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Worldwide Business Information and Market Reports
Telephone +44 1404 891528 Fax +44 1404 891717 Email reportfinder @ tiscali.co.uk
ISBN 1-85765-790-X
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The outlook for the UK market for china and
earthenware household items remains bleak. The value of manufacturers' sales
fell to £650.6m in 1998, and is anticipated to have decreased further in
1999 as fierce competition, particularly in the tableware sector, continues to
drive down prices and, consequently, profit margins.
Further redundancies
have been suffered and factories closed or put on
short-time working, with
particularly dire effects in the Stoke-on-Trent area where the industry is
largely concentrated.
Many manufacturers are highly dependent on export
markets and have suffered from the strength of sterling and the weakness of
other economies, notably Japan. While the industry still enjoys a favourable
trade balance, it is diminishing, falling by 45 percent in the period from 1996 to
1998, as more imported china, of better quality, finds its way to UK outlets.
The strength of the pound compared to other currencies has not only affected
exports, but has also resulted in a reduction in the number of tourists and a
depression in tourist spending power. Tourism is a significant market for
luxury goods.
Another important factor is the continuing fall in the number
of weddings. While an increase in the number of single-person households might
mean some duplication, it is less likely to be at the premium end, which is
largely supported by the bridal market.
The well-established trend towards
casual dining has resulted in an increase in the purchase of oven-to-tableware
at the expense of more formal, fine china. In addition, the fact that the
oven-to-tableware sector is fashion-led means that consumers are likely to
change more frequently.
However, retail sales, particularly of tableware,
are difficult to grow in terms of any significant volume and competition, and
oversupply has not helped value growth. Key Note estimates the value to be
£1.26bn in 1999, little changed from the previous year.
On a more
positive note, there are some within the industry maintaining that the
situation can only improve. Certainly, many companies have been forced to
reassess their production procedures and undergo considerable restructuring. In
the short term, this has been at the expense of jobs. However, it is hoped that
the resulting improved efficiency will enable the china and earthenware market
to expand and, as a result, increase the number of employees in the
industry.
Key Note forecasts that retail sales for the china and
earthenware market will increase by 2.8 percent in the period from 2000 to
2004.
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Text © 2000 Key Note
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