eu market survey 2003 - crecer

EU MARKET SURVEY 2003
TABLEWARE, KITCHENWARE &
OTHER HOUSEHOLD ARTICLES

EU MARKET SURVEY 2003
TABLEWARE, KITCHENWARE &
OTHER HOUSEHOLD ARTICLES
Compiled for CBI by:
Developing Countries B.V. The Netherlands
December 2003
DISCLAIMER
The information provided in this market survey is believed to be accurate at the time of writing. It
is, however, passed on to the reader without any responsibility on the part of CBI or the authors
and it does not release the reader from the obligation to comply with all applicable legislation.
Neither CBI nor the authors of this publication make any warranty, expressed or implied,
concerning the accuracy of the information presented, and will not be liable for injury or claims
pertaining to the use of this publication or the information contained therein.
No obligation is assumed for updating or amending this publication for any reason, be it new or
contrary information or changes in legislation, regulations or jurisdiction.
COPYRIGHT
No part of this market survey may be sold, reproduced in any form or by any means without the
prior permission of CBI.
Photo courtesy: Developing Countries B.V.
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Table of Contents
EU Market Survey
REPORT SUMMARY 5
INTRODUCTION 8
PART A: EU MARKET INFORMATION 10
1 PRODUCT CHARACTERISTICS 11
1.1 Product Groups 11
1.2 Customs/Statistical Product Classification 12
2 INTRODUCTION TO THE EU MARKET 13
3 CONSUMPTION / INDUSTRIAL DEMAND 15
3.1 Market size 15
3.2 Market segmentation 19
3.2.1 Market segmentation by product 19
3.2.2 Market segmentation by user 24
3.3 Consumption patterns and trends 25
3.3.1 Demographic trends 25
3.3.2 Social & Cultural trends 26
3.3.3 Technical trends 28
3.3.4 Economic trends 28
4 PRODUCTION 29
4.1 Production per product group 30
5 IMPORTS 34
5.1 Total imports 34
5.2 Imports by product group 40
5.3 The role of the Developing Countries 48
6 EXPORTS 51
7 TRADE STRUCTURE 56
7.1 EU trade channels 56
7.2 Intermediaries 56
7.3 Retailers of table- & kitchenware 58
7.4 Retail channels per country 60
7.5 Distribution channels for developing country exporters 64
8 PRICES & MARGINS 65
8.1 Price development in the table- & kitchenware market 65
8.2 Price levels in the EU 65
8.3 Sources of price information 66
9 REQUIREMENTS FOR ACCESS 67
9.1 Non-tariff trade barriers 67
9.2 Tariffs and quotas 74
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PART B: EXPORT MARKETING GUIDELINES 77
10 EXTERNAL ANALYSIS 78
10.1 Market developments and opportunities 78
10.2 Competitive analysis 80
10.3 Sales channel assessment 81
10.4 Organisational Structures 82
10.5 Logistics 83
10.6 Price Structure 84
10.7 Examples: Product Profiles 86
11 INTERNAL ANALYSIS 88
11.1 Product standards/ quality, Production capacity, Product design 88
& development and Unique Selling Points
11.2 Logistics 89
11.3 Marketing and sales 90
11.4 Financing 91
11.5 Capabilities 91
12 DECISION MAKING 93
12.1 SWOT and situation analysis 93
12.2 Strategic options & objectives 93
13 MARKETING TOOLS 94
13.1 Matching products and the product range 94
13.2 Building up a relationship with a suitable trading partner 95
13.3 Drawing up an offer 96
13.4 Handling the contract 97
13.5 Sales promotion 99
APPENDICES 102
1 DETAILED HS CODES 102
2 DETAILED IMPORT STATISTICS 106
3 DETAILED EXPORT STATISTICS 110
4 USEFUL ADDRESSES 113
4.1 Standards organisations 113
4.2 Trade associations 114
4.3 Trade fair organisers 116
4.4 Trade press 118
4.5 Other useful addresses 120
5 LIST OF DEVELOPING COUNTRIES 122
6 LIST OF ACP COUNTRIES 123
7 LIST OF GSP COUNTRIES 124
8 LIST OF PROCESSES WHICH CAUSE HARM TO HEALTH AND SAFETY 125
New CBI publication with new format and contents partly replacing CBI market survey “Tableware,
Kitchenware and Household Articles of Wood, Metal, Glass and Plastic” (September 1999)
4

REPORT SUMMARY
This survey profiles the EU market for tableware, kitchenware & other household articles, further
called table- & kitchenware. The emphasis of this survey lies on those products which are of
importance to suppliers based in developing countries. The products discussed in this survey
include: metalware, plasticware, glassware, ceramicware, china & porcelain, cutlery and
woodware. The major national markets of France, United Kingdom, Italy, Germany, Spain and
the Netherlands are highlighted. Part A of this survey includes statistical market information on
consumption, production, trade, trade structure and requirements for access. As an exporter, you
will need this information in order to formulate your own market and product strategies. Part B of
this survey contains export-marketing Guidelines, a practical handbook for exporters engaged, or
wishing to engage, in exporting table- & kitchenware to the European Union.
Consumption
In 2002, the total value of the EU-market for table- & kitchenware was estimated to be about
€ 18.3 billion, indicating a growth of 4 percent compared to the previous year. It should be noted
that metalware and woodware are not included in this Figure, because statistics concerning these
markets are not compiled by the research agency Euromonitor. France is by far the biggest table-
& kitchenware market accounting for 27 percent of the total EU-consumption, followed by the
United Kingdom (19%), Italy (16%), Germany (15%), Spain (7%) and the Netherlands (4%). In
the table below you can find a more detailed overview of the countries discussed.
In recent years, people’s lifestyles, and their attitudes toward their home have changed.
Consumers around the world have turned towards a more casual lifestyle. This development has
had a notable influence on the table- & kitchenware market. During the last decade, the market
has steadily shifted from a formal style, which was the traditional backbone of the industry,
towards a more informal and fashionable style. This development is even noted in the more
formal markets like France and Italy. According to sources on the Birmingham Autumn fair,
trends in the table- & kitchenware market are expected to change significantly every twelve to
eighteen months.
Overview of EU tradebalance, by country in € millions (consumption figures exclusive metalware
and woodware)
Consumption Consumption Import Export Trade balance
2001 2002 2001 2001 2001
France 4,717 4,884 1,157 1,852 695
United Kingdom 3,286 3,422 1,410 710 -700
Italy 2,741 2,873 695 1,741 1,046
Germany 2,693 2,760 1,828 1,484 -344
Spain 1,166 1,232 553 377 -176
The Netherlands 619 657 624 423 -201
EU-total 17,612 18,342 8,368 8,605 237
Sources: Eurostat & Euromonitor, 2002/2003
Production
Over the last decade, the table- & kitchenware market is become increasingly competitive, mainly
due to the pressure of low-cost imports, principally from Asia and Eastern Europe. A more
expensive labour force and strict regulations in the EU countries have made it difficult for EU
manufacturers to compete. To cope with the increasing competition, several EU manufacturers
established manufacturing bases in Asia, where they could combine their state-of-the-art
technology with a low cost base. In this way, they could maintain an efficient, high-quality
production system at low cost. Another answer to the increasing competition was to achieve
“economics of scale”. Mergers and acquisitions were a popular means to build the scale necessary
to survive. This led to the development of large multinationals, which are present worldwide.
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Increasing rivalry in other sectors, like the food sector, also contributed to the increasing
competitiveness of the table- & kitchenware market. Because of the relatively high margins and
the need to create more “traffic”, retailers, like grocery multiples and discounters, started selling
table- & kitchenware. They mainly sell low-priced products, often private label. This undermined
the position of the EU manufacturers, which were mostly positioned in the premium-end of the
market. Many manufacturers searched for ways to differentiate their products, and branding
therefore became more important.
Imports
In 2001, the total import of table- & kitchenware was € 8.4 billion and 2.5 million tons, indicating
a small decrease of 1 percent in terms of value in comparison with 2000. In the years preceding
2001, EU imports showed a healthy development. In the period between 1997 and 2000, the EUimport
of table- & kitchenware grew in terms of value, on average, about 5 percent annually.
Apparently, the stagnation of the economy in 2001 has had its influence on the import of table- &
kitchenware. Germany is the leading importer, accounting for 22 percent of the total imported
value by EU member countries, followed by the United Kingdom (17%), France (14%), Italy
(8%), The Netherlands (8%), and Spain (7%).
The share of table- & kitchenware supplied by EU-countries is declining. In 1992, the EUmember
countries still accounted for 66 percent of all imported table- & kitchenware. In 2001,
this percentage dropped to 52 percent. This decrease can be explained by the increasing
competition from low-priced products deriving from Asian manufacturers, mainly in China, and
the outsourcing trend to Asia of many EU manufacturers.
In 2001, metalware (24%) was the leading import product group, followed by plasticware (24%,
glassware (22%), cutlery (11%), porcelain & china (10%), ceramicware (7%) and woodware
(2%) (See Figure 5.2 for more information). Of the total import, 28 percent derives from
developing countries, where China takes the largest share (see Table 5.1). In the woodware and
cutlery imports, developing countries hold the strongest positions (see Table 5.1). In the
glassware and plasticware imports, the position of developing countries is relatively weak. This is
mainly caused by fact that the Western glassware and plasticware industry is very dominant.
Export
The EU is home to the largest table- & kitchenware exporters in the world, like France, Italy and
Germany. In 2001, the EU-countries together exported € 8.6 billion of table- & kitchenwares.
The largest exporter of table- & kitchenware in the EU was France. France accounted for 22
percent of the total exported value in 2001. Other key exporting countries were Italy (20%),
Germany (17%), Belgium (9%) and the United Kingdom (8%). The main products exported by
EU-countries are Glassware (31% of total EU export), followed by metalware (23%), plasticware
(19%), porcelain & china (11%), ceramicware (8%), cutlery (8%) and woodware (1%).
Metalware became more important for EU exports, explained by the fact that, because of
increasing competition, EU manufacturers turned to the more complex products like metalware.
These products require high-tech production processes (See also Chapter 4).
Trade balance
Of the six countries discussed, France and Italy show a positive trade balance, indicating that
their export is bigger than their import. The United Kingdom together with Germany, show the
largest deficit, the first importing € 700 million more than they export.
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Opportunities
Because of the increasing competition in the table- & kitchenware market, it is increasingly
difficult for manufacturers, especially small-scale ones, to retain a profitable share of the EU
markets. Although the developing countries share of EU imports is growing, it should be noted
that this growth is partly due to outsourcing by Western manufacturers on the one hand and a
number of large manufacturers mainly based in China and Thailand, on the other. Chinese exports
make up between 37 and 82 percent of the EU imports deriving from developing countries (See
Table 5.1).
The shift towards more informal and casual table- & kitchenwares has led table- & kitchenwares
becomes a more fashionable market, with new trends, designs and colours emerging every twelve
to eighteen months. The trend towards a more fashionable market however, has some
implications like, for example, shorter product life-cycles, making fast and accurate distribution
indispensable. This offers chances for small-scale manufacturers to tap into specific market
developments. Table- & kitchenwares that are new, innovative and have a reasonable amount of
quality, practicality and functionality, will be viable. Items which are highly original in terms of
colour and design are promising, because they allow retailers as well as consumers to
differentiate themselves. Up-to-date information on trends and developments is therefore more
important than ever. Overseas companies that want to tap into the EU market have to be aware of
the market developments. International and domestic trade fairs, exhibits and visits to shops in the
export country offer valuable information and provide opportunities to build good relationships
with importers and retailers.
This survey offers you a framework for deciding whether or not to export to the European Union
and, if you decide to do so, this survey provides you with leads and guidelines to assist your
decision-making regarding which products and markets to focus on. For information on current
CBI Programmes, training & seminars, and on how to download market information and CBI
News Bulletins, please refer to CBI’s internet site www.cbi.nl.
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INTRODUCTION
This CBI survey consists of two parts: EU Market Information and EU Market Access
Requirements (Part A), and Export Marketing Guidelines (Part B).
Market Survey
Part A
EU Market Information and Market Access Requirements
EU Market Information (Chapters 1-8)
Product characteristics
Introduction to the EU market
Consumption and production
Imports and exports
Trade structure
Prices
EU Market Access Requirements (Chapter
9)
Quality and grading standards
Environmental, social and health & safety
issues
Packaging, marking and labelling
Tariffs and quotas
Part B
Export Marketing Guidelines: Analysis and Strategy
External Analysis (market audit)
(Chapter 10)
Opportunities & Threats
Decision
Making
(Chapter 12)
Internal Analysis (company audit)
(Chapter 11)
Strengths & Weaknesses
SWOT and situation analysis:
Target markets and segments
Positioning and improving competitiveness
Suitable trade channels and business partners
Other critical conditions and success factors (others than mentioned)
Strategic options & objectives
Export Marketing
(Chapter 13)
Matching products and product range
Building up a trade relationship
Drawing up an offer
Handling the contract
Sales promotion
Chapters 1 to 8 of Part A profile the EU market for table- & kitchenware. The emphasis of the
survey lies on those products which are of importance to developing country suppliers. The major
national markets within the EU for those products are highlighted. Furthermore, statistical market
information on consumption, production and trade, and information on trade structure and
opportunities for exporters is provided. Chapter 9 subsequently describes the requirements, which
have to be fulfilled in order to get market access for the product sector concerned. It is,
furthermore, of vital importance that exporters comply with the requirements of the EU market in
terms of product quality, packaging, labelling and social, health & safety and environmental
standards.
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After having read Part A, it is important for an exporter to analyse target markets, sales channels
and potential customers in order to formulate export marketing and product strategies. Part B
therefore aims to assist (potential) exporters from developing countries in their export –decisionmaking
process.
After having assessed the external (Chapter 10) and internal environment (Chapter 11), the
(potential) exporter should be able to determine whether there are interesting export markets for
his company. In fact, by matching external opportunities and internal capabilities, the exporter
should be able to identify suitable target countries, market segments and target product(s) within
these countries, and possible trade channels to export the selected products (Chapter 12).
Chapter 13 subsequently describes marketing tools which, can be of assistance in successfully
achieving the identified export objectives.
The survey is interesting for both starting exporters as well as well as exporters already engaged
in exporting (to the EU market). Part B is especially interesting for more experienced exporters
starting to export to the EU and exporters looking for new EU markets, sales channels or
customers. Starting exporters are advised to read this publication together with the CBI’s Export
planner, a guide that shows systematically how to set up export activities.
9

PART A
EU Market Information and Market Access Requirements
10

1 PRODUCT CHARACTERISTICS
This survey analyses the market for table- & kitchenware and other household articles in the
European Union. Naturally, the category is broad, and includes a wide range of applications from
storage containers to laundry- and waste-baskets. For the purposes of this report, the EU-market
for table- & kitchenware is segmentated into seven categories, depending on the material it is
made from. The following segments are distinguished: glassware, ceramicware, china &
porcelain, cutlery, plasticware, metalware and woodware. Because of this division, there is some
overlap between ceramicware and china & porcelain and between cutlery and metalware. The
product sectors covered in this report are discussed in paragraph 1.1.
This survey does not include small domestic electrical household appliances such as, for example,
coffee makers. Related CBI surveys are the reports concerning “Gifts and decorative articles”
and “Stationery items, office and school supplies”. The report concerning “Gifts and decorative
articles” covers candles, artificial flowers and fruits, decorative glassware, basketwork and
suchlike. The “Stationery items, office and school supplies” report covers paper products, writing
and drawing instruments and other office materials.
1.1 Product groups
In this paragraph, we will give a short definition of the seven product groups included in this
survey. Most product groups include a number of different products. However, for the ease of use
and the extent of information available, the survey does not specify the different products
included in product segments. It is also possible to divide the market into different functionalities,
such as cookware and tableware. This, however, causes an overlap in the segmentation above.
Cookware, for example, includes products of materials such as ceramic, glass and metal.
Therefore, we have chosen a segmentation based on the different materials used.
Plasticware
Plasticware consists of storage products like cups, containers, etc. It also includes plastic
tableware like plates, mugs, jars etc. Cleaning equipment such as bowls, buckets and drainers are
also included in this group.
Glassware
The glassware segment can be divided in to three types of products, each having it own specific
purpose. “Drinking glasses” is the first and one of the largest groups. It includes tumblers,
crystalware and stemware. The second group is glass cookware, including glass pots, pans and
heat-resident casseroles. The third group is glass tableware, which includes glass plates, serving
dishes etc.
Ceramicware
Ceramicware includes cookware, such as casseroles and oven-to-tableware. It furthermore
consists of non-china ceramics, like earthenware and stoneware. Other products, such as mugs,
storage jars, jugs and pitchers are also included in this segment.
China & Porcelain
The china & porcelain segment is closely linked with ceramicware. This could mean that there is
some overlap between these segments. China and porcelain is defined as fine semi-transparent or
white earthenware. It includes dinner services and individual items of china tableware.
11

Cutlery
Included in the cutlery category are kitchen utensils such as knives, ladles and scissors. It also
includes table cutlery like knives, forks and spoons for eating and serving. All types of materials
are included, such as metal, silver, silver plate and stainless steel.
Metalware
The metalware segment includes all types of metals such as silver, silver-plate, stainless steel,
hard-anodised steel, aluminium, etc. Metalware can be divided into five main categories:
• Cookware, including pots, pans and pressure cookers;
• Bakeware, including baking trays and sheets;
• Tableware, including plates as well as holloware;
• Gadgets, such as graters, can openers, garlic crushers and pizza wheels;
• Accessories, such as bread bins, cocktail shakers and trivets.
Woodware
The smallest segment consists of wooden table- & kitchenwares, including products such as
chopping boards, bowls, bread bins and spice racks, all made of wood. Because information on
this segment is very limited, it is not possible to give accurate figures concerning the consumption
of these products.
1.2 Statistical products classification
The nomenclature for statistics within the Europe Union does not specify table- & kitchenware as
such. The trading classification systems used were unified by the introduction of a new,
worldwide coding system, introduced on January 1, 1988. This system is called the Harmonized
Commodity Description System (HS) and was developed by the World Customs Organisation
(WCO). The system comprises about 5,000 commodity groups; each identified by a six-digit
code, arranged in a legal and logical structure, and is supported by well-defined rules to achieve
uniform classification. More than 177 countries and economies use the system as a basis for their
customs tariffs and for the collection of international trade statistics. WCO has introduced some
alterations to the HS and these are included in the combined nomenclature as of January 1, 2002.
After the six-digit code, countries are free to use further subheadings. An 8-digit system is used in
the trade data of Eurostat. Most codes, however, end with two zeros, i.e. effectively only using six
digits. Although in some countries ten digits are occasionally used.
Table 1.1 Harmonised System (HS) classification table- & kitchenware
Product group
Heading HS codes
Plasticware 3924
Woodware 4419
Porcelain & China 6911
Ceramicware 6912
Glassware (incl. crystal) 7013
Metalware 7323 / 7417 / 7418 /7615
Cutlery 8211 / 8215
In order to make this market survey/guide operational, the survey has been limited to describing
the above selected product groups. The HS classification given in Table 1.1 differs in some
extend from the classification mentioned in Paragraph 1.1, which puts limitations to in-depth
interpretation of trade figures and of the possible relationships between import and export figures
on the one hand and production and consumption figures on the other hand. For a more detailed
list of product groups, please refer to Appendix 1.
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2 INTRODUCTION TO THE EU-MARKET
The European Union (EU) is the current name for the former European Community. Since 1
January 1995, the EU consists of 15 member states. Ten new countries will join the European
Union in 2004; these so-called “accession countries” are Poland, Lithuania, Estonia, Latvia,
Hungary, the Czech Republic, Slovenia, Slovakia, Malta and Cyprus. According to Eurostat, the
EU will grow from 15 countries with 379.6 million residents to 25 countries with approximately
450 million residents. Negotiations are in progress with a number of other candidate member
states.
Table 2.1 Population and GDP of selected EU-countries, 2002
Population (2003) Age 15-64 GDP (2002) GDP (2002)
(Million) (€ Billion) (Per capita in €)
Germany 83.3 68% 2,206 26,200
United Kingdom 59,8 66% 1,485 25,500
France 59,8 65% 1,556 26,000
Italy 57,7 67% 1,416 25,100
Spain 40,1 68% 836 21,200
The Netherlands 16,0 68% 417 27,200
Sources: Eurostat & World Fact book, 2002/2003
Within Western Europe – covering 15 EU member countries, Iceland, Liechtenstein, Norway and
Switzerland – more than 20 million enterprises are active. Small and medium-sized enterprises
(SME’s) accounted for the lion’s share. In 2000, the average turnover per enterprise of SME’s
and large enterprises amounted to € 600,000 and € 255 million respectively.
EU Harmonisation
The most important aspect of the process of unification (of
the former EC countries), which affects trade, is the
harmonisation of rules in the EU-countries. As unification
allows free movement of capital, goods, services and
people, internal borders have been removed. Goods
produced or imported into one member state can be moved
around between the other member states without
restriction. A precondition for this free movement is
uniformity in the rules and regulations concerning locally
produced or imported products. Although the European
Table 2.2
Overview 15 EU member
countries 2002
Population 379.6 million
Area 31,443,000 km 2
Density 83 people per km 2
Languages 11 (excl. dialects)
GDP/capita € 21,023
Currencies €, UK£, DKr., SKr.
Exchange € 1 = US$ 1.26
(31/12/2003)
Union is already a fact, not all the regulations have yet been harmonised. Work is in progress in
the fields of environmental pollution, health, safety, quality and education. For more information
about harmonisation of the regulations, visit AccessGuide, CBI’s database on non-tariff trade
barriers at www.cbi.nl/accessguide.
Monetary unit: Euro
On 1 January 1999, the euro became the legal currency within twelve EU member states: Austria,
Belgium, Finland, France, Germany, Greece, Italy, Ireland, Luxembourg, The Netherlands, Spain,
and Portugal. In 2002, circulation of Euro coins and banknotes replaced national currencies in
these countries. Denmark, United Kingdom and Sweden have decided not to participate in the
Euro.
The most recent Eurostat trade statistics quoted in this survey are from the year 2001. In this
market survey, the € is the basic currency unit used to indicate value.
13

The information used in this market survey was obtained from a variety of sources. The lion’s
share of information derives from research agencies, such as Euromonitor, Eurostat, Mintel and
Key Note. In addition, other published information has been used, to broaden the view of the
market. Other methods used to collect information were trade interviews, store checks and desk
research. Because of the variety of sources used, extreme care must be taken in the qualitative use
and interpretation of the quantitative data in this survey.
The collection of data regarding trade flows has become more difficult since the establishment of
the single European market on 1 January 1993. Until that date, trade was registered by means of
compulsory customs procedures at border crossings but, since the removal of the intra-EU
borders, this is no longer the case. Statistical bodies like Eurostat cannot now depend on the
automatic generation of trade figures. In the case of intra-EU trade, statistical reporting is only
compulsory for exporting and importing firms whose trade exceeds a certain annual value. The
threshold varies considerably from country to country, but it is typically about € 100,000.
Therefore, although figures for trade between the EU and the rest of the world are accurately
represented, trade within the EU is generally underestimated.
For more detailed information on market research, reference is made to CBI’s Export Planner
(2000).
This survey profiles the EU market for table- & kitchenware, in which six selected markets within
the EU are highlighted. The selection is based on a quantitative and qualitative comparison of
consumption, production and imports/exports of the EU member countries, as will be further
explained in the following chapters of this survey. The countries selected for this survey are
Germany, United Kingdom, France, Italy, The Netherlands and Spain, which are the largest
consuming countries for table- & kitchenware in the EU. In 2002, these countries together
accounted for nearly 86% of total EU consumption.
14

3 CONSUMPTION
This chapter presents a general overview of the market for table- & kitchenware in the European
Union, highlighting the countries and products specified in chapter 1 and 2. The information used
is largely based on the reports of Euromonitor and Mintel. Furthermore, various articles published
by different institutes are used. The information from these sources can, however, include
consumption data of products that are beyond the extent of this survey, whilst they exclude
consumption data of articles that may be relevant. Therefore, the information in chapter is not
unequivocal.
It must be noted that detailed, up-to-date statistics on the segments woodware and metalware are
not available. However, because of the importance of the metalware segment, we have used
statistics for the year 1999, in order to present some insight in this segment and we have
extrapolated the figures for consumption rates of this product segment. This extrapolation only
provides an indication of the metalware market.
3.1 Market size
The EU retail market for table- & kitchenware is mature and stable. In 2002, the total value of the
EU market for table- & kitchenware was estimated to be about € 18.3 billion, indicating a growth
of 4 percent compared to the previous year. It should be noted that metalware and woodware are
not included in this figure. In the last decade, the market has steadily shifted from formal table- &
kitchenware to a more informal and casual style. Informal and practical products are becoming
increasingly important, even in countries with a profound formal tradition like Italy and France.
This trend is reflected in the popularity of plasticware, which was one of the star performers in
the period 1998 to 2002. In this period, the EU consumption of plasticwares grew by almost 25
percent.
Figure 3.1
Table- & kitchenware market: relative attractiveness (excl. metalware and woodware)
based on € value
8%
% growth 2002
7%
6%
5%
4%
3%
Ireland
Netherlands
Denmark
Sweden
France Belgium
Austria
Greece
Spain
Finland
Italy
Portugal
United Kingdom
2%
Germany
1%
0%
-5% 0% 5% 10% 15% 20% 25% 30% 35% 40%
% growth 1998 - 2002
Source: Euromonitor, 2003
15

France is by far the biggest table- & kitchenware market, accounting for 27 percent of the total
EU consumption. At a considerable distance, we find the United Kingdom (19%) and Italy
(16%), which pushed Germany out of the top three. As can be seen in Figure 3.1, the United
Kingdom and Portugal represent the fastest growth in the review period (1998 to 2002). Both
grew by approximately 30 percent (horizontal axis) during that period. Solely looking at 2002,
Greece was the star performer, as the Greek market grew by 7 percent that year (vertical axis).
The German market, which is located on the left-bottom side of Figure 3.1, remained rather
stable, the market only growing by 2 percent in 2002. The countries located in the top-right
corner of Figure 3.1 achieved the most growth over the review period.
With a share of 32 percent, the plasticware market is the biggest table- & kitchenware market. In
2002, the plasticware market represented a value of € 5.9 billion.
Figure 3.2
Table- & kitchenware products shares
in EU, 2002, % of total value
Figure 3.3
Table- & kitchenware consumption by
EU-member countries, 2002, % of EUtotal
China &
Porcelain
Cutlery
11.0%
13.9%
China &
Porcelain,
Ceramicware 13.0%
16.8%
Ceramicware
, 16.8%
Cutlery,
11.0%
Glassware
27.2%
Plasticware
31.9%
Plasticware,
31.9%
Netherlands,
3.6%
Spain, 6.7%
Other EUmember
countries,
13.7%
Germany,
15.0%
Italy, 15.7%
France,
26.6%
United
Kingdom,
18.7%
Glassware,
27.2%
Source: Euromonitor ‘Consumer Europe’, 2003/04
The French table- & kitchenware market is by far the biggest in the EU, totalling to almost € 4.9
billion (excl. metalware and woodware) in 2002. That year the market grew by 3.5 percent.
According to Euromonitor, France’s high ranking is due to the importance of long social meals,
combined with a significant national cuisine, meaning that the French table- & kitchenware
market is more formal than in other countries. This is reflected in the popularity of formal
dinnerware, like glassware, china and porcelain and cutlery. However, as in the rest of the EU,
the French market is steadily shifting to less formal products, such as plasticware, which are
becoming increasingly important.
Plasticware, the biggest segment in France amounted to € 1.7 billion in 2002, representing a 35
percent share of the total French table- & kitchenware market. France’s second table- &
kitchenware segment in size, glassware, continued to grow, after being down in 1999 and 2000.
Ceramicware, china and porcelain together accounted for 25 percent of the table- & kitchenware
consumption in 2002.
Cutlery was the star performer in France’s table- & kitchenware market. Since 1998, the market
has grown by more than 20 percent and amounted to a value of € 757 million. The French
metalware market is extrapolated at an amount of € 944 million in 2002.
16

Figure 3.4
Value of consumption table- & kitchenware segments per country, 2002, in € million
Netherlands
65
86
126
137
243
Spain
124
180
156
419
352
Germany
336
587
476
517
844
Italy
251
247
429
628
1,318
United Kingdom
172
347
642
572
1,689
France
540
654
757
1,233
1,700
€ - € 200 € 400 € 600 € 800 €
1,000
€
1,200
€
1,400
€
1,600
Plasticware Glassware Ceramicware China & Porcelain Cutlery
€
1,800
Source: Euromonitor, 2003
United Kingdom
The British table- & kitchenware market has shown an enormous growth. In the five-year period
between 1998 and 2002, the market grew by almost 30 percent. This, however, was mainly
caused by stunning growth in the late nineties. In 2002, the British market grew somewhat over 4
percent, to a value of € 3.4 billion The British table- & kitchenware market is characterised by a
less formal style than the French or Italian markets. The British seem to prefer practicality,
durability and design rather than formal table- & kitchenwares. This is reflected in the popularity
of plasticwares. In 2002, plasticwares accounted for almost 50 percent of the table- &
kitchenware consumption in the UK.
In 2002, the UK’s second segment, ceramicware showed a low growth for the second year in a
row, growing only by 2 percent, to € 642 million. British glassware consumption grew by more
than 4 percent in 2002. In comparison with the EU average, the British glassware market is
relatively small in size, as the market represented a value of around € 572 million. British
spending on cutlery is relatively small in comparison with other EU countries. In 2002, cutlery
made up only 5 percent of the British table- & kitchenware sales. Despite this small size, cutlery
is one of the best-growing product groups in the British tableware- & kitchenware market.
Extrapolations indicate that British metalware consumption is the highest in the EU, amounting to
approximately € 1 billion in 2002, on top of the € 3.4 billion for the other segments.
17

Italy
Italy is the third table- & kitchenware market in the EU, representing a value of almost € 2.9
billion. The Italian table- & kitchenware market, like the British one, shows a stunning
development over the reviewed period between 1998 and 2002. In that period, the market grew
by almost 28 percent. Italy’s high ranking is due to the distinct maturity of Italian table- &
kitchenware market. The Italian market, like the French market, is characterised by higher-priced
formal items. Formal items such as glassware and china are very popular, as can be seen in Figure
3.4. A long tradition of producing designed pieces of table- & kitchenware make Italy an
important table- & kitchenware market.
Glassware is by far the most popular product group in Italy. Because of this popularity, the Italian
glassware market is the EU’s largest national glassware market representing a value of € 1.3
billion in 2002. Between 1998 and 2002, the glassware market grew on average 8 percent per
annum. The second segment, ceramicware, grew by 3.5 percent, to a value of € 628 million. In
comparison with the EU average, the Italian plasticware market is relatively small. Despite this
small size, it showed a healthy growth in the reviewed period.
Italy is the EU’s second cutlery market after France. In 2002, the Italian cutlery market showed a
growth for the third year in a row, rising to a value of € 251 million. China and porcelain, Italy’s
smallest table- & kitchenware market, showed the highest growth of all the segments reviewed. In
2002, the market grew by more than 5 percent, to € 246 million. The Italian metalware market is
estimated at a value of € 274 million in 2002.
Germany
The German table- & kitchenware market is a major market, mainly due to the size of the German
population. According to Euromonitor, the German table- & kitchenware grew in 2002 for the
second year in a row, after being down between 1998 and 2000. In 2002, the market grew by
more than 2.5 percent, to almost € 2.8 billion. Over a longer period of time, the German market
presents the lowest growth of the entire EU, as can be seen in Figure 3.1. Over the review period,
between 1998 and 2002, the market grew by less than 2 percent. Like the British, the Germans
consider functionality and price to be more important than decorative aspects of products,
according to Euromonitor. This, together with the informality of the market partly explains the
relative low expenditure of the Germans on table- & kitchenwares.
Glassware, the biggest table- & kitchenware segment in Germany, continued its recovery, which
started a year earlier, and in 2002 the market reached a value of € 844 million. China & porcelain
is very popular in Germany. The German china & porcelain segment is the largest in the EU. In
2002, this market rose to a value of more than € 587 million, putting Germany even ahead of
France.
As in Italy, plasticwares are less popular in Germany. Plasticwares only account for 19 percent of
the total tableware- & kitchenware sales whereas, in the entire EU, plasticware accounts for a
share of 32 percent. Despite its relatively small size, the German plasticware market showed a
healthy growth throughout the reviewed period. Cutlery is the smallest table- & kitchenware
segment in Germany, representing a value of € 336 million in 2002. The German metalware
market is estimated at a value of approximately € 712 million in 2002.
Spain
The Spanish table- & kitchenware market showed a healthy growth in both 2001 and 2002. In
2002, the Spanish table- & kitchenware grew by 5.5 percent, to a value of € 1.2 billion. As in
France and Italy, dining plays an important role in Spanish social life. With a significant national
cuisine, the Spanish table- & kitchenware market is more formal in than many other countries in
Western Europe. However, unlike France and Italy, Spain has a no tradition in manufacturing
table- & kitchenware and, perhaps as a result, premium items are less important. According to
Euromonitor, Spanish people favour functionality and durability.
18

