eu market survey 2003 - crecer

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.
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