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Tableware - UK - December 2010

At £826 million, the value of the 2010 UK market for tableware is estimated to be just 3% up on 2007. The struggle to gain momentum bears witness to challenging trading conditions for manufacturers operating in this industry.

This report looks at factors impeding growth and manufacturers’ efforts to overcome these, such as celebrity tie-ins, new designs and retailing developments.

  • Consumers need nudging into updating and upgrading china, glassware and cutlery through stronger communication of the array of modern designs available. Replacing old/broken items is the major incentive to purchase in all three sectors.
  • With wider coverage of dinner parties on TV shows such as Come Dine With Me, there is an opportunity to encourage sales of contemporary or stylish tableware to make dinner parties extra special. One in five buyers of glassware bought for a special occasion or dinner party and one in ten purchasers of china.
  • Marketing personalised/customised tableware as a gift has more potential, as does building up sets to make tableware more affordable in more challenging economic times. Some 16% of glassware buyers had bought as a gift, 12% of cutlery purchasers and 10% of those buying china/other tableware.
  • In order to drive up the value of the market, retailers need to persuade more people of the worth of paying a bit more for china, glasses or cutlery. A third of adults tend to buy inexpensive glasses, and a quarter inexpensive china or cutlery.
  • In an age where household items have shorter lifecycles, well-known, heritage brands should concentrate on encouraging younger consumers to invest in authentic, luxury products with a modern twist that they keep for special occasions. Only a quarter of 25-34-year-olds have a best dinner set compared with half of 55-64-year-olds.
  • In a time of austerity, flexibility needs to be the focus of manufacturers to allow easy replacement of items. There are more consumers that like the china/dinner set they use to be matching (31%) than are happy using non-matching pieces together (17%).

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Ceramic tableware
            • Glassware
              • Cutlery
                • Abbreviations
                • Future Opportunities

                    • The real deal
                      • You did it!
                      • Market in Brief

                        • Sluggish growth in value sales
                          • A replacement driven market
                            • Value ranges and celebrity tie-ins
                              • Recession brings consolidation
                                • Modest growth during slow recovery
                                • Internal Market Environment

                                  • Key points
                                    • Strong interest in cooking and home entertaining
                                      • Figure 1: Attitudes towards food, drink and entertaining at home, 2006-10
                                    • Growing ownership of dishwashers
                                      • Figure 2: Dishwasher and dining room furniture ownership and purchase, 2006-10
                                    • Pressure on prices and margins
                                      • Figure 3: Year-on-year percentage change in consumer prices for glassware, tableware and household utensils, 2005-10
                                    • Growing trade deficit
                                      • Figure 4: UK import and export data for tableware, glassware and cutlery, 2006-10
                                    • Environmental issues increasing in importance
                                      • Design and fashion trends
                                      • Broader Market Environment

                                        • Key points
                                          • Further causes for consumer spending concerns
                                            • Figure 5: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                          • Adapting to household size
                                            • Figure 6: UK households, by size, 2005-15
                                          • Downturn in housing market
                                            • Figure 7: Number of residential housing transactions (not seasonally adjusted), 2006-10*
                                          • Age and lifestage as catalyst for growth
                                            • Figure 8: Trends in the age structure of the UK population, 2005-15
                                          • Socio-economics and its impact
                                            • Figure 9: Forecast adult population trends, by socio-economic group, 2005-15
                                          • Pots for partnerships? Maybe not
                                              • Figure 10: Marriages in the UK, England and Wales, 1998-2008
                                              • Figure 11: Number of civil partnership formations in the UK, 2005-09
                                            • A royal wedding
                                            • Competitive Context

                                              • Key points
                                                • Winners and losers in household goods
                                                  • Figure 12: Comparison of tableware with other household markets, 2005-09
                                                • Comparing cookware and tableware
                                                • Strengths and Weaknesses in the Market

                                                  • Strengths
                                                    • Weaknesses
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Celebrity tie-ins gather pace
                                                          • Homing in on heritage
                                                            • Contemporary designs and designers
                                                              • Showcasing world cuisine
                                                                • For special occasions
                                                                  • Competing for cups
                                                                    • Discounting and special offers
                                                                      • Home sweet home
                                                                        • Cheeky chappies or serious man?
                                                                          • Girls just wanna have fun
                                                                            • Eco materials
                                                                              • Tableware on Twitter
                                                                                • Charity work
                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • Challenging trading conditions impact growth
                                                                                      • Figure 13: UK retail value sales of tableware, at current and constant prices, 2005-15
                                                                                      • Figure 14: UK retail value sales of tableware, at current prices, by sector, 2007-10
                                                                                    • Future outlook
                                                                                        • Figure 15: Forecast of UK retail value sales of tableware, at current prices, 2005-15
                                                                                      • Forecast methodology
                                                                                      • Market Segmentation

