eu market survey 2003 - crecer

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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
Page 1 and 2: EU MARKET SURVEY 2003 TABLEWARE, KI
Page 3 and 4: Table of Contents EU Market Survey
Page 5 and 6: REPORT SUMMARY This survey profiles
Page 7 and 8: Opportunities Because of the increa
Page 9 and 10: After having read Part A, it is imp
Page 11 and 12: 1 PRODUCT CHARACTERISTICS This surv
Page 13 and 14: 2 INTRODUCTION TO THE EU-MARKET The
Page 15 and 16: 3 CONSUMPTION This chapter presents
Page 17 and 18: Figure 3.4 Value of consumption tab
Page 19 and 20: Glassware is the largest table- & k
Page 21 and 22: etailers are aggressively designing
Page 23: popularity of certain products. Coo
Page 27 and 28: Social diversity The modern consume
Page 29 and 30: 4 PRODUCTION Over the last decade,
Page 31 and 32: The EU plasticware market is domina
Page 33 and 34: In contrast to the metalware sector
Page 35 and 36: Looking at the Eurostat statistics
Page 37 and 38: product is rising. The import of pl
Page 39 and 40: showed a tremendous development in
Page 41 and 42: The importance of relatively small
Page 43 and 44: Origin of imports In total, the EU-
Page 45 and 46: Origin of imports Like the china &
Page 47 and 48: Origin of imports Thailand and Chin
Page 49 and 50: The other developing countries (exc
Page 51 and 52: 6 EXPORT Total exports by the EU Th
Page 53 and 54: EU destinations, the United States
Page 55 and 56: Overview In the figure below we hav
Page 57 and 58: The third option is called the long
Page 59 and 60: Both supermarkets and hypermarkets
Page 61 and 62: Table 7.2 France major retailers se
Page 63 and 64: Table 7.6 Spain’s major retailers
Page 65 and 66: 8 PRICES Price is an important aspe
Page 67 and 68: 9 REQUIREMENTS FOR ACCESS 9.1 Non-t
Page 69 and 70: In 25 years, fair trade has develop
Page 71 and 72: NEN-EN-ISO 8442- 7:2001 NEN-EN-ISO
Page 73 and 74: These standards have been implement
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Lomé Convention Products originati
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PART B EXPORT MARKETING GUIDELINES:
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In Chapter 9, the requirements for
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E. Observe activities in the branch
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Partnership According to the Intern
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If your price is too low, it mostly
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PRODUCT PROFILE: MUGS Market requir
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Production capacity Although some f
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11.4 Financing Obtaining financial
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12 DECISION MAKING 12.1 SWOT and si
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Presentation of product characteris
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13.4 Handling the contract Differin
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13.5 Sales promotion One of the maj
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A ‘ranking strategy’ is very im
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GLASSWARE Hs code Description 7013
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9290 Knives with fixed blades of ba
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Leading EU suppliers, per EU countr
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Import of table- & kitchenware by G
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Export of table- & kitchenware by F
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APPENDIX 4.1 STANDARDS ORGANISATION
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British Glass Manufacturers Associa
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MACEF (September and January/Februa
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FRANCE Art & Decoration Internet: w
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Verwey Chemical Laboratory (Testing
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APPENDIX 6 LIST OF ACP COUNTRIES Th
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APPENDIX 8 LIST OF PROCESSES WHICH
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