Now Available: Homewares in Poland

The trend towards healthy lifestyles is becoming increasingly popular in Poland. Numerous TV programmes, magazines and books are created in order to promote healthy living. A significant part of that trend is a healthy, low-fat diet and demand for cooking at home. Good chefs are becoming famous celebrities. For example, Lidl, one of the largest fast-moving consumer goods chains in Poland, has used two of them - Karol Okrasa and Pascal Brodnicki – two famous chefs that used to have their own culinary programmes on TV - in a long-running campaign promoting Lidl stores by encouraging people to cook at home instead of eating out. Such a trend has a strong, positive impact on the performance of homewares categories, especially fuelling growth in cookware and kitchenware. With growing interest in home cooking there has been a simultaneous surge in the number of cooking blogs and small, trendy homewares e-shops where consumers can buy more sophisticated and individual products. In larger cities, such as Warsaw and Cracow, so-called "food markets", where small, local manufacturers sell food products as well as stylish kitchen and dinnerware, are very trendy places and are sometimes organised even several times in a month. A strong manifestation of this trend is the number of new micro manufacturers of kitchen utensils, food storage, and ovenware. Their products are often manufactured from glass or silicon rather than less eco-friendly plastic.

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Competitive Landscape

IKEA is the leading brand in homewares accounting for a 12% value share in 2013. It has been yet another year of IKEA strengthening its top position by recording one of the highest growth rates in value sales among all companies present in the category. IKEA has a strong presence in all seven categories of homewares, which makes it possible for customers to do all their homewares shopping in only one store instead of visiting several outlets. With high investments in advertising campaigns and in its stores, IKEA has become a valued, well-known brand in Poland. With affordable prices and quality products, IKEA is the unquestionable leader in the value-for-money price segment.

Industry Prospects

Over the forecast period homewares is expected to experience a CAGR of 1% in value sales at constant 2013 prices over the forecast period. The main factors that will contribute to growth in sales in homewares categories are a boost in private consumption and the ongoing trend for healthy cooking. Real GDP growth is expected to increase by 4% annually over the forecast period. This will lead to moderate growth in homewares, especially from 2015 onwards.

Homewares Market Research

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

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

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