                                                                                        • Key points
                                                                                          • Chinaware
                                                                                            • Come Dine with Me
                                                                                              • Figure 16: UK retail value sales of chinaware, by sector, 2007-10
                                                                                            • Glassware
                                                                                              • Glassware shines
                                                                                                • Figure 17: UK retail value sales of glassware, by sector, 2007-10
                                                                                              • Product development stimulates demand
                                                                                                • Cutlery
                                                                                                  • Cutting back on cutlery
                                                                                                    • Figure 18: UK retail value sales of cutlery, by sector, 2007-10
                                                                                                • Market Share

                                                                                                  • Key points
                                                                                                    • Chinaware
                                                                                                      • New ranges drive share
                                                                                                        • Figure 19: Company shares in UK retail sales of chinaware, 2007-10
                                                                                                      • Glassware
                                                                                                        • Hot off the press
                                                                                                          • Figure 20: Company shares in UK retail value sales of glassware, 2007-10
                                                                                                        • Designer aspirations
                                                                                                          • Cutlery
                                                                                                            • Own-labels make the grade
                                                                                                              • Figure 21: Company shares in UK retail value sales of cutlery, 2007-10
                                                                                                          • Companies and Products

                                                                                                            • Waterford Wedgwood Group
                                                                                                              • Denby
                                                                                                                  • Figure 22: Denby Retail Ltd, financial performance, 2009
                                                                                                                • Emma Bridgewater
                                                                                                                  • Villeroy & Boch
                                                                                                                      • Figure 23: Villeroy & Boch UK Ltd, financial performance, 2008-09
                                                                                                                    • Portmeirion
                                                                                                                        • Figure 24: Portmeirion Group plc, financial performance, 2008-09
                                                                                                                        • Figure 25: Portmeirion Group plc, half-year results, 2009-10
                                                                                                                      • Churchill China
                                                                                                                          • Figure 26: Churchill China plc, financial performance, 2008-09
                                                                                                                          • Figure 27: Churchill China plc, half-year results, 2009-10
                                                                                                                        • Arc International Tableware
                                                                                                                          • Dartington Crystal
                                                                                                                              • Figure 28: Dartington Crystal (Torrington) Ltd, financial performance, 2009-10
                                                                                                                            • LSA International
                                                                                                                                • Figure 29: Lubkowski Saunders & Associates Ltd, financial performance, 2008-09
                                                                                                                              • Oneida
                                                                                                                                  • Figure 30: Oneida International Ltd, financial performance, 2008-09
                                                                                                                                • Arthur Price
                                                                                                                                    • Figure 31: Arthur Price, financial performance, 2008-09
                                                                                                                                  • Other companies operating in the UK market
                                                                                                                                    • Figure 32: Other companies in the UK chinaware market, 2010
                                                                                                                                    • Figure 33: Other companies in the UK glassware market, 2010
                                                                                                                                    • Figure 34: Other companies in the UK cutlery market, 2010
                                                                                                                                • Channels of Distribution

                                                                                                                                  • Key points
                                                                                                                                    • Department stores the leading channel
                                                                                                                                      • Figure 35: UK retail value sales of tableware, by outlet type, 2007-10
                                                                                                                                    • Supermarkets expand tableware offerings
                                                                                                                                      • Maxxing in out at the discounters
                                                                                                                                        • Specialists look to factory shops for growth
                                                                                                                                          • Seeing the product before buying
                                                                                                                                            • Other players get creative
                                                                                                                                              • Shopping around for future sales
                                                                                                                                              • Brand Communication and Promotion

                                                                                                                                                • Key points
                                                                                                                                                  • Low level adpsend
                                                                                                                                                    • Figure 36: Main media advertising expenditure on tableware, 2006-10
                                                                                                                                                  • Adspend by top ten spenders
                                                                                                                                                    • Figure 37: Main media advertising expenditure on tableware, by company, 2006-10
                                                                                                                                                  • Is it art?
                                                                                                                                                    • John Lewis raises its profile
                                                                                                                                                      • Adspend by media type
                                                                                                                                                        • Figure 38: Main media advertising expenditure on tableware, by media type, 2006-10
                                                                                                                                                      • All about colour
                                                                                                                                                        • Adspend by season
                                                                                                                                                          • Figure 39: Main media advertising expenditure on tableware, by quarter, 2009-10
                                                                                                                                                        • Sales all year round
                                                                                                                                                        • Purchasing of Tableware