Glassware is the largest table- & kitchenware segment in Spain, representing 34 percent of the
total market. Spain’s second largest segment is plasticware. This segment showed a healthy
development in 2002, growing by 6 percent in comparison with the preceding year, to almost €
353 million. As in 2001, the Spanish china & porcelain grew by more than 6 percent in 2002, to a
value of € 180 million that year.
In the reviewed period, the Spanish ceramicware market showed a healthy growth. Nevertheless,
it remains a relatively small segment in comparison with the EU average. Spain’s smallest table-
& kitchenware segment, cutlery, made up about 10 percent of the Spanish market. In 2002, the
market grew by 5 percent, to a value of € 124 million. The Spanish metalware market is estimated
at a value of € 148 million in 2002.
The Netherlands
According to Euromonitor, the total Dutch table- & kitchenware market was worth € 657 million
in 2002. Of the markets discussed in this survey, the Netherlands showed the largest growth in
2002. Like the UK market, the Dutch market is characterised by the emphasis on practicality and
durability, rather than formality. This is reflected in the importance of plasticwares. The
plasticware market grew by 6 percent, amounting to € 243 million. Glassware, the second
segment in size, is up for the second year in row, after being broadly stable between 1998 and
2000. In 2002, this market also grew by 6 percent, to a value of € 137 million.
China & porcelain represent 15 percent of the table- & kitchenware market and like the glassware
market showed a healthy growth in 2001 and 2002. The same applies to the ceramicware. After
being at a standstill between 1997 and 2000, the market grew in 2002 by 6 percent, to a value of €
126 million. The smallest segment, cutlery, grew by 6 percent in 2002, to a value of € 65 million.
Metalware is relatively important in the Netherlands, mainly due to the importance of cookware.
In 2002, the Dutch metalware market is extrapolated at a value € 215 million.
3.2 Market segmentation
In this paragraph, we will highlight developments in the different product groups identified in
chapter 1. We will also deal with the differences between the EU countries highlighted in this
survey. Furthermore statistical information concerning the consumption per capita is given. The
last part of this paragraph gives a segmentation by different users who can be distinguished in the
table- & kitchenware market.
Figure 3.5 Consumer expenditures on
3.2.1 Market segmentation by product
plasticware (per year in € per capita),
in the EU, 1998-2002
Plasticware
Plasticware is the biggest table- &
kitchenware product group in the EU,
amounting to a value of € 5.9 billion in 2002.
In the review period, it also represented the
fastest growth. Between 1998 and 2002, the
EU plasticware market grew by almost 25
percent. This success is due to the advantages
of plasticwares, which are cheap, lightweight,
practical and fashionable. The adaptability,
modern design and colours of plasticwares
also attract consumers.
France and the United Kingdom are the two
major plasticware markets in the EU, together
accounting for 58 percent of the total
consumption. Figure 3.5, consumer
35
30
25
20
15
10
5
0
28.64 28.34
France
United
Kingdom
15.08
Netherlands
Spain
8.92
Italy
7.41
1998
2000
2002
Germany
6.32
Source: Euromonitor, 2003
Source: Euromonitor, 2003
19

expenditure per capita, reflects the importance of these two countries. As can also be seen, the
southern European countries consume relatively less plasticware than the Northern European
countries.
Benefiting from the advantages of being lightweight and relatively cheap, plasticwares were also
fashionable and suited the trend towards matching kitchen accessories. Attracted by the bright
colours and modern design of plastic products, consumers often made impulse purchases, which
is why a continuous launching of new ranges was essential. In the reviewed period, plasticware
developed a fashionable image.
According to Euromonitor, storage containers account for the largest product category in terms of
value. This is due to the high value per piece and to the fact that manufacturers continue to
develop new uses for their products all the time. Plastic bins and hermetically sealed food
containers are the next most important products. Bin designs have developed from plain models
to pedal bins and bins with flip lids and are available in many sizes and colours. This has resulted
in an increase of use throughout the house, according to Euromonitor.
Food storage containers are typical impulse purchases and, therefore, new models are launched
frequently. The consumer expects that these containers can go from the freezer directly into the
microwave oven for heating. Moreover, they need to be dishwasher-proof, and space saving is
also important in storage. Therefore, manufacturers are developing new products, which are
multi-functional.
Glassware
In 2002, the EU consumption of glassware
represented a value of almost € 5 billion.
Glassware consists of everyday glassware,
includes drinking glasses, glass cookware and
tableware. France, Italy and Germany are the
most important markets in size (See Figure
3.4). In per capita terms, Italy and France are
the top glassware buyers in the EU. In 2002,
each Italian spent € 22.80 on glassware. The
German per capita expenditure dropped by 5
percent in the reviewed period.
Figure 3.6
25
20
15
10
22.78
Consumer expenditures on
glassware (per year in € per capita),
in the EU, 1998-2002
20.78
10.59 10.31
9.60
1998
2000
2002
8.54
Drinking glasses can be divided into two
different markets: that of everyday glasses for
which the main purchasing criterion is price,
and that of traditional glassware, which is
considered as an investment. The latter is of
high quality, usually purchased as a gift
(especially for weddings) and is a declining
market.
5
0
Italy
France
Spain
Germany
United
Kingdom
Netherlands
Source: Euromonitor, 2003
According to Euromonitor, drinking glasses account for the biggest share of the glassware market
in many of the EU-countries, though there are profound differences between them. In the United
Kingdom, drinkware accounted for two thirds of the glassware market. In France, it accounted for
54 percent of the glassware market, whereas in Germany, drinking glass only accounts for a
quarter of the total glassware consumption.
In recent years, people’s lifestyles, and their attitudes toward their home have changed.
Consumers in the EU have turned towards a more casual lifestyle. Subsequently, changes in
purchasing habits and consumer habits have also influenced the glassware market. Many
consumers nowadays consider glassware a replaceable fashion product. Manufacturers and
20

etailers are aggressively designing new patterns to keep up with this trend. Moreover, the market
for this type of glass is strongly affected by promotions from companies in the food and wine
sector, who give glasses away free when consumers buy their products. This market segment is
growing, because it is influenced by fashion.
Ceramicware
The EU ceramicware segment represented a
value of more than € 3 billion in 2002. France
and the United Kingdom are the leading
consumers of ceramicware. Like glassware
consumption, France’s and Italy’s per capita
expenditure is the highest in the EU. French
consumption recovered slightly in 2002, but it
is still slightly down compared with 1998.
Product designs of ceramic articles tend to be
modern, with a broad spectrum of shapes,
sizes, colours, materials, and innovative
features to meet different market segments.
In the EU, due to the increase in the number of
working couples, consumers are inclined to
buy timesaving, easy-to-handle kitchenware.
Figure 3.7
12
10
8
6
4
2
0
Consumer expenditures on
ceramicware (per year in € per
capita), in the EU, 1998-2002
11.02 10.85 10.77
7.83
France
Italy
United
Kingdom
Netherlands
Germany
5.81
1998
2000
2002
Spain
3.96
Source: Euromonitor, 2003
Products that emphasise quick cleaning as well as simplifying the cooking process will be
appealing to consumers. The trend in the ceramic table- & kitchenware market is toward
practical, functional, and stylish. White is the dominant colour for ceramics, according to the
Ambiente. It replaces natural shades, particularly in combinations with green, although orange,
lilac/berry shades and ice-blue are strongly represented too. Designs are becoming straighter,
extending as far as rectangular vases and bowls, with voluminous individual pieces also in
fashion in this segment.
China & Porcelain
In 2002, The value of the EU china &
porcelain segment totalled € 2.4 billion. The
leading china & porcelain market in the EU is
Germany, followed by France and the United
Kingdom. In per capita terms, the French are
the top china & porcelain buyers in the EU. As
can be seen in the Figure 3.8, the per capita
expenditure of the United Kingdom and Italy
has risen considerably during the reviewed
period. Between 1998 and 2002, their per
capita consumption increased by 28 and 87
percent respectively.
Convenience has become one of the essential
features for the modern consumer. Therefore,
it is essential that manufacturers try to come
up with practical solutions in their products.
Products with rounded corners (easier to
wash) and fewer sharp edges are important for
use in the dishwasher. Moreover, consumers
expect the products to be microwave-proof.
Figure 3.8
10
9
8
7
6
5
4
3
2
1
0
France
9.11
Consumer expenditures on China &
Porcelain (per year in € per capita),
in the EU, 1998-2002
Germany
7.18
5.82
United
Kingdom
Netherlands
5.32
Italy
1998
2000
2002
4.26 4.55
Spain
Source: Euromonitor, 2003
21

White with minimalist lines remains the distinctive feature of porcelain, according the Ambiente.
At the moment, shades of green, lilac-pink and yellow are the most important colours. Luxury is
also becoming more important in this segment.
Cutlery
The EU-cutlery market represented a value of over € 2 billion in 2002. France is the EU’s leading
cutlery consumer. In 2002, France accounted for 37 percent of the total cutlery sales in the EU. At
a considerable distance, we find Germany and Italy. Looking at the per capita expenditure, the
French are by far the biggest consumers of cutlery. In 2002, they spent about € 12.76 per capita,
almost three times as much as the Italians.
There are basically two markets for cutlery, that of classic high quality cutlery, mostly sold in
sets, and casual cutlery for everyday use, generally sold by piece. Everyday cutlery can itself be
divided into two segments: conventional and fashion-oriented cutlery. Everyday cutlery, in
general, should be inexpensive whereas fashion-oriented pieces can command somewhat higher
prices. A good example of this is cutlery with fashionable coloured handles, which has been
popular for several years following a trend towards matching kitchenware. This type of cutlery,
although also sold by piece, is sometimes presented in simple sets of four or six on a stand. This
type of novelty provides manufacturers and retailers with added-value in a generally low-value
sector.
High-quality cutlery can also be divided into
two segments: stainless steel plated cutlery,
and cutlery made of precious metals, mainly
silver. The top end of the market is completely
dominated by famous brands. This type of
cutlery is purchased once in a lifetime and the
purchases are seen as an investment. This
segment however is shrinking, mainly because
of reasonable quality and low prices of the
first segment.
A key development is the popularity of
kitchen knives, which have become
professional-style products. Knife-sets have
become a popular item in the kitchen today.
According to the Ambiente, linear and
functional designs dominate the cutlery
market, with stainless steel being the material
of choice. New materials, like titanium are
starting to be used to enhance the appeal.
Figure 3.9
14
12
10
8
6
4
2
0
12.76
France
Consumer expenditures on Cutlery
(per year in € per capita), in the EU,
1998-2002
Italy
4.34 4.1 4.05
Germany
Netherlands
Spain
1998
2000
2002
3.15 2.89
United
Kingdom
Source: Euromonitor, 2003
Metalware
There are no figures available concerning the consumption of metalware in the EU. In the
previous paragraph, we have given some extrapolation concerning the market size in the different
countries in this survey. The extrapolations indicate that North European countries (United
Kingdom, Germany and the Netherlands) consume relatively more metalwares. This can be
explained by the fact that metal pots and pans are the main food preparing items in these
countries, whereas in Italy and Spain, people use more ceramic and glass cook- and ovenware.
According to Euromonitor, the metalware market can be divided into to two segments. Firstly, it
consists of metal products which are more table-orientated, like for example bread-baskets. The
second segment consists of metal products which are used in the preparation of food, like cook-,
oven- and bakeware. This segment accounted for more than three-quarters of the market for
metallic table- & kitchenware. The way people prepare their food largely determines the
22

popularity of certain products. Cooking methods using ceramic and induction hobs have
increased at the expense of the traditional gas cooker. These new methods have triggered the
demand for specially adapted pots and pans. In the case of ceramic hobs, which consist of a vitro
ceramic surface heated by radiant or halogenic rings, a very strong heat is given off very quickly
and this can damage ordinary pans. Induction hobs, however, necessitate the use of saucepans
with high magnetic properties.
Hence the increase in demand for pans resistant to all types of heat, and pans specially suited to
vitro-ceramic or induction hobs. The metalware market is shifting towards more functional
products which are for all new types of kitchen appliances (such as ceramic and induction hobs
and dishwashers).
In Table 3.1, the penetration of different cooking appliances is reflected. As can be seen,
microwave penetration is very high in most EU-countries. Because of the success of the
microwave, metallic ovenware has lost market share to ceramic and glass products which are
better adapted to microwave cooking. The traditional metal kettle is rapidly being replaced by
electric kettles. The advantages of the electric kettle compared to the old kettle are that it is faster,
the quantity of water can be more precisely measured and it can be used in any place where you
have an electric socket.
Table 3.1 Household penetration of cooking appliances by country, 2002
Freestanding Built-inhobs
Ovens Microwaves Fridge Fridge Freezer
Cookers
Freezer
France 50% 38% 36% 74% 96% 52% 55%
Italy 75% 24% 25% 24% 81% 24% 34%
Germany 58% 23% 15% 65% 20% 79% 55%
United Kingdom 60% 40% 40% 77% 60% 40% 45%
Spain 25% 77% 91% 56% 38% 48% 13%
The Netherlands 29% 48% 77% 66% 82% 8% 65%
Source: Euromonitor, 2002
According to Mintel, the cookware market is polarised between high-priced premium products
and budget-priced products, mainly imported from low-wage countries in Asia. The main
purchase criteria are reliability, durability and versatility. Manufacturers of cookware apply the
latest technology, focussing on formulating the proper metal chemistry and creating products
which suit consumers’ every demand for stylish products, comfortable handles, etc.
Woodware
In the mid nineties, there seemed to be a growing interest in woodware, which was caused by the
increasing demand for products with a natural look. In the EU, there is a tendency to replace
plastics with wooden products, because of the luxurious and classical look which wood gives to
products. Therefore, wooden table- & kitchenware is often positioned as a fashionable and
decorative gift item. Despite this development, woodware only accounts for approximately 1 to 2
percent of the total table- & kitchenware consumption, according to Euromonitor.
Because of the small size of the market, the wooden table- & kitchenwares remains a niche
segment. No major manufacturer is experimenting with wood. Therefore, most products sold in
this segment are private labels. Retailers like Ikea are buying these products from small-scale
craftsmen.
23

3.2.2 Market segmentation by user
In recent years, changes in lifestyle and trends have been occurring faster. Consumer behaviour
has become more impulsive, especially in northern EU countries. Fashion is also an important
indicator for trends in the table- & kitchenware market. Segmentation of consumers is becoming
more important. Different styles and designs satisfy different groups. Below we present the major
consumer groups in the table- & kitchenware sector.
• Singles (young) This group consists of students and single-person households. The
people in this group usually live alone; they spend more time out of their homes. They
mostly perceive cooking as a chore. They mainly purchase low-priced table- &
kitchenware which is functional and easy to use.
• Couples (childless) This group consist of couples, where both partners are employed,
resulting in higher spending power. They are increasingly sensitive to fashion and are
more responsive to new and modern design trends. People in this group are important
customers for premium designer table- & kitchenware.
• Couples (parents) This group consist of people with young children. They are
sensitive to fashion, but not as much as childless couples. The parents prefer convenience
and dishwasher-safe, durable products to high-priced elegant items, which may get
broken.
• Older couples (middle-aged) This group consist of somewhat older people (baby
boomers). In most cases, the children have left the house. These middle-aged people
spend most of their leisure time at home, socialising with friends and family. They are
gradually replacing and upgrading their current table- & kitchenware. The people in this
group have high disposable incomes. Value-for-money and functionality are important
purchase criteria’s in this group. They are less sensitive to fashion and mainly purchase
the more traditional table- & kitchenware products.
• Seniors (65+) This is the fastest growing consumer group in the EU-countries. It
consists of retired people. In most cases these seniors move towards smaller houses.
Value-for-money and functionality are important purchase criteria. These people mostly
fancy traditional table- & kitchenware, which they have collected throughout their lives.
• Hobbyists This growing group consists of people all ages. Because of the shift
towards the convenience- and ready-made meals, consumers are freed from the laborious
chore of creating family meals on a daily basis. Because of this development, gourmet
cooking has become an occasional hobby for many people. They often purchase highend,
expensive professional products.
Catering industry
According the Committee of the European Glass Industry, 28% of all glassware is sold to the
catering industry (restaurants, hotels, bars). This shows how important the catering industry is to
the entire table- & kitchenware sector.
Because it uses table- & kitchenware extensively, the catering sector sets high demands on the
quality of the products. Products need to be durable, heat-resistant, chip-resistant, microwaveand
dishwasher-proof and have high hygiene standards. The more traditional table- &
kitchenwares are particularly popular amongst the caterers.
24

3.3 Consumption patterns and trends
The demand for table- & kitchenware is influenced by a number of trends. In the macroenvironmental
analyses in this paragraph, we will discuss these trends. You should, however, take
into account that different developments discussed in this paragraph can relate to each other. For
example, the social trend, “individualization” is closely related to the demographic trend towards
smaller households. It is, therefore, important to determine to what extent these developments
apply to your company and the product range you offer. This paragraph reviews the following
trends:
• Demographic trends
• Social & cultural trends
• Technical trends
• Economic trends
3.3.1 Demographic trends
Germany with 83 million inhabitants is by far the largest country in the EU, followed by the UK
(60 million), France (60 million) and Italy (58 million). Spain and the Netherlands are the two
smaller countries discussed in this survey accounting for 40 and 16 million inhabitants
respectively. According to Eurostat, the EU has approximately 379.6 residents. This number
however will increase with the entrance of ten new countries in 2004, the so-called “accession
countries”, Poland, Lithuania, Estonia, Latvia, Hungary, the Czech Republic, Slovenia, Slovakia,
Malta and Cyprus. As a result of this enlargement, the EU will expand to 25 countries, with a
total of 450 million residents.
Structure
The age structure of the population and, more significantly, the number of households, the lifestage
of these households and marriage rates are basic demographic determinants of the levels of
expenditure on table- & kitchenware. According to Eurostat, the EU population grew by 0.4
percent to a total of 379.6 million inhabitants in 2002. The EU is expected to grow for about 20
years from now, on basis of present trends in fertility, mortality and international migration. The
population is likely to peak in 2025 at approximately 385 million inhabitants (excluding the
“accession” countries) and then return in 2050 to a level close to the present figure.
Household formation
New household formation, which is an important engine for growth in the table- & kitchenware
market, is not expected to rise substantially in the near future. In 2001, there were approximately
153 million households in the EU. In the five-year period between 1997 and 2001, the number of
households in the EU-member countries only increased by 0.8 percent annually. The composition
of these households is also steadily shifting. Through developments like ‘dilution’, family
households are getting smaller because of the simple fact of people are having fewer children.
Also the growing divorce rates and the dropping marriage rates have a positive effect on the
number of households in the EU. The average EU household is getting smaller. In 1991 a
household consisted of on average 2.6 persons, in 2001, this rate dropped to 2.4 persons per
household (Eurostat).
Ageing population
The composition of the population is changing. Europe is entering a period of accelerated
population ageing. This phenomenon will extend to the majority of the EU-countries. The
younger generation, the 0-24 age group, representing 31 percent of the population in 1995, will
fall to 27 percent in 2015, a decline of 11 million. In some regions in Germany, Italy, Spain and
France, the younger generation will represent less than 25 per cent. The retired generation (65+)
will increase, significantly and unevenly throughout Europe. In 2050, we can expect 28 percent of
the total European population, including Russia, to be aged 65 and over, as compared to 14
percent today.
25

These developments have both a negative and a positive effect on the table- & kitchenware sales.
The market for basic products like pans, gadgets, etc. is growing because of the steadily
increasing number of households. On the downside, these smaller households do not need the
large table- & kitchenware sets often sold in the premium-end of the market.
Marriage rates & timing
According to Euromonitor, the number of marriages is an important sales driver in the table- &
kitchenware market especially in the premium-end of the market. Traditionally table- &
kitchenwares make up a substantial share of the wedding gifts given.
The marriage rate in the EU is steadily dropping. Pre-marriage households are very common.
According to Eurostat, the EU marriage rate dropped from an average of 6.3 marriages per 1000
inhabitants in 1980, to 5.1 marriages in 2002. Many people today choose to delay their marriage
until they are somewhat older. This development has some implications, especially for the
premium table- & kitchenware segment, as for example crockery sets and crystalware. Because of
this development, couples each tend to have well-equipped homes, making wedding gifts of
table- & kitchenware redundant.
3.3.2 Social & cultural trends
There are significant changes in consumption habits in the varying EU-countries, due to
improvement of life, and differences in culture, traditions and tastes. In this section, the main
social trends which influence the consumption of table- & kitchenware will be discussed.
Turning inwards
According to the Ambiente, a slumbering economy turns consumers more inwards to their homes
and kitchens. Consumers are spending more time on social events at home like dining, playing
games, etc., with family and friends, combined with the rise of in-home entertainment systems,
which are good and cheap alternatives of out-of-home possibilities. This phenomenon of
”staying-in”, according to Global Information Inc., has a positive effect on table- & kitchenware
sales.
From formal to casual
Another important development is the shift from formal to more casual everyday table- &
kitchenware. According to Unity Marketing, today’s consumers more often buy this casual
everyday table- & kitchenware rather than the higher-priced formal tableware which is the
traditional cornerstone of the industry. Other relevant social trends are discussed below.
Changing eating and cooking habits
As mentioned earlier, the EU consumption of table- & kitchenware is steadily shifting away from
formal products towards more practical and informal products. According to Euromonitor, the
busier lifestyles, the increasing number of single-person households and a growing number of
working women, lead to changing lifestyles. Family meals are being replaced by “grazing”, as
consumers eat more easy-to-prepare snacks during the day rather than a formal meal. This trend is
more pronounced in the Western countries of Europe. However, even in countries with a
significant, traditional dining culture, like Italy and France, this trend is also evident. The
tradition of long, extensive meals is being replaced by convenient, ready-made meals, which take
less time to prepare.
There is also a growing trend towards health and wellbeing. Today’s stressful society has a
positive effect on the sales of health-related products. Fat-free or low-fat products are very
popular throughout many food product ranges. In the table- & kitchenware market, this trend has
a significant impact on food preparation methods. Low fat or even fat free cooking methods, like
for example steaming, increasingly substitute less healthy cooking methods like frying and
roasting. Low-fat cookware like grills, steamers and woks has become more popular in the
reviewed period.
26

Social diversity
The modern consumer can no longer be clearly defined. Consumers are becoming more diverse
both in social and in cultural terms. This is due to a number of developments. First, ageing and
increasing life spans lead to a greater diversity of ages. Secondly, growing immigration,
combined with growing tourism and the better availability of foreign spices and herbs, bring a
greater variety in cooking and eating habits. According to Eurostat, migration made up three
quarters of the total EU population increase in 2001. These developments are for example,
reflected in the popularity of the oriental cuisine. According to Key Note, the popularity of ethnic
dishes has led to increased demand for cooking and eating utensils such as woks.
In the EU today, an increasing number of women have jobs of their own. This development has
led to the growing importance of women as consumers. This increase, however also meant that
the time to cook is often in short supply. Leisure time is too highly valued to spend on cooking,
especially when the additional income can be spent on ready-made meals or on eating out. This
development has also had some implications on table- & kitchenware sales, particularly on the
demand for easy-to-handle utility products, which are microwave and dishwasher-proof, which
have grown.
Figure 3.10 Trickle-down effect design trends
Fashion
Because of the shift towards more casual products,
table- & kitchenwares are increasingly influenced
by fashion developments. According to sources at
the Birmingham Autumn Fair, trends in the table-
& kitchenware market are likely to change
significantlly every twelve to eighteen months.
According to Euromonitor, fashion has a major
influence on table- & kitchenwares, especially in
ceramicware, china and porcelain segments.
However, the other segments are also becoming
much more fashion-orientated. The increasing
importance of design has been stimulated by the
growing popularity of DIY and home makeover
programmes, which have increased the
popularity of interior design.
Architecture
Fashion
Home textile
Table- &
kitchenware
Lifestyle
Source: Euromonitor, 2000
In general, fashion in the table- & kitchenware market is influenced by several trends. In terms of
colour, trends generally begin in women’s fashion and extend themselves via men’s fashion into
home textiles, and into DIY products. From here, the influence impacts the table- &
kitchenwares. For more information on trends and colours, please refer to CBI’s “Colour trends
2004/06”.
According to Euromonitor, shape is influenced by architecture, especially at the premium-end of
the market. On the practical and functional side of the market, shape is influenced by lifestyle
trends.
The ageing society has also triggered the demand for light-weight, ergonomically designed
utensils, gadgets and pan handles.
27

Hobby Cooking
The growing trend towards more practical and more functional table- & kitchenware does not
mean that the consumer is not interested in food or food preparation. On the contrary, the
popularity of TV cooking shows and interest in cooking magazines have increased, exposing
consumers to a wide variety of cuisines, table- & kitchenwares and cooking techniques, and
prodding them to purchase and try these new techniques and products. The number of cooking
classes has also increased in recent years and consumers try to recreate the ambiance of expensive
restaurants when enjoying home-cooked meals. According to Euromonitor, this was a result of
the shift towards convenient and ready-made meals. Consumers were freed from the laborious
chores of creating family meals on a daily basis and, because of this development, extensive
cooking, for many people, has come to be seen as an hobby or leisure-time activity.
Brand awareness
EU consumers are generally not very familiar with the different brands of table-kitchenware.
Most consumers do not believe that famous brands automatically mean better quality and the
average consumer is not well-informed about the different brands of table- & kitchenware
manufacturers. Brand awareness however, differs per product group. In the ceramicware, china &
porcelain and metalware sectors, brand awareness is generally higher than in the other segments,
mainly due to the marketing efforts of the manufacturers in these sectors.
3.3.3 Technical trends
The busy lifestyles and the trend away from
family meals, together with the increasing
popularity of microwaves and dishwashers,
have triggered demand for easy-to-use
products adapted for use in these appliances.
In 2003, around 35 percent of European
households will own a microwave. Products
which can be heated up at different times for
individual family member are characteristic
of the new eating habits. Convenience and
functionality are becoming increasingly
important throughout Europe. According to
Key Note, the popularity of microwaves has
led to the introduction of plasticwares
specifically designed for microwave cooking.
Table 3.2
Household penetration of dishwashers
and Microwaves by country, 2002
Dishwasher Microwave
France 45% 74%
Italy 39% 24%
Germany 56% 65%
United Kingdom 25% 77%
Spain 22% 56%
Netherlands 55% 66%
Source: Euromonitor, 2002
New products & innovation
New materials and technical innovations are also very important for table- & kitchenware sales.
According to sources on the Ambiente, consumers, due to the uncertain economic climate, are
more conservative in their spending. Replacement sales are not very popular in these slow
economic times. However, new products with new features and designs trigger the consumers to
purchase.
3.4.4 Economic trends
Economic growth has slowed across much of Western Europe since the turn of the millennium,
with the softness in the economy driven for a large part by cyclical trends, such as reduced
exports amid global weakness. Reduced consumer confidence and growth in unemployment
were, among others, the main factors leading to a smaller growth in total consumer spending.
However, it looks as if table- & kitchenware consumption has not been greatly affected by this
development, as can be seen in paragraph 3.1. This can partly be explained by fact that, due to the
slow economy, consumers have turned more inwards to their homes and kitchens (see Paragraph
3.4.2) (Source: Ambiente).
28

4 PRODUCTION
Over the last decade, the table- & kitchenware market has become increasingly competitive,
mainly due to the pressure of low-cost imports deriving from Asia and Eastern Europe. The more
expensive labour force and the stricter regulations in the EU Countries, have made it difficult for
EU manufacturers to compete. Because of this increasing competition, many EU manufacturers
tried to position themselves at the premium-end of the market, where the margins are better
(Source Euromonitor). However, because of this development, the segment became crowded.
Combined with the market saturation, especially in Western Europe, and with the market shifting
away from traditional formal products towards more functional, quality products, the EU table- &
kitchenware market has become a highly competitive place.
The increasing rivalry in other sectors, especially the food retail sector has also contributed to the
increasing competition in the table- & kitchenware market. Because of the relatively high margins
and the need to create more “traffic”, an increasing share of retailers, like grocery multiples and
discounters started selling table- & kitchenwares, mainly low-priced products, often “privatelabel”,
deriving from Asia. This development in turn undermined the position of the EU
manufacturers, which were mostly located at the premium-end of the market.
To cope with the increasing competition, several EU table- & kitchen manufacturers established
manufacturing bases in Asia, especially in China, Taiwan and Thailand Here, they could combine
their state-of-the-art technology with a low cost-base. In this way, they could maintain an
efficient, high-quality production system but at low cost.
Another answer to the increasing competitiveness was to achieve “economics of scale”. Mergers
and acquisitions were a popular means to acquire the scale necessary to survive in the globalizing
world. Small companies with insufficient production were taken over. This provided an ideal way
for the bigger companies to increase their market share in the mature EU table- & kitchenware
market. Outsourcing was/is also a popular means for Western manufacturers to remain
competitive. Outsourcing a part of their production to cheap(er) contract manufacturers, offers the
EU manufacturers the chance to focus their attention on marketing their products. As can be seen
in Chapter 3, brand awareness in the table- & kitchenware market is generally low, however this
is changing. Because of the increasing competition, manufacturers are searching for ways to
differentiate their products from their competitors’. Branding, together with advertisement, is an
important way of achieving this.
Unfortunately, exact figures concerning outsourcing are not available. However, the increasing
importance of especially Asia (See Paragraph 5.3), as a manufacturer of table- & kitchenwares
shed some light on importance of this development. Waterford/Wegdwood an important
European manufacturer of table- & kitchenwares outsources approximately one-third of its
production to European and Asian contract manufacturers.
Another notable development is brand extension; Waterford/Wegdwood for example extended
their product line into linens, jewellery, writing instruments and other giftware.
The production figures given in Table 4.1 are based on calculations made using the consumption
statistics from Euromonitor and the import and export statistics from Eurostat. Therefore, extreme
care must be taken in the qualitative use and interpretation of this information. These figures
however, can give a useful insight in the production size of the countries listed.
29

Table 4.1 Production of the table- & kitchenware segments by country in 2001, in € millions
Metalware Plasticware Glassware Ceramicware China & Cutlery
Porcelain
France 998 1,561 1,966 594 545 718
United Kingdom 734 1,437 362 690 419 58
Italy 860 405 1,503 754 167 251
Germany 518 261 889 414 709 294
Spain 107 334 391 127 106 89
Netherlands 128 30 127 73 79 29
Sources: Euromonitor & Eurostat, 2002/ 2003
4.1 Production per product segment
Many manufacturers involved in the table- & kitchenware market are tightly focused on one
product or material type, such as glassware, ceramicware, metalware, cutlery etc. (Source:
Euromonitor). This, however, is steadily changing because of the developments mentioned
earlier. Manufacturers are starting to examine markets beyond their original scope. In order to
give a well-organized overview of the EU manufacturers, we have chosen to segment by product
segment.
Metalware
The production of metalware continues to polarise between high-priced premium products and
budget-priced products, mainly imported from low-wage economies in the Far East. Because the
metalware market, like the other table- & kitchenware segments, is consolidating, branding has
become more important. At the time of writing, large companies, like the French SEB, with wellknown
brands dominate the EU metalware market, especially for metal cookware. The SEB
Group is present in more than 120 countries and produces around 130 million items yearly,
making it one of the world leaders in small domestic equipment. Its brand portfolio contains wellknown
names like Tefal and Rowenta.
Table 4.2 Main manufactures of metalware in the EU
Manufacturer Brands Origin
Seb group Tefal, Arno, Calor, Rowenta, Krups, Seb France
Wmf Wmf, Silit Germany
Le Creuset Le Creuset France
Fissler gmbh Fissler, Genovis, Protectal, Magic Line, Magic Edition Germany
Albert spa Albert, Broggi, Facix Italy
B.V. Koninklijke van Kempen & Bk, Keltum, Gero, Q-Linair, Kempen & Begeer, Royal Vkb Netherlands
Begeer
As can be seen in paragraph 5.2, the EU manufacturers are increasingly coming under pressure
from foreign manufacturers. However, manufacturers in France, Germany and Italy are still the
main manufacturers of metalware. There are several reasons for this. First, the EU manufacturers
are strong in terms of innovation and design, and have a thorough knowledge of their home
market, which makes it difficult for foreign manufacturers to gain a strong position in the EU
market. Secondly, producing metalware, especially cookware, requires highly skilled and
complicated production processes, something which the EU manufactures have years of
experience in.
Plasticware
The most important plasticware-producing countries in the EU are Germany, Italy, United
Kingdom and France. The important position of France in Table 4.1 is highly questionable.
Unlike the other table- & kitchenware segments, the EU manufactures have a strong position on
the EU market, mainly because the market is dominated by a small number of manufacturers,
who have retained “economics of scale”. The size and the efficiency of their production has made
it possible to hold down prices. Combined with the fact that plasticwares produced by EU
manufacturers or other Western manufactures are strong in terms of innovation, quality and
design, therefore it is difficult for foreign manufacturers to position themselves in the EU.
30

The EU plasticware market is dominated by companies like Addis and the American Newell
Rubbermaid. The latter, Newell Rubbermaid, acquired Rubbermaid, a leading EU manufacturer,
in 2001. Due to this takeover, Newell Rubbermaid retained a dominant position in the EU
plasticware market, with an extensive product range including storage containers, drainers, boxes,
etc. Newell Rubbermaid’s brand portfolio includes well-known names like Rubbermaid, Curver,
Little Tikes, Graco and Century.
Table 4.3 Main manufacturers of plasticware in the EU
Manufacturer Brands Origin
Newell-Rubbermaid Rubbermaid, Curver, Little Tikes, Graco and Century US
Addis Houseware Ltd Emsa, Addis Germany
Allinox International Ltd Brabantia US
In 1999, the leading British supplier of plasticware, Addis, merged with the German EMSA into
EMSA Holding AG. This merger created one of the biggest EU plasticware manufacturers,
combining numerous household products for everyday use. Due to these takeovers and merges,
the plasticware sector has become increasingly competitive. According to Euromonitor, this
increasing competition will lead to a high degree of activity, in terms of new product launches
and designs, and in terms of price competition.
Glassware
The production of glasswares for table and kitchen usages is one of the smallest sectors of the
glass industry, accounting for approximately 4% of total glass output. Glassware covers the
production of glass tableware, cookware and decorative items, which include drinking glasses,
cups, bowls, plates, cookware, vases and ornaments. According to the Committee of the European
Glass Industry, the EU manufacturers of glassware are widely distributed across the EU, with a
total of 140 installations, producing 996,760 tons of glassware. 72% of glassware sales depend on
private consumption. The remaining share is sold to caterers, restaurants, hotels, bars etc.
The main threat to the EU glassware manufacturers is the increasing competition in the domestic
markets from imports deriving from Asia and Eastern Europe, and greater competition in
important export markets like Japan and the United States. This increased competition has led to
severe pressure on prices and therefore restricted profitability.
In general, EU glassware manufacturers are noted for their excellent styling and high product
quality standards. France, EU’s most important production country, produced 477,000 tons in
2002. French glassware is known throughout the world as among the finest glassware products
anywhere. French glassware manufacturers have the world’s largest mass production
infrastructure for both fine crystal and soda glass products. France is also home to the world
leading glassware manufacturer Arc International; widely known from brands like: Luminarc,
Crystal d’Arques, Salviata and Arcoroc. Arc International is market leader both in France and in
the United Kingdom.
Table 4.4 Main manufacturers of glassware in the EU
Manufacturer Brands Origin
Arc International Group Luminarc, Crystal d’Arques, Salviata, Arcoroc France
Cristalleria Artistica La Piana SpA Royal Cristal Rock (RCR), Primavera di Cristallo, Da Vinci Italy
Crystal and Capri Crystal
F.X. Nachtmann GmbH Nachtmann, Marc Aurel, Spiegelau Germany
Waterford Wedgwood Plc Waterford Crystal Ireland
Glaskoch Glashütten B: Koch Leonardo, Montana
Germany
GmbH
Italy is Europe’s second manufacturer of glassware with a production of 174,000 tons. Through
the reviewed period, the Italian production of mechanically-made glassware fell, but handmade
glassware however, is still significant. Italian mass-market soda glass products are known for
31

their distinctive styling. Cristalleria Artistica La Piana SpA (C.A.L.P.) is the leading glassware
manufacturer in Italy.
Germany is Europe’s third manufacturer of glassware. In 2002, Germany produced about 145,000
tons of glassware. Germany’s production mostly employs simple styling and is price-competitive.
Main German manufacturers are Nachtmann, WMF, Villeroy & Boch and Glaskoch. The latter is,
according to Euromonitor, market leader in Germany.
Ceramicware, China & Porcelain
The ceramicware and china & porcelain industries are closely related to one another. In the EU,
this sector is dominated by small and medium-sized enterprises. There are, however, some large
manufacturers, like for example Villeroy & Boch, Royal Doulton Limited and Waterford-
Wedgwood, which is probably one of the largest manufacturers in the world. According to
estimates made by Cerame-Unie, the European ceramics sector records total sales of around € 2.7
billion of ceramicware, china & porcelain (this figures includes ornamental ware). Because the
production of ceramics is fairly labour-intensive, the EU ceramicware sector is susceptible to the
effects of competition, especially from low-wage countries in Asia and Eastern Europe. To cope
with the fierce competition, many EU manufacturers have shifted their production, or part of it, to
so-called low-wage countries. Despite these negative developments, EU manufacturers still
dominate the ceramic market, because of their marketing efforts to create strong brands. The
range of products they produce is vast; products differ greatly between manufacturers and depend
to a large extent on public taste and disposable income.
Table 4.5: Main manufacturers of ceramicware in the EU
Manufacturer Brands Origin
Waterford Wedgwood Plc Rosenthal, Wegdwood, Johnson Bros, Mason’s Ironstone Ireland
Royal Doulton Limited Minton, Royal Doulton, Royal Albert and Enchantica United Kingdom
Villeroy & Boch AG Villeroy & Boch Germany
Royal Copenhagen Royal Copenhagen Denmark
Richard Ginori 1735 Richard Ginori Italy
According to Cerame-Unie, Germany, United Kingdom, France and Italy are the main producing
countries. Germany is especially noted for its high technical skills of white porcelain. Important
German manufacturers are Villeroy & Boch and Rosenthal, the latter majority -owned by
Waterford/Wegdwood Plc. Rosenthal is market leader in Germany, Austria and Switzerland for
luxury tableware and avant-garde tabletop design. The United Kingdom is the leading
manufacturer of high-quality bone china and other fine ceramics. Other producing countries are
France and Portugal. Especially in Portugal, production is fragmented and dominated by small
manufacturers and artisans.
Cutlery
Within the EU, Germany, France and Italy are the leading cutlery-manufacturing countries. In the
last decade, the EU cutlery sector has undergone major changes and attracted new global
competitors. Famous companies disappeared, if their management did not embrace new
technology and processes necessary to stay competitive. For this reason, Sheffield, England, is no
longer a leading cutlery centre. Most EU manufacturers underwent massive modernization to
keep up with the increasing competition from Asian countries. EU production is increasingly
focused on premium-end products, including both traditional and design-led cutlery. This
however, has produced only mixed success.
Table 4.6 Main manufacturers of cutlery in the EU
Manufacturer Brands Origin
Albert SPA Broggi, Albert, Facix Italy
Fissler GmbH Magic Germany
Table de France Guy Degrenne, George Butler of Sheffield France
Le Creuset Le Creuset France
Zwilling J.A. Henckels AG Zwilling J.A. henckels and J.A. henckels international Germany
WMF WMF Germany
32

