Tableware, Kitchenware and Household Articles of Wood, Metals, Glass and Plastics
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Tableware, kitchenware and household articles of wood, metals, glass and plastics A SURVEY OF THE NETHERLANDS AND OTHER SELECTED MARKETS IN THE EUROPEAN UNION Mailing address: P.O. Box 30009 3001 DA Rotterdam The Netherlands Phone: +31 10 201 34 34 Fax: +31 10 411 40 81 E-mail: [email protected] Internet: http://www.cbi.nl Office and showroom: WTC-Beursbuilding, 5th floor Centre for the Promotion of Imports from developing countries 37 Beursplein Rotterdam The Netherlands TABLEWARE, KITCHENWARE AND HOUSEHOLD ARTICLES OF WOOD, METALS, GLASS AND PLASTIC A SURVEY OF THE NETHERLANDS AND OTHER SELECTED MARKETS IN THE EUROPEAN UNION Compiled for CBI by: ProFound Advisers in Development in collaboration with Mr. R.W. van den Bosch September 1999 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. Update of CBI market survey ‘Tableware, kitchenware, and household articles of wood, metals, glass and plastic’ (November 1996) 3 CONTENTS REPORT SUMMARY 6 1 INTRODUCTION 9 2 PRODUCT CHARACTERISTICS 11 2.1 Product groups 11 2.2 Customs/statistical product classification 11 3 THE NETHERLANDS MARKET 13 3.1 Consumption 13 3.1.1 Market size 13 3.1.2 Market segmentation 14 3.1.3 Consumption patterns and trends 16 3.2 Production 22 3.3 Imports 22 3.3.1 Total imports 22 3.3.2 Imports by products 23 3.3.3 The role of developing countries 28 3.4 Exports 32 3.5 Trade structure 33 3.6 Prices and margins 37 3.6.1 Prices 37 3.6.2 Margins 39 3.6.3 Sources of price information 40 4 THE EUROPEAN UNION MARKET 41 4.1 The EU market summary 41 4.2 Profile of the major EU markets 48 4.2.1 Germany 48 4.2.2 United Kingdom 52 4.2.3 France 55 4.2.4 Italy 59 4.2.5 Belgium 63 4.2.6 Spain 66 4 5 ACCESS TO THE EUROPEAN UNION MARKET 70 5.1 Quality and grading standards 70 5.2 Packaging and labelling 75 5.3 Trade-related environmental measures 77 5.4 Tariffs and quotas 82 5.5 Terms of the trade 86 5.5.1 The contract 86 5.5.2 Payment methods and delivery terms 87 5.5.3 Business practice 89 5.6 Promotion 91 5.6.1 Trade fairs 91 5.6.2 Trade press 93 5.6.3 Assistance with market entry 94 5.7 Checklist 95 APPENDICES 96 1 HS code classification of housewares 96 2 Detailed import and export statistics 99 3 Standards organisations 139 4 Sources of price information 142 5 Trade associations 143 6 Trade fair organisers 145 7 Trade press 148 8 Import promotion organisations 150 9 Other useful addresses 152 10 List of developing countries 156 11 List of Netherlands importers 157 12 Homepage useful links 164 5 REPORT SUMMARY This survey profiles the Netherlands market and other selected markets in the European Union for tableware, kitchenware and household articles of wood, metals, glass and plastics. Tableware, kitchenware and household articles are termed in this survey as housewares. This term is used to describe articles from different categories under one heading. Housewares can be broken down into five groups based largely on the materials used in their production: ● metalware ● glassware (including crystal) ● ceramicware (including earthenware and porcelain) ● plasticware ● woodware The term “cutlery” is used in this survey to refer to such articles as knives, spoons, forks, blades, ladles, skimmers, cake-servers, etc. Consumption In 1998, the EU consumption of glassware, ceramicware, plasticware and cutlery amounted to US$ 12 billion. The leading consumers were Germany, France, Italy and the UK. The total value of the Netherlands market for housewares grew by 5 percent from 1997 to 1998. Consumption of glassware and ceramicware increased by 8 percent in 1998 and of other household articles by 4 percent. In general, increases in the consumption of housewares is mainly a result of increases in price. Hectic life styles create a demand for functional housewares which save time and offer great convenience. Today’s consumer has an increasing preference for quality goods and this may be to the advantage of the sales of branded goods. There is an increase in the sales of professional articles to the ordinary consumer. Men spend more time cooking than in the past and they are interested in more professional cookware. Colour co-ordination will continue to dictate consumer choice. Moreover, manufacturers will have to adapt to the ageing population by producing ergonomically designed articles. The environment has become an important issue to the consumer. There is a preference for traditional materials, such as earthenware. Moreover, there seems to be a tendency to replace plastic by wood. Sales