                                                                                                                                                          • Key points
                                                                                                                                                            • Three in ten not purchasing tableware
                                                                                                                                                              • Figure 40: Repertoire purchasing of tableware in the last 12 months, July 2010
                                                                                                                                                            • Time period for tableware purchasing
                                                                                                                                                              • Figure 41: When tableware were last purchased, July 2010
                                                                                                                                                            • Cin-cin!
                                                                                                                                                              • Tea vicar?
                                                                                                                                                                • Comfort cooking
                                                                                                                                                                  • Cutlery caves in
                                                                                                                                                                    • Demographic profile of purchasers
                                                                                                                                                                      • Figure 42: Purchasers of any tableware in last 12 months, by selected demographics, July 2010
                                                                                                                                                                      • Figure 43: Typical buyers of tableware over the last 12 months, by sector, July 2010
                                                                                                                                                                    • Exceptions that prove the rule
                                                                                                                                                                      • Glass ceiling
                                                                                                                                                                        • Figure 44: Tableware items purchased in the last 12 months, by repertoire of tableware purchases in the last 12 months, July 2010
                                                                                                                                                                        • Figure 45: Purchasing seven or more items of tableware in last 12 months, by key demographics, July 2010
                                                                                                                                                                      • Retailers who could do better
                                                                                                                                                                        • More breakages – more purchases
                                                                                                                                                                        • Reasons for Purchasing Tableware

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Replacement, replacement, replacement
                                                                                                                                                                              • Figure 46: Reasons for purchasing tableware in the last three years, July 2010
                                                                                                                                                                            • Fewer purchases being driven by home moves
                                                                                                                                                                              • Reaching out to impulse buyers
                                                                                                                                                                                • Attracting the home entertainers
                                                                                                                                                                                  • Making a gift of tableware
                                                                                                                                                                                  • Attitudes Towards Tableware

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Buying focused on replacement
                                                                                                                                                                                        • Figure 47: Attitudes towards buying tableware, July 2010
                                                                                                                                                                                      • Tableware for special occasions
                                                                                                                                                                                        • Price is a big influence
                                                                                                                                                                                          • Matching sets versus individual items
                                                                                                                                                                                            • Putting design higher on the agenda
                                                                                                                                                                                            • Target Groups

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                  • Figure 48: Target groups for tableware, July 2010
                                                                                                                                                                                                • Frugal Non-Matchers (11%)
                                                                                                                                                                                                  • Quality Focused (19%)
                                                                                                                                                                                                    • Considered Buyers (11%)
                                                                                                                                                                                                      • Replacement Buyers (16%)
                                                                                                                                                                                                        • Apathetic (43%)
                                                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                                                            • Figure 49: Attitudes towards food, drink and entertaining at home, by demographics, 2010
                                                                                                                                                                                                            • Figure 50: Dishwasher and dining room furniture ownership, by demographics, 2010
                                                                                                                                                                                                        • Appendix – Broader Market Environment

                                                                                                                                                                                                            • Figure 51: Number of residential housing transactions (not seasonally adjusted), 2006-10*
                                                                                                                                                                                                        • Appendix – Purchasing of Tableware

                                                                                                                                                                                                            • Figure 52: When wine glasses last bought, by demographics, July 2010
                                                                                                                                                                                                            • Figure 53: When drinking glasses for long drinks last bought, by demographics, July 2010
                                                                                                                                                                                                            • Figure 54: When beer glasses last bought, by demographics, July 2010
                                                                                                                                                                                                            • Figure 55: When tumblers or other glasses last bought, by demographics, July 2010
                                                                                                                                                                                                            • Figure 56: When individual glass bowls last bought, by demographics, July 2010
                                                                                                                                                                                                            • Figure 57: When glass serving bowls last bought, by demographics, July 2010
                                                                                                                                                                                                            • Figure 58: When heat-resistant glass oven-to-tableware last bought, by demographics, July 2010
                                                                                                                                                                                                            • Figure 59: When mugs last bought, by demographics, July 2010
                                                                                                                                                                                                            • Figure 60: When individual dinner plates/bowls last bought, by demographics, July 2010
                                                                                                                                                                                                            • Figure 61: When serving bowls last bought, by demographics, July 2010
                                                                                                                                                                                                            • Figure 62: When boxed dinner or tea set last bought, by demographics, July 2010
                                                                                                                                                                                                            • Figure 63: When oven-to-tableware last bought, by demographics, July 2010
                                                                                                                                                                                                            • Figure 64: When cutlery sets last bought, by demographics, July 2010
                                                                                                                                                                                                            • Figure 65: When individual knives/forks, etc bought, by demographics, July 2010
                                                                                                                                                                                                            • Figure 66: Purchase of tableware in the last 12 months, by demographics, July 2010
                                                                                                                                                                                                            • Figure 67: Repertoire of purchase of tablewares in the last 12 months, by demographics, July 2010
                                                                                                                                                                                                            • Figure 68: Purchase of tablewares in the last 12 months, by repertoire of purchase of tablewares in the last 12 months, July 2010
                                                                                                                                                                                                        • Appendix – Reasons for Purchasing Tableware