In contrast to the metalware sector, brand awareness in the cutlery sector is low. Many
manufacturers use the company name, which mostly acts as an umbrella brand. This low brand
awareness is a major cause of the lack of success of EU manufacturers.
Woodware
As can be seen in the previous chapter, the woodware sector is very small segment in the EU
table- & kitchenware market. At the moment, no major manufacturer is active in the production
of wooden table- & kitchenwares and wooden products are generally sold under private-label
brand names. Major retailers like Ikea sell wooden table- & kitchenware, for example chopping
boards, under private label. These products are mostly made by small manufacturers. East
European countries like Poland, Czech Republic and Hungary are also important production
countries. These countries enjoy short transport distances to the EU markets, enabling them to
produce at competitive prices. Furthermore, they have a suitable supply of hardwood.
33

5 IMPORTS
Trade statistics given in this chapter and in Chapter 6, derive from Eurostat, which bases its
statistics on information from the Customs and EU companies. Especially in the case of intra-EU
trade, not all transactions are registered, such as those made by smaller companies and
transactions from non-EU sources (see remarks on trade statistics in Chapter 2). On the other
hand, figures for trade between the EU and the rest of the world (Extra-EU) are accurately
registered and are, therefore, more precisely represented in these statistics. Nevertheless, these
statistics must be treated with extreme caution and are only intended to give an indication of trade
flows in the international table- & kitchenware market.
The statistics specify total imports, divided into volumes/values, sourced from other EU-countries
(Intra-EU), non-EU-countries (extra-EU) with the values/ volumes coming from developing
countries. The developing countries are defined by the OECD (Organisation for Economic Cooperation
and Development) and are listed in Appendix 5. Appendix 2 lists import statistics of the
EU and the selected markets within the EU, and gives a breakdown of the EU imports by product
group.
5.1 Total import
In 2001, the total import of table- & kitchenware was € 8.4 billion, indicating a small decrease of
1 percent in comparison with 2000. In the years preceding 2001, the EU import showed a healthy
development. In the period between 1997 and 2000, EU imports grew in terms of value, on
average, about 5 percent annually. Apparently, the stagnation of the economy in 2001 has slightly
influenced the import of table- & kitchenware. The EU import of table- & kitchenware in terms
of volume was estimated at about € 2.5 million tons in 2001.
Figure 5.1
Total imports of table- & kitchenware into the EU, 1999-2001, in € millions
2,000
1,800
1,600
1,400
1,200
1,829
1,410
1,157
1999
2000
2001
1,000
800
600
400
200
695
624
554 548
437
254 238
178 147 150
101
48
-
Germany
United Kingdom
France
Italy
Netherlands
Spain
Belgium
Austria
Denmark
Sweden
Greece
Ireland
Portugal
Finland
Luembourg
Source: Eurostat, 2002
34

Looking at the Eurostat statistics at a national level, we see significant differences between the
EU countries. Imports by the United Kingdom grew by 8 percent in 2001, German imports, on
the other hand dropped by 8 percent that same year.
Germany is the largest table- & kitchenware import market, with an import value exceeding € 1.8
billion in 2001, although, the German share is dropping, they still accounted for almost 22 percent
of the total EU imports. The EU’s second import market, the United Kingdom is rapidly gaining
importance at the expense of Germany. The British import share rose from 11 percent in 1992 to
17 percent in 2001. France with a share of 14 percent is Europe’s third importer, followed by
Italy (8%), The Netherlands (8%), Spain (7%) and Belgium (7%) at considerable distance.
Metalware is the biggest product group
imported by the EU countries. In 2001, the
import of metalware totalled € 2 billion,
representing almost a quarter of the total EU
import. Glassware, the second import
market dropped by 2 percent in value,
amounting to € 1.9 billion in 2001. The third
import market, plasticware, grew by 2
percent in terms of value in 2001
The cutlery import showed an interesting
development. Between 1992 and 2001, the
imported volume showed a higher growth
rate than the value. This would indicate that
the average product prices of cutlery are
dropping.
Figure 5.2
Ceramicware
7%
Porcelain &
China
10%
Cutlery
11%
Import of table- & kitchenware in the
EU, in 2001 by product group, % of
total value
Glassware
22%
Woodware
2%
Metalware
24%
Plasticware
24%
Source: Eurostat, 2002
Origin of the imports
Looking at the origin of the imported table- & kitchenware, we can see that the intra-EU trade is
declining. In 1992, the EU countries still accounted for 66 percent of the EU import in terms of
value. In 2001, this percentage dropped to 52 percent. The main intra-EU suppliers are Italy,
France, and Germany, with shares of 10%, 9% and 9% respectively in terms of value. However,
the picture looks different in terms of volume: here, with a share of more than 15 percent, Italy is
the undisputed market leader ahead of France (9%), followed by Germany (7%). The drop in the
intra-EU trade is mainly caused by the increasing competition from cheap-labour countries in
Asia and Eastern Europe. Notably, the importance of China grew explosively the last decade.
35

France
In 2001, the French import of table- &
kitchenware remained stable, representing a
value of € 1.2 billion and a volume of
376,000 tons. Over the five-year period
between 1997 and 2001, the import of table-
& kitchenware showed a healthy growth of
28 percent in terms of volume.
Plasticware, the biggest product group
imported by France, grew by 32 percent
annually in the five-year period between
1997 and 2001. In 2001, the import of the
second largest product group, metalware
remained rather stable both in terms of value
and in terms of volume. As can be seen in
Figure 5.3, the growth of glassware imports
tempered in 2001 in comparison with 1999
and 2000.
Figure 5.3
350
300
250
200
150
100
50
-
323
Plasticware
Imports of table- & kitchenware into
France by product group, 1999-2001
in € millions
267
Metalware
223
Glassware
111 107 100
Ceramicware
Porcelain & China
Cutlery
1999
2000
2001
Woodware
25
Source: Eurostat, 2002
The import of ceramicware showed an interesting development between 1997 and 2001; the
volume increased by 28 percent, but the value only grew by 10 percent. This development
indicated that the average price showed a downwards tendency. The porcelain and china import
remained rather stable in 2001. Over a longer period, however, this import market has shown a
positive development. The French import of cutlery showed enormous fluctuations in the
reviewed period. In 2000, the import grew by almost 16 percent. In 2001 however, the import
dropped by 12 percent in terms of value.
Of the countries discussed in this survey, France imports the most from within the EU but, like
the other countries discussed in this survey, the share of intra-EU trade has slowly declined in the
reviewed period. In 2001 however, the intra-EU trade slightly gained importance, that year
France imported 66 percent of its imported table- & kitchenware from EU-countries. Within the
EU, Italy (18%) and Austria (15%) are France’s main suppliers. Regarding the extra-EU trade
China (12%), Turkey (2%) and Poland (2%) are France’s main suppliers.
United Kingdom
Despite the negative economic climate in
2001, the British import of table- &
kitchenware continued to grow. In 2001, the
total import grew by 7.5 percent in terms of
value and 6.5 percent in terms of volume.
That year, the import of table- &
kitchenware amounted to € 1.4 billion and a
volume of 405,000 tons.
As in Germany, metalware is the most
important product group imported by the
United Kingdom, accounting for 27 percent
of the total import. Looking at the import
statistics, there is an interesting development
to note. In 2000, the imported value of
metalware increased by more than 19
percent, the imported volume on the other
hand dropped by 17 percent. This
developing could indicate that the price per
Figure 5.4
400
350
300
250
200
150
100
50
-
Imports of table- & kitchenware into
United Kingdom by product group
1999-2001, in € millions
377
Metalware
300
Plasticware
280
Glassware
162
Cutlery
139
Ceramicware
101
Porcelain & China
1999
2000
2001
Woodware
53
Source: Eurostat, 2002
36

product is rising. The import of plasticware remained stable in terms of value. The volume
however, increased by more than 8 percent, totalling 102,000 tons in 2001.
Britain’s third import market, glassware, showed a drop of more 70 percent in 1999, this decrease
was caused by the imports of huge volumes of glassware from Germany, which amounted to 147
thousand tons in 1999. This figure is highly questionable, since according to the same Eurostat
source, Germany only exported 2,3 thousand tons of glassware to The United Kingdom that year.
Ceramicware and woodware were the two biggest growing import markets in 2001. In terms of
value, the import grew respectively 14 and 12 percent. The United Kingdom is the EU’s most
important importer of woodware. In 2001, the United Kingdom accounted for 28 percent of the
EU imports of woodware.
In 2001, intra-EU trade accounted for 38 percent of British imports. Italy (9%) and France (8%)
are the most important suppliers. For Extra-EU trade, China is the main supplier in terms of
value, as China supplies more than a quarter of the British import.
Italy
In 2001, Italy was the fourth EU importer of table- & kitchenware, with imports amounting to
€ 695 million and 186,000 tons. After years of impressive growth, the Italian import of table- &
kitchenware declined by 4 percent both in terms of value as in terms of volume.
Figure 5.5 Imports of table- & kitchenware into
Glassware, the biggest product group
Italy by product group, 1999-2001, in
imported by the Italians, accounted for
€ millions
almost a third of the total import of table- &
kitchenware. In the mid-nineties, the import
250 224
of glassware showed strong growth. In
1999
2001, the import dropped by 2 percent both 200
2000
in terms of value and volume. Italy’s second
145
product group, porcelain and china, showed 150
2001
quite some fluctuations in the reviewed
104 99
period. In terms of volume, imports grew 100
80
between 1997 and 2001. In that period, the
50
30
value of the import also rose, but in 2001
13
there was a turning point. That year the
-
import value amounted € 145 million,
indicating a drop of 3 percent. Between
1997 and 2000, the import of metalware
showed a substantial growth which,
however, ended in 2001. That year, the
import dropped by 6 percent in terms of
value and even 14 percent in volume. Source: Eurostat, 2002
After years of considerable growth, the import of plasticware dropped by 4 percent in terms of
value and 13 percent in terms of volume. In comparison with other EU-countries, the Italians
import relatively little plasticware. Plasticware accounts for 24 percent of the total EU import of
table- & kitchenware in terms of value, whereas in Italy plasticware accounts for only 14 percent
of the import. The growth in metalware imports also ended in 2001. That year the imported
volume dropped by a significant 14 percent. In terms of value, the import decreased by 6 percent.
As in the rest of the EU, Italian cutlery prices dropped.
Although Italy’s import of table- & kitchenware fell, the share deriving from outside the EU
increased. This development indicates that EU-countries lost market share. Especially, the
importance of Germany dropped considerably. In 2001, the Italians imported 14 percent of their
total import from Germany. Ten years earlier, Germany accounted for more than 30 percent of
Glassware
Porcelain & China
Metalware
Plasticware
Cutlery
Ceramicware
Woodware
37

Italy’s import. It was mainly China and Eastern European countries which took advantage of the
declining importance of intra-EU trade and showed considerable growth.
Germany
As stated earlier, Germany is the largest national import market of table- & kitchenware in the
EU. In 2001, the German import showed the biggest decline of all the markets discussed in this
survey. Imports dropped by 7.5 percent in terms of value and 7 percent in terms of volume,
totalling € 1.8 billion in terms of value and 545,000 tons in terms of volume in 2001. In the four
years preceding 2001, the German import grew on average 6 percent in terms of volume annually.
The Eurostat statistics reveal that, except in the porcelain & china segment, all product groups
imported by Germany declined in terms of value in 2001. Between 1997 and 2001, the porcelain
& china import increased by almost 20 percent, amounting to € 169 million in 2001. The import
of ceramicware dropped by more than 22 percent in that same period.
Germany’s most important product group,
metalware, dropped both in terms of value
(7.5%) and in terms of volume (9%) after
two year of considerable growth. In 2001,
the import of metalware stood at € 478
million. Germany’s second import market is
plasticware, which accounts for 25 percent
of the total import and accounted for a value
of € 458 million. The import value of
cutlery showed a tremendous decline of
almost 12 percent in 2001. In the preceding
year however, this product group
represented a growth of almost 20 percent.
The trade flows indicate that, as in the rest
of the EU, the import deriving from outside
the EU is becoming more important. In
2001, more than 60 percent of the German
table- & kitchenware import derived from
extra-EU countries.
Spain
After years of considerable growth, the
Spanish import of table- & kitchenware
showed a tremendous drop. In 2001, the
import decreased by 7 percent in terms of
value and more than 10 percent in terms of
volume. That year, the import of table- &
kitchenware represented a value of € 554
million and a volume of 182,000 tons.
Glassware was the only import market in
Spain which showed a slight growth in
2001. Because of this development, it
became the largest import market at the
expense of metalware, reflecting the fact
that metalware imports dropped by more
than 15 percent in terms of value and by
more than 20 percent in terms of volume.
Spain’s third import market, plasticware,
Figure 5.6
600
500
400
300
200
100
-
Figure 5.7
180
160
140
120
100
80
60
40
20
-
478
Metalware
Glassware
Imports of table- & kitchenware into
Germany by product group, 1999-
2001, in € millions
458
Plasticware
366
Glassware
241
Cutlery
169
Porcelain & China
Ceramicware
85
1999
2000
2001
Woodware
32
Source: Eurostat, 2002
Imports of table- & kitchenware into
Spain by product group, 1999-2001, in
€ millions
142
136
Metalware
Plasticware
90
Porcelain & China
80
Cutlery
62
Ceramicware
35
1999
2000
2001
Woodware
8
Source: Eurostat, 2002
38

showed a tremendous development in the reviewed period. In the period 1992 to 2000, the import
market more than tripled in terms of volume. In 2001 however, there was a turning point, as the
imported volume dropped by 8 percent in terms of value and 15 percent in terms of volume.
The import statistics concerning cutlery showed that the average prices of Spanish cutlery reflect
a downwards trend. The import of ceramicware dropped for the second year in a row. In 2000, the
import dropped by 7 percent and a year later the import dropped by almost 10 percent.
In 2001, intra-EU trade accounted for 60 percent of Spanish imports. Italy (19%), France (14%)
Germany (10%) and Portugal (7%) are Spain’s main suppliers within the EU. Regarding extra-
EU trade, Eastern European countries like Poland became more important. China also plays a
major role in Spain’s imports, in 2001 the import deriving from China accounted for 17 percent
of Spanish imports.
The Netherlands
In 2001, imports into the Netherlands increased by almost 4 percent in value, amounting to € 624
million. In terms of volume, the import amounted to 210,000 tons. Over a longer period of time,
the Dutch import had shown a positive development. Between 1997 and 2001, the import grew 20
percent. A notion should be made concerning the Dutch trade. Because the Netherlands is a
trading nation, a lot of the EU imports go through the Rotterdam, one of the biggest harbors in the
world. This makes the figures concerning the Dutch imports and exports less meaningful.
After growing significantly in the late nineties, the Dutch import volume of metalware dropped
for the second year in a row. The value however slightly recovered after dropping 3 percent in
2000. The second import market regarding table- & kitchenware, plasticware, showed a
considerable revival in 2001. That year, the imported value grew by 5 percent, and the volume
even increased by more than 12 percent, rising to 88,500 tons.
The Dutch import of cutlery showed an
interesting tendency. In the period between
1992 and 2001, the import in terms of value
grew by 5.5 percent annually. The volume
however, grew by more than 11 percent
annually. This development indicates that
cheaper products are becoming more
popular.
Figure 5.8
Imports of table- & kitchenware into the
Netherlands by product group, 1999-
2001, in € millions value
Of the six countries discussed in this survey, 80
60
the Dutch imported the most from suppliers 60
44
outside the EU. In the reviewed period, the 40
13
import share of EU countries dropped from 20
70 percent in 1992 to 45 percent in 2001.
-
The importance of Italy, in particular,
dropped considerably. Regarding extra-EU
trade there are two significant developments
to note firstly, the rise of Eastern European
countries like Poland and, secondly, China
becoming the most important supplier of
Dutch imports of table- & kitchenware. Source: Eurostat, 2002
180
160
140
120
100
167
Metalware
139
Plasticware
125
Glassware
Cutlery
76
Ceramicware
Porcelain & China
1999
2000
2001
Woodware
39

5.2 Import by product group
In this paragraph we will discuss the import per
product group. In the figure attached to each
product group, the quantitative developments
are put down. The size of the circle indicates the
size of the import market in terms of value. On
the vertical axe you will find the import
development in value in the year 2001. The
horizontal axe gives to an indication of import
development between 1997 and 2001 in terms of
volume. We have used volume figures instead of
value figures to indicate the long term
development. The main reason for using the
volume figures instead of the value figures is
that the value figures deriving from Eurostat are
How to read the graphics in paragraph 5.2:
Example: Figure 5.9 indicates that the German
import of metalware is the biggest metal import
market in de EU in 2001 (size of the circle). In
2001, the German import decreased by almost
8 percent in terms of value (vertical axe). In the
period 1997 till 2001, the German import
market increased by only 3 percent in terms of
volume (horizontal axe).
Conclusion: Apart from strong fluctuations in
import figures, the German import as a whole
seems to be quite stable reflected by the long
term growth of only 3 percent (volume).
not corrected for inflation. Because the inflation differs from country to country, using the value
figures to indicate import developments especially long terms ones, could lead to wrong
assumptions. Additional information can be found in Appendix 2.
Metalware
In 2001, metalware was the leading product group imported by the EU-countries, representing a
value of € 2.0 billion and a volume of 419,000 tons. In 2001, the imported value showed a small
decline of 1 percent, whereas the volume dropped by 3 percent. Over the period between 1997
and 2001, the import of metalware grew by 23 percent in value and 19 percent in volume. In
Figure 5.9, we can see that Germany, the biggest import market, accounting for almost a quarter
of the EU imports, declined in terms of value (vertical axis) in 2001. Over the period 1997 to
2001, the German import of metalware in terms of volume only grew by 3 percent (horizontal
axis). In 2001, the import volume even dropped by 9 percent. The United Kingdom is becoming
more important, accounting for 19 percent of the EU imports. In 2001, the United Kingdom
showed the most growth, as the import of metalwares increased by 11% in terms of value and 7
percent on a volume basis. Other important import markets are France (13%), the Netherlands
(8%), Belgium (8%), Spain (8%), Italy (5%) and Austria (4%).
Figure 5.9
Relative attractiveness of EU-countries with respect to the import development of
metalware
20%
% growth 2001 in €
15%
United Kingdom
10%
Belgium/ Luxembourg
Finland
5%
Netherlands
Sweden
Denmark
Ireland
0%
Austria
France
-15% -5% 5% 15% 25% 35% 45% 55%
-5% Portugal
Italy
Greece
Germany
-10%
-15%
-20%
Spain
% growth 1997 - 2001 in volume
Source: Eurostat, 2002
40

The importance of relatively small countries like the Netherlands and Belgium can be explained
by the different cooking habits (see paragraph 3.2). In terms of volume the French import was
sluggish, only growing 1 percent in 2001. The Dutch import decreased by 4 percent that year. The
two Southern European countries highlighted in this survey, Italy and Spain showed a gigantic
drop in 2001. The first dropped by 14 percent, the latter even by more than 20 percent. The years
preceding 2001, these import markets represented healthy growth figures; therefore both markets
still show a positive development in Figure 5.9.
Origin of imports
The import deriving from EU-countries is steadily dropping, mainly in favour of China. In 1997
the EU countries accounted for 53 percent of the EU import, in 2001 this percentage dropped to
50 percent. Of particular note, the importance of the EU’s main supplier, Italy, dropped from 19
percent in 1997 to 17% percent in 2001. Other important EU suppliers are Germany (8%), France
(7%) and Belgium (6%). Notably, China increased its share. China’s exports of metalwares to the
EU grew by 34 percent from 97,000 tons to 130,000 tons between 1997 and 2001, giving China
an import share of 31 percent on a volume basis, and 28 percent on a value basis. Other important
Asian suppliers are Taiwan (4% of EU import value), India (3%) and Turkey (2%).
Plasticware
Despite the negative economic climate, the import of plasticware has shown an increase. In 2001,
the import increased by 2 percent, totalling € 1.96 billion. In terms of volume the import of
plasticware remained relatively stable, amounting to 523,500 tons. Looking at the plasticware
market on a national level, we see that even in 2001, most countries showed an increase. Of the
EU countries only Germany, Italy and Spain showed a decline. In 2001, the German market
dropped by 8 percent in value, on a volume basis, German imports decreased by more than 11
percent. The Italian and Spanish import markets both have good positions in Figure 5.10,
however this is mainly due to a considerable growth in the late nineties. In 2001, the Italian and
Spanish market dropped by 13 and 15 percent in terms of volume. The import of the United
Kingdom together with the import of the Netherlands grew by 8 and 5 percent respectively on a
volume base. The French market remained rather stable in terms of volume in 2001.
Figure 5.10 Relative attractiveness of EU-countries with respect to the import development of
plasticware
% growth 2001 in €
40%
35%
30%
Greece
25%
Denmark
20%
15%
Netherlands
Finland
Belgium/ Luxembourg
10%
Ireland
Sweden
United Kingdom
Portugal
5%
France
Austria
0%
-15% -5% 5% 25% 45% Italy 65% 85%
-10%
Germany
Spain
-15%
-20%
% growth 1997 - 2001 in volume
Source: Eurostat, 2002
41

Origin of imports
Although EU manufacturers still dominate the market, their position is steadily declining. In
1997, the EU manufacturers accounted for 70 percent of the EU import and, five-years later, this
share had dropped to 65 percent. Despite the fierce competition, mainly from China, which is the
largest EU supplier of plasticware (15% of the total EU import in value), the EU manufacturers
still play a dominant role in the EU market. The dominance of the EU manufacturers is mainly
due to the “economies of scale”, which enable the manufacturers to produce at low cost. (See also
chapter 4). In 2001, 65 percent of the total import derived from EU-countries. The most import
suppliers in the EU are Spain (14% of the total EU import in value), Italy (10%), Germany (10%),
France (9%) and the Netherlands (7%). Other important non-EU suppliers are the United States
(4%), Taiwan (3%) and Poland (3%).
Glassware
In 2001, the EU import of glassware dropped by 2 percent in value terms, to a value of € 1.85
billion. The imported volume amounted to 780,000 tons, representing a drop of 9 percent in
comparison with 2000. Over the period between 1997 and 2001, the glassware market shows a
growth trend, as volume increased by 18 percent.
Looking at a national level, we see that only a few countries show growth in 2001. Germany and
France together with the United Kingdom are the leading import markets, with shares of
respectively 20, 12 and 15 percent. The UK, together with Ireland, ranks amongst the highest
growth markets in the EU that year. The United Kingdom, however, shows an interesting
development, as the imported value increased by 7 percent, whereas the volume dropped by
almost 14 percent. The Belgium/ Luxembourg import also shows in interesting development, in
2000, as the import increased by 34 percent, whereas in 2001, the import dropped by 28 percent.
Over a longer period of time, the Netherlands shows the highest growth, but this growth occurred
mainly in the late nineties. In 2000, the Dutch import even dropped by 13 percent on a volume
basis, whereas, the value grew by 10 percent. In 2001, however the imported volume increased by
a mere 3 percent. France and Spain also showed a growth in terms of volume, both import
markets grew by 5 percent. The import of Germany and Italy declined by 5 and 3 percent that
same year.
Figure 5.11 Relative attractiveness of EU-countries with respect to the import development of
glassware
15%
% growth 2001 in €
Ireland
10%
United Kingdom
Greece
5%
Finland
Denmark
France
Austria
Spain 0%
Sweden
Netherlands
-15% -5% 5% 15% 25% 35% 45% 55%
-5%
Italy
-10%
Portugal Germany
-15%
Belgium/ Luxembourg
-20%
-25%
% growth 1997 - 2001 in volume
Source: Eurostat, 2002
42

Origin of imports
In total, the EU-countries accounted for 56 percent of the EU import on value basis. France is by
far the most important glassware supplier in the EU. In 2001, the French accounted for 17 percent
of the total EU glassware import. Other important EU suppliers are Germany (9%), Italy (8%)
and the Netherlands (5%). The EU countries are slowly losing ground, especially to Eastern
European countries like Poland (6%), Czech Republic (6%), Romania (2%) and Slovakia (2%).
Also, Asian countries like China (8%) and Turkey (6%) are becoming increasingly important.
The decline of the EU countries has two main explanations, firstly, the low-priced products made
by manufacturers in non EU-countries And, secondly, EU manufacturers, like their American
counterparts, shifting production to cheap regions in Eastern Europe and Asia.
Porcelain & China
In 2001, EU imports remained stable in terms of value, at € 839 million. The import volume
amounted to 271,000 tons, indicating a small decline of 1 percen t in comparison with the
previous year. Between 1997 and 2001, the total EU import on a volume basis increased by 33
percent. This percentage however, gives a distorted picture because of the enormous growth of
the British import market, which grew by 123 percent between 1997 and 2001. In 2001, the two
biggest import markets, Germany (20% of total EU imports), and France (13%) showed
increases, the latter only marginal. The German import value grew by 6 percent in 2001, the
imported volume showed a small decline of 1 percent. France’s import in terms of volume
dropped by 2 percent, that same year. The United Kingdom together with Ireland showed a
tremendous growth. In the period between 1997 and 2001, Spain also developed to one of the
EU’s leading porcelain & china markets. In 2001, however the market dropped by 3 percent in
terms of value and 26 percent in terms of volume, making it the biggest decliner in volume terms
of 2001.
The United Kingdom together with the Netherlands showed a stunning growth in terms of volume
in 2001, the Dutch import grew by 12 percent, the United Kingdom’s import even increased by
more than 18 percent. The Italian import remained rather stable only growing by 2 percent.
Figure 5.12 Relative attractiveness of EU-countries with respect to the import development of
porcelain & china
30%
25%
Ireland
% growth 2002 in €
20%
15%
Germany
10%
United Kingdom
5%
Netherlands Greece
Denmark
France
0%
Portugal
-30% 20% Italy 70% 120%
-5%
Austria
-10%
Finland-15%
Belgium/ Luxembourg
-20%
Sweden
% growth 1997 - 2001 in volume
Spain
Source: Eurostat, 2002
43

Origin of imports
In 2001, 70 percent on volume basis and 56 percent in terms of value derived from non-EU
destinations, indicating a polarization between inexpensive products, deriving mainly from China,
and premium-end products deriving from EU-countries. In general, the importance of the EU
countries is declining. In 1997, the EU-countries supplied 56 percent (on value basis) of the EU
total import, whereas in 2001, this percentage had dropped to 44 percent. Within the EU,
Germany, with a share of 16 percent is by far the biggest supplier, followed by the United
Kingdom (5%), France (5%) and Belgium (3%). On a volume basis, the picture is totally
different; Germany only supplies 8 percent of the EU import, followed by Italy (5%) and the
Netherlands (5%), whereas China supplies 20 percent.
Also, Eastern European countries play a major role in the EU porcelain & china market, mainly
Poland (10%) the Czech Republic (10%) and Romania (3%). Other important suppliers are China
(10% on value basis), Turkey (3%), Indonesia (3%), Thailand (2%) and Bangladesh (2%).
Ceramicware
The EU import of ceramicware has remained rather stable, both in value and in volume terms.
Between 1997 and 2001, the imported volume only increased by 2 percent, amounting to 273,500
tons. In 2001, imports represented a value of € 585 million. Overall, it appears that ceramicware
is more popular in the Northern regions of the EU, reflected by the import size of countries like
the Netherlands, Belgium, France, Germany and the United Kingdom. The latter is the biggest
import market in the EU, accounting for 24 percent of the total EU imports. In 2001, imports of
ceramicware by the United Kingdom grew by 14 percent, amounting to € 139 million. France, the
second import market in the EU, showed a small decline of 3 percent that year. However, in the
reviewed period between 1997 and 2001, French imports grew by 28 percent, representing the
largest growth of all the EU-countries. Germany accounted for 15 percent of the EU imports.
Between 1997 and 2001, German imports fell by 12 percent.
In 2001, the imported volume of the United Kingdom grew by a stunning 36 percent, whereas the
Spanish, German and Italian dropped by respectively 10, 8 and 6 percent. The French import
remained rather stable.
Figure 5.13 Relative attractiveness of EU-countries with respect to the import development of
ceramicware
25%
20%
% growth 2001 in €
15%
United Kingdom
Netherlands
10%
Ireland
Greece
5%
-35%
0%
Portugal
-25% -15% -5% 5% 15%
Finland Spain
-5%
Sweden
France
25% 35%
Denmark
Germany
-10%
Austria
Belgium/ Luxembourg
-15%
Italy
-20%
% growth 1997 - 2001 in volume
Source: Eurostat, 2002
44

Origin of imports
Like the china & porcelain import market, Asian countries dominate the ceramicware market. In
2001, the non EU-countries accounted for 59 percent of the EU import on value basis and more
than 71 percent on volume basis. The major difference, however, is that China alone (13% import
share on a value basis) does not dominate the imports in terms of volume. Other Asian countries,
like Thailand (12%), Malaysia (3%) and Taiwan (3%) also play an important role in supplying
the EU ceramicware market. The position of Eastern European countries is also less strong than
in the china & porcelain market. Romania (4% market share on a value basis) is the largest
Eastern Europe supplier, followed by Poland (2%).
Of the EU-countries, Spain (15%) together with the United Kingdom (12%) and Italy (11%) are
the leading suppliers on a value basis. If we compare these figures with the volume shares, we see
that the United Kingdom supplies high-end products. The United Kingdom’s import share in
terms of volume is only 5 percent whereas its import share in terms of value is almost 12 percent.
Cutlery
The cutlery import is very sensitive to the economic climate, reflected by the negative growth in
most EU-countries in 2001. However, in the period between 1997 and 2000, the EU import on a
volume basis represented an impressive growth of 47 percent. In 2001, there was a turning point,
as the imported volume decreased by 3 percent, the value even dropping by 7 percent, to 115,000
tons and € 940 million respectively. As can be seen in Figure 5.12, Germany, United Kingdom
and France are the main import markets in the EU, accounting for respectively 26, 17 and 11
percent. In 2001, the United Kingdom together with Austria and Denmark were one of the few
import markets to show any growth. The UK grew by 7 percent in terms of value and even 9
percent in terms of volume. Over the reviewed period, Italy showed the most growth between
1997 and 2001. In 2001 however, Italian imports dropped by 3 percent in value and 12 percent in
volume.
In volume terms the Germany, France and Spanish import dropped by 8, 10 and 11 percent
respectively. The Dutch import showed an increase in volume of 7 percent, whereas the value of
this import dropped by 2 percent.
Figure 5.14 Relative attractiveness of EU-countries with respect to the import development of
cutlery
15%
% growth 2001 in €
10%
United Kingdom
5% Austria
Belgium/ Luxembourg
Denmark
0%
-15%
-5%
35%
Greece
Netherlands
85% 135% Italy 185%
Sweden
-10%
Ireland
France
Spain
-15% Germany
Finland
-20%
Portugal
-25%
-30%
% growth 1997 - 2001 in volume
Source: Eurostat, 2002
45

Origin of imports
The EU cutlery market is polarizing between high-end products deriving from EU-countries and
cheap imports deriving from China. In 2001, China accounted for 55 percent of EU imports in
terms of volume but just 37 percent on a value basis. In the reviewed period between 1997 and
2001, the importance of the EU countries as suppliers of cutlery dropped. In that period, the
import of cutlery deriving from EU countries increased by 21 percent whereas the import deriving
from non-EU-countries increased from 55,100 tons to 86,800 tons, a growth of 58 percent.
In 2001, the EU-countries only accounted for 32 percent of the EU import of cutlery. Germany is
by far the most important supplier, with a 10 percent share of the total EU import on value basis
and only 6 percent on volume basis, followed by Italy (5% of the EU import in terms of value),
France (4%) and the Netherlands (4%). As it seems, not only the EU-countries felt the
competition from China, as other Asian countries markets, South Korea (7%), Thailand (3%),
Japan (2%) and Taiwan (2%) were also influenced by Chinese imports.
Woodware
The woodware import market is by far the smallest of all the table- & kitchenware segments in
this survey, representing 2 percent of total EU table- & kitchenware imports. In 2001, the EU
import of woodware grew by 3 percent to a value of € 183 million. On a volume basis, the import
only showed a small growth of 1 percent, to 60,200 tons. The United Kingdom accounted for 28
percent of the EU imports of woodware, making it almost twice as big as the second import
market, Germany. Imports to the United Kingdom also showed a positive growth of 12 percent, to
a value of € 52.6 million. The German import dropped by 8 percent, but in the years preceding
2001, the import grew on average more than 4 percent annually. In the period between 1997 and
2001, Italy also showed a healthy growth, as the imported volume grew 53 percent.
Of the six countries highlighted, only the British import grew in terms of volume (19%). The
import of other countries dropped between the 3 percent for Spain and even 27 percent for the
Netherlands.
Figure 5.15 Relative attractiveness of EU-countries with respect to the import development of
woodware
45%
Ireland
% growth 2001 in €
35%
Greece
Austria
25%
15% United Kingdom
5%
Belgium/ Luxembourg
France
Italy
Spain
-15% -5% 5% 25%
Denmark
Netherlands Sweden 45% 65% 85% 105%
-15%
Germany
Portugal
Finland
-25%
% growth 1997 - 2001 in volume
Source: Eurostat, 2002
46

Origin of imports
Thailand and China dominated the EU import market of woodware, together accounting for more
than half of the EU imports in terms of volume. On a value basis, China and Thailand both
account for 23 percent of the EU import. Other important Asian suppliers are Taiwan (3%) and
Vietnam (3%). Eastern European countries also supply an important share of the EU imports;
leading Eastern European countries are Poland (5%), Slovenia (3%), the Czech Republic (1%)
and Romania (1%). The EU countries only account for 26 percent of the EU imports, of which
the leading EU suppliers are Germany (4%), Belgium (4%), Italy (3%) and the Netherlands (3%).
47

5.3 The role of Developing Countries
This paragraph discusses the role of developing countries in the table- & kitchenware market in
the EU. By developing countries, we mean the countries on the OECD DAC list, which can be
found in Appendix 5.
The role of developing countries in EU imports of table- & kitchenware increased considerably,
as can be seen in Figure 5.16. In 2001, the imports deriving from developing countries rose by 5
percent, reaching € 2.3 billion. In the reviewed period between 1997 and 2001, the import share
of developing countries in total EU imports rose from 25 percent in 1997 to 31 percent in 2001,
whereas the import share of most EU-countries declined, as also can be seen in Figure 5.16.
Figure 5.16 Trends in EU-import by leading suppliers (in 1,000 tons)
500
450
400
350
)
tons (in 1,000
300
250
200
150
100
50
0
1997 1998 1999 2000 2001
China Italy France Germany Developing Countries (excl. China)
Source: Eurostat, 2002
During the reviewed period, the import deriving from developing countries increased by 58
percent in terms of volume. Some emerging economies in Asia, with natural resources and low
labour costs, have set up their own table- & kitchenware industry, strongly dedicated to lowpriced
exports. At the same time, many EU manufacturers have shifted their production to these
countries to benefit from these same advantages. They combine their efficient and high-quality
production systems with the low labour costs in these countries. This development, in turn, has
offered the local manufacturers in developing countries a chance to copy the new technologies
and production systems. Therefore, the quality of their products has improved considerably.
Especially China and, to a lesser extent, Thailand have taken advantage of these developments
and therefore pose an increasing threat to EU manufacturers.
48

