ISBN 1-85765-790-X

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Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: Consumer Expenditure on Household Goods and Services and the Subsection of Hardware at Current Prices (£m), 1994-1997

Table 2: Comparative Trends of Hardware and China and Earthenware Retail Sales at Current Prices (£m at rsp), 1994-1997

Table 3: Expenditure by Overseas Visitors to the UK (£m), 1996 and 1997

Market Size

THE TOTAL MARKET

BY MARKET SECTOR

FOREIGN TRADE

Table 4: Retail Sales of China and Earthenware at Current Prices (£m at rsp), 1993-1997

Table 5: Estimated Breakdown of the China and Earthenware Market by Sector (£m) 1996 and 1997

Table 6: UK Imports and Exports of Kitchenware by Value (£m), 1992-1996

Table 7: UK Exports of China and Earthenware by Value (£m), 1996

Table 8: Breakdown of UK China and Earthenware Exports by Value by Non-EU Country of Destination ( percent), 1996

Table 9: Breakdown of UK China and Earthenware Exports by Value by EU Country of Destination ( percent), 1996

Table 10: UK Imports of China and Earthenware by Value (£m), 1996

Table 11: Breakdown of UK China and Earthenware Imports by Value by Non-EU Country of Origin ( percent), 1996

Table 12: Breakdown of UK China and Earthenware Imports by Value by EU Country of Origin ( percent), 1996

Industry Background

HISTORICAL BACKGROUND

INDUSTRY CONCENTRATION

EMPLOYMENT

DISTRIBUTION

TRADE ASSOCIATIONS

EXHIBITIONS

TRADE PUBLICATIONS

Table 13: Number of Business Units of UK Manufacturers of Ceramic Household Articles and Ornaments by Turnover Size, 1996

Table 14: Number of Local Units of UK Manufacturers of Ceramic Household Articles and Ornaments by Employment Size, 1996

Brands

INTRODUCTION

MAJOR MANUFACTURERS' BRANDS

Competitor Analysis

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 15: Leading UK China and Earthenware Manufacturers by Turnover and Pre-Tax Profit (£m), 1996/1997

Table 16: Main Media Advertising Expenditure on China and Earthenware (£000), Year Ending September 1995-1997

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

CONSUMER PENETRATION

REASON FOR BUYING

EXPENDITURE LEVELS

WEEKLY HOUSEHOLD EXPENDITURE ON HARDWARE

Table 17: Households Owning China Crockery by Social Grade ( percent households), 1997

Table 18: Households Owning China Crockery by Annual Income ( percent households), 1997

Table 19: Expenditure on China Crockery in the Last 12 Months ( percent households), 1997

Table 20: Expenditure on Crockery Other than of China in the Last 12 Months ( percent households), 1997

Outside Suppliers to the Industry

INTRODUCTION

CLAY

OTHER MATERIALS

EQUIPMENT

Current Issues

CORPORATE ACTIVITY

NEW PRODUCTS

Forecasts

FORECASTS 1998 TO 2002

GROWTH AREAS

Table 21: The Forecast UK China and Earthenware Market at Current Prices (£m at rsp), 1998-2002

Market Growth

A DECADE OF GROWTH

Figure 1: The UK China and Earthenware Market at Current Prices (£m at rsp), 1993-2002

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Company Financials

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

Sales of china and earthenware were estimated to be worth £1.23bn in 1997, an increase of 5.1 percent on the 1996 figure. Within the market, tableware accounts for an estimated 52 percent of the value, with the other categories of ovenware and kitchenware and of ornamentalware, respectively, accounting for the remaining 18 percent and 30 percent.

`The general buoyancy in consumer demand', according to the Chairman of The Denby Group, `does not appear to be benefiting the tableware sector'. Furthermore, this general buoyancy, evident in the first half of 1997, seems shorter-lived than anticipated in all aspects of consumer sales, with a British Retail Consortium (BRC) survey in December 1997 suggesting that sales in November may have fallen by as much as 2.5 percent, having steadily declined since July.

With sales of china and earthenware products traditionally peaking before Christmas, during the January sales, and in the third quarter of the year when 50 percent of weddings take place, this is a disappointing development, following on, as it does, from a previously encouraging growth rate.

Luxury goods retailers have seen trade hit hard by the strong pound, which is discouraging tourists; the Far East crisis, which is affecting sales of luxury goods; and the cumulative effect of five interest-rate rises in 1997. The export market is of vital importance to many china manufacturers and one in which many concentrated their efforts in times of domestic stagnation. The strength of sterling is, to them, a very real problem.

The UK is also a major importer of china and earthenware. The increased buying power of the pound, along with a growing preference for mid-price products rather than traditional English fine bone china, is likely to result in a further diminution of the UK's trade surplus.

The editor of the trade magazine Tableware International confirms the change in the market for tableware, saying that:

"Although high-end china, porcelain and crystal is to some extent sustained by the bridal market, the largest growth is in casual dining in all its forms, along with mid-price giftware, both in the UK and wider afield in Europe."

Text © 1998 Key Note

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