China and Earthenware - UK - May 2008

Table of Contents

• Issues in the Market
• Key themes
• Definitions
• Abbreviations
• Market in Brief
• Growth despite price constraints
• Fashion, design and style
• The impulse buyers
• How the market is shared
• Which consumers matter most
• What does it all mean for the future?
• Internal Market Environment
• Key points
• A stylish home
• Fashion updates
• What' s in a name?
• Marking the event
  • Figure 1: Number of marriages in the UK, 2003-13
• Not forgetting civil partnerships
• Other gifting opportunities
• Home is the core
  • Figure 2: Attitudes towards food, drink and entertaining at home, 2003-07
• Lifestyle changes needs
• Longer term trends
• Stiff competition for domestic producers
  • Figure 3: Balance of trade in chinaware*, 2003-07
• Changing composition
  • Figure 4: Trends in foreign trade in chinaware*, by type, 2003 and 2007
• Broader Market Environment
• Key points
• General factors
• A new home
  • Figure 5: Movement in the housing market, 2003-13
• Who buys the most?
  • Figure 6: UK adult population trends, by socio-economic group, 2003-13
• Who needs the most?
  • Figure 7: UK adult population, by lifestage, 2003-13
• And in terms of households
  • Figure 8: Number of UK households, by size, 2003-13
• Affordability
  • Figure 9: Trends in PDI and consumer expenditure, 2003-13
• Competitive Context
• Key points
• Chinaware in the domestic context
  • Figure 10: Total expenditure on home & garden, by sector, 2003-07
• Indoors and out -- the pleasure of food
  • Figure 11: Consumer expenditure on eating in and out of home, 2003-07
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Value and Forecast
• Key points
• Market value
  • Figure 12: UK retail sales of china and earthenware, 2003-13
• A gradual return to growth
• Positives for growth
• Growth limiters
• More choice and competition
• The future
• The positives
• The qualifiers
• Continued steady growth
• Factors used in the forecast
• Segment Performance
• Key points
• General themes across the market
• Diversity and choice in pricing
  • Figure 13: Examples of current retail prices in tableware, 2008
• Fashion updates
• What makes a gift?
• Segmenting by type
  • Figure 14: Retail sales of china and earthenware, by type, 2003-08
• Casual dining already strong
• And it gets a further boost
• The demand for formality
• Moving into the kitchen
• Market Share
• Key points
  • Figure 15: Manufacturers' share of UK retail sales of china and earthenware, 2003-08
• Continuing advance of own brand
• But top brands thrive through innovation
• Companies and Products
• Key points
• Waterford Wedgwood Group
• Wedgwood
• Royal Doulton
• Other Wedgwood brands
• Denby Pottery
• Villeroy & Boch
• Royal Worcester and Spode
• Royal Worcester
• Spode
• Portmeirion Potteries
• Churchill China
• The next level
• Emma Bridgewater
• Rayware
• Other suppliers
  • Figure 16: Other chinaware manufacturers & suppliers, 2008
• Brand Communication and Promotion
• Key points
• Total spending strictly limited
  • Figure 17: Total tableware advertising expenditure*, 2003-07
• Who are the spenders
  • Figure 18: Chinaware advertisers, 2005-07
• The advertorial approach
• Reaching customers
• The direct method
• More subtle promotions
• Channels to Market
• Key points
• Reaching buyers
  • Figure 19: Retail sales of china and earthenware, by type of outlet, 2003-08
• Department stores flourish
• Own brand up for department stores and others
• Grocers sustain presence with value pricing
• New names in the variety sector
• Specialists for the premium sector
• The other players
• The online element
  • Figure 20: Examples of online vendors of chinaware*, 2008
• Consumer Buying Behaviour
• Key points
• Widespread purchasing apparent
  • Figure 21: Items of china and earthenware purchased in the last 12 months, November 2007
• The importance of the everyday
• Who buys what?
  • Figure 22: Items of china and earthenware purchased in the last 12 months, by lifestage, November 2007
• Reasons for Purchasing
• Key points
• Necessity and much more
  • Figure 23: Reasons for purchasing china and earthenware, November 2007
• Plenty of scope for growth
  • Figure 24: Reasons for purchasing china and earthenware, by lifestage, November 2007
• Power of promotion and display
• The necessity buyers
• And the discretionary buyers
• Appendix -- Internal Market Environment
  • Figure 29: Foreign trade in chinaware*, by type, 2003 and 2007
• Appendix -- Consumer Buying Behaviour
  • Figure 30: Items of china and earthenware purchased in the last 12 months, by demographic sub-group, November 2007
  • Figure 31: Items of china and earthenware purchased in the last 12 months, by demographic sub-group, November 2007
• Appendix -- Reasons for Purchasing
  • Figure 32: Reasons for purchasing china and earthenware, by demographic sub-group, November 2007