The other developing countries (excluding China and Thailand) are currently also expanding their
exports, although it will take a long time for them to obtain a significant position in the
international table- & kitchenware trade, because:
• Most developing countries do not have a well-established table- & kitchenware industry.
Production capacity, the level of technology, product innovations and variety in design
are limited.
• EU manufacturers continue to sub-contract to foreign manufacturers in Eastern European
countries and China, which are more flexible in terms of meeting their specific
requirements and, in the case of the Eastern European countries, are closer to the sales
market.
Eastern European countries such as Poland, Czech Republic, Romania and Hungary, though not
considered to be developing countries, have also benefited from the outsourcing by EU
manufacturers. Therefore, these countries are therefore considered to be the most important
competitors of the developing countries. The manufacturers in Eastern European countries
distinguish themselves by offering a higher quality, since they are not able to compete with the
low Asian prices.
These manufacturers in Eastern European countries will also benefit from joining the EU, mainly
because no import duties are levied between EU-countries.
Table 5.1
Main developing country suppliers (share in % of imported value supplied by
developing countries, 2001)
Metalware China (77%), India (8%), Turkey (6%), Thailand (3%), Vietnam (1%),
Indonesia (1%), Serbia & Montenegro (1%)
Plasticware China (82%), Thailand (8%), Turkey (2%) Malaysia (2%), India (2%),
Indonesia (1%), Slovenia (1%)
Glassware China (42%), Turkey (35%), Slovenia (8%), Thailand (3%), India (3%),
Indonesia (2%), Brazil (2%), Mexico (1%)
Cutlery
China (80%), Indonesia (8%), Vietnam (3%), Thailand (3%), India (2%), Brazil
China & Porcelain
(2%), Pakistan (1%)
China (37%), Turkey (12%), Indonesia (11%), Thailand (9%) Bangladesh
(8%), Sri Lanka (4%), India (3%), Tunisia (3%),
Ceramicware Thailand (42%), China (30%), Malaysia (7%), Indonesia (4%), Turkey (4%),
Vietnam (3%), Brazil (2%), Slovenia (1%)
Woodware China (40%), Thailand (40%), Slovenia (5%), Vietnam (5%), Indonesia (3%),
India (2%), Malaysia (1%), South Africa (1%)
The importance of the developing countries in glassware is rising, as can be seen in Figure 5.16.
It should however be noted that China and Thailand account for the lion’s share of this import.
Woodware and cutlery are the main product groups imported from developing countries. Of these
products, the bulk is imported from China, Thailand and Indonesia. Woodware is a known
product deriving from developing countries, mainly because such products do not require difficult
and money-consuming production processes.
49

Figure 5.17 Share of developing countries in the total import of table- & kitchenware in the EU, by
product, 1997-2001, % of imported value
EU-total
28%
Glassware
Plasticware
Porcelain & China
19%
18%
26%
1997
1999
2001
Ceramicware
30%
Metalware
36%
Cutlery
45%
Woodware
57%
0% 10% 20% 30% 40% 50% 60%
Source: Eurostat, 2002
Of the countries discussed in this survey, the United Kingdom imports the most from developing
countries. In 2001, the import deriving from developing countries amounted to € 586.3 million.
This indicates that, of the total import, 42 percent derives from developing countries. However,
when we exclude the share of China, this percentage drops to 16 percent, indicating that China
has a dominant position in the UK imports. Germany is the second importer in size. In 2001, the
Germans imported € 565 million from developing countries (€ 169 million excluding China).
France imports relatively the least from developing countries, since only 27 percent of their total
import derives from these countries. If we exclude China, the import from developing countries
only amounts to 9 percent. The Netherlands is the fourth largest importer. Of their total import,
the Dutch import approximately 36 percent from developing countries, representing a size of
€ 223 million. Spain was the smallest importer in 2001, as only a quarter of their import derived
from developing countries.
50

6 EXPORT
Total exports by the EU
The EU is the leading exporter of table- & kitchenwares in the world, with France, Italy and
Germany being among the world’s top ten exporting countries. Looking at the destinations of the
EU export, we can see that the intra-EU trade is declining. In 1992, the EU accounted for 65
percent of the export. In 2001, this percentage had dropped to 55 percent. The drop of the intra-
EU trade was mainly caused by the competition from cheap-labour countries in Asia and Eastern
Europe, discussed earlier.
Major destinations for EU export within the EU were Germany (11%), France (9%), United
Kingdom (6%), the Netherlands (5%), Spain (5%), Italy (4%) and Belgium (4%). Important non-
EU destination were; USA (14%), Japan (4%), Switzerland (4%), U.A. Emirates (2%) and
Norway (2%)
In 2001, the EU exports of table- & kitchenware showed a slight decline after growing by more
than 9 percent in 2000. The total value of exports by EU countries amounted to € 8.6 billion in
2001. In terms of volume, exports amounted to 2 million tons. In the five year period, between
1997 and 2001, the EU export increased by almost 7 percent in value and only 2 percent in
volume. France is the EU’s largest exporter, accounting for 22 percent of the EU exports in 2001:
€ 1.85 billion and 506,000 tons. France is followed by Italy (20% of EU exports in value),
Germany (17%), Belgium (9%) and the United Kingdom (8%). Due to negative economic
developments, exports of most EU-countries experienced a decline or remained stable in 2001.
However between 1997 and 2001, the Netherlands, Ireland and Denmark increased their export.
Figure 6.1
Total exports of table- & kitchenware into the EU, 1999-2001, in € millions
2,000
1,800
1,600
1,852
1,741
1,484
1999
2000
1,400
2001
1,200
1,000
800
751
710
600
400
200
423
377
333 315
190 179
129
48 44 29
-
France
Italy
Germany
Belgium
United Kingdom
Netherlands
Spain
Austria
Portugal
Sweden
Denmark
Ireland
Luxembourg
Finland
Greece
Source: Eurostat, 2002
51

Glassware (31% of total EU export) was the most important table- & kitchenware segment
exported by the EU, followed by metalware (23%), plasticware (19%), porcelain & china (11%),
ceramicware (8%), cutlery (8%) and woodware (1%). In the reviewed period, metalware became
more important for the EU export, explained by the fact that because of the increasing
competition, EU manufacturers turned to the more complex products like metalware. These
products require high-scale technical production processes (see also Chapter 4).
France
France, the largest EU exporter, controlled a 22% share of all table- & kitchenware exported from
the EU. In 2001, the export reached a value of € 1.85 billion and a volume of 506,000 tons. In the
reviewed period, extra-EU exports became increasingly important as, between 1997 and 2001, the
French extra-EU export grew by 40 percent in value, whereas the intra-EU export only grew by 8
percent.
As can be seen in Chapter 4, France is known for its glassware, which is also reflected in the
export figures. Glassware accounts for more than 50 percent of the French export of table- &
kitchenware. Other important export products were metalware (19%), plasticware (13%),
porcelain & china (7%), cutlery (5%), and ceramicware (4%).
In 2001, around 47% of France’s total exports went to other EU countries, with Germany (10%),
Italy (7%), United Kingdom (7%) and Belgium being the leading destinations within the EU. The
United States (15%), U.A. Emirates (5%), Japan (5%) and Switzerland (3%) were the major non-
EU destinations.
United Kingdom
In 2001, the United Kingdom exported 105,000 tons of table- & kitchenware with a total value of
€ 710 million, or 8% of total EU exports. Between 1997 and 2001, the UK export decreased by
22% in terms of value, while the volume declined by 34%, which partly can be attributed to the
strength of the Pound Sterling, which made exports relatively expensive for other countries.
By far the most important product groups exported by the British are ceramicware and china &
porcelain, which together accounted for 55 percent of the table- & kitchenware exports. Other
export products were plasticware (18%), glassware (10%), metalware (9%), cutlery (8%) and
woodware (1%).
In 2001, around 48% of the British exports went to other EU-countries, with Ireland (17%), the
Netherlands (7%), Germany (5%) and Italy (5%) being the leading destinations within the EU. Of
the non-EU destinations, the United States is by far the most important, accounting for 21 percent
of the British exports. Other important non-EU destinations are Japan (9%), Canada (4%) and
Australia (3%).
Italy
Italy is the second largest EU exporter of table- & kitchenware controlling one fifth of all table-
& kitchenware exported from the EU. In 2001, the export reached a value of € 1.74 billion and a
volume of 492,000 tons. In the five-year period between 1997 and 2001, Italy’s export increased
by almost 7 percent in value but only 2 percent in volume. In 2001, despite the negative economic
climate, the export increased by 3 percent. This was mainly caused by the positive development
in the export of metalware. In the same period, the volume dropped by 2%.
The most important export product was metalware, which accounted for more than 40 percent of
the total exports. Other export products were glassware (23%), plasticware (16%), ceramicware
(10%), cutlery (5%), porcelain & china (5%) and woodware (1%). During the reviewed period
metalware and plasticware became increasingly important, especially at the expense of glassware.
In 2001, around 48% of the Italian exports went to other EU-countries, with Germany (12%),
France (11%), United Kingdom (6%) and Spain (6%) being the leading destinations. Of the non-
52

EU destinations, the United States is by far the most important, accounting for 16 percent of the
Italian export. Other important non-EU destinations are Switzerland (4%), Japan (3%), Canada
(2%), Russia, (2%), Croatia (2%), U.A. Emirates (1%) and Australia (1%),
Germany
In 2001, Germany exported 252,000 tons of table- & kitchenware with a total value of € 1.48
billion, or 17% of total EU exports. Between 1997 and 2001, German exports increased by 12%
in terms of value, the volume increased by 11%. However in 2001, the German export was down,
by 3 percent in value.
Glassware accounted for 28 percent of the table- & kitchenware exported by Germany, followed
by porcelain & china (21%), which makes Germany the leading exporter of porcelain & china in
the EU. Metalware, with a share of 20 percent is the third product group in size, followed by
plasticware (15%), cutlery (14%), ceramicware (2%) and woodware (1%).
In 2001, around 51% of the German exports went to other EU-countries, with Austria (9%),
France (8%), the Netherlands (7%), Italy (6%) and the United Kingdom (5%) being the leading
destinations within the EU. Of the non-EU destinations, the United States is by far the most
important, accounting for 14 percent of the German exports. Other important non-EU destinations
are Switzerland (8%), Czech Republic (4%), and Japan (4%).
Spain
In 2001, Spain exported 144,000 tons of table- & kitchenware with a total value of € 377 million,
or 4% of total EU exports. In terms of value, Spain is only the eleventh exporter in size, whereas
in volume Spain is fifth exporter, just after Belgium, making Spain in terms of volume a bigger
exporter than the United Kingdom and the Netherlands. Between 1997 and 2001, Spain’s exports
increased by 17% in terms of value, the volume even increased by 22 percent. After a stunning
growth of more than 16 percent in 2000, Spanish exports dropped by 3 percent in 2001. The
export volume however showed a totally different picture as, both in 2000 as in 2001, the export
in terms of volume dropped.
Glassware accounted for 31 percent of the table- & kitchenware exported by Spain, followed by
metalware (27%), plasticware (24%), cutlery (9%), porcelain & china (5%), ceramicware (3%)
and woodware (1%).
In 2001, around 59 percent of the Spanish exports went to other EU countries, with France being
the leading destination, with a share of 21 percent, followed by Portugal (12%), Germany (9%)
Italy (6%). Of the non-EU destinations, the United States is by far the most important, accounting
for 9 percent of the Spanish export. Other important non-EU destinations are Mexico (2%), Czech
Republic (1%), Cuba (1%) and Canada (1%).
The Netherlands
The Netherlands exported a total volume of 107,000 tons of table- & kitchenware, valued at € 423
million, in 2001. Between 1997 and 2001, Dutch exports increased by 14% in value, due to the
increasing importance of the glassware export. In 2001, like in most other EU-countries, there
was a turning point, both the exported volume as well as the value dropped by respectively 5 and
3 percent.
In 2001, glassware accounted for 27% of total Dutch table- & kitchenware exports, followed by
plasticware (26%), metalware (22%), cutlery (10%), porcelain & china (10%), ceramicware (3%)
and woodware (1%).
53

The greater part of these exports (79%) went to other EU markets; this can partly be explained by
the fact that the Netherlands is a major trading nation. A lot of EU imports go through the port of
Rotterdam, one of the biggest harbours in the world. This makes the figures concerning the Dutch
imports and exports highly questionable.
Germany accounts for more than a quarter of the Dutch exports, followed by Belgium (17%), the
United Kingdom (9%) and France (9%). Of the non-EU destinations Japan with 4 percent leads,
followed by the United States (3%), Switzerland (1%) and Poland (1%).
54

Overview
In the figure below we have presented a graphic summary of Chapters 3 to 6. The size of each
circle represents the size of the market in terms of consumption. As can be seen in this figure,
France together with the United Kingdom are the leading markets in terms of consumption size.
On the horizontal axis, lies the trade balance, which is the difference of the export minus the
import. Of the six countries discussed in this survey, only Italy and France have a positive trade
balance (for accurate numbers, refer the table in the report summary). The vertical axis represents
the percentage of the import deriving from developing countries. In the figure below, the
horizontal axis crosses the vertical axis at 28 percent, indicating that the EU-countries on average
import 28 percent of their total import from developing countries. As can be seen, the United
Kingdom, together with The Netherlands and Germany, import more than the EU average from
developing countries. In 2001, the United Kingdom imported 42 percent of its import from
developing countries. When looking at the variables in this figure, the upper-left corner represents
the most attractive table- & kitchenware markets for developing countries in terms of import
share and trade balance. In the figure below, we have also mentioned the market growth of the
countries reviewed. The United Kingdom together with Italy, are the star performers, growing
respectively 30 and 28 between 1998 and 2002.
Graphic summary Chapters 3-6: Market attractiveness on basis of market size, import share
deriving from developing countries, trade balance and market growth 1998-2002
United Kingdom
growth 30%
Germany
growth 2%
Trade balance in € million
Netherlands
growth 14%
50%
45%
40%
35%
30%
Italy
growth 28%
-1000 -800 -600 -400 -20025%
0 200 400 600 800 1000 1200 1400
Spain
growth 16% 20%
15%
France
growth 8%
10%
5%
0%
% of import from DC
Source: Eurostat & Euromonitor, 2002/ 2003
The attractiveness of an export market is not solely determined by the factors discussed in the
overview. Factors like trade structures, consumer preferences and tastes are also very important
for successful export marketing. An exporter should also note the different requirements laid
down in legislation and restrictions of the export market. In Chapter 9 of this survey, the
requirements of access are discussed.
55

7 TRADE STRUCTURE
Trade or distribution channels maybe described as the “paths goods – and title to these goods –
follow from manufacturer to consumer”, according to the centre for Excellence in Financial
Management. This chapter will analyse the distribution chain for the table- & kitchenware
market. We will deal with the major sales intermediaries, like agents, wholesalers, etc, and their
role in the distribution chain. Furthermore, the main retailers of table- & kitchenware in the EU
are also discussed.
7.1 EU trade channels
The trade and the distribution systems in the European Union are in a permanent state of
development. According to a survey of the International Trade Centre, one of the noticeable
developments concerning the EU-trade channels is the shortening of the distribution chain. This is
the result of vertical integration and scaling up. Intermediaries are being cut out. The main
motivations are to exercise better control and cut costs. Manufacturers, like for example
Waterford-Wedgwood, are selling their products through manufacturer-owned brand stores and
through the internet.
Another related development, which also contributes to a shortening of the chain, is the rise of
private labelling. IKEA, for example, has its own range of cheap, good quality table- &
kitchenware, which it sells through its own outlets. In addition, probably the most far-reaching
development in the changing distribution systems is e-commerce. E-commerce companies, which
are selling table- & kitchenware, tend to offer competitive prices on popular brands, making the
price competition on the table- & kitchenware market more intensive. Furthermore, the internet
allows consumers to compare prices of different suppliers. It is obvious that the internet prompted
considerable changes in the trade and distribution systems in the world; but it will not replace the
traditional systems, only add to them.
7.2 Intermediaries
Table- & kitchenwares are distributed through many different channels, partly because they come
in so many different price ranges and functional varieties. Figure 7.1 shows the basic functions of
the various kinds of sales intermediaries, agents, importers, wholesalers and retailers. The thick
lines indicate the most important trade flows.
In general, there are four ways in which products reach the end-consumer. First, manufacturers
can directly supply the consumers. There are many variants on this theme. It could be through
manufacturer-owned brand stores, like the Wedgwood stores. Also, e-commerce offers a direct
link between a manufacturer and the consumer. Other variants are door-to-door selling and partyplan
selling. A brand which is famous for its party-plan selling is Tupperware. Tupperware
organises parties which combine a "ladies’ night out" with tips on cooking and food preparation
with the selling of their products. According to Tupperware, every two seconds a Tupperware
party starts somewhere in the world. These parties offer the company an ideal way to sell their
products.
The second way is called the manufacturer/retailer/end-consumer route. This distribution route is
known as the short channel and is most common in the table- & kitchenware market. Because the
retailers’ margins in the table- & kitchenware market are quite small, retailers tend to bypass the
wholesalers as much as possible and import or purchase directly from the (domestic)
manufacturers, regardless of whether they are independent retailers or part of a large enterprise.
56

The third option is called the long channel, which implies that products go from the manufacturer
through wholesalers to retailers and finally to the end-consumers. The main advantage of adding
a wholesaler level is that smaller manufacturers do not have to have the resources or skills to
reach a wide range of retailers. The same applies for small retailers; they can buy a diverse range
of products of different brands from the wholesalers, instead of buying small quantities from
different manufacturers. The wholesaler offers a focal point for both sides, by buying in bulk
from manufacturers, then splitting this into manageable proportions for retailers. Wholesalers do
not normally deal with end-consumers but with other intermediaries, usually retailers (see
paragraph 7.3). The wholesaler purchases from manufacturers and takes legal title to the products
as well as taking physical possession of them. He stocks at his own risk. The mark-up of the
wholesaler is approximately 20-30 percent.
In France and Italy, the wholesalers play an important role in the distribution of table- &
kitchenwares. In France, wholesalers make up about one third of the table- & kitchenware sales.
In Italy, there is a major difference between the north and the south, both in social and economic
terms, with the North being much more affluent and brand conscious than the more priceconscious
South. This makes it difficult for large retailers to centralize their purchasing.
Figure 7.1
Trade and distribution channels for table- & kitchenware
Domestic
Manufacturers
Overseas
Manufacturers
Exporters
Agents/ sales offices
Importers
Wholesalers
Retailers (incl. department stores, independents, etc), non-store
retailers (incl. Mail-order, e-commerce, TV-shopping
Consumers
Main distribution flow
Secondary distribution flow
The last variant, adds another intermediary to the distribution chain, namely the agent. This route
is mostly used when a manufacturer tries to enter a relatively unknown export market. The agent
is an independent intermediary between the (foreign) manufacturer and the retailer or retail
organisation. The agent has the legal authority to act on behalf of the manufacturer; they do not
take possession of the products. When selling products, they generally receive a commission from
the manufacturer. The agent (or sales representative) covers a limited geographical area. Agents
usually have a good knowledge of distribution structures and of consumer behaviour.
57

The level of the commission depends on a number of factors, including the turnover rate of the
product concerned, but it averages an estimated 5 to 10 percent of turnover. Most agents represent
more than one manufacturer, although competition is avoided. More and more agents are starting
to sell from stock, to meet their clients’ short-term demands.
7.3 Retailers of table- & kitchenware
In the last decade, the European table- & kitchenware retail market has undergone a lot of
changes, as an increasing share of products is sold through branch-foreigners. The traditional
retail formats are under pressure from new formats. Grocery multiples nowadays offer a wide
range of table- & kitchenwares. Relatively new retail formats, like for example IKEA, are making
their way into the table- & kitchenware market. These factors have led to an increasing
competition amongst the table- & kitchenware retailers.
The retail market discussed in this paragraph is
broken down into five channels; grocery
multiples, mixed and independent stores,
department stores, mail-order and other (incl.
catalogue showrooms). Because statistical
information concerning the distribution is not
commonly available, Euromonitor is the only
research agency which collects such data.
However, they do not report them on a yearly
basis. The figures used in this paragraph are
from a forecast made in 1997 for the year 2000.
The figures are outdated; they provide a useful
insight into the different retail channels.
Mixed & independent stores
This category contains a great variety of retail
formats, including independent specialists and
interior design specialists. Furthermore, also
most EU furniture specialists offer a limited
range of table- & kitchenware. The independent
specialists are losing ground because of the
intensive competition. However, in countries
with an underdeveloped infrastructure, these
types of retailers hold strong positions.
Figure 7.2
Other (incl.
catalogue
showrooms)
14%
Grocery
Multiples
21%
Retail channels of table-&
kitchenware in the EU by retail
formats, 2000
Mail-order
4%
Department
St ores
22%
Mixed &
Independent
stores
39%
Source: Euromonitor, 2000
Department stores
Traditionally, department stores were one of the few retailers located in city centres which offer a
wide range of table- & kitchenware. The growth of new formats, like for example IKEA, which
offers an extensive range of cheap products, has put pressure on the market share of the
traditional department stores. These more specialised companies have a more modern and
fashionable image. Also, the internet has posed an increasing threat for department stores. Despite
these negative developments, department stores still account for a substantial share of table- &
kitchenware sales. Most department stores offer a wide range of both major brands and private
label. They are mostly situated in the mid- and high-priced segment of the table- & kitchen
market.
Grocery multiples
Supermarkets and hypermarkets are increasingly tapping into the table- & kitchenware market.
The influence of cheap imports from Asia and Eastern Europe have increased the possibilities for
the formats like grocery multiples, to sell table- & kitchenwares in their outlets. Supermarkets
mostly offer a limited range of table- & kitchenware, such as mugs and other small household
products. Hypermarkets however, sell a more comprehensive range of table- & kitchenwares.
58

Both supermarkets and hypermarkets allow more and more shelf space for non-food articles like
compact discs, table linen, napkins, candles, pots and pans, tableware, cutlery and other kitchen
utensils. According to an article in Tdctrade, this is mainly because non-food products offer better
margins than the standard grocery lines. Furthermore, supermarkets and hypermarkets mostly
position table- & kitchenware as impulse purchases through cross merchandising with core
grocery items. For example, woks are displayed next to prepared stir-fry vegetables, sauces and
noodles.
Mail-order
This distribution channel only plays a minor role in the sales of table- & kitchenware although in
countries like, for example, France, Germany and the United Kingdom, this channel of
distribution shows substantial sales figures. Mail-order houses send illustrated catalogues of their
merchandise to prospective customers, who can do their shopping at home, rather than visiting a
store. All that has to be done is to fill out an order form and mail it or place the order by
telephone or via the internet and the product(s) are sent to the customers’ home within a couple of
days. Mail-order houses operate mainly in the low and middle ranges regarding price, quality and
design.
E-commerce
In 2002, the EU online spending totalled a
value of € 19.6 billion, which figure will
grow explosively in the near future. The
growing e-commerce market will also
trigger the importance of this channel for
the sales of table- & kitchenware. At the
time of writing, there are profound
differences within the selected EU
markets. According to Euromonitor,
French retailers sold more than € 50
million online, making France the leading
internet retailer of table- & kitchenwares.
Table 7.1 Internet retail sales of table- &
kitchenware, 2001-2002, in € millions
(excl. cookware, bakeware, etc)
2001 2002
France 28,2 50.6
United Kingdom 4,1 4,8
Italy 0,4 0,4
Germany 2,2 2,4
Spain 0,4 0,8
Netherlands 11,6 17,8
Source: Euromonitor, 2003
Several manufacturers like Richard Ginori and Waterford-Wedgwood are selling their products
directly through the internet. Also, licensed third-parties selling through the internet, is becoming
common practice in the table- & kitchenware market nowadays.
Direct marketing
Direct marketing is rapidly becoming an important method of distribution. A good example of
direct marketing is the “selling party”, where manufacturers demonstrate their collections and
where customers can buy directly from the manufacturer. One of the best examples of a brand
which is sold through this method is “Tupperware”. Through the so called Tupperware parties,
the products of this brand are sold. Because of the cost involved in direct marketing activities, this
channel is particularly suited for the better quality and more expensive products (See also
Paragraph 7.2).
Others
This channel includes formats like factory outlets, catalogue showrooms and discounters. A few
major manufacturers sell their products through self-owned outlets. These factory outlet centres,
which are already very popular in the USA and in some European countries, like France,
Germany and the United Kingdom, are situated outside the city centre. Here, manufacturers of,
mostly known, brands offer surplus stock, remnants, last year’s collection or products with small
fabrication faults. By leaving out intermediary traders, costs can be reduced for the manufacturer.
For consumers, the factory outlets offer branded table- & kitchenwares at lower prices.
59

Discounters are another important format in this group. These retailers often operate from lowrent
locations. Low-price with no-frills is the most important driver in this concept. This format is
becoming increasingly important. The current recession has been the main trigger for the success
of this type of format.
7.4 Retail channels per country
In this paragraph, we will discuss the different national retail markets. Furthermore, the leading
retailers of table- & kitchenware per country are also discussed. This will include national as well
as international companies. According to Euromonitor, the majority of the European table- &
kitchenware retailers are limited to their own national market and neighbouring countries. This
group includes retailers like Allders, El Corte Inglés, John Lewis and Vendex. A company which
has achieved an international position is IKEA. Also, some French retailers like Carrefour and
Pinault-Printemps-Redoute have built a more international position.
Figure 7.3 Retail channels of table-& kitchenware in the EU-countries by retail formats, 2000
100%
80%
30%
15%
25%
10%
40%
21%
60%
40%
20%
0%
44%
37%
10%
38%
47%
10%
14%
20%
38%
28% 2%
9%
15% 3%
3% 2%
17%
30%
4%
9%
28%
9%
4%
38%
Hypermarkets &
Supermarkets
Mixed & Independent
Retailers
Department Stores
Mail-order
Others
France
United
Kingdom
Italy
Germany
Spain
Netherlands
Source: Euromonitor, 2000
France
According to Mintel, France has a mature retail market, with a high level of out-of-town
shopping. This is caused by the popularity of hypermarkets like Carrefour, which has 214 outlets.
In 2001, there were approximately 1.185 hypermarkets in the whole of France with an average
size of 5,733 square metres. These hypermarkets are becoming more and more important as retail
outlets for table- & kitchenware. As department stores cannot compete on price, manufacturers
often produce special up-market ranges of table- & kitchenwares for department stores and
specialists, and cheaper ranges for hypermarkets. Large stores specialised in household
equipment such as IKEA and Habitat, are also becoming more popular. This is mainly due to
their wide range of fashionable and good-quality products at reasonable prices. In Table 7.2, you
can see an overview of the most important retailers of table- & kitchenware in France.
60