of wooden products are limited since they are more highly priced than plastics. Production The housewares industry is dominated by prestigious European brands world wide. The market is quite fragmented, with only a few manufacturers playing an important role in one sector only. However, mergers and the acquisition of overseas manufacturers, as well as joint ventures, bring some consolidation. Production of housewares in 6 The Netherlands is relatively limited, with the exception of a few large manufacturers of plasticware, like Curver which is the second largest of its kind in the world. Imports In 1997, imports of housewares into the EU amounted to US$ 7 billion, reflecting a small decrease of 1 percent over 1996. However, imports of housewares into the UK, Austria, Ireland and France increased. The major importer within the EU was Germany, accounting for 24 percent of total EU imports in terms of value, followed by the UK, France, Italy and The Netherlands. Metalware, particularly of iron and steel, was the leading imported product group into the EU, followed by plastic housewares. Between 1996 and 1997, total imports into The Netherlands dropped by 2 percent. Most of the imports originated in other EU countries, particularly in Germany. The most significant categories of imports into The Netherlands were housewares of plastic and metalwares (especially iron or steel), followed by glassware and ceramics. In 1997, the role of developing countries in supplying the EU was substantial as they contributed 22 percent of total imports. Supplies were dominated by China, followed at a considerable distance by Thailand. The key product group supplied by developing countries was metalware, particularly copperware, accounting for 63 percent of total EU imports of housewares in 1997. Total imports from developing countries into The Netherlands were about US$ 145 million in 1997, of which 33 percent consisted of metalware, 23 percent of cutlery and 22 percent of ceramic housewares. China was the leading developing country supplier, followed by Thailand and Turkey. East European countries such as Poland, Romania, the Czech Republic and Hungary are beginning to make inroads into the West European market. These countries are competitors of developing countries particularly in glassware and ceramicware. Producers from Far Eastern countries continue to penetrate the Netherlands market. Although the emphasis still lies on cheaper products, exporters from this region are now also successfully entering the middle market level with their products. Exports In 1997, the EU exported US$ 9 billion and was a net exporter of housewares. Leading EU exporters were France and Italy, accounting for 40 percent of total exports. Glassware, the leading exported product group, was followed by metalware and ceramicware. In contrast to the EU overall, The Netherlands was a net importer. Total Netherlands exports of housewares amounted to US$ 388 million in 1997, of which 82 percent was destined for other EU markets, reflecting the importance of The Netherlands as a gateway to Europe. Plasticware was the leading product group, followed by metalware. Access to the EU Exporters must ensure that the European standards (quality and grading) and requirements (packaging, marking and labelling) are met. Great care should especially be given to the 7 packaging of fragile and vulnerable items. Furthermore, packaging should be attractive and also adapted to the demands of the importers or retailers. The EU applies the Common Customs Tariffs to imports from non EU-sources. Imports of housewares from developing countries are generally covered by the Renewed Generalised System of Preferences (RGSP) and can be imported at a zero or reduced tariff. However, for some housewares originating in specific countries these preferential tariffs are being decreased or have already been completely abolished. 8 1 INTRODUCTION This survey analyses the Netherlands and other selected markets in the European Union for tableware, kitchenware, and household articles of wood, metals, glass and plastic. The report describes the key characteristics and trends in demand created both by the domestic consumer market and by the Netherlands and European trade in this product sector. The import and export trade are examined with greater focus on the import trade and the major sources of imports, particularly developing countries. The report is divided into five chapters and structured as follows: Chapter two deals with the major product characteristics. It focuses on the different tableware and kitchenware products and their characteristics.