                                                                                                                                                                                                            • Figure 69: Most popular reasons for purchasing glasses/other glassware in the last three years, by demographics, July 2010
                                                                                                                                                                                                            • Figure 70: Next most popular reasons for purchasing glasses/other glassware in the last three years, by demographics, July 2010
                                                                                                                                                                                                            • Figure 71: Reasons for purchasing glasses/other glassware in the last three years, by demographics, July 2010
                                                                                                                                                                                                            • Figure 72: Reasons for purchasing glasses/other glassware in the last three years, by demographics, July 2010
                                                                                                                                                                                                            • Figure 73: Reasons for purchasing glasses/other glassware in the last three years, by repertoire of purchase of tablewares in the last 12 months, July 2010
                                                                                                                                                                                                            • Figure 74: Reasons for purchasing china/other tableware in the last three years, by repertoire of purchase of tablewares in the last 12 months, July 2010
                                                                                                                                                                                                        • Appendix – Attitudes Towards Tablewares

                                                                                                                                                                                                            • Figure 75: Most popular statements on china/dinner set, by demographics, July 2010
                                                                                                                                                                                                            • Figure 76: Most popular statements on china/dinner set, by demographics, July 2010
                                                                                                                                                                                                            • Figure 77: Other statements on china/dinner set, by demographics, July 2010
                                                                                                                                                                                                            • Figure 78: Most popular statements on glasses, by demographics, July 2010
                                                                                                                                                                                                            • Figure 79: Next most popular statements on glasses, by demographics, July 2010
                                                                                                                                                                                                            • Figure 80: Other statements on glasses, by demographics, July 2010
                                                                                                                                                                                                            • Figure 81: Most popular statements on cutlery, by demographics, July 2010
                                                                                                                                                                                                            • Figure 82: Next most popular statements on cutlery, by demographics, July 2010
                                                                                                                                                                                                            • Figure 83: Statements on china/dinner set, by repertoire of purchase of tablewares in the last 12 months, July 2010
                                                                                                                                                                                                            • Figure 84: Statements on glasses, by repertoire of purchase of tablewares in the last 12 months, July 2010
                                                                                                                                                                                                            • Figure 85: Statements on cutlery, by repertoire of purchase of tablewares in the last 12 months, July 2010
                                                                                                                                                                                                        • Appendix – Target Groups

                                                                                                                                                                                                            • Figure 86: Target groups, by demographics, July 2010
                                                                                                                                                                                                            • Figure 87: Purchase of tablewares in the last 12 months, by target groups, July 2010
                                                                                                                                                                                                            • Figure 88: Reasons for purchasing glasses/other glassware in the last three years, by target groups, July 2010
                                                                                                                                                                                                            • Figure 89: Reasons for purchasing china/other tableware in the last three years, by target groups, July 2010
                                                                                                                                                                                                            • Figure 90: Statements on tableware, by target groups, July 2010