Table 7.2 France major retailers selling table- & kitchenware, in number of outlets, 2001/2002
Department stores Outlets Furniture stores Outlets Hypermarkets Outlets
Galeries Lafayette/
80 Conforma 135 Carrefour 214
Nouvelles Galeries But 239 Centres E Leclerc 391
Le Printemps 29 Ikea 12 Auchan 118
Bazar de l' Hotel de Ville 19 Fly 125 Géant 109
Le Bon Marche 1 Discounters
Lidl
959 Supermarkets
Variety stores Aldi Marche 415 Intermarché 1,631
Monoprix/ Prisunic 284 ED 459 Champion 1,003
Tati 30 Leader Price 339 Super U 558
Netto 286 Atac 260
Le Mutant 207 Casino 433
Source: LSA Atlas, 2002/ Panorama-Trade Dimensions, 2002/ Mintel Retail Intelligence, 2002/
Euromonitor, 2002
United Kingdom
The United Kingdom retail market for table- & kitchenware is a fiercely competitive market. As
in most other EU countries, mixed & independent retailers, hypermarkets and supermarkets
account for a large share of British table- & kitchenware sales. Hypermarkets and supermarkets
are prominent in the distribution of table- & kitchenware for every day use. Hypermarkets and
supermarkets are selling an increasing proportion of table- & kitchenware, like for example
cookware and bakeware. Mail-order houses are also very active in the UK market especially in
the sector of cookware, bakeware and the kitchen knives sector.
Table 7.3 United Kingdom’s major retailers selling table- & kitchenware, in number of outlets,
2001/2002
Department stores Outlets Furniture stores Outlets Hypermarkets Outlets
John Lewis 25 Argos 472 Asda/ Asda-Wal-Mart 245
Debenhams 97 Ikea 11 Tesco Extra 41
House of Frazer 52 MFI Furniture 186 Savacentre 59
Allders 43 Courts 100
Selfridges 2 Supermarkets
Discounters Tesco/ Tesco Metro 613
Variety stores Kwik Save 734 Sainsbury's 384
Marks & Spencer 303 Aldi 250 Safeway 465
Big W/ Woolworths 797 Lidl 290 Morrisons 110
Littlewoods 118 Netto 220 Somerfield 585
Peacocks 312 Iceland 766
Source: Mintel Retail Intelligence 2002/ Euromonitor, 2002
Italy
Italy has an obvious North-South divide in both social and economic terms, with the North being
much more affluent and brand-conscious than the more price-conscious south. The retail business
reflects this divide. Most modern retail developments, like for example hypermarkets, are located
in the Northern and central part of the country.
The Italian retail market is one of the largest in Europe, accounting for more than 700,000 retail
outlets in 2001. This number increased by more than 5 percent in the five-year period between
1997 and 2001. The structure of Italian retail activity is highly fragmented and dominated by
small independent businesses. Mixed & Independent retailers make the lion’s share of the table-
& kitchenware sales. This also explains the importance of wholesalers in Italy. According to
Tdctrade, the market is steadily shifting, as multiples like Kasanova, are becoming increasingly
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important at the expense of these small independent businesses, especially in the Northern part of
the country.
Table 7.4 Italy’s major retailers selling table- & kitchenware, in number of outlets, 2001/2002
Department stores Outlets Furniture stores Outlets Hypermarkets Outlets
Coin 83 Divani & Divani 130 Ipercoop 52
Il Gigante 8 Chateau d'ax Spa 11 Auchan/ Citta Mercato 35
La Rinascente 17 Ikea 7 Carrefour/GS/Mega Fresco 37
Ferri 287 Mercatone Uno 33 VeGe 50
Regina 45 Supermarkets
Discounters Coop 1,264
Variety stores VeGe 803 Cri/ Sigma 1,234
Upim 146 Lidl 206 Conad 1,540
La Standa 200 In's 196 Carrefour/ GS 301
Ld 211 Sisa 1,500
Di Co 203 A & O 555
Source: Mintel Retail Intelligence, 2002/ Euromonitor, 2002
Germany
In Germany, mixed & independent retailers and department stores make most of the table- &
kitchenware sales. This is mainly because of the greater proportion of upmarket products, such as
bridal gifts, purchased via these outlets. According to research agency Mintel, the German retail
market is dominated by domestic groups. This is mainly because of the strength of domestic
groups, high operational costs and restrictions and limitations on trading hours. IKEA and Wal-
Mart are the only two foreign companies which have a significant market share of the German
table- & kitchenware market. More than 20% of IKEA’s total turnover is earned in Germany.
Germany is also home to the world’s largest mail-order company, the OTTO Trading Group (also
the 2nd largest E-Tailer worldwide).
Table 7.5 Germany’s major retailers selling table- & kitchenware, in number of outlets, 2001/2002
Department stores Outlets Furniture stores Outlets Hypermarkets Outlets
Alterhaus/
KaDeWe/Karstadt/
350 Ikea 27 Real 277
Wertheim Porta 86 Kaufland/Kaufmarkt 258
Galeria Kaufhof 148 Segmuller 10 Marktkauf 108
Woolworth 358 Mobel Walther 31 Extra 500
Marks & Spencer 2 Supermarkets
Variety stores
Discounters 1,525
HL/ Akzentra/ Minimal/
Aldi 3,560 Rewe-Nahkauf/ Rewe-der
Marktkauf 48 Lidl 2,048 Supermarkt
Emotions/Lust for Life 5 Penny Markt 2,434 E-Aktiv markt/E-frisch/E- 1,490
Kaufcenter/ Kaufhalle/ 11 Plus 2,412 Neukauf/ Edeka Markt
Multistore Norma 1,130 Spar/ Superspar 3,048
Source: Mintel Retail intelligence 2002/ Euromonitor, 2002
Spain
Because of the financial strength and competitive pricing of other retail formats like
hypermarkets, many small independent retailers in Spain went out of business, which caused the
total number of outlets in Spain to drop by more than 4 percent over the reviewed period. This
trend is forecasted to continue. Hypermarkets, such as Al Campo and Carrefour, and
supermarkets are increasingly prominent in the distribution of table - & kitchenware for everyday
use. In Spain, these distribution channels accounted for approximately 40 percent of retail sales
by value.
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Table 7.6 Spain’s major retailers selling table- & kitchenware, in number of outlets, 2001/2002
Department stores Outlets Furniture stores Outlets Hypermarkets Outlets
El Corte Ingles 50 Ikea 3 Carrefour 113
Aldeasa 178 Merkamuable 3 Alcampo 43
Marks & Spencer 13 Conforma 5 Hiporcor 23
Galerias Tarragona 65 Eroski 33
Variety stores
La Rampa/ Hiper
5 Discounters Supermarkets
Andalucia Dia 2,389 Mercadona 601
Lidl 290 Consum 816
Plus 168 Supersol/Cobreros 623
Zero 74 Caprabo 380
Penny 42 Champion 167
Source: Mintel Retail Intelligence 2002/ Euromonitor, 2002
The Netherlands
Looking at retail developments, the decreasing number of local and independent shops is
significant. Especially large retail formats have pushed the independents out of the market place
in favour of their various outlet brands. The main department stores also play an important role in
the distribution of table- & kitchenware. The leading department stores in the Netherlands are
Vroom & Dreesmann (V&D), Hema and Bijenkorf. The latter carries a more sophisticated range,
while Hema sells everyday articles. By tradition, V&D takes a position in the middle; however,
recently a change towards better (and thus more expensive) products can be observed.
Table 7.7 The Netherlands’ major retailers selling table- & kitchenware, in number of outlets
2001/2002
Department stores Outlets Furniture stores Outlets Hyper-/ Supermarkets Outlets
Hema 276 Ikea 11 Albert Heijn 686
Vroom & Dreesmann 69 Leenbakker 100 C1000 509
De Bijenkorf 13 Kwantum 85 Edah 313
Super de Boer 403
Variety stores Discounters Konmar 137
Blokker 473 Aldi 370 Dirk van den Broek 85
Marskramer 197 Basismarkt 187 Plus 123
Xenos 79 Lidl 80 Spar 239
Novalux 102 Dekamarkt 63
Giraffe 36
Hoyng 21
Source: Hoofdbedrijfschap Detailhandel 2001/2002/ Mintel Intelligence 2002/ Euromonitor, 2002
Major multiples, like Xenos, Blokker and Marskramer, also retail a wide range of table- &
kitchenware. According to the Dutch HBD, florists, garden centres and pet shops are also
important sales channels for table- & kitchenware, partly explaining the large share of “others” in
Figure 7.3.
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7.5 Distribution channels for developing countries exporters
Traditionally, exports deriving from developing countries transit through a set of intermediaries
like agents and importers and in some cases stock-keeping wholesalers, discussed in paragraph
7.2, who in turn market the exported products to wholesalers or retailers. These long distribution
lines are mostly caused by the distance between the exporter and his export market and, in most
cases, the relatively small size of the production in developing countries. Furthermore, a lack of
information concerning the export market makes exporting a hazardous venture. The
disadvantages of working through a large number of intermediaries include poor knowledge of
market trends, inability to gain competitive advantage by adapting the product to specific
customer needs and, of course, the margin lost at each stage of the distribution chain.
The most important intermediaries, like agents/ sales offices, importers and retailers, will be
discussed briefly in the next section of this paragraph. See also Figure 7.1, for the different trade
flows.
Agents/ sales offices
Agents are intermediaries who do not keep stocks. The agent may serve as an intermediary
between the manufacturer and the wholesaler or retailer, receiving a commission from the former.
The level of commission depends on a number of factors, including the turnover rate of the
product concerned; it averages an estimated 5 to 10 percent of turnover. Most agents represent
more than one manufacturer. Agents usually have a good knowledge of distribution structures and
consumer behaviour. Some foreign manufacturers have their own sales office in Europe or
elsewhere. This is viable if a manufacturer wants to make sure that his products are properly
advertised and distributed. In fact, only the larger companies, which cover a substantial part of the
market, maintain their own offices. The problem of working through an agent is, however, that
the manufacturer is totally dependent and has to trust the quality of the agent's knowledge,
commitment and selling ability.
Importers
Importers are familiar with local markets and can supply considerable information and guidance
to the overseas manufacturer, such as the administration of import and export procedures and
holding of stock, in addition to the primary business of buying and selling. Furthermore, they
have strong relationships with suppliers and buyers all over the world. These intermediaries have
long-established links with their customers and are in a better position (than foreign processors)
to know the requirements of the local market and of individual end-users.
Retailers
Some large retailers like for example IKEA, also buy table- & kitchenware directly from foreign
suppliers. This may involve intermediary activity by a selling agent on behalf of the manufacturer
or a buying agent on behalf of the (multiple) retailer. This method of doing business has become
more popular, since it cuts out several intermediaries, thus reducing costs and enabling the retailer
to offer the product at a lower end price. It is particularly significant, when a fashion trend takes
hold, with a fierce competition between retailers offering lower prices. Unfortunately, this
method often results in the supply of huge volumes of poorer quality, cheaper merchandise, after
which the demand peaks and then falls off.
Large chains have their own purchasing staff, buying from all over the world. In the country of
origin, most buyers prefer the lines between manufacturer and themselves to be as short as
possible. Short communication lines create a better control over production and deliveries. This
reduces the risk of discrepancies between buyers’ requirements and final product.
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8 PRICES
Price is an important aspect in the table- & kitchenware sector, but there is such a broad range of
items, qualities, materials, raw materials and styles, that it is almost impossible and not
meaningful to give typical prices. Therefore, this chapter will discuss developments which
influence the price level in the table- & kitchenware market. Furthermore, differences in price
levels between EU-countries are examined.
8.1 Price development in the table- & kitchenware market
As can be seen in Chapters 3 and 4, the table- & kitchenware market is becoming increasingly
competitive, due to the pressure of low cost imports from Asia and Eastern Europe. At the same
time, the market is shifting away from traditional, formal and mostly high priced products,
towards more casual table- & kitchenware. Manufacturers nowadays introduce new ranges of
fashionable products every year. In addition, existing market prices came under pressure due to
the increasing importance of mass-market outlets like grocery multiples and discounters selling
low-priced popular table- & kitchenware, in order to create more “traffic”. The above
developments have contributed to an intensified competitive environment. Traditionally, the
table- & kitchenware market can be divided into three main price segments:
• Premium-priced table- & kitchenware; consisting of high-quality, formal product brands
like for example Alessi and Villeroy & Boch. These products are mostly sold through
specialty retailers and department stores.
• Mid-priced table- & kitchenware; most of the industry’s volume is realised in this segment.
These products are mostly sold through department stores and retailers.
• Low-priced table- & kitchenware; mostly deriving from Asia or Eastern Europe. These
products are mostly sold through discounters and grocery multiples.
According to branch experts of NPD industry however, the price levels in the table- &
kitchenware market are polarizing. Consumers which traditionally shop in the mid-price segment
shift towards the higher priced products called “shopping up”, as quality and specialty are very
important in this segment. The opposite development is also sighted, “shopping down”, meaning
consumers are shopping for lower prices. The latter is triggered by the increasing demand for
low-priced fashionable table- & kitchenware which can be found for example in discounter and
grocery multiples. The increasing amount of cheap products deriving from Asia and Eastern
Europe drove many EU manufacturers out of the low-priced and mid-priced segment. In turn,
many European manufacturers repositioned themselves at the premium end of the market, making
this high-priced segment more crowded.
8.2 Price levels in the EU
According to a survey issued by Eurostat, concerning the price levels of table- & kitchenware in
the EU, there are profound differences across the EU. The products included in this survey are
glassware, ceramicware, cutlery, flatware and silverware.
Figure 8.1 provides a comparison of the price levels with respect to the EU average: if the price
level index is higher than 100, the country concerned is relatively expensive compared with the
EU average. The figure provides an indication of the comparative order of magnitude of the price
level in one country related to another. As can be seen, the price level in the United Kingdom is
relatively high in comparison with the EU average.
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This can be explained by the fact that the UK is an island, making distribution more difficult and
thus more expensive. In Italy and France the price level is relatively low, partly explained by the
importance of domestic manufacturers and the size of the market. An interesting aspect which is
not shown in Figure 8.1, is the relatively high price level of glass & tableware in the
Scandinavian countries like Norway (150), Sweden (171) and Finland (138).
Figure 8.1 Relative price level of table- & kitchenware in selected EU-countries, 2002, EU 15 = 100
140
128
120
100
80
87
83
111
89
101 100
60
40
20
0
France
United
Kingdom
Italy
Germany
Spain
Netherlands
Eu-total
Source: Eurostat, 2002
8.3 Sources of price information
The best way to obtain information about prices and price levels in the EU is by visiting one of
the major trade fairs. Alternatively, comparisons can be found in the prices given in catalogues
from mail-order houses, large department stores and from the internet sites of companies.
Window-shopping in the prospective market place, at several retail shops, is another good way of
getting information about prices. Apart from prices, window-shopping gives you a good
impression of the wide variety of products, qualities, fashions, colours and promotions. The
internet is also a good source of price information, for example the IKEA online-store gives
information on retail prices of IKEA products, including its table- & kitchenware.
When setting your price, take into account the different mark-ups as described in paragraph 10.6,
which influence the retail prices. The effect of low, medium and high margins on consumer endprices,
based on one CIF price for three different products in the same category, is illustrated in
Table 10.1.
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9 REQUIREMENTS FOR ACCESS
9.1 Non-tariff trade barriers
Legislative standards enforced through EU legislation and, possibly, through EU-member
countries increasingly pose obstacles for exporters in developing countries. Although standards
are imposed in order to protect consumers, or the environment, or to improve the harmonisation
of the internal EU market, they are often seen as technical, non-tariff barriers to trade. Exporters
must comply with such legislation and regulations in order to be able to export to the European
Union. This means that they have to understand and comply with European legal restrictions.
In this chapter, we will briefly discuss a number of barriers. For detailed information about nontariff
trade barriers relevant to trade, we also refer to the CBI’s AccessGuide, an online database
on European non-tariff trade barriers.
Quality and grading standards
Despite EU harmonization, which enables free trade between EU member states, individual
markets have different requirements regarding quality, fabric, standards, size, etc. Accurate
information concerning these requirements is best obtained from national importers. Most of
these importers (manufacturers, wholesalers, retail organisations etc.) also work with certain
minimum requirements. In this respect, they have formulated and stipulated minimum quality
requirements, relating to both materials and manufacturer.
Because this report covers a very wide range of products, it is impossible to give general
guidelines on quality and grading standards for all these different kinds of articles. There are,
however, restrictions on materials used for table- & kitchenware which may come into contact
with food. One important norm is that all articles which come in contact with food should be free
of lead and cadmium. In Table 9.1, the most important restrictions concerning table- &
kitchenware are given. It is however sensible to the check the regulations and standards
concerning your products. Information on regulations can be found on the site of the European
Committee for Standardization. (www.cenorm.be)
Trade-Related Environment, Social and Health & Safety Issues
As conventional trade barriers disappear in the world economy, a new set of concerns is arising.
In recent years, consumer movements in the EU have extended their concerns beyond the
environment to the social impact of business practices. Furthermore, due to the increasing
insistence on certification to meet health and safety standards, new standards for compliance with
environmental management and labour standards are becoming commonplace in most developed
countries’ markets.
Environmental issues
Environmental aspects of products have become a major issue in Europe. Besides governmental
actions (legislation and regulation), a strong consumer movement is noticeable, especially in the
northern parts of the EU (Scandinavia, Germany and the Netherlands). As a topic, “the
environment” is more than a trend, it is a lasting one. Due to consumer pressure, the standards
bodies of the developed countries have started the process of adopting “eco-labelling”. To
qualify, manufacturers must be willing to submit their production methods for inspection and
certification. There are several EU eco-labels used in the European Union. There are also a
number of national labels such as the Netherlands Milieukeur (www.milieukeur.nl) and the
German Blue angel (www.blauer-engel.de). There is also a European Eco-label called the EU
flower. This is a voluntary scheme enabling European consumers including public and private
purchasers to easily identify officially approved “green” products across the European Union,
Norway, Liechtenstein and Iceland. At present, the EU flower can be awarded to 21 product
groups. This label however does not apply at present to table- & kitchenware.
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However, new products are added constantly. For more information concerning this topic, we
refer to the Accesguides “Overview of social and environment product labels”
Table 9.1
Different Environmental labels
EU-flower Dutch Milieukeur German Blue Angel
If a manufacturer wants to indicate to external parties that he is manufacturing in an
environmentally sound way, he can comply with standards which have been developed for this
purpose. A voluntary standard, with which manufacturers can comply, is called the ISO 14000
series. The most important standard in this series is ISO 14001, which sets the requirement for an
environment management system. For detailed information on the ISO standards, we refer to the
AccessGuide “An introduction to the ISO 14000 series.”
Social issues
An increasing consciousness of ethical aspects, encouraged by consumer organisations, has led
importers to develop codes of conduct. The use of child labour in the production of table- &
kitchenware in general is a serious cause for concern in many EU-member countries. Widespread
publicity has raised consumer, but also importers’, awareness of the topic. Exporters who can
guarantee and prove that their products are made without child labour, will not only have a
competitive advantage over other exporters, but will also have a much better chance of
establishing long-term business relationships. In addition, the EU has added a “social clause” to
the Generalised System of Preferences (GSP), which allows for special import tariff reductions
for products that are produced in a humane way.
However, it should be noted, that manufacturers and exporters in developing countries can never
be subject to EU legislation regarding labour conditions. Companies in developing countries only
have to comply with legislation in their home country. However, all products traded in the EU by
importers, are subject to European Union legislation. Social issues are becoming increasingly
important.
The International Federation for Alternative Trade (IFAT) is a federation of manufacturers and
Alternative Trading Organisations (ATO’s). In IFAT, manufacturers of handicrafts and food
products from the developing countries come together directly with buyers and managers of
ATO’s, as friends and partners in a spirit of mutual trust. They cast aside the traditional trading
system of intermediaries and create an alternative way of doing business that is beneficial and
fair. IFAT's objectives are two-fold:
• To improve the living conditions of the poor in developing countries;
• To change unfair structures of international trade.
If your company complies with IFAT’s rules and regulations, you can apply to become a member
of the network. The Fair Trade Organisation (FTO) Netherlands is one of the members of IFAT.
The products, ranging from coffee, other food products such as tea, chocolate, honey and wine, to
some 1,500 handicrafts articles, such as textiles, utensils and decorative items, are purchased
from over 130 producer groups in Latin America, Africa and Asia.
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In 25 years, fair trade has developed into a serious ‘business’, which is of vital importance to tens
of thousands of manufacturers in Developing Countries. We also refer to the AccessGuide
“Introduction to social issues”
It should be noted that applying these social and environmental standards and labels on a company and
its production can put a lot of strain on an organisation, while the market impact in most cases is
limited. An exporter should therefore be aware of what the consequences are for his organisation, when
applying to such labels and standards.
Safety and health issues
When trading into the EU, EU product legislation is very important. All products traded in the
EU, are subject to European Union Norms. One important norm is that all articles which come in
contact with food should be free of lead and cadmium. In Table 9.2, the most important
legislation concerning table- & kitchenware is given. Exporters are strongly advised to check the
exact content of these European norms, since this table only gives an indication of the norms that
exist in this product range. For more detailed information please contact one of the national
institutes for standardisation (see Appendix 4.1 for addresses). Information on these regulations
and standards can also be obtained through the Internet. Useful Internet sites are www.cenorm.be of
the European Committee for Standardization (CEN), and www.iso.ch of the International
Organisation for Standardisation (ISO)
Further information on this topic can be found in the AccessGuide “Introduction to consumer
health and safety”
Table 9.2 European Norms concerning table- & kitchenware
Norm number Title Content
NEN-EN 1900:1998 Materials and articles in
contact with foodstuffs;
Non-metallic tableware;
Defines terms related to certain materials for non-metallic
tableware in contact with foodstuffs. It only includes those
articles composed of the following materials: glass, glass
Terminology
ceramics, porcelain, vitreous china/vitrified tableware,
NEN-ISO 2747:1998
NEN 3032:1966
ISO 6486-1:1999
ISO 6486-2:1999
NEN-EN 1900:1998
Vitreous and porcelain
enamels; Enamelled
cooking utensils;
Determination of
resistance to thermal
shock
Plastics; Specifications
for plastic table ware
Ceramicware, glassceramicware
and glass
dinnerware in contact
with food; Release of
lead and cadmium; Part
1: Test method
Ceramicware, glassceramicware
and glass
dinnerware in contact
with food; Release of
lead and cadmium; Part
2: Permissible limits
Materials and articles in
contact with foodstuffs;
Non-metallic tableware;
Terminology
stoneware, earthenware, common pottery or plastic.
Specifies a method for determining, by successive thermal shock
tests, the behaviour of vitreous and porcelain enamelled cooking
utensils and similar articles under sudden changes of temperature
(resistance to thermal shock).
Material and performance for food and drinking articles made of
plastics.
Specifies a test method for the release of lead and cadmium from
ceramicware, glass-ceramicware, and glass dinnerware intended
to be used in contact with food, but excluding porcelain enamel
articles. Is applicable to ceramicware, glass-ceramicware, and
glass dinnerware which is intended to be used for the
preparation, cooking, serving and storage of food and beverages,
excluding articles used in food manufacturing industries or those
in which food is solid.
Specifies permissible limits for the release of lead and cadmium
from ceramicware, glass-ceramicware and glass dinnerware
intended to be used in contact with food, but excluding porcelain
enamel articles. Is applicable to ceramicware, glass-ceramicware
and glass dinnerware which is intended to be used for the
preparation, cooking, serving and storage of food and beverages,
excluding articles used in food manufacturing industries or those
in which food is solid.
Defines terms related to certain materials for non-metallic
tableware in contact with foodstuffs. It only includes those
articles composed of the following materials: glass, glass
ceramics, porcelain, vitreous china/vitrified tableware,
stoneware, earthenware, common pottery or plastic.
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ISO 7086-1:2000
ISO 7086-2:2000
NEN-EN-ISO 8442-
1:1998/C1:1999
NEN-EN-ISO 8442-
2:1998/C1:1998
NEN-EN-ISO 8442-
3:1998
NEN-EN-ISO 8442-
4:1998/C2:1999
NEN-EN-ISO 8442-
5:1999
NEN-EN-ISO 8442-
6:2001
Glass holloware in
contact with food;
Release of lead and
cadmium; Part 1: Test
method
Glass holloware in
contact with food;
Release of lead and
cadmium; Part 2:
Permissible limits
Materials and articles in
contact with foodstuffs;
Cutlery and table
holloware; Part 1:
Requirements for cutlery
for the preparation of
food
Materials and articles in
contact with foodstuffs;
Cutlery and table
holloware; Part 2:
Requirements for
stainless steel and silverplated
cutlery
Materials and articles in
contact with foodstuffs;
Cutlery and table
holloware; Part 3:
Requirements for silverplated
table and
decorative holloware
Materials and articles in
contact with foodstuffs;
Cutlery and table
holloware; Part 4:
Requirements for goldplated
cutlery
Materials and articles in
contact with foodstuffs;
Cutlery and table
holloware; Part 5:
Specification for
sharpness and edge
retention test of cutlery
Materials and articles in
contact with foodstuffs;
Cutlery and table
holloware; Part 6:
Lightly silver plated
table holloware protected
by lacquer
Specifies a test method for the release of lead and cadmium from
glass holloware which is intended to be used in contact with
food. Is applicable to glass holloware intended for use in the
preparation, cooking, serving and storage of food and beverages,
excluding glass ceramicware, glass flatware, and all articles used
in food manufacturing industries or those in which food is sold.
Specifies permissible limits for the release of lead and cadmium
from glass holloware which is intended to be used in contact
with food. Is applicable to glass holloware intended for use in the
preparation, cooking, serving and storage of food and beverages,
excluding glass ceramicware, glass flatware, and all articles used
in food manufacturing industries or those in which food is sold.
Specifies material and performance requirements and test
methods for metal cutlery and related implements intended for
use in the preparation of food. Two grades of cutlery are
specified: - a normal grade with corrosion resistant blades or
prongs capable of withstanding dishwasher cleaning procedures;
- a special grade with corrosion resistant blades capable of
withstanding dishwasher cleaning procedures and sterilization
processes.
Specifies material, performance requirements and test methods
for table cutlery (knives, forks, spoons, carving sets, ladles,
children's cutlery and other serving pieces). This standard is
applicable to stainless steel cutlery and to silver-plated nickel
silver, or silver-plated stainless steel, cutlery. It does not cover
cutlery made wholly of precious metals, aluminium, nonstainless
steel or that made entirely of nickel silver, nor does it
cover gold-plated or chromium-plated cutlery. Three minimum
thicknesses of silver are specified for silver-plated cutlery.
Specifies material, performance requirements and test methods
for silver-plated table and decorative holloware made principally
from metals, and intended for use at or upon the dining table.
Composition limits are specified for the basic metals for
fabrication of the holloware prior to silver-plating.
Specifies the following requirements for gold plated cutlery: a)
performance requirements for table cutlery (for example, knives,
forks, spoons, carving sets, ladles, and other serving pieces); b)
composition limits for base metals for cutlery; c) tests for
resistance to permanent deformation, firmness of handle
attachment, hardness of blades, resistance to corrosion and the
thickness and adhesion of gold coatings; d) three minimum
thicknesses of gold plating: a first class, a second class, and a
third class. Specifies the method of defining gold deposits for
each and every item and also test methods. Does not apply to
table cutlery which has only small areas of gold plate as inlays in
non gold plated decoration.
Specifies the sharpness and edge retention of knives which are
produced for professional and domestic use in the preparation of
food of all kinds, specifically those knives intended for hand use
Specifies material and performance requirements for table and
decorative holloware, and cast attachments, made from metals
which are lightly silver-plated and protected by lacquer. Is
applicable to such items as jugs, dishes, wine coolers, tea- and
coffee-pots, trays and tureens, and includes decorative items such
as vases, trophies, and candlesticks. Requirements are specified
for brass, copper, nickel-silver, pewter and stainless steel
holloware with a light silver-platting and a lacquered coating.
Composition limits are specified for the basic metals for
fabrication of the holloware prior to silver-plating and
lacquering.
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NEN-EN-ISO 8442-
7:2001
NEN-EN-ISO 8442-
8:2001
NEN-EN 12156:1995
NEN-EN 12983-
1:2000
NVN-ENV
13834:2000
Materials and articles in
contact with foodstuffs;
Cutlery and table
holloware; Part 7:
Specification for table
cutlery made of silver,
other precious materials
and their alloys
Materials and articles in
contact with foodstuffs;
Cutlery and table
holloware; Part 8:
Specifications for silver
table and decorative
holloware
Materials and articles in
contact with foodstuffs;
Cutlery and table
holloware; Lacquered
lightly silver-plated table
and decorative holloware
Cookware; Domestic
cookware for use on top
of a stove, cooker or hob;
Part 1: General
requirements
Cookware; Ovenware for
use in conventional
domestic ovens
Specifies material and performance requirements for table,
cutlery made of precious metals and their alloys, esp. silver
(knives forks, spoons, carving sets, ladies and other pieces).
Specifies material, performance and marking requirements for
silver table and decorative holloware, intended for use at or upon
the dining table. This standard extends to decorative items such
as vases, candlesticks and trophies and includes such items as
jugs, dishes, tea- and coffee-pots, trays and tureens, wine-coolers
etc.
Specifies material and performance requirements for table and
decorative holloware, and cast attachments, made from metals
which are lightly silver-plated and protected by lacquer. This
standard is applicable to such items as jugs, dishes, wine collers,
tea- and coffee-pots, trays and tueens, and includes decorative
items such as vases, trophies, candlesticks. Requirements are
specified for brass, copper, nickel-silver, pewter and stainless
steel holloware with a light silver-plating and a lacquered
coating. The standard does not cover holloware made entirely of
precious metals, brass, nickel-silver, stainless steel or made from
ceramics or glass or non-stainless steel or zinc-based die cast.
Composition limits are specified for the basic metals for
fabrication of the holloware prior to silver-plating and
lacquering. The standard does not include requirements for
design, size or any other characteristics which are matters of
personal choice or which can be readily assessed by the
purchaser at the point of sale.
Specifies safety and performance requirements for items of
cookware for domestic use on top of a stove, cooker or hob. Is
applicable to all cookware regardless of material or method of
manufacture with the exceptions of those mentioned below. Is
also applicable to cookware intended for use both "on top" and
"in oven". Is not applicable to glass, ceramic and glass ceramic
articles. The applicability of this standard and possible additional
requirements and test procedures for these products are under
consideration and are intended to be incorporated in a
complementary standard. This standard is not applicable to
pressure cookers, stove-top water kettles and coffee makers.
Requirements and test procedures for resistance to pull of
furniture, non stick coatings, suitability for various heat sources
and suitability for use in automatic dishwasher are under study
and will be covered by a complementary standard.
Specifies safety and performance requirements for items of
ovenware for use in domestic ovens. It is applicable to all
ovenware regardless of material or method of manufacture. It is
applicable to products intended for use both 'on top of the stove'
and 'in oven'.
Source: N.E.N., 2003
Working circumstances
Information on labour conditions can be obtained from the International Labour Organisation
(ILO) which is the UN organisation dealing with all aspects of work; the internet site can be
found in Appendix 4.5. To give an idea of the implications of occupational health and safety we
refer to Appendix 8
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Packaging
According to the CBI export planner, packaging serves three basics functions:
• It protects your product during transportation
• It breaks down your product to sellable units (e.g. transforming staple goods into
consumer units), or simply makes the product easily accessible to consumers
• It conveys a message to the buyer/consumer (marking and labelling)
Products deriving from developing countries generally have a long distance to travel before
reaching their destinations in the EU. Therefore, it is very important that close attention is paid to
packaging of products. Good packaging protects products from, for example, the fluctuations and
extremes of temperature, relative humidity, vibration and shock, impact, getting wet, theft and
getting lost.
Depending on the choice of distribution channel, both the outer and the consumer packing should
be adapted to the demands of the importers/retailers and the consumer. Most distributors place
strong emphasis on attractive, easy-to-handle, and self-promoting packing materials. Packing in
sturdy corrugated boxes with dimensions enabling easy handling and weight (not exceeding 25 kg
per carton) is recommended. Wherever possible, the outer cartons should be placed together on
pallets, to further avoid the risks of damage during transit.
Attractive consumer packing is important, especially for articles in the middle and higher price
bracket. The exclusiveness of higher priced items of original value can be underlined by special
packing - in elegant display boxes - in style with the design of the product. The consumer packing
should attract attention, clearly show the contents - either by picture or by see-through packing -
and contains information on the use of the product. In other words, the packing should match the
design, image, quality and price of the product. Attractive consumer packing is definitely a sales
argument.
Packing of china, porcelain, ceramicware and glassware
Products made of such materials are prone to damage. Careless packing can result in breakage
and chipping. To minimise such risks, these articles ought to be carton-packed. The pre-packed
articles should then be put in corrugated boxes. Cushioning for protection is advisable.
Packing of metalware
Usually these products can be shipped and transported in carton boxes without great risks of
damage. Even though these articles are not very liable to break, they do run a risk of becoming
dented or scratched. This may be easily avoided by wrapping each individual article in soft paper
or by giving it a layer of cushioning material.
Packing of woodware and plasticware
Like metalware, these items are prone to scratches. To prevent scratches as much as possible, it is
recommended to wrap every article in soft paper or any other cushioning material.
EU standards for packaging and packaging waste
To harmonise the different forms of legislation on packaging and packaging waste in EU
countries, the EU has issued the directive 94/62/EC, which regulates minimum standards. With
effect from August 1, 2001, these minimum standards will require a recovery quota of 50-65
percent for packaging materials brought into the market and will regulate the presence of four
heavy metals (mercury, lead, cadmium and hexavalent chromium). EU-member countries have a
certain freedom in how to comply with the recovery rate but at least 25-45 percent of the material
brought on to the market must be recycled, with a minimum of 15 percent for each material. The
maximum available sum of concentrations of lead, mercury and hexavalent chromium in
packaging is 100 parts per million.
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These standards have been implemented by the EU-member countries since 1996 and are now in
force in most of them. Each country reserves the right to apply additional standards, as long as
these do not hamper trade between countries. For more detailed information on packaging we
refer to the different CBI’s AccessGuides.
Marking and labelling
Marking and labelling serves two major purposes. First, it is critical for smooth distribution
through the transport system. The labels should state the originating and destination addresses, as
well as contact names and telephone numbers. Secondly, marking and labelling gives information
concerning the product.
Appropriate labels should be attached to indicate, for example, that items are fragile and that they
need to be kept upright. Without attaching these labels, the people handling the objects and crates
will not be aware they have to be careful. It is important to label individual parcels and packages
within crates as well. Large warehouses, department stores and supermarkets in Europe do not
have the time to open each individual package to check the contents. Each package should
therefore be properly labelled with codes, stating both the contents and the article code of the
buyer/distributor. More than elsewhere, the use of the pictorial marking “FRAGILE” seems
appropriate for china & porcelain, glassware and ceramicware. In Table 9.3, a number of labels
which apply to table- & kitchenware are given.
Table 9.3
Different labels which can apply for table- & kitchenware
Keep dry This way up Fragile
The second reason for marking and labelling is to inform the consumers about the product.
Today’s consumer wants to know exactly what he or she buys. Therefore, it is important to mark
the product’s brand name, special materials, name/sign of the artisan and guarantee of originality,
according to the market segment for which the product is intended. A label on the article has to
provide the necessary data in a language comprehensible for the target market. In general, the
label should state material(s) used, qualities, country of origin and, if applicable, size in
centimetres or volume in litres, instructions for use. Moreover, labels and package can both be
used for sales promotion of other articles of the manufacturer in the same category. Positive sales
arguments, which should be indicated on the product if applicable, are environmentally friendly,
produced from recyclable material, food-safe.
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Sometimes symbols are used to indicate the qualities of the product, such as food-safe,
recyclability, dishwasher-safe, microwave-safe, etc. The essential data can be printed on the
underside of the product. On, for example, porcelain or ceramicware you should mark whether or
not it is safe to put the product in the dishwasher and / or microwave.
Barcodes
Below in this table, you will see a barcode, which helps importers and
wholesalers to enter the information concerning products in their
computer automatically. Information concerning products is put down
on a label in a number of thick and thin lines. In addition, the barcode
shows a number of digits consisting of four groups. The first two
numbers indicate the country of the manufacturer. The second group of
digits stand for the manufacturer. The third group matches the product
number. The last number is for control, it helps prevent mistakes
occurring. It is not compulsory to use barcodes, nevertheless an
increasing share of producers make use of these codes, making it easier
to keep information concerning your stock. Secondly, it helps to trace
your products.
9.2 Tariffs and quota
All EU-countries apply common customs tariffs to imports from outside the Union. If there is no
special trade agreement in force, the general import tariff applies, as shown in Table 9.5. Some
kind of preferential trade agreement in the field of tariffs and reductions of EU duty levels may
apply to many developing countries, according to the commitments in the Uruguay Round, until
2005. Most of the developing countries are granted special trade preferences; these countries
usually benefit from zero duties through preferential treatment under the Generalised System of
Preferences (GSP) or under the fourth Lomé Convention for the African, Caribbean and Pacific
(ACP) countries.
Both Lomé and GSP are preferential trade regimes, which provide benefits to developing nations
under certain conditions. In the case of manufactured goods, the products must meet specified
criteria concerning adding value or processing in the exporting nation, in order to receive
preferential treatment. If these conditions are not met, the preferential trade regime will not apply
to the particular export.
Generalised System of Preferences
This agreement allows products originating from
the countries concerned to be imported at
preferential tariffs or duty-free for the least
developed countries. A “Certificate of Origin
Form A” has to be filled in by the exporter and
issued by the competent authorities. Tariff
contingents and tariff ceilings do not exist
anymore. The GSP does not apply to countries
producing table- & kitchenwares in large
quantities, like for example China and Thailand.
A list of countries falling under the GSP is
found in Appendix 7.
To obtain an exemption from import duties, the
goods must be accompanied by an original
Certificate of Origin, issued by the assigned
authority in the country of origin.
• For ACP countries, this has to be the EUR.
1 Certificate.
• For countries under the Generalised
System of Tariff Preferences, this has to be
a Form A certificate.
Furthermore, the condition has been imposed
that the products come directly from the
country of origin.
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Lomé Convention
Products originating from ACP countries can be imported without duties, when a “Movement
Certificate EUR. 1” is filled in by the exporter and issued by Customs in the country of export. A
list of countries falling under the Lomé Convention is found in Appendix 6.
TARIC: Information concerning custom tariffs can be found in the Taric database at
www.europa.eu.int/comm/taxation_customs/. TARIC is an acronym for Tarif Intégré de la
Communauté created at the same time as the Combined Nomenclature (CN). The TARIC contains a
nomenclature in 11 official languages. It shows all third country and preferential duty rates actually
applicable as well as commercial policy measures.
Value added taxes
Member countries of the European
Union levy their own tax from
consumers. These Value Added Taxes
(VAT) rates differ and are shown in
Table 9.4. Rates within the EU will
gradually be harmonized. Between EU
members there is free movement of
goods. With the single European
market, no VAT is levied on trade
between EU member countries.
Table 9.4 VAT Tariffs EU-member countries
Country VAT-rate Country VAT-rate
Austria 20% Italy 20%
Belgium 21% Luxembourg 15%
Denmark 25% The Netherlands 19%
Finland 22% Portugal 19%
France 19,6% Spain 16%
Germany 16% Sweden 25%
Greece 18% United Kingdom 17,5%
Ireland 21%
Source: EVD (2002)
Up-to-date information on import tariffs can be obtained from the TARIC database of the
European Union (www.europe.eu.int). The HS code of the product concerned must be always
mentioned; a detailed list of HS codes can be found in Appendix 1 of this survey as well. Other
information sources are the European Commission, trade associations and importers.
Table 9.5 Import duties on table- & kitchenware, 01-01-2004
General Developing Least Excluded from
Tariffs Countries Developed preferences
Countries
Plasticware 39241000 6.5 0 0 China (3.2)
39249090 6.5 0 0 China (3.2)
39249019 6.5 0 0 China (3.2)
Woodware 44190000 0 0 0
44190010 0 0 0
44190090 0 0 0
China & Porcelain 66111000 12.0 8.4 0 ex. Myanmar, China
69119000 12.0 8.4 0 ex. Myanmar, China
Ceramicware 69120010 5.2 1.5 0 ex. Myanmar, China
69120030 5.5 2.5 0 ex. Myanmar, China
69120050 9 5.5 0 ex. Myanmar, China
69120090 7 3.5 0 ex. Myanmar, China
Glassware 70131000 11 7.5 0 ex. Myanmar, China
70132111 11 7.5 0 ex. Myanmar, China
70132119 11 7.5 0 ex. Myanmar, China
70132191 6.5 0 0 China (3.2)
70132199 11 7.5 0 ex. Myanmar, China
70132910 11 7.5 0 ex. Myanmar, China
70132951 11 7.5 0 ex. Myanmar, China
70132991 11 7.5 0 ex. Myanmar, China
70132999 11 7.5 0 ex. Myanmar, China
70133110 11 7.5 0 ex. Myanmar, China
70133190 11 7.5 0 ex. Myanmar, China
70133200 11 7.5 0 ex. Myanmar, China
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70133910 11 7.5 0 ex. Myanmar, China
70133991 11 7.5 0 ex. Myanmar, China
70133999 11 7.5 0 ex. Myanmar, China
70139110 11 7.5 0 ex. Myanmar, China
70139190 11 7.5 0 ex. Myanmar, China
70139900 11 7.5 0 ex. Myanmar, China
70139910 11 7.5 0 ex. Myanmar, China
70139990 11 7.5 0 ex. Myanmar, China
Metalware 73239100 3.2 0 0 ex. China
73239200 3.2 0 0 ex. China
73239310 3.2 0 0 ex. China
73239410 3.2 0 0 ex. China
73239490 3.2 0 0 ex. China
73239910 3.2 0 0 ex. China
73239991 3.2 0 0 ex. China
73239999 3.2 0 0 ex. China
74170000 4 0 0 ex. China
74181900 3 0 0 ex. China
76151910 6 2.5 0 ex. Myanmar, China
76151990 6 2.5 0 ex. Myanmar, China
Cutlery 82111000 8.5 2.9 0 ex. Myanmar, China
82119130 8.5 2.9 0 ex. Myanmar, China
82119180 8.5 2.9 0 ex. Myanmar, China
82119190 8.5 2.9 0 ex. Myanmar, China
82119200 8.5 2.9 0 ex. Myanmar, China
82119290 8.5 2.9 0 ex. Myanmar, China
82119300 8.5 2.9 0 ex. Myanmar, China
82119390 8.5 2.9 0 ex. Myanmar, China
82119400 6.7 2.3 0 ex. Myanmar, China
82151010 4.7 1.2 0 ex. Myanmar, China
82151020 4.7 1.2 0 ex. Myanmar, China
82151030 8.5 2.9 0 ex. Myanmar, China
82151080 4.7 1.2 0 ex. Myanmar, China
82151090 4.7 1.2 0 ex. Myanmar, China
82152010 8.5 2.9 0 ex. Myanmar, China
82152090 4.7 1.2 0 ex. Myanmar, China
82159100 4.7 1.2 0 ex. Myanmar, China
82159910 8.5 2.9 0 ex. Myanmar, China
82159990 4.7 1.2 0 ex. Myanmar, China
Source: TARIC database, EU
After having read Part A of this survey, it is important for an exporter to analyze the target
markets, sales channels and potential customers in order to formulate marketing and product
strategies. Part B subsequently aims to assist (potential) exporters from developing countries in
their export-decision-making process.
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PART B
EXPORT MARKETING GUIDELINES: ANALYSIS AND
STRATEGY
77

