promoted through brochures. In addition, Tupperware utilizes catalogs, and
television and magazine advertising.

Key Metrics
The company recorded revenues of $2,672 million in the fiscal year ending December 2013, an increase of 3.4%
preceding year.
Table 14: Tupperware Brands Corporation: key financials ($)
$ million 2009 2010 2011 2012 2013

Revenues 2,127.5 2,300.4 2,585.0 2,583.8 2,671.6
Net income (loss) 175.1 225.6 218.3 193.0 274.2
Total assets 1,818.8 2,015.8 1,822.6 1,821.8 1,843.9
Total liabilities 1,181.1 1,226.0 1,321.8 1,342.7 1,591.0
Table 15: Tupperware Brands Corporation: key financial ratios
Ratio 2009 2010 2011 2012 2013

Profit margin 8.2% 9.8% 8.4% 7.5% 10.3%
Revenue growth (1.6%) 8.1% 12.4% 0.0% 3.4%
Asset growth 1.6% 10.8% (9.6%) 0.0% 1.2%
Liabilities growth (10.2%) 3.8% 7.8% 1.6% 18.5%
Debt/asset ratio 64.9% 60.8% 72.5% 73.7% 86.3%
Return on assets 9.7% 11.8% 11.4% 10.6% 15.0%

Figure 16: Tupperware Brands Corporation: revenues & profitability
Figure 17: Tupperware Brands Corporation: assets & liabilities

APPENDIX
Methodology
MarketLine Industry Profiles draw on extensive primary and secondary research, all aggregated, analyzed, cross-
checked and presented in a consistent and accessible style.
Review of in-house databases – Created using 250,000+ industry interviews and consumer surveys and supported by
analysis from industry experts using highly complex modeling & forecasting tools, MarketLine’s in-house databases
provide the foundation for all related industry profiles
Preparatory research – We also maintain extensive in-house databases of news, analyst commentary, company
profiles and macroeconomic & demographic information, which enable our researchers to build an accurate market
overview
Definitions – Market definitions are standardized to allow comparison from country to country. The parameters of each
definition are carefully reviewed at the start of the research process to ensure they match the requirements of both the
market and our clients
Extensive secondary research activities ensure we are always fully up-to-date with the latest industry events and
trends
MarketLine aggregates and analyzes a number of secondary information sources, including:
- National/Governmental statistics
- International data (official international sources)
- National and International trade associations
- Broker and analyst reports
- Company Annual Reports
- Business information libraries and databases
Modeling & forecasting tools – MarketLine has developed powerful tools that allow quantitative and qualitative data to
be combined with related macroeconomic and demographic drivers to create market models and forecasts, which can
then be refined according to specific competitive, regulatory and demand-related factors
Continuous quality control ensures that our processes and profiles remain focused, accurate and up-to-date

Industry associations
International Housewares Association
6400 Shafer Court, Suite 650, Rosemont, IL 60018, USA
Tel.: 1 847 292 4200
Fax: 1 847 292 4211
www.housewares.org/iha/
Related MarketLine research

Industry Profile
Global Leisure Products
Global Household Durables
Global Textiles, Apparel & Luxury Goods
Global Consumer Durables & Apparel
Global Leisure Equipment & Products

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MarketLine Industry Profile

Reference Code: 0199-2081

Publication Date: July 2014

Global - Housewares & Specialties 0199 - 2081 - 2013

© MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 1

Market value forecast

Global - Housewares & Specialties 0199 - 2081 - 2013

© MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 2

Market value forecast ................................................................................................................................................. 2

Category segmentation .............................................................................................................................................. 2

Geography segmentation ........................................................................................................................................... 2

Market share .............................................................................................................................................................. 2

Market Overview ............................................................................................................................................................ 7

Market definition ......................................................................................................................................................... 7

Market analysis .......................................................................................................................................................... 7

Market Data ................................................................................................................................................................... 8

Market Segmentation ..................................................................................................................................................... 9

Category segmentation .............................................................................................................................................. 9

Geography segmentation ......................................................................................................................................... 10

Market share ............................................................................................................................................................ 11

Market Outlook ............................................................................................................................................................. 12

Market value forecast ............................................................................................................................................... 12

Five Forces Analysis .................................................................................................................................................... 13

Buyer power ............................................................................................................................................................. 14

Supplier power ......................................................................................................................................................... 15

New entrants ............................................................................................................................................................ 16

Degree of rivalry ....................................................................................................................................................... 18

Leading Companies ..................................................................................................................................................... 19

Arc International ....................................................................................................................................................... 19

Lifetime Brands, Inc. ................................................................................................................................................ 20

Newell Rubbermaid Inc. ........................................................................................................................................... 23

Tupperware Brands Corporation .............................................................................................................................. 26

Global - Housewares & Specialties 0199 - 2081 - 2013

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Industry associations ................................................................................................................................................ 30

Related MarketLine research ................................................................................................................................... 30

Global - Housewares & Specialties 0199 - 2081 - 2013

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Table 6: Arc International: key facts ............................................................................................................................. 19

Table 7: Lifetime Brands, Inc.: key facts ...................................................................................................................... 20

Table 8: Lifetime Brands, Inc.: key financials ($) .......................................................................................................... 21

Table 9: Lifetime Brands, Inc.: key financial ratios ....................................................................................................... 21

Table 10: Newell Rubbermaid Inc.: key facts ............................................................................................................... 23

Table 11: Newell Rubbermaid Inc.: key financials ($) .................................................................................................. 24

Table 12: Newell Rubbermaid Inc.: key financial ratios ................................................................................................ 24

Table 13: Tupperware Brands Corporation: key facts .................................................................................................. 26

Table 14: Tupperware Brands Corporation: key financials ($) ..................................................................................... 27

Table 15: Tupperware Brands Corporation: key financial ratios ................................................................................... 27

Global - Housewares & Specialties 0199 - 2081 - 2013

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Figure 12: Lifetime Brands, Inc.: revenues & profitability ............................................................................................. 22

Figure 13: Lifetime Brands, Inc.: assets & liabilities ..................................................................................................... 22

Figure 14: Newell Rubbermaid Inc.: revenues & profitability ........................................................................................ 25

Figure 15: Newell Rubbermaid Inc.: assets & liabilities ................................................................................................ 25

Figure 16: Tupperware Brands Corporation: revenues & profitability ........................................................................... 28

Figure 17: Tupperware Brands Corporation: assets & liabilities ................................................................................... 28

Global - Housewares & Specialties 0199 - 2081 - 2013

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North America consists of Canada, Mexico, and the United States.

South America comprises Argentina, Brazil, Chile, Colombia, and Venezuela.

Global - Housewares & Specialties 0199 - 2081 - 2013

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Table 1: Global housewares & specialties market value: $ billion, 2009–13