                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                        • Royal Stafford
                                                                                                                                                                                                        • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                        • Amefa (UK) Ltd
                                                                                                                                                                                                        • Arc International
                                                                                                                                                                                                        • Argos
                                                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                                                        • Baccarat
                                                                                                                                                                                                        • Bank of England
                                                                                                                                                                                                        • Bhs Ltd
                                                                                                                                                                                                        • Bodum
                                                                                                                                                                                                        • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                        • Brixton Pottery Ltd.
                                                                                                                                                                                                        • Burleigh Dorling & Leigh Ltd
                                                                                                                                                                                                        • Carrs of Sheffield Ltd
                                                                                                                                                                                                        • Cath Kidston Group
                                                                                                                                                                                                        • Churchill China plc
                                                                                                                                                                                                        • Clive Christian Furniture
                                                                                                                                                                                                        • Co-operative Group
                                                                                                                                                                                                        • Condé Nast Publications Inc.
                                                                                                                                                                                                        • Council of Mortgage Lenders
                                                                                                                                                                                                        • Cumbria Crystal Ltd
                                                                                                                                                                                                        • Dartington Crystal (Torrington) Limited
                                                                                                                                                                                                        • Debenhams Total (GTV)
                                                                                                                                                                                                        • Deloitte Touche Tohmatsu
                                                                                                                                                                                                        • Denby Group Plc
                                                                                                                                                                                                        • Derwent Crystal Limited
                                                                                                                                                                                                        • Divertimenti Ltd
                                                                                                                                                                                                        • Dunoon
                                                                                                                                                                                                        • ECP Design
                                                                                                                                                                                                        • Emile Henry Usa Inc
                                                                                                                                                                                                        • Emma Bridgewater
                                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                                        • Fairmont & Main Ltd.
                                                                                                                                                                                                        • Georg Jensen (UK)
                                                                                                                                                                                                        • Gordon Ramsay Holdings
                                                                                                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                                                                                                        • Grupo Inditex
                                                                                                                                                                                                        • Habitat
                                                                                                                                                                                                        • Harrods Group Total
                                                                                                                                                                                                        • IKEA
                                                                                                                                                                                                        • J. Sainsbury
                                                                                                                                                                                                        • Jamie Oliver
                                                                                                                                                                                                        • Jasper Conran
                                                                                                                                                                                                        • John Lewis Partnership
                                                                                                                                                                                                        • John Rocha
                                                                                                                                                                                                        • Kantar Media
                                                                                                                                                                                                        • La Redoute (pre 20xx)
                                                                                                                                                                                                        • Lakeland Ltd
                                                                                                                                                                                                        • Le Creuset Of America Inc
                                                                                                                                                                                                        • Liberty Retail Plc
                                                                                                                                                                                                        • Lidl (UK)
                                                                                                                                                                                                        • London Stock Exchange plc
                                                                                                                                                                                                        • Lubkowksi Saunders and Associates Ltd
                                                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                                                        • Maxwell & Williams
                                                                                                                                                                                                        • Monsoon Accessorize Ltd - UK
                                                                                                                                                                                                        • Morris & Co (Shrewsbury) Ltd
                                                                                                                                                                                                        • Mulberry Group
                                                                                                                                                                                                        • Netto Foodstores Ltd
                                                                                                                                                                                                        • Next Group
                                                                                                                                                                                                        • Nigella Lawson
                                                                                                                                                                                                        • Oneida International Limited
                                                                                                                                                                                                        • Portmeirion Potteries Ltd
                                                                                                                                                                                                        • Rayware Ltd
                                                                                                                                                                                                        • Riedel Crystal (UK) Ltd
                                                                                                                                                                                                        • Robert Dyas Holdings
                                                                                                                                                                                                        • Royal Brierley Crystal
                                                                                                                                                                                                        • Royal Doulton Plc
                                                                                                                                                                                                        • Royal Horticultural Society
                                                                                                                                                                                                        • Royal Leerdam
                                                                                                                                                                                                        • Royal Scot Crystal Ltd
                                                                                                                                                                                                        • Royal Worcester
                                                                                                                                                                                                        • Somerfield
                                                                                                                                                                                                        • Spode China
                                                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                                                        • The TJX Companies
                                                                                                                                                                                                        • Tipperary Crystal
                                                                                                                                                                                                        • Tudor Crystal
                                                                                                                                                                                                        • Twitter, Inc.
                                                                                                                                                                                                        • Vera Wang
                                                                                                                                                                                                        • Villeroy & Boch AG
                                                                                                                                                                                                        • Waitrose
                                                                                                                                                                                                        • Waterford Wedgwood Retail Ltd
                                                                                                                                                                                                        • Wilkinson Hardware Stores Ltd
                                                                                                                                                                                                        • William Yeoward
                                                                                                                                                                                                        • Wm Morrison Supermarkets
                                                                                                                                                                                                        • YouTube, Inc.

                                                                                                                                                                                                        Tableware - UK - December 2010

                                                                                                                                                                                                        £1,995.00 (Excl.Tax)