10 EXTERNAL ANALYSIS
How do you get involved in the international marketplace How much time and money will it
take Should you make exporting part of your business plan These are common concerns of
manufacturers who are aware of the importance of international trade, but have made no decision
yet whether to start exporting. Part B of this market survey, helps you evaluate whether to get
involved in international business.
Chapters 10 and 11 aims to assist potential exporters in the decision-making process about
whether or not to export. In Chapter 10, the external analysis will assist you to identify suitable
export products, target countries, market segments, and possible trade channels. In Chapter 11,
the internal analysis will assist you to assess, to which extent your company is capable of taking
advantage of the opportunities identified in the external analysis. By matching opportunities with
the company’s capabilities, the exporter will obtain a first impression of the potential of the
market initially chosen. This will be handled in Chapter 12. Subsequently, Chapter 13 describes
the marketing tools, which can be used to build a successful business relationship. The
information provided in the previous parts of this survey is an essential ingredient in conducting
the analysis and formulating a well-defined export strategy. Where applicable, reference will be
made to the relevant sections in Parts A and B.
For general information on export marketing and how to conduct market research, please refer to
CBI's “Export Planner” and CBI's “Your guide to market research”.
10.1 Market developments and opportunities
As a first step towards the identification of the most suitable export markets, the exporter needs to
research the importance of potential markets and understand the ongoing developments that shape
the EU table- & kitchenware market. The market information described in part A of this market
survey can be very useful as a starting point for your export market research. Part A of this
market survey gives you insight in the different EU-markets. Information is given concerning the
following topics: market growth, competitors, import, export and distribution channels.
Questions an exporter should pose:
• Market size/ development: What is the (estimated) market size for your potential export
products Is there a positive or a negative development, in terms of expenditure per capita, margins
etc. (See Chapter 3)
• Trends: What sorts of products are selling well What colours are in fashion What new designs
are popular If there is no information on your specific product varieties, then try to obtain
information on the development of markets for related products (See Chapter 3)
• Imports: How have imports developed during the last 3-5 years (See Chapter 5)
• Which sales channel is most suitable for your range of products (See Chapter 7 and 10.3)
• What standards or requirements apply to the quality of your product and are these standards
compulsory (See Chapter 9)
• What standards apply to the quality of your company’s management and production (ISO)
• Are there any labels (e.g. ECO labels, etc.) which create a competitive advantage (See Chapter 9)
• Are there environmental regulations or requirements on the use of dangerous substances for
your product(s) (See Chapter 9)
• What special legislation must be complied with regarding health and safety issues (e.g. CE
norms)
• Which import tariffs & VAT duties apply to your export products (See Chapter 9)
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In Chapter 9, the requirements for accessing the EU-market are discussed, including packaging,
quality, non-tariff barriers, environmental and social issues. As Chapter 9 of this survey has
already shown, the European market (department stores, specialized shops, etc.) sets high
demands on quality. Furthermore, a wide array of non-tariff barriers that could be applicable to
exporters of table- & kitchenware were described in that same section. It is important to
determine which standards and regulations apply to your situation. For example, when you are
producing utilities which come in to contact with food, you are also subject to European Union
Health & Safety Norms. Keep in mind that regulations and standards are continuously changing.
Therefore, it is recommended to check the up-to-date situation with importers or the relevant
organisations.
Doing research
Conducting a systematic market search takes time, but normally pays off in the long run.
Consideration at the outset of the factors involved with exporting, will help to save you from
misfortunes and unexpected costs later on. The two types of market research most businesses
conduct are primary and secondary market research. In conducting primary market research,
businesses collect data directly from the foreign marketplace, initiating phone interviews and
surveys, and directly contacting potential customers and representatives. Because it is tailored to
a specific company and product, primary market research is time-consuming and expensive. As a
result, most small businesses begin researching their markets using secondary market
information. Secondary market research entails the collection of data from a number of resources
including:
• International news reports (televised, in print and on-line)
• Trade associations, for websites see Appendix 4.2
• Trade journals (like for example ‘Tableware International’, a leading journal on
international table- & kitchenwares.
• Trade press, providing a good indication of products which are in fashion; for websites
see Appendix 4.4.
• Research agencies, national and international: Euromonitor and Mintel, two important
European research agencies; for websites see Appendix 4.5
• Trade Agencies, like for example the Dutch CBI, the German GTZ and ITC; for
websites see Appendix 4.5
• Trade fair organisers, good indicators for new trends and developments; for websites
see Appendix 4.3.
• Trend-setting international companies like for example Alessi and Villeroy & Boch.
Furthermore, important fashion companies like DKNY and Benetton give a good insight
in new colour trends.
• The CBI’s “Colour trends 2004/06”, giving an indication of coming trends and colours.
Generally, exporters use all of these resources, and conclude by confirming and gathering
additional information from specialists at the above agencies. The internet is one of the most
important ways in which an exporter can obtain market information. Buying or commissioning
market research reports can be (prohibitively) expensive. For a fraction of the cost and, in many
cases, free of charge, much of the same information can be gathered from the Internet. The
volume of relevant international marketing information available on the Web is too extensive to
describe in detail in this survey. However, through search engines like, for example, Google
(www.google.com) and Yahoo (www. yahoo.com), useful information on different topics can be
acquired. Sites of the different trade fair organisers offer extensive information on coming trends
in the table- & kitchenware sector. Furthermore you can browse the sites of different competitors
for a good indication of the market (See Chapter 4).
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Successful companies start with:
• searching the market;
• checking market requirements;
and produce thereafter, instead of the other way round. This advice can save you a lot of trial and error
and, in short, prevent you from wasting money and time!
Unfortunately, most manufacturers start exporting by trying to sell what they have. They adapt their
products and market approaches only after they have found out certain defects and/or problems.
Matching your products and marketing approaches with the market’s needs and wants beforehand, can
give you a flying start!
10.2 Competitive analysis
After having identified a potentially interesting
export market, it is important to know whether
your company and its products can compete
with the other suppliers in that market.
Competitors and their pricing will have a direct
effect on the potential success of your trade
opportunities. To learn more about your
competitors, research is very important. This
survey offers you a good start. Chapter 4 of this
market survey gives some insights in important
manufacturers per product group. In Chapter 5,
the main suppliers of the EU-member countries
are discussed. Also take note of the import
statistics in Appendix 2.
Questions an exporter should pose:
• Who are the raw materials suppliers and
manufacturers in your primary markets
(Check Chapters 4 and 5)
• Is there much competition in these
markets
• What sort of competitive products are on
offer
• What are the strengths and weaknesses of
your main competitors
• How many competitors from your own
country are active in the target market
When looking at the potential market, the following questions should be kept in mind.
A. What products compete with yours
Prepare a list of all the competition and then highlight who your main competitors (national and
international) are. To learn more about competition, you can do a secondary research study
regarding your industry and ask customers and suppliers for their opinions.
B. Who are the suppliers or manufacturers of those products
In most European countries, the products must carry the name of the manufacturer or importer.
Register the names. What do you know about them Are they small or do they belong to a
multinational If possible, visit competing companies at trade fairs to learn how products are
priced and distributed. You can prepare a list of your main competitor’s strengths and
weaknesses.
C. Assess the competitors’ prices
Price is one of the main motives for buying - next to design, uniqueness and quality. You will
find that your potential buyers will force you into price-fighting with competing suppliers.
Consequently, your price-setting largely depends on the competitors’ prices.
D. Discover where and how the competition is selling their products
You need to find out which trade channels are used by your competitors, and why. Trade fairs are
a useful place to get to know information about your competitors and their products.
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E. Observe activities in the branch
Several activities like trade fairs, congresses and seminars can be helpful for making contact with
new customers and/or learning about market developments. It can also be used to find out more
about your competition.
Looking at your competitors’ products is just the first step into understanding their strong and
weak points. Now you should try to understand their market position in order to predict how they
will react on your market approach.
10.3 Sales channel assessment
Distribution - the mechanism through which your goods eventually reach the buyer – can be
distinguished in the physical as well as the non-physical sense. Physical distribution describes the
actual transportation of the goods from your factory or warehouse via the intermediaries to the
end users. In that respect, transportation costs, packaging and carriers are relevant. As such,
physical distribution is the downstream element of the art of logistics, which describes the flow of
goods from its natural sources through the processing stage in your factory all the way down to
the end-consumer. This part will be discussed in paragraph 10.5.
In this paragraph, the non-physical (indirect)
distribution is described, explaining which sales
channels (importers, wholesalers, retailers,
department stores, supermarkets etc.) to choose.
Sales channel selection is a typical consumer
marketing subject and as such a very important
one. As discussed in Chapter 7, most exporters
from developing countries make use of
intermediaries when trading with far-away
markets. The reasons are clear: the multitude of
markets and their complexity, the numerous and
tedious tasks of exporting, the regulations and
risks involved, relatively small-scale production
which makes exporting on your own too
expensive and time-consuming, all such aspects
make exporting very difficult. The intermediary,
who is to become your trade partner, may have a
simple task of just getting the goods to the other
side of the border. However, he also may have a
Questions an exporter should pose:
• What is the typical market structure for
your products or sector in each country
(See Chapter 7)
• Which potential sales channels exist for
your products in the target market
• What are the supply lines - are certain
importers/ wholesaler controlling the
market
• How many intermediaries are there in the
chain (See Chapter 7)
• Who are the main players in the market
• What are the prices and margins at each
distribution level Discount structures
• What are the most important requirements
of the identified sales channels (quality,
packaging, etc)
demanding job: finding buyers for you and making sure those prospects will be happy with your
products. In practice, your success will largely depend on him. It is, however, also possible to
bypass intermediaries. This will depend on a number of factors, such as the market conditions,
size of the company, export experience etc. There are different types of intermediaries; we will
describe the most important ones.
• The importer is an independent company, specialized in importing a certain range of
goods from abroad. Such an organisation buys directly from the exporter and thus
becomes the rightful owner (‘takes title’) of the goods. In turn, he will try to sell them to
wholesalers.
• The (importing) wholesaler is a company that not only imports but also operates
facilities to forward the goods into the distribution channels by means of promotional
support.
• The (commission) agent is an independent person or company, merely intermediating
(bringing the exporter/seller and the importer/buyer together). His services are paid
(usually by the exporter) in the form of a commission, which is a percentage of the (CIF)
value of the goods imported.
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• The trading house is an independent company that specialises in trading certain range(s)
of goods. Usually it covers a wide field of goods, sometimes even competing. A trading
house or -company buys and sells for its own account and risk, and decides on its own
export assortment; if your product happens to be renowned and outstanding, they will not
wait for you but will come and look you up on their own initiative. Trading houses
usually have a strong commercial acumen and professionalism.
• The retailers are more and more involved in importing products themselves. This is
mostly from a cost-saving point of view.
E-commerce
The internet has very quickly developed into a highly popular medium for business, not only for
consumers but especially for industrial buyers and suppliers, allowing them ‘virtual´ shopping,
fast communication, payment and low-cost promotion. The internet can also be very useful for
contacting partners in a quick and economic way. The UK Institute of Development Studies
(IDS) summarizes their briefing on E-commerce for development:
“E-commerce holds out enormous promises for manufacturers in poor countries: easier access to the
markets of rich countries and higher incomes resulting from these new trading opportunities. Many
studies and policy documents, however, have underestimated the obstacles to reaping these benefits. It
is not just a matter of bridging the 'digital divide' that arises from poor telecom infrastructure and lack
of computer-related skills. Only with improvements in the transport of material goods and in the
institutional arrangements that facilitate trust can e-commerce accelerate economic development.”
This statement implies that exporter should be realistic about the opportunities of E-commerce; it
is not a miraculous remedy for bridging the export difficulties which apply to international trade.
Launching or exploiting a website successfully costs a substantial amount of money, time and
expertise (See also Paragraph 13.5).
10.4 Organisational Structures
According to the International Trade Centre,
one of the weaknesses often cited as a
contributor to the lack of success in
international markets of exporters in
developing countries is the small size of their
production. With limited funding, it is difficult
to develop economies of scale. In view of the
complicated and demanding nature of
Questions an exporter should pose:
• What volumes and quality is required by
your clients and can you fulfil these
requirements on your own
• Are you financially and organisationally
strong enough to export on your own or not
exporting, you may conclude your company is simply not strong enough to export on its own. In
that case, you may consider joining other (potential or established) exporters in order to meet the
scale required by the international market.
Join venture
A joint venture can be described as a relationship which arises from an agreement between two or
more companies to undertake some common objective for their mutual benefit.
Cooperative
According to the International Trade Centre, a cooperative is owned and financed by the people it
serves, and exists for the benefit of its members. Cooperatives practise democratic decisionmaking,
open membership, the sharing of profits and pooled purchasing to reduce the costs of
goods and services. Products are pooled for sale and members have one vote regardless of the
amount of stock they own, Members share responsibility, risks and profits.
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Partnership
According to the International Trade Centre, a partnership is formed by two or more people coowning
a business. Partners share resources and experience; however the goal and liabilities must
be clearly defined and understood from the start. While partnerships are more flexible and easier
to form than cooperatives, there are also some disadvantages; the partners are mutually liable and
benefit from fewer tax advantages than a cooperative.
Subcontracting
According to the International Trade Centre, subcontracting provides a vehicle for small
manufacturers to accept parts of orders, the totality of which is beyond their individual production
capacities. The main contract is often entered into by the buyer and a non-producing exporter who
then subcontracts production to several manufacturers. These types of arrangements enable the
small manufacturers to meet market demand without having to make major financial investments
upfront.
Contract Manufacturing
Chapter 4 describes that more and more European manufacturers in the table- & kitchenware
sector are shifting their production to the so-called low-wage countries, mainly from a financial
point of few. This development offers opportunities for manufacturers in developing countries.
Increasing shares of manufacturers in developing countries are producing so called OEM
products. These products are designed by Western companies and produced in low-wage
countries. Manufactures can produce either the entire product or parts of the product. Asian
countries like China and Taiwan are very successful in this market segment as many European
companies ship their production plants to these countries.
The OEM production described above requires organisational abilities and production skills to
successfully manufacture foreign-designed products in the required volumes. Furthermore, it is
important to obtain a constant level of quality, because EU-importers demand high quality
standards concerning these products.
10.5 Logistics
As can be seen in paragraph 10.3, there are
two types of logistics. We can make a
distinction between the materials management
and physical distribution. Materials
management includes all the activities which
are conducted to ensure that raw materials and
semi-finished products run smoothly through
the production process (see paragraph 11.2).
The physical distribution aims at having the
right goods at the right time in the right
volumes at the right place and with a
minimum of costs.
Questions an exporter should pose:
• What is the average delivery time in your
line of business
• What type of transportation is mostly used by
your competitors
• When are the seasonal sell-out periods
(throughout the whole year or with peaks)
• What type of packing is appropriate for your
range of products in the target markets (See
also Chapter 9)
In case of the table- & kitchenware, the cycle from production to distribution and selling takes
about 3 or 4 months, depending on product and country of origin. The consequences of such a
long cycle are possibly: too many products and capital tied up in inventory, the possibility of
price decreases in the meantime and missing of sales because the right products are not quickly
available.
Delivery times are becoming more important, as the table- & kitchenware market is increasingly
becoming a fashion-sensitive industry and in some cases very seasonal. A product may be
perfectly crafted and sold at competitive prices; however, if a retailer cannot rely on the shipment
arriving as scheduled, there will be no market. This applies mostly to the more fashionable
products in the market.
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Retailers are often confronted with variation in consumer behaviour and with rapidly changing
trends in fashion. As cited in Chapter 3, the table- & kitchenware market trends change every
twelve to eighteen months. Retailers therefore demand shorter delivery times from manufacturers.
In general, the retailers in the table- & kitchenware market, as in many other markets, try to shift
the risks of market fluctuations to the manufacturers by ordering only small production runs. We
should however note that these so-called “small” production runs can reach substantial sizes.
When large chain stores or garden centres decide to purchase a product, their order can reach to a
full 40-foot container or more.
Because of the tendency to order smaller
series, order frequency is increasing and
retailers tend to use more than one supplier.
This requires more flexibility, and a wellorganised
logistics organisation from the side
of the manufacturers. Automation is one of the
answers for production firms to fulfil the
When shipping your product, you need a customs
declaration. Furthermore, if you want to obtain an
exemption from import duties, the goods must be
accompanied by an original Certificate of Origin,
issued by the assigned authority in the country of
origin. (See also Chapter 9.2)
requirements of the logistics process. Usage of barcode systems (See Paragraph 9.2) by retail
organisations gives quick sales information and is accompanied by electronic order systems, Just-
In-Time (JIT) methods and direct product profitability (DPP). DPP means direct calculation of all
retailing costs, amongst which alternative costs (costs which are caused by untimely delivery of
articles, costs because of marking-down and sales bargains, etc.).
Any developing country manufacturer entering the export market must not only estimate costs
accurately before entering into a contract, but must also ensure that the shipping facilities at his
disposal can guarantee delivery within the contractual time requirements. This tends to pose few
problems for countries with access to ports with well-established shipping channels to the EU.
However, it is a problem for many exporters in Africa, for example, who in addition to needing to
move goods overland to a port, must deal with shipping services. A reliable shipping agent is
essential for these exporters. Packaging poses an associated problem. While there is an increasing
worldwide trend for consignments to be container packed at the factory, this can be done only in
countries equipped to handle container ships in the docks of embarkation.
10.6 Price Structure
According to the International Trade Centre, pricing is the process of determining the amount of
money for which your product will sell, based on the costs of producing and marketing your
product, balanced against what the market will bear. Costs for raw materials, labour costs and
overhead determine the price of your products. The overhead includes all the costs which cannot
be allocated to a product individually, like for example electricity and heating, maintenance,
insurance, marketing costs, etc.
As we described in Chapter 7, most products
deriving from developing countries go through
a number of intermediaries. Each intermediary
in the distribution channel has distinct
responsibilities. There are however costs
associated with them. A good knowledge of
the costs per link in the export chain is very
important to determining your retail price. A
good knowledge of different retail prices in
the market is also very important. If your price
is too high, you can not compete with other
manufacturers.
Questions an exporter should pose:
• What are the price developments on the
market regarding your product(s)
• Are there standard market prices for your
products
• How price sensitive are your clients
• How competitive is my pricing compared
with my main competitors
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If your price is too low, it mostly will affect your profitability. Furthermore it is possible you will
receive more orders than you are able to fill, according to the International Trade Centre.
In Table 10.1, we describe three different mark ups, low, medium and high. It is impossible to
draw up a schedule of actual margins for each product/market combination. Even within the same
type of combination, different importers use different margins. This variation is due to the factors
described in the following section.
Table 10.1 Calculation schedule: Prices & Margins
Low Medium High
FOB Manila 90.00 90.00 90.00
C&F Rotterdam / Amsterdam 100.00 100.00 100.00
• Import duties charges on C&F basis* pm* pm* pm*
• Handling charges, transport, insurance and
6.00 6.00 6.00
bank service
Subtotal: 106.00 106.00 106.00
• Importer/wholesaler's margin (20 / 30 / 21.20 31.80 42.40
40%)
Subtotal: 127.20 137.80 148.40
• Retailer's margin (40 / 50 / 60%) 50.90 68.90 89.00
Net selling price 178.10 206.70 237.40
• Value Added Tax (VAT) 19% of net selling 33.80 39.30 45.10
price**
Gross selling price (consumer price) 211.90 246.00 282.50
ratio consumer price/FOB 2.35 2.73 3,14
ratio consumer price/C&F 2.12 2.46 2.83
* Between 0 and 11% of C&F value (see Chapter 9, Table 9.1 of this market survey for the import duties
on table- & kitchenware)
** In practice, retailers calculate a 90 – 125 percentage mark-up, including VAT. The VAT rates vary per
country in the EU. For information on the VAT rates see Table 9.2
The effect of low, medium and high margins on the retail price, based on the same CFR for three
different products, is shown in Table 10.1. A multiplier of between 2.12 and 3.14 on the
manufacturer’s or importer’s price should be used to calculate an appropriate final consumer
price. The height of this multiplier is influenced by seven factors:
• Degree of risk (highly innovative, new brand, etc.)
• Volume of business (turnover)
• Functions or marketing services rendered (advertising, etc.)
• General economic conditions (booming or depressed business)
• Competition
• Exclusiveness
• Velocity of stock turnover
The multiplier has decreased in the last decade, caused by factors like increasing competition at
all levels in the distribution chain, further retail concentration and sales chain integration.
Elimination of the wholesaler, for instance, can lead to a lower multiplier used by multiples,
department, variety stores and mail-order companies. For more information on pricing and price
structures, we refer to the “Product Costing and Pricing Training Module” issued by the
International Trade Centre. Also check the CBI’s “Export planner”.
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10.7 Product profiles
The product profiles below summarise the main issues which are of interest to a potential
exporter, like market requirements, structure and main suppliers. In addition, the product profiles
provide some ideas on how to improve the quality of the product. Two examples are given, one
concerns plates, another mugs.
PRODUCT PROFILE: PLATES
Market requirements Product characteristics
The quality standards / regulations:
The regulations are discussed in
Chapter 9. This chapter also
discusses the eco-label. Besides
the restrictions, it is also important
to contact your business partner
about the quality of your products
(see § 11.1). The following
regulations apply to plates (Check
also Table 9.2):
• NEN-EN 1900:1998
• ISO 6486-1:1999
• ISO 6486-2:1999
Packaging
• Protect the products from
breaking
• A nice packaging has a sales
promoting effect.
• It should give information
about the product (See
marking & labelling in § 9.1)
For more information please read
Chapter 9 and the packing manual,
which can be obtained from CBI
Marking & Labelling
• Identification (name and
address) of the exporter.
Name of the product and
variety.
• Origin and nature of the
product.
• Mark if content is fragile (See
§ 9.1).
• Information about property of
products (for example,
disherwasher-safe)
Import regulations
For information about import
regulations we refer to § 9.2.
Relevant documents are:
• AWB or Bill op loading
• EUR 1 for ACP countries
• Form A
Chapter 9 of this survey gives you
a good indication of requirements
concerning dinnerware
Materials used
In most cases, dinner plates are made
of the following materials:
• Porcelain
• Ceramic
• Glass
• Metal
• Plastic
Size
The diameter and height of a plate
depends on it functionality, the
diameter varies from approximately 8
– 40 centimetres. The height varies
from 1 – 4/5 centimetres
Function
diameter Function
8 -13 cm Coffee-dish, sold mostly
in combination with a
coffee-cup
13-15 cm Cake-dish
20-25 cm Small dinner plate
25-35 cm Medium dinner plate
35-45 cm Large dinner plate
Other variations are for example deep
plates to serve soup.
Price
The retail price varies depending on
the size, quality and brand of de
product. The price can vary from
€ 2.00 to more than € 20.00. In
general we can define three segments
(see also Chapter 8): The lower price
segment from € 2.00 to € 6.00. The
medium segment from € 6.00 to €
12.00. The premium segment ranging
from € 12.00 to more than € 20.00
per plate.
Trends
The market is becoming more
fashionable, this having implications
for the lifespan of your product
range. It is therefore important to take
notice of new developments, colours,
etc. (See also § 10.1)
Market characteristics
Main markets
The main markets in the EU, are France
and Italy you should however note that
both these countries have a notable
table- & kitchenware production
themselves (See also Chapter 3 and 4).
Sales channels
The main sales channels through which
plates are sold are mixed & independent
retailers, department stores and grocery
multiples. The discounter however is
gaining ground.
Market developments
As noted, the table- & kitchenware
market is becoming more informal.
Practical and durable products are
popular at the moment. They need to be
microwave- and dishwasher-proof.
Margins
The margins on table- & kitchenware
are generally low (See also Chapter 4).
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PRODUCT PROFILE: MUGS
Market requirements Product characteristics
Market characteristics
The quality standards / regulations:
The regulations are discussed in
Chapter 9. This chapter also
discusses the eco-label. Besides
the restriction, it is also important
to contact your business partner
about the quality of your products
(see § 11.1). The following
regulations apply to plates (Check
also Table 9.2):
• NEN-EN 1900:1998
• ISO 6486-1:1999
• ISO 6486-2:1999
Packaging
• Protect the products from, for
example, breaking
• A nice packaging has a sales
promoting effect.
• It should give information
about the product (See
marking & labelling in § 9.2)
For more information please read
Chapter 9 and the packing manual,
which can be obtained from CBI
Marking & Labelling
• Identification (name and
address) of the exporter.
Name of the product and
variety.
• Origin and nature of the
product.
• Mark if content is fragile (see
§ 9.1).
• Information about property of
products (for example,
dishwasher safe)
Import regulations
For information about import
regulations we refer to § 9.2.
Relevant documents are:
• AWB or Bill op loading
• EUR 1 for ACP countries
• Form A
Chapter 9 of this survey gives you
a good indication of requirements
concerning dinnerware
Materials used
In most cases, dinner plates are made
of the following materials:
• Porcelain
• Ceramic
• Glass
• Plastic
• Metal
Size
The diameter and height of a mug
depends on its functionality and
design, the diameter varies from
approximately 6 – 9 centimetres. The
height varies from 7 – 10 centimetres.
Exceptions are however possible.
Price
The prices vary from € 1.00 to more
than € 20.00. As with plates, there are
roughly three segments. The lower
price segment from € 1.00 to € 4.00.
The medium segment from € 4.00 to
€ 8.00. The premium segment
ranging from € 8.00 to more than €
20.00 per mug.
Trends
The market is becoming more
fashionable, this having implications
for the lifespan of your product
range. It is therefore important to take
notice of new developments, colours,
etc. (See also § 10.1)
Main markets
The main market in the EU, are France,
Germany and Italy. However, note that
all these countries have a notable table-
& kitchenware production themselves
(See also Chapter 3 and 4).
Sales channels
The main sales channels through which
plates are sold, are mixed &
independent retailers, department stores
and grocery multiples. The discounter
however is gaining ground.
Market developments
As noted, the table- & kitchenware
market is becoming more informal.
Practical and durable products are
popular at the moment. They need to be
microwave- and dishwasher-proof.
Mugs with funny prints are often sold as
giftware in the EU
Margins
The margins on table- & kitchenware
are generally low (See also Chapter 4).
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11
INTERNAL ANALYSES
The internal analysis is a review of a company's strength and weaknesses in terms of all company
resources, such as export marketing capabilities, finance, personnel, internal organisation,
management, infrastructure, etc. As a result of this internal analysis, you will be able to assess to
what extent your company is able to take advantage of the opportunities identified in the former
chapter. Furthermore, with a thorough understanding of your company's unique capabilities, you
are able to invest in opportunities that exploit your strengths.
11.1 Product standards/ quality, Production capacity, Product design & development
and Unique selling points
Product standards/ quality
As can be seen in Chapter 9, the product
legislation in the EU is very strict. Products
which come into contact with food must meet
stringent quality standards in the EU. In
Chapter 9, the most important EU legislation
regarding consumer safety is discussed.
Besides the official legislation laid down by
the EU, products for the table- & kitchenware
market generally, must meet stringent quality
standards. It is however difficult to define
precisely the concept “product quality”. Every
importer, wholesaler, retailer etc. applies its
own standards. It is therefore important to
conclude clear agreements on the quality level
of the products to be supplied.
Product design & development
The design of your product is very important,
as can be seen in paragraph 3.2. Good design
and product innovation help to differentiate
products, to establish consumer loyalty and
trust and, in many cases, allow products to
command a price-premium. Design is the
biggest element of value addition. Design
cannot originate in a vacuum. Poor or
inadequate designs can make or mar the
process of successful export marketing. Lack
of sufficient understanding of customer needs,
fashion, trends, and lifestyles can result in
incomplete design appreciation. Designers
need considerable exposure to the target
market before the design process can succeed.
The customer-design interface is a matter of
deep understanding of the target market.
Consistent product development gives your
company a unique selling point (USP).
Questions an exporter should pose:
• What management quality standards does
your company fulfil (ISO)
• What is the general level of your product
quality compared to other products in the
identified market
• In case labelling significantly improves the
competitiveness of your export product,
which one is the most interesting for your
product-market combinations
Questions an exporter should pose:
• What quantities do you produce
• How is the present capacity being used
• What quality level can you maintain for a
longer period of time
• How many different products can you
produce in a given time
• What is the influence of the new export
activity on your domestic sales
• What will be the cost of setting up additional
production capacity and is that possible at
all
• What cycles of production apply to your
products Is there a seasonal emphasis and
how does this match up to the demand in the
target market
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Production capacity
Although some foreign buyers are looking for a 'spot' purchase, most importers are searching for
suppliers who produce a quality product at a fair price with continued availability. If you are
merely looking to market your sporadic surplus capacity, then entry into the European market
will probably be a disappointment. On the other hand, if your company is willing to devote even
10 percent of its production capacity to foreign markets and the servicing of these accounts, then
an exporter can reasonably expect to build substantial, permanent trade in those markets suited to
its products. However, keep in mind that, often, the volume of the product marketed is not as
important as the consistent and reliable supply of the product.
Unique selling points
A means to assess your company's potential in
exporting is by examining the unique or
important features of your company and
products. If those features are hard to
duplicate abroad, then it is more likely that
you will be successful overseas. A unique
selling proposition (USP) defines what makes
your business unique from every other
competitor in the field. It spells out the precise
niche you seek to fill, and how you aim to fill
it.
Questions an exporter should pose:
• What is the speciality of your company In
terms of for example skills, production,
design, price, delivery.
• In what respect is your company outstanding
or unique in this speciality
• How can you explain your unique selling
point (USP) to a buyer
The competitive analysis in Paragraph 10.2 will help you identifying your strong points in
comparison with the strengths and weaknesses of your competitors
11.2 Logistics
As stated in paragraph 10.4, material management includes all the activities which are conducted
to ensure that raw materials and semi-finished goods run smoothly through the production
process. This also includes planning your production process in an efficient manner. Controlling
your supply of raw materials and personnel can improve your flexibility, prevent delay and
failures and cut production times. However, the most important thing is that it can reduce your
costs.
The production process starts with obtaining
raw materials, this includes finding suppliers
of raw materials, closing deals (contracts),
determining the quantity and, maybe,
spreading your purchases amongst different
suppliers. The latter is very important, as it
will spread your risk and prevent you from
becoming too dependent on just one supplier.
Hiring personnel is also an important aspect of
the production process. Make sure that the
amount of personnel matches the work which
is available. When talking about personnel, we
often speak of “Human resources”, which
includes, for example, drafting contracts,
training, motivating, hiring and salary
systems.
Questions an exporter should pose:
• Do you have reliable suppliers, which offer a
constant level of quality
• Are you able to meet required delivery terms
in time/ quality
• Do you have more than one raw material
supplier This with the aim to minimise your
supply risks.
• Do you have skilled workers – are they easy
obtainable
• How is your organisational ability to cope
with peak periods
The internal logistical and production process is very important for the competitive position of
your company. Reviewing your production processes regularly can help you to improve the
product quality, shorten production times and save costs. When doing so, it is very useful to learn
about “new” production techniques.
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11.3 Marketing & Sales
One of the most difficult aspects of exporting, even for established exporting companies, is that
of ensuring optimal exposure to, and communication with, decision-making personnel in a client
company, often thousands of miles away. For an exporter, it is very important to know the “ins
and outs” of the export market. The best method of achieving this objective is, unquestionably, to
have an able company representative in the country or geographical area concerned. Such an
individual must be proficient in the language of the target market. Ideally, he or she will have a
profound technical knowledge of, and practical experience with the various table- &
kitchenwares. He/she must also be conversant with the technical implications of provisions in
trade contracts, and should also be able to negotiate confirmed contracts swiftly on behalf of the
exporter and should have access to rapid communication facilities (See also Paragraph 10.3 sales
channel assessment). A big disadvantage of a company representative in the country concerned is
the high costs involved.
Other methods of keeping in contact with your business relations and their market are E-mail
and/or telephone. These are also excellent communication and sales tools which only cost a
fraction of a sales representative. We should however point out that an occasional visit to your
business relations and their country can help you to get to know the market and the preferences of
consumers there. Visiting and attending trade fairs in the export market can also provide you with
interesting market knowledge (See also Paragraph 13.4).
Marketing
Marketing is about adapting the product, price,
promotion and distribution to the market
requirements. This makes the marketing
department a vital part of the organisation.
The effects of marketing on your management
are two-fold. First, it should inspire all
corporate activities to be concentrated on the
main goal: to satisfy the needs and wants of
your customers. Your customer deserves all
your attention since he (or she) is the source of
your income. In this sense, marketing
An important decision an exporter should make,
is whether to export on its own or rethink other
possibilities like for example contract
manufacturing (See Paragraph 10.4 and Chapter
4) Marketing efforts in the case of contract
manufacturing will be focussed on fewer parties,
than general export marketing. On the other hand,
contract manufacturing possibly requires extra
investments in order to fulfil the volume and
quality standards of the customer.
describes an attitude of all people involved. Secondly, the marketing concept also includes the
techniques and methods required to ‘bring the right product to the right consumer at the right time
and place’. In general, marketing will keep your organisation in touch with market requirements
and changing market trends. This, of course, is crucial to your success as an exporter (See also
Chapter 3).
In most cases, manufacturers in the table- & kitchenware market make use of two types of
marketing: consumer marketing to your end-consumers often called business-to-consumer
marketing (mainly persons, seldom organisations), and industrial marketing to your intermediate
buyers and trade partners, often called business-to-business marketing. For further information
about this topic, we refer to the CBI’s “Export Planner”.
Sales
An efficient telephone sales department is also an important prerequisite for successful market
participation. The essential tool used in the telephone sales department is a detailed up-to-date
customer database. The customer database contains the following information:
• Basic data on the customer (long-term data, such as name, address, telephone number,
etc.).
• Changing data on customers (data resulting from business with the customer, such as
telephone calls, offers, sales statistics, etc.).
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11.4 Financing
Obtaining financial resources is one of the most difficult tasks for exporters in developing
countries. In general, exporting consumes a lot of financial resources. A company should
therefore assess its financial position. This largely determines your exporting prospects. It is no
good developing five new markets if the company only has the money to develop one.
The following aspects should be considered when the financial capabilities of an exporting
company are being analysed: capital investment, the stage of the production process and
complementary activities, and the financial settlement of the contract. Some parts of the table- &
kitchenware market are capital intensive and regular investment in new equipment is required to
ensure competitiveness. This is particularly the case in those parts of the industry which are
highly automated and produce long runs of relatively undifferentiated products.
The most likely source of export financing is earlier retained earnings. Other sources of finances
are private funds and your commercial overdraft facility (line of credit) with your bank.
According to the ITC, the most common method of financing in developed countries is an
operating line of credit. This resource, however, is not always available to exporters in
developing countries. Because of the lack of these financial resources, many manufacturers in
developing countries ask for an advance. An exporter could for example ask the buyer to pay 1/3
of the total order at the time when the order is placed, 1/3 at the time of shipment (when the
goods have been produced) and 1/3 at the time of delivery to the importer/ retailer, etc. This
provides you with enough financial resources to make the expenditure and investments required
throughout the production process.
If your country has an export development bank or International Financial Institutions (IFI’s), you
can explore what terms they can offer you, for example loan terms, subsidy, etc. According to the
International Trade Centre, these multilateral development banks, or International Financial
Institutions (IFI’s), award contracts worth approximately $30 billion each year. Note that the
IFI’s can have certain regulations, with which you have to comply in order the get support.
Also, check paragraph 13.4, concerning the different types of payment conditions. Further
information concerning this topic is to be found on the website of the International trade Centre
publication, www.intracen.org.
11.5 Capabilities
You should consider the fact that exporting will put an extra strain on all your people and your
other corporate resources. In fact, you are effectively considering starting-up an additional
commercial operation, parallel to your domestic one. The main question should be whether you
think the organisation is strong enough to cope with the extra challenge and workload of the
exporting venture. This is an extremely important decision, since the very existence of the
company may be at stake. The competition in Western markets is severe. Many entrepreneurs
before you have tried to penetrate these markets and failed. It is therefore important to
acknowledge the issues below.
Commitment to export
It is important to consider whether the company employs people who are able to sell and develop
an international business. The company should be able to generate the physical and administrative
infrastructure to deal with increased activities due to exporting - not only in dealing with orders
but also with processing customs and shipping documentation. If this type of infrastructure is
limited, it will be a weak spot in developing sustained export activities.
Your export marketing efforts will need a sizeable budget in order to succeed. Contacting and
maintaining clients, printing brochures, attending fairs, etc could cost a substantial amount of
your financial resources.
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Export experience
There is a consensus that market-specific know-how can create a form of distinctive competence
in key markets, on for example cultural issues, organisational routines, structure and controls.
Furthermore, institutional knowledge concerning regulations, finance and economics are very
beneficial when conducting trade.
Language skills
It is essential for an exporter that contacts are handled in a professional manner in order for the
cooperation to flourish. Communication is vital when dealing with clients. In the EU, most people
speak English. When language differences arise, an exporter should take precautionary measures,
like hiring an interpreter, to ensure smooth handling of communication.
Trading practises
Be honest and direct concerning quality, capacity, and delivery times. For example, in case of
delays, inform the importer in good time and state the reason for the delay. This will increase
your credibility as an exporter.
Design & research capabilities
The needs and wants of markets abroad will almost certainly differ from those of your home
customers. That means that you may have to change your (product) design to adapt it to the
foreign customers’ wishes. In marketing terms you will have to match your product with the
market’s needs and wants. Good research and design capabilities are indispensable if you want to
successfully export to the European Union.
Innovation is another important capability. Products in the table- & kitchenware market have a
limited life-time. They become old-fashioned or outdated rather quickly. The underlying reason is
that the consumers’ preferences are constantly evolving and changing, even to the point of
unpredictability.
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12 DECISION MAKING
12.1 SWOT and situation analysis
After assessing the external market environment in the Chapters 1 to 10, you will be able to
identify specific market opportunities and threats, related to your line of business. Chapter 11
describes the position of the producing company in relation to the market. This internal analysis
identifies strengths and weakness of the exporter’s company. Combining, the external and
internal analyses results in the so-called SWOT analysis (strengths, weaknesses, opportunities,
threats). In the SWOT, the most important strong and weak points and the important opportunities
and threats are ranked in order of importance. The purpose of this analysis is, to clearly show the
position of the company in the market. The essence of the SWOT analysis is to find a market
segment where there is an opportunity that
matches the strengths and where the threats have a
minimum impact on the vulnerable side, the
Strengths
Weaknesses
weaknesses of the company. In fact, by matching
external opportunities and internal capabilities, the
exporter should be able to identify suitable target
countries, market segments and target product(s)
within these countries.
Opportunities
Threats
12.2 Strategic options & objectives
After assessing suitable target markets, the company is now able to conclude on whether or not to
export. When you have decided to go ahead with your export preparations, your first step is to
prepare the marketing mix, the instruments for export marketing. You have finished the analytical
work; now you should start with the constructive part - also called synthesis - of the job. It
requires a different mindset, which will complicate things. Designing the marketing mix implies
that all the tools and methods you need for exporting will be made fit for that purpose. Important
items in this process of preparation are decisions on ‘what, when, where, why and how’:
• what product
• offered at what price to the target market,
• through which sales channel (where),
• at which period of the year to approach the sales channel (when);
• how the customer is informed about your product
• why the customer will respond to your offer and, finally,
• how to handle aspects of manufacturing and quality in reaction to the consumers’
response.
The next phase of the export marketing process is to draw up an Export Marketing Plan (EMP),
which defines a marketing strategy and an operational plan, stating how the company is going to
penetrate the identified market. The marketing strategy is designed on the basis of the information
collected in the internal and external analysis. The marketing tools will be described in the
following chapter (Chapter 13). Formulating an export marketing strategy, based upon sound
information and its proper assessment, increases the chances that the best options will be selected,
that resources will be utilized effectively, and that efforts will consequently be carried through to
completion. For assistance in writing an EMP, please refer to the CBI's "Export Planner".
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13 MARKETING TOOLS
Now that you have decided to go ahead with your export preparations, your first step is to prepare
the marketing tools (product, price and promotion, place), the instruments for export marketing.
Which marketing tools can you use to successfully build your export business This chapter will
provide you insight and give tips how to make use of your marketing tools to promote the sales of
your products and to build a favourable trade relationship. This chapter deals with the following
subjects:
• Matching products and the product range (specifying range, width and depth,
specifying the product characteristics, packaging design and seasonal influences)
• Building up a relationship with a suitable trading partner
• Drawing up a general or a specific offer
• Handling the contract, divided into contract terms and contract fulfilment
• Sales promotion advertising and communication, sales organisation and participation
in trade fairs.
13.1 Matching products and the product range
Most table- & kitchenware is sold in sets (crockery sets, cutlery sets, etc.) it is therefore important
that the manufacturers of these products offer a consistent range of different products (product
range depth). This range can include matching mugs, plates, bowls, teapots, etc. Some
manufacturers even offer crockery sets consisting of more than 50 items. Figure 13.1 gives
examples of different ranges. Most table- & kitchenware manufacturers offer different product
ranges (product range width). These product ranges vary in price, design and width (number of
products included). Most sets sold are sets for either 4, 6 or 8 persons. Most EU manufacturers
offer different product ranges, each range designed for a specific market segment. The price and
quality are also adapted to these different segments
Figure 13.1 Different set of table- & kitchenware
Crockery set Cooking set Cutlery set
Product design
Chapter 3.3 described that the table- & kitchenware market is shifting from traditional to more
fashionable. This development means that, according to sources at the Birmingham Autumn Fair,
trends in the table- & kitchenware market change totally every twelve to eighteen months.
Product design has become of increasing importance. In Chapter 3.2, developments concering the
different product groups were discussed.
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Presentation of product characteristics
An importer can only select you as a suitable business partner if he/she knows exactly what range
you can offer. A precise review of the product range, therefore, aims at identifying the most
suitable candidate(s) out of the many potential customers. A product range consists of several
product groups (range width), each with several different products (range depth). One product can
have several variations, as described earlier in this paragraph.
It is therefore wise to compose a list all the products you produce, together with their varieties.
Furthermore, state their colour, size, the period in which you are able to supply them and the
packaging method. This enables potential customers to make an appraisal of your complete
product range. It is very important to keep the list up-to-date. The presentation of your products
and its range should be flexible, so that adjustments and changes can be made, if the need arises.
Packing your product
Besides a protective function, packaging is also very important for the marketing of the product.
An attractive package design can have a sales promoting effect. Today’s consumers want to know
what they are buying. Therefore, it is important, as a minimum, to state the product brand name,
special materials used in the production, the name or logo of the manufacturer and country of
origin. The label on the article has to provide these data in a language comprehensible in the
target market. For more information, check also paragraph 9.4.
13.2 Building up a relationship with a suitable trading partner
Among the many potential customers, you must identify those who match your own company
profile and product range and are therefore most suitable for building up a relationship. Check
your potential trade partners’ financial status, credibility, and reliability. A good source for
information about your (potential) trading partners is Dunn & Bradstreet (www.dnb.com). This
company specialises in sourcing reliable, consistent and objective credit information about
potential trading partners.
At the end of the identification phase, the supplier should have selected the names and addresses
of suitable trading partners. Check the following sources of information to find information on
your trade partners. Note that many sources of information only answer written inquiries!
Generally, a concise but detailed inquiry improves the chances of precise identification.
• The foreign–trade Chamber of Commerce of the country of destination.
• The Economic Affairs department of the official representative (Embassy or Consulate)
of the country of destination.
• Import promotion organisations
• Trade associations
• Own company’s public and private trade promotion bodies
• Own country’s diplomatic and consular representatives
• Chambers of commerce
• Trade fair organisers (see Appendix 4.3)
Evaluate the received names and addresses, using the following criteria:
• Is the importer active in the country you have selected
• Does the importer focus his activities on corresponding (i.e. your) product groups
• In which market segment is the importer active
• Names of other suppliers to the importer
• Were you supplied with enough and sound information about the reliability of this
partner
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13.3 Drawing up an offer
There are two different kinds of offers: general and specific. The purpose of a general offer is to
make the first contact with potential trading partners with whom the supplier is not yet personally
acquainted. A general offer consists of sending a short profile of your own company and a
summary of your product range. Furthermore, it might help to send a reference list of existing
customers. Write a personal letter, briefly introduce your company and tell what you have to
offer. A specific offer is legally binding for a certain period. You must therefore be capable of
fulfilling the terms of contract. You should make up a specific offer only when you know the
business partner personally or after you have made the initial contact. A specific offer should
consist of two parts: a written offer and/ or product sample. The written offer should include:
• Name of the person responsible in your company.
• Exact description of the goods offered (preferably using an internationally valid quality
standard specification).
• Price of the goods offered in accordance with the Incoterms (ICC publication; if
applicable, split up by delivery quantities or quality).
• Possible delivery date and terms of delivery and the validity date of the offer
A written offer can be accompanied by product samples. The sample, if it is of good quality, will
inspire confidence in prospective buyers. Product samples must correspond to the goods available
for delivery; if they do not, this can have a lasting negative effect on the business relation. Define
the quality of the product if possible, provide quality certificates from an internationally
recognised inspection organisation and send a reference list of existing customers.
When making an offer, the price of the products is very important. The height of the offered price
is one of the determining factors for whether the importer wants to order your products (check
Chapter 10.4). Recommendable action for both general and specific offers:
• A telephone call to ask whether the offer and the samples, if applicable has/ have arrived.
• An invitation to visit your company.
• Possibly, propose a visit to the country of destination. In that case, if necessary, hire an
interpreter, ask your own consulate or other intermediaries for assistance.
Communication by e-mail is an excellent tool, especially when a rapid reaction is needed, e.g.
within 24 hours. This is a very positive, sustaining element towards buyers, making a reliable
impression and instilling confidence. The most exacting aspect of exporting, even for the
established exporting company, is that of ensuring optimal exposure to, and communication with,
decision-making personnel in a client company. The best method of achieving this objective is to
have an able company representative in the country concerned. Such an individual must be
proficient in the language of the target market. Ideally, he or she will have thorough technical
knowledge of the implications of provisions in trade contracts and should have access to rapid
communication facilities. A personal sales visit should be attempted, accompanied by an adequate
sample of the product on offer.
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13.4 Handling the contract
Differing customs, habits and traditions can cause problems in business relationships, even after
both partners have carried out sound preliminary investigations. To prevent problems, many
companies make use of a contract. This written settlement of an agreement is common practice in
most Western countries. Many partners would be satisfied with a simple letter of agreement,
some even with verbal arrangements (which are legally binding for the parties). But the safest
way is to write a contract. It will avoid misunderstandings which could trouble the co-operation.
In writing a contract, pay particular attention to the official protection that his country’s laws
provide for the trade partner. Although the European Union tries to harmonise regulations on this
aspect, some differences still exist. Most national Chambers of Commerce and Industry have a
standard format for an agency- or importer’s contract, as will the International Chamber of
Commerce (ICC) in Paris, France. Ask your (prospective) trade partner to provide you with a
copy. Always have the final draft of the contract checked by your legal advisers. As it binds the
company, the managing director should approve it. He may ask you - as a company representative
- to sign it.
The terms of the transaction describe to which extent the buyer and the seller have divided the
costs and the risks of the transaction between them. The seller’s task is to make the goods
available; to that task the ‘terms of delivery’ pertain. The buyer should pay, which will be
specified in the “terms of payment”. The terms of delivery describe in detail at what moment the
legal possession (‘title’) of the goods changes hands and at what moment the risk burden shifts to
the buyer. These terms are universally accepted and indicated as “Incoterms” (See CBI’s “Export
Planner”). The Incoterms are also available at the International Chamber of Commerce website
at www.iccwbo.org. The terms of payment describe how and when the money is transferred to the
seller. When contracts are used, the following terms should be considered:
Contract terms:
• Conclude the delivery conditions according to Incoterms.
• When delivering for the first time, it is common to deliver the goods free of commission and
freight-paid.
Contract fulfilment:
• Procure the delivery documents in good time.
• If there is a supply agreement, comply strictly with all parts.
• If you cannot comply with any part of the agreement (e.g. delivery delays or quality
problems), inform the customer clearly and in good time.
• Co-operate on a partnership basis and seek a common solution if conflicts arise.
• Fulfilling the contract should have a high priority, particularly when delivering for the first
time.
Trade relations between exporter and importer are based on trust and can only be built up by
meeting the high expectations of the importer. If an importer finds that the product does not meet
his expectations, this will immediately backfire on the business relationship with the exporter.
Terms of payment
The determination of payment conditions for a regular export transaction is part of the package of
negotiations between seller and buyer. However, they have more or less opposing interests. The
seller wants to have the largest possible guarantee of financial coverage for the goods he has to
supply according to his sales contract. The buyer wants to be sure about availability, quantity and
quality of the goods he buys, before he pays the agreed price.
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Payment methods vary according to the extent to which the business relationship is developed
and to the availability and popularity of the product offered. The most popular payment method
for beginner traders is to make use of an irrevocable Letter of Credit (L/C) and then, later on, to
trade on the basis of “documents against the payment” (D/P). The L/C is an often-used method of
payment. On the whole, payment takes place on 30 days after the products have been delivered. If
a product is not so popular, or in a starting business relation, payments may take from 60 to 90
days. For popular products, product against payment (P/P) is used more often. Companies having
subsidiaries in third countries generally use clean payments. However, clean payments are often a
starting point for friction, if the importer is not totally trustworthy.
General methods and terms of payment are:
• Clean payment; this method is used when both parties know each other well. The process
is fast and reliable, depending on the credit worthiness of the importer. The bank carries
out the transactions through the Swift electronic data system and the transfer costs are not
very high.
• Documents against payment (D/P): Also known as cash against documents (CAD). The
buyer takes possession of the goods only after payment. Although this method is not very
popular, it is very safe and the costs amount to about 0.1%. One can also make use of a
“documents against acceptance of a bill of exchange.” The Bill of Exchange is not
commonly used in the European Union and it does not guarantee that the bill will be paid;
it is less secure than the D/P.
• The letter of Credit (L/C); is very often used in the beginning of a business relationship
when the importer and exporter do not know each other very well. The LC is irrevocable
and will always be paid. The costs are higher when compared to the D/P method, namely
0.5%. This method is widely used in the European Union when dealing with exporters
from outside Europe.
• Bank guarantee; The buyer’s bank will present a bank guarantee for the amount of the
invoice
• Cheques; Bank guaranteed cheques are generally no problem, though cashing may take
some time, up to six weeks. Not all personal cheques are accepted.
The most commonly used trade terms are:
• CIF (Cost, Insurance, and Freight): Under this condition, for shipments to a designated
overseas port of import, the seller quotes a price for the goods, including insurance costs
and all transportation charges, to the point of disembarkation from the vessel or aircraft.
The seller pays for the cost of unloading cargo at the port of destination, to the extent that
they are included in the freight charges. If the charges are separate then the buyer is
responsible for them.
• FOB (Free on Board): Under this term, the seller quotes a price for goods that includes
the cost of loading at the port of departure. The buyer arranges for transportation and
insurance.
• CFR (Cost and Freight): For shipments to a designated overseas port of import, the seller
quotes a price for the goods that includes the cost of transportation to the named point of
debarkation. The buyer is responsible for the cost of insurance. This is referred to as
“C&F” in the old Incoterms. The seller pays for the cost of unloading the cargo at the
port of destination, to the extent that they are included in the freight charges. If the
charges are separate then they fall to the account of the buyer.
It is recommended that quotations to new European customers should be made on a CIF basis.
However, supplier and importer are free to negotiate any other condition. For further information
concerning this topic we refer to the CBI’s export planner.
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13.5 Sales promotion
One of the major critical success factors for
exporters of table- & kitchenware to the
European Union is sales promotion. The
objective of sales promotion is to increase
sales. Methods of sales promotion include
giving free samples, discounts, coupons,
special ad items, etc. Sales promotion
measures develop and expand customer
relations, which obligate the selling company
to take good care of existing customers (continuity). This includes, for example, expressions of
thanks to business partners and regular updates on the product range. Supplying brochures of the
product range may be useful for promoting sales, just like keeping business partners up-to-date on
recent product developments. The consequences for production capacity can be that, in some
cases, the production capacity has to be increased in order to service both existing and new
customers.
Advertising and communication
Advertising refers to communication channels
with the aim of increasing the sales of your
products. The prerequisites for successful
communication measures are a clearly defined
target group (“Who buys my product”) and a
well-formulated message (”What do I want to
tell my customer”). Keep in mind that some
communication tools are more suited to
reaching a certain target group than others. For
example, when you want to reach seniors the
internet is probably not the most suitable
communication channel. Timing is also very
important when you want to successfully
advertise your products. In the EU, most
retailers decide twice a year on what products
to sell in the coming season. January/
When contacting your contact in Europe keep in
mind the following:
• Working hours in Europe are usually
between 8:30 –17:30 from Monday till
Friday.
• The difference in time, between your country
and the country of your contact.
It is advisable to commence with communication
measures, which require only a small amount of
planning and co-ordination, such as revising the
company’s standard printed matter.
• Standardise all printed-paper used outside the
company (letterheads, business cards, fax
form, etc.).
• Prepare long-term sales documentation
(company brochure, product range review,
etc.).
• Prepare product-specific sales leaflets.
Make sure your promotion material is up-to-date
February and July/August are the two most important sourcing periods in the year. For example,
in August most retailers are on the look out for Christmas products. Introductions of new
collections as well as advertising should be adapted to these cycles!
When looking at the different advertising and communication possibilities it is important to take
certain factors into account, like the price and the amount of planning the medium requires. These
are important aspects when determining the most suited medium for your product. In Table 13.1,
we have given a number of parameters which can be used to measure the costs of any
communication action. It should be noted that degrees given in Table 13.1 are only approximate.
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Table 13.1 Parameter to measure the costs of a communication action
Criteria 4 Target group Amount of
planning
Cost per
contact
Total costs Dispersion
losses
Measures 6
and cooperation
Standard printed Existing & + +/++ +/++ +/++
Matter
Potential customers
Phone & mail Existing & ++ ++ ++ +
Campaigns Potential customers
Advertising Existing & ++ ++ ++ ++
in trade journals Potential customers
(Partially unknown)
Internet & E- Existing & +++ + ++ +
commerce
Potential customers
CD-rom Existing & ++ + + +
Catalogues Potential customers
Radio & TV Consumers +++ + +++ +++
Advertising
Promotion to the Consumers +++ +++ +++ ++
Retail trade
+ = low ++ = average +++ = high
Internet & E-commerce
As stated earlier, the Internet is a popular medium for business, not only for consumers but also,
and especially, for industrial buyers and suppliers. For exporters, this medium offers a lot of
business opportunities. The British Department for International Development (DFID)
distinguishes the following applications:
• Online catalogues/ webshop: Despite the fact that sales of table- & kitchenware via online
catalogues to individual consumers are generally low, web-based catalogues can be a
helpful enhancement when dealing with wholesale and retail buyers (business-to-business
or B2B).
• Telling stories: A website can be used to tell the story of your company. Furthermore, a
historical and cultural background of products and fabrication processes can be given.
• Email is by far the most important application for a manufacturer in developing countries.
• Market information; the Internet is an ideal medium for finding information about
European markets. E.g. it allows manufacturers to see what table- & kitchenwares are
currently on sale in stores in the EU-countries.
You should however be realistic about using the Internet as a sales medium. At this moment, only
a few companies employ the Internet successfully. According to the survey of the British
Department for International Development (DFID), internet sales of table- & kitchenware, like
many other products, are quite small. Furthermore, developing and maintaining an interesting, upto-date
website can cost a substantial amount of money, time and expertise.
If you decide to develop a website, is it very important to register the website at different search
engines. Search engines, such as Google, Yahoo, Alta Vista etc., are still the commonest way
people use to find websites and information sources on-line. If you sell e.g. table- &
kitchenwares, you will have to submit so called ‘key words’ like “tableware” to the search
engines. Secondly you should create clickable ‘links’ on your website with other companies’
websites, which, in return, place links on their website to yours. This approach enhances the socalled
ranking of your website in the different search engines’ results.
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A ‘ranking strategy’ is very important, but increasingly hard to achieve, since every company
wants to realize high listings. Creating an attractive ranking for your website has therefore more
and more become a specialist’s job.
Participation in trade fairs
Once the final decision is made that your
company will focus on exporting for the years
to come, remember: “Exporting is a long-term
business” and the decision to start exporting
Think of the language problem and the physical
presentation of the front liners!
must be a very well considered. Participation in national and international trade fairs may be a
useful sales promotion tool in the table- & kitchenware sector. However, besides a heavy
financial involvement (participation fees, travelling, accommodation, sampling etc.), trade fair
participation requires advance knowledge and a detailed survey because of its complex nature:
• Selection of a suitable trade fair (See Appendix 4.3)
• Preparations for participation, design and lay-out of the stand, which includes lighting,
furniture, wall and floor coverings, decorations, drinks (coffee, tea etc.) etc. Skilled staff
(office and frontliners) is necessary.
• Follow-up activities.
Pre-fair activities:
• Update your collections (try to be up-to-date)
• Update your customer files.
• Prepare all documentation (business cards, company brochures, leaflets).
• Make use, if possible, of a business-related consultant.
• Make a preparatory mailing, informing your present and potential clients of your exact
booth location at the fair and invite them to visit you and/or propose to visit them (i.e. the
existing clients).
.
Running fair activities:
• Register all contacts
• List them under different priority levels, i.e.: “High”, “Medium” and “Low”.
• Be a perfect host! Bear in mind that most visitors have travelled a long way and come
with great expectations!
Post-fair activities:
• Enter all your contacts in a database or file them.
• Fulfil your promises in time, concerning sending samples, leaflets, brochures, price lists,
quotations etc.
• Send the contacts a “Thank you” letter for visiting your booth.
• Make a second mailing several months after the first one, to remind your contact that you
are at his disposal to answer any inquiry. Eventually make the contact a “special offer”!
Import Promotion Organisations, Branch Organisations, Test Institutes, Commercial Departments
of Embassies, Consulates, and related business consultants of the table- & kitchenware sector
may be of help in providing information about relevant trade fairs. A detailed list of trade fairs is
given in Appendix 4.3 of this market survey. Some of these organisations and/or persons may
also advise and/or assist the exporter in his participation in a trade fair. For further information,
we also refer to the International Trade Centre publication “International Craft Trade Fairs: A
Practical Guide”. The guide can be obtained on their site www.intracen.org. Also check the
CBI’s export manual “Your Image Builder”.
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APPENDIX 1
HS NOMENCLATURE
The list of developing countries as applied in this market survey, is the OECD DAC list of
countries receiving Official Development Assistance (Part I). The list used is the one as at
1/1/2003.
PLASTICWARE
Hs code Description
3924 1000 Tableware and kitchenware, of plastics
9090 Household articles and toilet articles, of plastics other than regenerated cellulose (excl.
Tableware, kitchenware, baths, shower-baths, wash-basins, bidets, lavatory pans, seats
and covers, flushing cisterns and similar sanitary ware)
9019 Household articles and toilet articles, of regenerated cellulose (excl. Tableware,
kitchenware, baths, shower-baths, wash-basins, bidets, lavatory pans, seats and covers,
flushing cisterns and similar sanitary ware)
WOODWARE
Hs code Description
4419 0000 Tableware and kitchenware, of wood (excl. Interior fittings, ornaments, cooperage
products, tableware and kitchenware components of wood, brushes, brooms and hand
sieves)
0010 Tableware and kitchenware, of tropical wood as specified in additional note 2 to this
chapter
0090 Tableware and kitchenware, of wood (excl. 4419.00-10)
CHINA & PORCELAIN
Hs code Description
6911 1000 Tableware and kitchenware, of porcelain or china (excl. Ornamental articles, pots, jars,
carboys and similar receptacles for the conveyance or packing of goods, and coffee
grinders and spice mills with receptacles made of ceramics and working parts
9000 Household and toilet articles, of porcelain or china (excl. Tableware and kitchenware,
baths, bidets, sinks and similar sanitary fixtures, statuettes and other ornamental articles,
pots, jars, carboys and similar receptacles for the conveyance or pac
CERAMICWARE
Hs code Description
6912 0010 Tableware, kitchenware, other household articles and toilet articles, of common pottery
(excl. Statuettes and other ornamental articles, pots, jars, carboys and similar receptacles
for the conveyance or packing of goods, and coffee grinders and spice
0030 Tableware, kitchenware, other household articles and toilet articles, of stoneware (excl.
Baths, bidets, sinks and similar sanitary fixtures, statuettes and other ornamental articles,
pots, jars, carboys and similar receptacles for the conveyance or
0050 Tableware, kitchenware, other household articles and toilet articles, of earthenware or
fine pottery (excl. Baths, bidets, sinks and similar sanitary fixtures, statuettes and other
ornamental articles, pots, jars, carboys and similar receptacles for
0090 Ceramic tableware, kitchenware, other household articles and toilet articles (excl. Sinks,
baths, bidets and similar sanitary fixtures; statuettes and other ornamental articles; pots,
jars, etc. For the conveyance or packing of goods; household mills
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GLASSWARE
Hs code Description
7013 1000 Glassware of a kind used for table, kitchen, toilet, office, indoor decoration or similar
purposes (excl. Goods of heading 7018, cooking hobs, leaded lights and the like, lighting
fittings and parts thereof, atomizers for perfume and the like)
2111 Drinking glasses of lead crystal, gathered by hand, cut or otherwise decorated
2119 Drinking glasses of lead crystal, gathered by hand (excl. Cut or otherwise decorated)
2191 Drinking glasses of lead crystal, gathered mechanically, cut or otherwise decorated
2199 Drinking glasses of lead crystal, gathered mechanically (excl. Cut or otherwise
decorated)
2910 Drinking glasses of toughened glass (excl. Glasses of glass-ceramics or of lead crystal)
2951 Drinking glasses, gathered by hand, cut or otherwise decorated (excl. Glasses of glassceramics,
lead crystal or toughened glass)
2959 Drinking glasses, gathered by hand (excl. Glasses cut or otherwise decorated, or of glassceramics,
lead crystal or toughened glass)
2991 Drinking glasses, gathered mechanically, cut or otherwise decorated (excl. Glasses of
glass-ceramics, lead crystal or toughened glass)
2999 Drinking glasses, gathered mechanically (excl. Glasses cut or otherwise decorated, or of
glass-ceramics, lead crystal or toughened glass)
3110 Glassware of lead crystal, of a kind used for table or kitchen purposes, gathered by hand
(excl. Articles of heading 7018, drinking glasses, glass preserving jars, sterilizing jars ,
vacuum flasks and other vacuum vessels)
3190 Glassware of lead crystal, of a kind used for table or kitchen purposes, gathered
mechanically (excl. Articles of heading 7018, drinking glasses, glass preserving jars
sterilizing jars , vacuum flasks and other vacuum vessels)
3200 Glassware for table or kitchen purposes of glass having a linear coefficient of expansion
=< 5 x 10 -6 per kelvin within a temperature range of 0 to 300. C (excl. Glassware of
glass-ceramics or lead crystal, articles of heading 7018, drinking glasses)
3910 Glassware for table or kitchen purposes, of toughened glass (excl. Glass having a linear
coefficient of expansion =< 5 x 10 -6 per kelvin within a temperature range of 0 to 300.
C, glassware of glass-ceramics or lead crystal, articles of heading 7018)
3991 Glassware of a kind used for table or kitchen purposes, gathered by hand (excl.
Toughened glass and glass having a linear coefficient of expansion =< 5 x 10 -6 per
kelvin within a temperature range of 0 to 300. C, glassware of glass-ceramics or lead)
3999 Glassware of a kind used for table or kitchen purposes, gathered mechanically (excl.
Toughened glass and glass having a linear coefficient of expansion =< 5 x 10 -6 per
kelvin within a temperature range of 0 to 300. C, glassware of glass-ceramics or lead)
9110 Glassware, of lead crystal, of a kind used for toilet, office, indoor decoration or similar
purposes, gathered by hand (excl. Glassware of a kind used for table or kitchen purposes,
glassware of glass-ceramics or lead crystal, articles of heading 701)
9190 Glassware, of lead crystal, of a kind used for toilet, office, indoor decoration or similar
purposes, gathered mechanically (excl. Glassware of a kind used for table or kitchen
purposes, articles of heading 7018, mirrors, leaded lights and the like)
9900 Glassware of a kind used for toilet, office, indoor decoration or similar purposes (excl.
Glassware of lead crystal or of a kind used for table or kitchen purposes, articles of
heading 7018, mirrors, leaded lights and the like, lighting fittings and the like)
9910 Glassware of a kind used for toilet, office, indoor decoration or similar purposes,
gathered by hand (excl. Glassware of lead crystal or of a kind used for table or kitchen
purposes, articles of heading 7018, mirrors, leaded lights and the like)
9990 Glassware of a kind used for toilet, office, indoor decoration or similar purposes,
gathered mechanically (excl. Glassware of lead crystal or of a kind used for table or
kitchen purposes, articles of heading 7018, mirrors, leaded lights and the like)
103

