The trend towards home consumption led increasing numbers of Swiss people to invite friends home for drinks and meals rather than going out in 2014, while the rising trend for cooking as a joint activity to be shared with family and friends had a positive influence on sales of homewares in 2014, with the result that more attention and emphasis were placed on the categories of dining and kitchen in 2014.
Migros Genossenschaftsbund eG led homewares in 2014. This domestic player was closely followed by IKEA AG with a value share of 10%. Third rank in the category in 2014 was shared by another domestic retailer, Coop Genossenschaftsbund with a value share of 6%, leaving domestic cookware specialist manufacturer Kuhn Rikon and dinnerware specialist manufacturer International Cookware AG in fourth and fifth positions respectively, each with a 4% value share. A number of other domestic and international players completed the list of leading players in homewares, with the competitive environment in the category highly fragmented and with private label products taking the clear lead over branded products.
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With the increasing trend towards home consumption in Switzerland, demand for kitchenware which is easy to use and functional and dining ware which also has a decorative aspect rather than being merely functional, homewares is expected to remain an important aspect of accomplishing higher standards in the living and kitchen areas of Swiss homes during the forecast period.
Homewares Market Research
Analyse key trends and developments in Switzerland 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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