METALWARE
Hs code Description
7323 9100 Table, kitchen or other household articles, and parts thereof, of cast iron, not enamelled
(excl. Cans, boxes and similar containers of heading 7310; waste baskets; shovels,
corkscrews and other articles of the nature of a work implement; articles of
9200 Table, kitchen or other household articles, and parts thereof, of cast iron, enamelled
(excl. Cans, boxes and similar containers of heading 7310; waste baskets; shovels,
corkscrews and other articles of the nature of a work implement; articles of cut
9310 Articles for table use, of stainless steel (excl. Cans, boxes and similar containers of
heading 7310; corkscrews, nutcrackers and other articles of the nature of a work
implement; articles of cutlery, spoons, ladles, forks etc. Of headings 8211 to 82
9390 Table, kitchen or other household articles, and parts thereof, of stainless steel (excl.
Cans, boxes and similar containers of heading 7310; waste baskets; shovels, corkscrews
and other articles of the nature of a work implement; articles of cutlery,
9410 Articles for table use, of iron other than cast iron or steel, enamelled, spoons, ladles,
forks etc. Of headings 8211 to 8215; ornamental articles (excl. Cans, boxes and similar
containers of heading 7310; spoons, ladles etc. Of heading 8215; ornament)
9490 Table, kitchen or other household articles, and parts thereof, of iron other than cast iron
or steel, enamelled (excl. Cans, boxes and similar containers of heading 7310; waste
baskets; shovels and other articles of the nature of a work implement; sp
9910 Articles for table use, of iron other than cast iron or steel (excl. Enamelled articles; cans,
boxes and similar containers of heading 7310; corkscrews, nutcrackers and other articles
of the nature of a work implement; articles of cutlery, spoons, ladles, forks etc. Of
headings 8211 to 8215)
9991 Table, kitchen or other household articles, and parts thereof, of iron other than cast iron
or steel, varnished or painted (excl. Cans, boxes and similar containers of heading 7310;
waste baskets; shovels and other articles of the nature of a work implement; articles of
cutlery, spoons, ladles, forks etc. Of headings 8211 to 8215)
9999 Table, kitchen or other household articles and parts thereof, of iron, other than cast iron,
or steel (excl. Enamelled, painted or varnished articles; cans, boxes and similar
containers in heading 7310; waste baskets; shovels, corkscrews, waffle iron
7417 0000 Cooking or heating apparatus of a kind used for domestic purposes, non-electric, and
parts thereof, of copper (excl. Hot water heaters and geysers)
7418 1000 Table, kitchen or other household articles, parts thereof, of copper, including pot scourers
and scouring or polishing pads, gloves and the like, of copper (excl. Cooking and heating
appliances of heading 7417, cans, boxes and similar containers)
1900 Table, kitchen or other household articles, parts thereof, of copper (excl. Pot scourers and
scouring or polishing pads, gloves and the like, cooking and heating appliances of
heading no 7417, cans, boxes and similar containers of heading no 7419, ar
7615 1910 Table, kitchen or other household articles, parts thereof, of aluminium, cast (excl. Cans,
boxes and similar containers of heading 7612, articles of the nature of a work implement,
spoons, ladles and other articles of headings 8211 to 8215, ornamental
1990 Table, kitchen or other household articles, parts thereof, of aluminium, uncast (excl. Pot
scourers and scouring or polishing pads, gloves and the like, of aluminium, cans, boxes
and similar containers of heading no 7612, articles of the nature of a work implement;
articles of cutlery, spoons, ladles, forks etc. Of headings 8211 to 8215)
CUTLERY
Hs code Description
8211 1000 Sets of assorted articles of knives of heading no 8211; sets in which there is a higher
number of knives of heading no 8211 than of any other article
9130 Table knives with handle and fixed blade, of stainless steel
9180 Table knives with fixed blade, of base metal (not with handle and blade of stainless steel
and excl. Butter knives and fish knives)
9190 Table knives with fixed blades of base metal (excl. Butter knives and fish knives)
9200 Knives with fixed blades of base metal, incl. Handles (excl. Straw knives, machetes,
knives and cutting blades for machines or mechanical appliances, table knives, fish
knives, butter knives, razors and razor blades and knives of heading no 8214)
104

9290 Knives with fixed blades of base metal (excl. Hay knives, machetes, knives and cutting
blades for machines or mechanical appliances, table knives, fish knives, butter knives,
razors and razor blades and knives of heading no 8214)
9300 Knives having other than fixed blades, of base metal, incl. Handles (excl. Razors)
9390 Knives having other than fixed blades, of base metal (excl. Razors)
9400 Blades of base metal for table knives, pocket knives and other knives of heading no 8211
8215 1010 4sets of spoons, forks or other articles of heading no 8215, incl. Those with up to an
equal number of knives, of stainless steel, containing at least one article plated with
precious metal
1020 Sets of spoons, forks or other articles of heading 8215, which may also contain up to an
equivalent number of knives, of base metal, containing only articles plated with precious
metal
1030 Sets of spoons, forks or other articles of heading 8215, which may also contain up to an
equivalent number of knives, of stainless steel, containing at least one article plated with
precious metal
1080 Sets of spoons, forks or other articles of heading 8215, which may also contain up to an
equivalent number of knives, of base metal other than stainless steel, containing at least
one article plated with precious metal
1090 4sets of spoons, forks or other articles of heading no 8215, incl. Those with up to an
equal number of knives, of base metals other than stainless steel, containing at least one
article plated with precious metal
2010 Sets of spoons, forks or other articles of heading no 8215, incl. Those with up to an equal
number of knives, of stainless steel, containing no articles plated with precious metal
2090 Sets of spoons, forks or other articles of heading no 8215, incl. Those with up to an equal
number of knives, of base metals other than stainless steel, containing no articles plated
with precious metal
9100 Spoons, forks, ladles, skimmers, cake-servers, fish-knives, butter-knives, sugar tongs and
similar kitchen or tableware of base metal, plated with precious metal (excl. Sets of
articles such as lobster cutters and poultry shears)
9910 Spoons, forks, ladles, skimmers, cake-servers, fish-knives, butter-knives, sugar tongs and
similar kitchen or tableware of stainless steel, not plated with precious metal (excl. Sets
of articles such as lobster cutters and poultry shears)
9990 Spoons, forks, ladles, skimmers, cake-servers, fish-knives, butter-knives, sugar tongs and
similar kitchen or tableware of base metals other than stainless steel, not plated with
precious metal (excl. Sets of articles such as lobster cutters and poultry shears)
105

APPENDIX 2
DETAILED IMPORT STATISTICS
The source of the data presented below is Eurostat COMEXT 2002
Import of table- & kitchenware by The EU, 1999-2001 value thousand €/ tons
1999 2000 2001
value € volume value € volume value € volume
Total import 7,663,500 2,624,300 8,466,100 2,481,000 8,368,000 2,539,700
Extra-EU 3,356,000 1,132,900 3,989,200 1,229,800 4,016,300 1,270,800
Developing countries 1,773,500 682,100 2,231,000 747,600 2,330,600 797,900
Plasticware 1,754,500 492,700 1,930,800 518,200 1,963,600 523,500
Woodware 155,600 53,300 183,700 59,900 188,300 60,200
Porcelain & China 769,400 249,500 838,800 275,100 839,000 271,200
Ceramicware 549,500 261,600 588,500 265,900 584,800 273,500
Glassware 1,803,900 1,044,800 1,885,700 810,200 1,852,000 779,900
Metalware 1,797,700 421,800 2,026,900 433,400 2,000,500 419,300
Cutlery 832,900 100,500 1,011,700 118,400 939,800 114,900
Import of table- & kitchenware by the EU, per EU country, 1999-2001 value thousand €/ tons
1999 2000 2001
value € volume value € volume value € volume
EU-total 7,663,500 2,624,300 8,466,100 2,481,000 8,368,000 2,539,700
Germany 1,766,700 552,600 1,977,300 585,100 1,828,700 544,900
United Kingdom 1,107,800 635,000 1,311,300 380,100 1,410,400 404,800
France 1,062,100 354,400 1,156,900 374,300 1,156,600 376,100
Italy 680,300 185,500 724,500 194,800 695,100 186,000
The Netherlands 575,000 220,000 601,600 204,500 623,700 210,500
Spain 523,600 177,500 596,600 204,000 553,500 182,200
Belgium 510,100 146,900 574,300 160,700 547,700 143,000
Austria 435,300 70,900 441,700 73,300 436,600 72,800
Denmark 190,100 51,500 239,300 59,800 254,300 69,000
Sweden 219,300 58,700 246,100 61,800 237,600 65,000
Greece 188,200 63,200 168,100 80,700 178,100 179,900
Portugal 161,800 50,300 158,400 46,200 149,500 44,800
Ireland 123,900 32,400 137,100 28,000 146,700 28,900
Finland 91,000 20,500 100,000 21,300 101,400 20,800
Luxembourg 28,300 4,700 32,800 6,400 48,000 11,000
106

Leading EU suppliers, per EU country, 1999-2001 value thousand €/ tons
1999 2000 2001
value € volume value € volume value € volume
China 1,138,400 386,000 1,458,200 416,400 1,501,700 439,900
Italy 776,600 329,400 843,800 291,200 823,300 385,200
Germany 761,300 295,600 805,500 181,400 779,200 168,500
France 800,000 273,900 795,100 247,200 730,100 216,300
Belgium 494,300 101,600 506,700 115,400 520,800 101,400
Netherlands 401,500 175,000 380,100 106,400 390,700 101,300
Poland 219,200 107,000 260,000 123,600 290,300 130,100
Portugal 240,100 87,800 254,600 84,800 262,900 98,600
United Kingdom 284,400 78,700 294,200 75,300 262,700 50,600
Taiwan 241,400 69,100 275,200 68,500 231,300 56,800
Czech Republic 195,700 73,000 204,200 74,300 220,700 78,000
Thailand 163,000 64,900 218,300 75,300 209,400 72,200
Turkey 138,300 99,000 164,900 120,100 201,400 137,100
Spain 202,400 84,900 198,500 78,700 190,600 76,200
Switzerland 164,300 18,900 184,300 18,800 175,300 16,900
United States 137,400 24,200 148,200 24,300 145,900 23,500
Leading EU Developing Countries suppliers, per EU country, 1999-2001 value thousand €/ tons
1999 2000 2001
value € volume value € volume value € volume
China 1,138,400 386,000 1,458,200 416,400 1,501,700 439,900
Thailand 163,000 64,900 218,300 75,300 209,400 72,200
Turkey 138,300 99,000 164,900 120,100 201,400 137,100
India 54,100 13,200 76,500 17,100 90,500 20,600
Indonesia 80,700 30,800 84,700 24,400 81,000 26,100
Slovenia 33,500 16,300 38,500 18,200 41,700 18,000
Vietnam 15,300 6,300 22,700 7,300 34,500 9,900
Malaysia 19,300 11,200 25,500 14,300 31,900 20,700
Brasil 23,600 13,900 23,400 12,500 21,200 10,200
Bangladesh 8,100 2,800 14,200 3,400 17,700 4,200
Philippines 19,000 6,200 17,700 5,600 12,500 4,400
Tunisia 10,300 3,100 10,600 3,500 10,600 3,600
Serb Mont. 5,900 3,100 6,700 4,700 9,200 6,600
Sri Lanka 8,300 2,500 10,000 2,600 9,900 2,800
South Africa 7,300 1,800 9,600 2,300 8,900 2,100
Mexico 12,300 5,300 10,000 3,800 8,400 3,200
107

Import of table- & kitchenware by France, 1999-2001 value thousand €/ tons
1999 2000 2001
value € volume value € volume value € volume
Total import 1,062,100 354,400 1,156,900 374,300 1,156,600 376,100
Extra-EU 337,700 125,200 406,700 141,200 391,300 135,900
Developing countries 192,000 77,700 242,600 87,400 242,900 88,800
Plasticware 294,600 94,000 313,700 98,200 323,100 96,900
Woodware 22,200 7,700 25,000 8,400 25,000 7,600
Porcelain & China 97,500 32,900 106,600 36,000 106,900 35,400
Ceramicware 109,300 52,900 114,200 55,300 110,800 55,300
Glassware 199,700 99,800 216,600 103,400 223,300 108,800
Metalware 240,200 55,100 266,800 59,400 267,200 59,900
Cutlery 98,600 12,200 114,100 13,600 100,300 12,300
Import of table- & kitchenware by The United Kingdom, 1999-2001 value €/ thousand tons
1999 2000 2001
value € volume value € volume value € volume
Total import 1,107,800 635,000 1,311,300 380,100 1,410,400 404,800
Extra-EU 641,000 189,700 810,600 216,100 869,500 247,500
Developing countries 388,300 128,100 513,700 150,100 586,300 184,700
Plasticware 253,400 83,700 299,600 93,900 300,200 101,700
Woodware 36,000 11,500 47,000 13,900 52,600 16,500
Porcelain & China 70,800 19,300 92,600 26,300 100,900 31,400
Ceramicware 107,700 51,500 121,600 50,200 138,700 67,700
Glassware 236,000 372,400 261,200 109,700 279,600 94,800
Metalware 283,000 78,200 338,000 64,600 376,600 69,300
Cutlery 120,900 18,400 151,300 21,600 161,800 23,500
Import of table- & kitchenware by Italy, 1999-2001 value thousand €/ tons
1999 2000 2001
value € volume value € volume value € volume
Total import 680,300 185,500 724,500 194,800 695,100 186,000
Extra-EU 278,600 97,000 323,000 105,800 337,000 112,200
Developing countries 190,000 65,900 186,500 73,300 190,000 76,200
Plasticware 92,600 21,600 103,600 21,500 98,900 18,800
Woodware 12,500 4,200 13,100 4,500 13,300 4,200
Porcelain & China 145,600 36,500 149,500 38,100 145,000 39,000
Ceramicware 38,700 15,600 35,500 13,800 30,000 13,000
Glassware 225,200 79,600 229,100 84,900 223,600 83,200
Metalware 100,100 20,500 110,700 21,400 104,100 18,500
Cutlery 65,600 7,600 83,000 10,500 80,200 9,300
108

Import of table- & kitchenware by Germany, 1999-2001 value thousand €/ tons
1999 2000 2001
value € volume value € volume value € volume
Total import 1,766,700 552,600 1,977,300 585,100 1,828,700 544,900
Extra-EU 977,400 327,700 1,160,400 356,000 1,103,500 343,900
Developing countries 477,300 165,200 592,800 179,300 564,800 170,600
Plasticware 455,500 117,200 500,100 120,100 458,200 106,600
Woodware 31,400 12,500 34,400 12,800 31,800 12,200
Porcelain & China 147,000 50,500 159,500 54,900 168,500 54,100
Ceramicware 87,400 48,900 93,600 51,400 85,300 47,300
Glassware 384,300 193,000 400,100 204,200 366,200 195,100
Metalware 433,300 104,900 516,500 113,000 477,600 103,200
Cutlery 227,800 25,600 273,200 28,700 241,300 26,400
Import of table- & kitchenware by Spain, 1999-2001 value thousand €/ thousand tons
1999 2000 2001
value € volume value € volume value € volume
Total import 523,600 177,500 596,600 204,000 553,500 182,200
Extra-EU 193,200 83,000 209,700 78,600 219,200 79,300
Developing countries 111,700 55,400 122,900 50,200 139,100 52,900
Plasticware 76,300 26,900 98,100 33,600 90,400 28,700
Woodware 5,900 1,900 8,100 2,600 7,700 2,600
Porcelain & China 63,400 24,200 81,900 37,400 80,200 27,500
Ceramicware 39,100 20,400 36,700 19,000 34,900 17,200
Glassware 142,600 64,600 140,900 65,700 142,200 68,900
Metalware 140,600 31,900 160,800 36,200 135,600 28,900
Cutlery 55,700 7,500 70,100 9,500 62,400 8,500
Import of table- & kitchenware by The Netherlands, 1999-2001 value thousand €/ tons
1999 2000 2001
value € volume value € volume value € volume
Total import 575,000 220,000 601,600 204,500 623,700 210,500
Extra-EU 296,300 112,600 328,300 118,700 341,400 128,500
Developing countries 147,100 63,600 201,000 73,400 222,500 82,600
Plasticware 126,300 41,200 123,700 36,600 139,300 38,500
Woodware 10,400 4,700 13,200 5,800 12,900 4,200
Porcelain & China 44,700 22,900 41,400 21,900 43,600 24,500
Ceramicware 35,600 18,900 54,200 21,700 60,300 23,700
Glassware 114,800 79,400 126,400 68,800 125,400 70,700
Metalware 170,100 42,800 165,700 39,400 166,600 37,600
Cutlery 73,200 10,200 77,000 10,300 75,600 11,100
109

APPENDIX 3
DETAILED EXPORT STATISTICS
The source of the data presented below is Eurostat COMEXT 2002
Export of table- & kitchenware by The EU, 1999-2001 value thousand €/ tons
1999 2000 2001
value € volume value € volume value € volume
Total export 7,938,100 2,243,600 8,648,700 2,320,100 8,604,700 2,013,700
Intra-EU 4,581,000 1,509,100 4,581,000 1,504,700 4,581,000 1,203,000
Extra-EU 3,357,100 734,500 4,067,800 815,400 4,023,700 810,700
Plasticware 1,490,800 375,600 1,579,200 373,100 1,647,500 370,100
Woodware 69,200 16,100 81,700 17,900 74,700 15,200
Porcelain & China 832,400 195,700 930,800 278,000 899,100 126,100
Ceramicware 653,600 265,400 706,300 299,000 670,700 240,500
Glassware 2,553,100 1,032,200 2,748,000 957,300 2,681,200 868,800
Metalware 1,746,200 314,000 1,946,200 343,600 1,986,100 342,700
Cutlery 592,800 44,600 656,700 51,200 645,300 50,500
Export of table- & kitchenware by the EU, per EU country, 1999-2001 value thousand €/ tons
1999 2000 2001
value € volume value € volume value € volume
EU 7,938,100 2,243,600 8,648,700 2,320,100 8,604,700 2,013,700
France 1,736,300 494,300 1,847,600 518,800 1,851,900 506,300
Italy 1,526,600 472,500 1,691,700 502,200 1,741,400 492,300
Germany 1,407,600 240,100 1,536,200 262,900 1,484,000 251,700
Belgium 675,300 158,100 754,000 170,200 751,400 160,400
United Kingdom 725,200 354,100 767,900 136,100 709,600 105,100
Netherlands 416,200 117,600 434,300 111,900 422,900 106,700
Spain 333,100 200,000 388,200 148,600 377,000 143,700
Austria 292,700 32,400 332,300 40,700 333,400 43,000
Portugal 286,000 99,900 312,500 114,000 314,900 115,700
Sweden 179,500 35,400 200,000 36,200 189,700 38,100
Denmark 133,100 15,000 177,800 255,200 178,600 20,000
Ireland 131,200 5,800 114,600 4,200 129,000 5,800
Luxembourg 17,000 2,000 15,500 2,300 48,000 8,300
Finland 41,400 6,100 46,000 6,300 44,300 6,300
Greece 36,900 10,300 30,200 10,600 28,600 10,300
110

Export of table- & kitchenware by France, 1999-2001 value thousand €/ tons
1999 2000 2001
value € volume value € volume value € volume
Total export 1,736,300 494,300 1,847,600 518,800 1,851,900 506,300
Intra-EU 884,100 264,100 867,500 263,500 869,700 251,700
Extra-EU 852,100 230,200 980,100 255,300 982,200 254,500
Plasticware 216,500 35,100 237,700 37,200 247,100 37,600
Woodware 6,600 1,400 7,700 1,500 8,000 1,500
Porcelain & China 117,800 12,800 127,600 12,500 129,500 11,200
Ceramicware 51,500 11,500 59,100 13,300 69,100 15,300
Glassware 921,900 382,500 961,400 400,600 956,400 389,300
Metalware 330,600 46,400 363,700 49,100 353,800 47,200
Cutlery 91,300 4,600 90,500 4,400 88,000 4,200
Export of table- & kitchenware by The United Kingdom, 1999-2001 value thousand €/ tons
1999 2000 2001
value € volume value € volume value € volume
Total export 725,200 354,100 767,900 136,100 709,600 105,100
Intra-EU 378,100 312,100 371,300 90,800 338,300 64,800
Extra-EU 347,100 42,000 396,600 45,300 371,300 40,300
Plasticware 134,100 35,600 125,600 26,300 124,300 25,200
Woodware 11,600 3,800 13,100 2,900 9,600 1,400
Porcelain & China 153,700 10,400 179,800 10,700 188,600 11,700
Ceramicware 227,900 45,700 239,300 38,400 200,900 30,300
Glassware 94,900 235,000 97,800 41,600 69,500 17,000
Metalware 53,000 14,300 56,500 10,200 62,000 8,700
Cutlery 50,100 9,400 55,700 6,000 54,800 10,900
Export of table- & kitchenware by Italy, 1999-2001 value thousand €/ tons
1999 2000 2001
value € volume value € volume value € volume
Total export 1,526,600 472,500 1,691,700 502,200 1,741,400 492,300
Intra-EU 831,200 254,800 853,200 260,700 832,400 252,700
Extra-EU 695,400 217,700 838,500 241,500 909,000 239,600
Plasticware 233,900 82,100 263,800 91,300 275,000 92,400
Woodware 11,400 1,400 11,800 2,000 9,600 1,300
Porcelain & China 61,500 16,800 76,400 22,100 78,200 20,200
Ceramicware 168,300 118,700 183,000 110,700 177,500 96,100
Glassware 369,100 131,300 396,000 142,400 408,000 146,000
Metalware 597,600 115,700 666,800 126,100 703,300 129,100
Cutlery 84,700 6,400 93,900 7,600 89,900 7,200
111

Export of table- & kitchenware by Germany, 1999-2001 value thousand €/ tons
1999 2000 2001
value € volume value € volume value € volume
Total export 1,407,600 240,100 1,536,200 262,900 1,484,000 251,700
Intra-EU 755,400 136,500 801,100 150,700 753,900 139,900
Extra-EU 652,200 103,600 735,100 112,200 730,100 111,800
Plasticware 205,300 50,100 217,800 51,500 215,700 46,300
Woodware 8,200 1,800 9,000 2,100 10,100 2,100
Porcelain & China 312,600 42,200 336,600 41,900 304,200 38,100
Ceramicware 32,500 8,100 34,800 9,900 33,600 9,000
Glassware 399,300 92,800 434,400 108,600 411,200 108,200
Metalware 262,200 38,000 301,700 41,700 301,200 40,000
Cutlery 187,400 7,200 201,900 7,300 208,000 7,900
Export of table- & kitchenware by Spain, 1999-2001 value thousand €/ tons
1999 2000 2001
value € volume value € volume value € volume
Total export 333,100 200,000 388,200 148,600 377,000 143,700
Intra-EU 217,600 163,400 250,800 105,100 223,900 95,200
Extra-EU 115,500 36,600 137,400 43,500 153,200 48,500
Plasticware 66,900 21,800 93,100 28,600 92,100 29,600
Woodware 4,500 1,000 5,700 1,300 4,300 1,100
Porcelain & China 17,400 72,900 16,000 4,800 16,900 6,000
Ceramicware 11,000 5,800 13,300 7,100 12,900 6,600
Glassware 109,500 73,800 120,800 79,700 114,800 73,400
Metalware 95,200 22,900 105,000 24,800 103,300 24,800
Cutlery 28,700 1,800 34,400 2,200 32,800 2,200
Export of table- & kitchenware by The Netherlands, 1999-2001 value thousand €/ tons
1999 2000 2001
value € volume value € volume value € volume
Total export 416,200 117,600 434,300 111,900 422,900 106,700
Intra-EU 337,600 103,800 338,900 95,800 334,100 90,900
Extra-EU 78,600 13,900 95,500 16,100 88,800 15,800
Plasticware 128,500 40,500 118,600 33,300 112,000 29,400
Woodware 4,400 1,000 4,700 1,100 4,900 1,200
Porcelain & China 41,100 15,700 42,300 14,500 41,500 14,600
Ceramicware 15,200 10,000 15,900 10,000 14,200 8,200
Glassware 93,200 24,500 112,100 25,100 114,900 26,700
Metalware 91,000 20,600 95,800 22,300 92,000 21,100
Cutlery 42,800 5,500 44,800 5,500 43,400 5,600
112

APPENDIX 4.1
STANDARDS ORGANISATIONS
INTERNATIONAL
International Organisation for Standardization (ISO)
E-mail: central@iso.org
Internet: www.iso.org
EUROPEAN UNION
Comité Européen de Normalisation (CEN)
European Normalisation Committee
E-mail: infodesk@cenorm.be
Internet: www.cenorm.be
SGS Société Générale de Surveillance (SA)
E-mail: enquiries@sgs.com
Internet: www.sgs.com
GERMANY
Deutsches Institut für Normung (DIN)
E-mail: directorate.international@din.de
Internet: www.din.de
RAL Deutsches Institut für Gütesicherung & Kennzeichnung
E-mail: RAL-Institut@t-online.de
Internet: www.ral.de
UNITED KINGDOM
British Standards Institution (BSI)
E-mail: standards.international@ bsi-global.com
Internet: www.bsi-global.com
FRANCE
Association Française de Normalisation (AFNOR)
E-mail: uari@afnor.fr
Internet: www.afnor.fr
ITALY
Ente Nazionale Italiano di Unificazione (UNI)
E-mail: uni@uni.com
Internet: www.uni.com
THE NETHERLANDS
Nederlands Normalisatie Instituut (NEN)
E-mail: info@nen.nl
Internet: www.nen.nl
SPAIN
Asocianión Española de Normalización y certification (AENOR)
E-mail: aenor@aenor.es
Internet: www.aenor.es
113

APPENDIX 4.2
TRADE ASSOCIATIONS
EUROPEAN UNION
Federation of the European Cutlery, Flatware, Holloware and Cookware industries (FEC)
E-mail: unitam@mail.fimeca.com
E-mail: info@ivsh.de
Internet: www.fecinfo.org
Fédération Européenne. des Industries de Porcelaine et de Faience de Table et d’Ornamentation
(European Federation for Table- and Ornamentalware)
E-mail: sec@cerameunie.net
Internet: www.fepf.web.at.it
Standing Committee of the European Glass Industries Comité
E-mail: info@cpivglass.be
Internet: www.cpivglass.be
FRANCE
Syndicat National de la Porcelaine Française
Telephone: N.A.
Fax :
N.A.
E-mail : carreau@ceramique.org
GERMANY
German Association of Cutlery, Flatware and houseware Industry (IVSH)
E-mail: info@ivsh.de
Internet: www.ivsh.de
Verband der Keramische n Industrie e.V. (VKI)
(Association of German manufactures in the German Industry)
E-mail: infor@keramverband.de
Internet: www.keramverbaende.de/vki
ITALY
Federceramica Associazione Nationale Imprese Della Ceramica E Degli Abrasivi
(The European Abrasives Producers’ Federation)
E-mail federceramica@federchimica.it
Internet: www.federceramica.federchimica.it
Associazione Nazionale degli Industriali del Vetro (ASSOVETRO)
(Association of Italian glass manufacturers)
Telephone: +39-06 488 09 47
Fax: +39-06 420 11 162
E-Mail: Assovetro@tin.it
UNITED KINGDOM
British Hardware & Housewares Manufacturers’ Association
E-mail: bhhma@brookehouse.co.uk
Internet: www.bhhma.com
British Cutlery and Silverware Association (BCSA)
E-mail: cathysteele@secas.co.uk
Internet: www.bja.org.uk/jewellery_in_britain/
British Ceramic Gift and Tableware Manufacturers Association
E-mail: bcc@ceramfed.co.uk
Internet: www.ceramfed.co.uk
114

British Glass Manufacturers Association - BGMA
E-Mail: info@britglass.co.uk
Internet: www.britglass.co.uk
THE NETHERLANDS
Gemengde Branche – Gebra
(Mixed Branch Association)
E-mail: info@gebra.nl
Internet: http://www.gebra.nl
Vereniging van Nederlandse Glasfabrikanten (VNG)
Telephone: +31 (0)59 8313211
Fax: +31 (0)598 39 96 49
E-Mail: Vanderwoude@ppg.com
Algemene vereniging voor de Nederlandse Aardewerk-Industrie
Telephone: +31(0)26 442 82 22
Fax +31(0)26 445 45 39
E-mail: sko@bart.nl
115

APPENDIX 4.3
TRADE FAIR ORGANISERS
GERMANY
Ambiente
Location:
Organisation:
E-mail:
Internet:
Sector:
Tendence
Location:
Organisation:
E-mail:
Internet:
Sector:
(February)
Frankfurt am Main, Germany
Messe Frankfurt GmbH
ambiente@messefrankfurt.com, www.ambiente.messefrankurt.com
www.ambiente-frankfurt.de
Table art, table- & kitchenwares, gourmet shop, table decoration and accessories, interior
design, giftware, jewellery, paper ware, perfume, accessories.
(August)
Frankfurt am Main, Germany
Messe Frankfurt GmbH
tendence@messefrankfurt.com
www.tendence-lifestyle.messefrankfurt.de
Table art, table- & kitchenwares, gourmet shop, table decoration and accessories, interior
design, giftware, jewellery, paper ware, perfume, accessories.
UNITED KINGDOM
Harrogate Home & Gift (July)
Location: Harrogate, United Kingdom
Organisation: Clarion Event
E-mail: homeandgift@eco.co.uk
Internet: www.homeandgift.co.uk
Sector: giftware, jewellery, greeting cards, gift stationery, pictures and prints, home accessories,
china, ceramics, glass and gardenware
Spring Fair Birmingham (February)
Location: Birmingham, United Kingdom
Organisation: Trade Promotion Services Ltd
E-mail: info@emap.com
Internet: www.springfair.com
Sector: General giftware, jewellery, watches, china and glass, fashion accessories, leather, frames
and fine art.
FRANCE
Maison & Objet (September and January)
Location: Paris Nord-Villepinte, France
Organisation: SAFI
E-mail: info@maison-objet.com
Internet: www.maison-objet.com
Sector: International home decoration, and textiles, fragrances, arts and crafts, games, and
stationery.
ITALY
Florence Gift Market (April/ Mai)
Location: Florence, Italy
Organisation: Florence Mart S.R.L.
E-mail: florencemart@florencemart.it
Internet: www.florencemart.it
Sector: International handicraft fair: home furnishing, textile and metal articles, costume
jewellery, ceramics, leather and fur articles.
116

MACEF (September and January/February)
Location: Milan, Italy
Organisation: FMI - Fiera Milano International S.p.a.
E-mail: macef@fmi.it
Internet: www.macefautunno.biz
Sector: Tableware, kitchenware, glass, artificial flowers and plants, wickerwork, candles, gifts,
home decoration, cermamics, porcelain, pictures, frames and home textiles
THE NETHERLANDS
Huishoudbeurs (March)
Organisation: RAI
Location: Amsterdam, The Netherlands
E-mail: huishoudbeursinfo@rai.nl
Internet: www.huishoudbeurs.rai.nl
Sector: Home decoration, fashion and accessories, table- and kitchenware
SPAIN
Expohogar Regalo oño (September)
Location: Barcelona, Spain
Organisation: Fira Barcelona
E-mail: www.servifira@firabcn.es
Internet: www.expohogar.com
Sector: International trade fair for gifts, house and home: gifts, arts, crafts, crystal, glass, china,
pottery, tableware, furnishings, lighting and household appliances.
117

APPENDIX 4.4
TRADE PRESS
GERMANY
Schöner Wohnen
Telephone: +49 (0)40 3703 4041
Internet: www.livingathome.de
Content: Living and interior decoration
Publication: Monthly
Stil & Markt
E-mail:
Internet:
Content:
Publication:
stilundmarkt@meisenbach.de
www.meisenbach.de
gifts, table- and houseware, lifestyle
Monthly
Das Haus
interior decoration
E-mail: service1@dashaus.burda.com
Internet: www.haus.de
Content: interior decoration, garden
Publication: Monthly
Wohnidee - Wohnen und Leben
E-mail: info@wohnidee.de
Internet: www.wohnidee.de
Content: interior decoration, gifts
Publication: Monthly
Elle Decoration
E-mail:
Internet:
Content:
Publication:
service@burdadirect.de
www.elle.de
Fashion, cultur
Monthly
UNITED KINGDOM
Tableware International
Internet: www. www.dmgworldmedia.com
Content: houseware, tableware, gifts
Publication: Monthly
English Homes
E-mail:
Internet:
Content:
Publication:
info@international-homes.com
www.international-homes.com
Home and lifestyle
Monthly
The English home
Telephone: +20 (0)7751 4800
Internet: www.theenglishhome.co.uk
Content: Interior design and decoration, furnishing
Publication: Monthly
118

FRANCE
Art & Decoration
Internet: www.art-decoration.fr
Content: decoration, hobby and art
Publication: Monthly
Cuisines & Bains
E-mail: contact@homeconfort.com
Internet: www.cuisinebain.com
Content: Kitchen and bathing
Publication: Monthly
Elle Decoration France
E-mail: ellemagazine@hfp.fr
Internet: www.elle.fr
Content: Fashion, beauty, interior decoration, home
Publication: Monthly
ITALY
Elle decor
E-mail:
Internet:
Content:
Publication:
Spazio Casa
E-mail:
Internet:
Content:
Publication:
www.elle.it
vendite.milano@rusconi.it
Fashion, beauty, interior decoration, home
10 issues yearly
www.spazio-casa.it
info@spazio-casa.it
style, interior decoration, home
quarterly
THE NETHERLANDS
Eigen huis & interieur
E-mail: redactie@vtwonen.nl
Internet : www.vtwonen.nl
Content: Living, home decoration
Publication: Monthly
Ariadne at home
Telephone: ariande@sanoma-uitgevers.nl
Internet: www.ariandeathome.com
Content: Living, home decoration
Publication: Monthly
Home and garden
E-mail: homeandgarden@sanorma-uitgevers.nl
Internet: www.homeandgarden.nl
Content: Garden and home decoration
Publication: Monthly
SPAIN
Casa diez
E-mail:
Internet:
Content:
Publication:
casadieze@hachette.es
www.casadiez.navegalia.es
Home decoration
Monthly
119

APPENDIX 4.5
OTHER USEFUL ADDRESSES
INTERNATIONAL
Euromonitor International
E-mail: info@euromonitor
Internet: www.euromonitor.com
International Chamber of Commerce
E-mail: webmaster@iccwbo.org
Internet: www.iccwbo.org
International Trade Centre UNCTAD/ WTO
E-mail: tirc@intracen.org
Internet: www.intracen.org
International Labour Organisation
E-mail: ilo@ilo.org
Internet: www.ilo.org
Mintel International Group Ltd,
E-mail: info@mintel.com
Internet: www.mintel.com
Marketing Directions, Inc.
E-mail: info@trendcurve.com
Internet: www.trendcurve.com
SKAL
Internationally operating inspecting and certifying organisation)
E-mail: info@skal.nl
Internet: www.skal.com
EUROPE
Commission of the European Communities
E-mail: ecolabel@cec.eu.int
Internet: www.europa.eu.int/ecolabel
Trend Trendhub Ltd,
E-mail: consultancy@trendhub.com
Internet: www.trendhub.com
GERMANY
Deutsche Gesellschaft für Technische Zusammenarbeit (GTZ) GmbH
E-mail: Internet-Team@gtz.de
Internet: www.gtz.de
THE NETHERLANDS
CBI/AccessGuide
(CBI’s database on European non-tariff trade barriers)
E-mail: accessguide@cbi.nl
Internet: www.cbi.nl/accessguide
Netherlands Ecolabel enquiry point
E-mail: milieukeur@milieukeur.nl
Internet: www.milieukeur.nl
120

Verwey Chemical Laboratory
(Testing of products)
E-mail: info@drverwey.nl
Internet: www.drverwey.nl
www.dmgworldmedia.com
Dmg world media is the name behind over 260 of the biggest public shows and trade exhibitions worldwide
and a diverse mix of conferences, publications and on-line services. Dmg world media offers market
reports and other publications serving regional and international market sectors around the world.
www.tradeport.org
This site is designed to be an easy-to-use tool offering one place to go for comprehensive trade information,
trade leads, and company databases worldwide. The site contains comprehensive trade directories offering
company search, market reports on many countries / sectors and much ore information.
www.marketfile.com
On this site you will find details on Market Tracking International's (MTI) range of market research and
consultancy services. Market Tracking International can supply market data as printed reports, CD-ROMs,
e-mail attachments, and offers several comprehensive on-line database services, under the MarketFile
brand.
www.housewares.org
This is the official site of the National Housewares Manufacturers Association. This site is more intended
for American manufacturers, although there are also addresses mentioned for European Associations for
Housewares and European traders.
www.gourmetretailer.com
This site is specially created for retailers in the specialty food and housewares industries. On our site, you
will find the latest industry news, trade show dates and information, links to industry associations, webexclusive
articles, and a searchable archive of hundreds of articles from The Gourmet Retailer print edition.
www.dmg.co.uk/tableware
dmg.co.uk/tableware is an internet site with information about the magazine “Tableware International”.
Here you will find news, brands new products, trade exhibitions and subscription details.
121

APPENDIX 5
LIST OF DEVELOPING COUNTRIES
The list of developing countries as applied in this market survey, is the OECD DAC list of
countries receiving Official Development Assistance (Part I), The list used is the one as at
1/1/2003.
Africa Senegal Papua New Guinea Ecuador
Algeria Seychelles Philippines El Salvador
Angola Sierra Leone Saudi Arabia Grenada
Benin Somalia Sri Lanka Guatemala
Botswana South Africa Syria Guyana
Burkina Faso St, Helena Tajikistan Haiti
Burundi Sudan Thailand Honduras
Cameroon Swaziland Turkey Jamaica
Cape Verde Tanzania Turkmenistan Mexico
Central African rep, Togo Uzbekistan Montserrat
Chad Tunisia Vietnam Nicaragua
Comoros Uganda Yemen Panama
Congo, Dem, Rep Zambia Paraguay
Congo, Rep, Zimbabwe Europe
Côte d'Ivoire Albania Peru
Djibouti Asia Armenia St, Kitts-Nevis
Egypt Afghanistan Azerbaijan St, Lucia
Equatorial Guinea Bahrain Bosnia & Herzegovina St, Vincent and Grenadines
Eritrea Bangladesh Croatia Surinam
Ethiopia Bhutan Georgia Trinidad & Tobago
Gabon Cambodia Macedonia Turks & Caicos Islands
Gambia China Malta Uruguay
Ghana East Timor Moldova Venezuela
Guinea India Slovenia
Guinea-Bissau Indonesia Serbia & Montenegro Oceania
Kenya Iran Yugoslavia, Fed, Rep, Cook Islands
Lesotho Iraq Fiji
Liberia Jordan Latin America Kiribati
Madagascar Kazakhstan Anguilla Marshall Islands
Malawi Korea, Rep. of Antigua and Barbuda Micronesia, Fed, States
Mali Kyrghyz Rep. Argentina Nauru
Mauritania Laos Barbados Niue
Mauritius Lebanon Belize Palau Islands
Mayotte Malaysia Bolivia Solomon Islands
Morocco Maldives Brazil Tokelau
Mozambique Mongolia Chile Tonga
Namibia Myanmar Colombia Tuvalu
Niger Nepal Costa Rica Vanuatu
Nigeria Oman Cuba Wallis & Futuna
Rwanda Pakistan Dominica Western Samoa
São Tomé & Principe Palestinian Admin, Areas Dominican republic
122

APPENDIX 6
LIST OF ACP COUNTRIES
The list used is the one as at 1/1/2000
Angola
Antigua And Barbuda
Bahamas
Barbados
Belize
Benin
Botswana
Burkina Faso
Burundi
Cape Verde
Cameroon
Comoros
Congo
Congo Democratic Republic
Cook Islands
Côte D'ivoire
Djibouti
Dominica
Eritrea
Ethiopia
Fiji
Gabon
Gambia, The
Ghana
Grenada
Guinea
Guinea Equatorial
Guinea-Bissau
Guyana
Haiti
Jamaica
Kenya
Kiribati
Lesotho
Liberia
Madagascar
Malawi
Mali
Marshall Islands
Mauritania
Mauritius
Micronesia (Federated States Of)
Mozambique
Namibia
Nauru
Niger
Nigeria
Niue
Palau
Papua New Guinea
Republic Dominican
Central Africa. Rep.
Rwanda
Sao Tome E Principe
Senegal
Seychelles
Sierra Leone
Solomon Islands
Somalia
South Africa
St Kitts And Nevis
St Lucia
St Vincent And The Grenadines
Sudan
Suriname
Swaziland
Tanzania
Chad
Togo
Tonga
Trinidad And Tobago
Tuvalu
Uganda
Vanuatu
Western Samoa
Zambia
Zimbabwe
123

APPENDIX 7
LIST OF GSP COUNTRIES
The following countries, territories and associations of countries eligible for treatment as one
country are designated beneficiary developing countries for the purposes of the Generalized
System of Preferences.
Independent Estonia Oman Zimbabwe
countries
Albania Ethiopia Pakistan
Non-Independent Countries
Angola Fiji Panama
and Territories
Antigua and Barbuda Gabon Papua New Guinea Anguilla
Argentina Gambia Paraguay British Indian Ocean Territory
Armenia Georgia Peru Christmas Island (Australia)
Bahrain Ghana Philippines Cocos (Keeling) Islands
Bangladesh Grenada Poland Cook Islands
Barbados Guatemala Romania Falkland Islands (Islas
Malvinas)
Belize Guinea Russia Gibraltar
Benin Guinea-Bissau Rwanda Heard Island and McDonald
Islands
Bhutan Guyana St. Kitts and Nevis Montserrat
Bolivia Haiti Saint Lucia Niue
Bosnia and
Honduras
Saint Vincent and the Norfolk Island
Hercegovina
Grenadines
Botswana Hungary Samoa Pitcairn Islands
Brazil India Sao Tomé and Principe Saint Helena
Bulgaria Indonesia Senegal Tokelau
Burkina Faso Jamaica Seychelles Turks and Caicos Islands
Burundi Jordan Sierra Leone Virgin Islands, British
Cambodia Kazakhstan Slovakia Wallis and Futuna
Cameroon Kenya Solomon Islands West Bank and Gaza Strip
Cape Verde Kiribati Somalia Western Sahara
Central African Kyrgyzstan South Africa
Republic
Chad Latvia Sri Lanka
Chile Lebanon Suriname
Colombia Lesotho Swaziland
Comoros Lithuania Tanzania
Congo (Brazzaville) Macedonia, Former Thailand
Yugoslav Republic
Congo (Kinshasa) Madagascar Togo
Costa Rica Malawi Tonga
Côte d'Ivoire Mali Trinidad and Tobago
Croatia Mauritania Tunisia
Czech Republic Mauritius Turkey
Djibouti Moldova Tuvalu
Dominica Mongolia Uganda
Dominican Republic Morocco Uruguay
Ecuador Mozambique Uzbekistan
Egypt Namibia Vanuatu
El Salvador Nepal Venezuela
Equatorial Guinea Niger Republic of Yemen
Eritrea Nigeria Zambia
124

APPENDIX 8
LIST OF PROCESSES WHICH CAUSE HARM TO
HEALTH AND SAFETY
To give an idea of the health and safety risks, regarding the processing or handling material like:
Wood:
• Noise, for example when sawing timber, that can be reduced by wearing ear-protection
(safety headphones) and cushioning of equipment are required when using motorised
saws.
• Dust, adequate suction underneath the saws and ventilation of the workplace is essential.
Wetting the work floor can prevent whirling dust. Accumulated dust can be removed
through hoovering (not sweeping!). Mouth filters and goggles are necessary to protect
workers from wood dust.
• Light (especially when working with motorised cutting equipment), sufficient lighting
and protection from glare is required.
• Safety of machinery and equipment, sawing and cutting requires special attention to hand
safety.
• Direct contact with dangerous substances (such as exhaust gases, timber dust and toxic
chemicals), measures to protect the respiratory system and the eyes are required;
accumulated timber dust should be removed and filters replaced regularly.
• Toxic vapours from additives such as wood preservatives, emissions shall be minimised,
air quality should be monitored periodically.
Metal:
• Dust, in foundries, one of the greatest risks to health is the exposure to dust, which can
cause respiratory problems and damage the lungs and other vital organs. In the short
term, respiratory illness can mean severe discomfort, with consequent loss of
productivity, disruption and other overheads. Long-term effects are more serious.
• Gases, vapours and other contaminants, the air in foundries may contain the potential
irritants formaldehyde, furfuryl alcohol, isocyanates, various amines and phenol. These
contaminants are generated primarily by the core making and moulding processes, and
may irritate the eyes and the respiratory tract.
• Heat and heat stress, radiant heat is the major contributor to the heat load imposed on the
worker.
• Physical injuries, serious burns may result from splashes of molten in the melting and
pouring areas of foundries.
Ceramics:
• Dust; during the dry grinding of raw materials for the production of ceramics, dust may
form.
• Adequate ventilation and dust removal is required for this reason, Mouth filters and
goggles are necessary to protect workers from dust.
• Exposure to chemicals, glazing should only be performed in closed sites (automatically)
or in well-ventilated areas (spray-cabins), Protective masks should be worn by people
working with the glazes.
Plastics:
• Direct contact with (hazardous) chemicals, including the inhalation of solvents, toxic
vapours and dusts. People working with chemicals should use protective clothing.
• Safety of machinery and equipment, including exposure to noise and vibrations should be
avoided.
125