ISBN 1-85765-790-X

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Executive Summary

Table of Contents

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EXECUTIVE SUMMARY

1998 was a particularly difficult year for the china and earthenware industry, the full extent of which will only become apparent when many of the larger companies file their accounts in the financial year ending 31st December 1998. Factories have closed and the market has been hit by redundancies, particularly in the Stoke-on-Trent area where the industry is concentrated. There appears little hope for improvement in the near future, except that companies will have streamlined operations and be ready to take instant advantage of any change in global trading conditions.
The large manufacturers are major exporters and continue to suffer the effects of strong sterling. This makes their exports expensive, imports of weaker economies cheap and has depressed the spending power of foreign visitors to the UK.
The troubled Japanese economy, in particular, is to blame for a falling trade surplus.
The value of exports to Japan in 1997 was £62.8m compared to £78.5m in 1996, and is likely to be significantly less for 1998.
By refocusing on the domestic market, intense competition has caused prices and, consequently, margins to fall. The next economy has to be on the workforce and the prestigious names of Royal Doulton and Josiah Wedgwood are amongst those companys which are reducing their workforce.
Consumer expenditure on household durables, whether necessary or luxury, also faces increased competition from other areas such as leisure, holidays and savings. This, however, is encouraging for the companies involved in higher margin hotelware, as the trend towards eating out more continues.
It will be some time into 1999 before the effects of recent cuts in interest rates are felt and many feel, at any rate, that they were too little, too late to stem the descent into manufacturing and retailing depression.
The china and earthenware industry was virtually static in the early years of the decade and an increase in market value in 1996/1997 was short-lived.
Apart from adverse economic conditions, the trend towards casual lifestyles reflected in the purchase of mid-price tableware continues at the expense of quality fine bone china.
Key Note estimates the value of the UK market to be £1.2bn in 1998. The year 2000 will extend the market for commemorative items of premium quality. However, a general and significant upturn in the domestic and international markets must be seen before the industry can achieve any notable growth.

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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), 1993-1997

Market Size

THE TOTAL MARKET

MARKET SECTORS

OVERSEAS TRADE

Table 2: Value of Ceramic Household and Ornamental Articles (£m at msp), 1994-1996

Table 3: Retail Sales of China and Earthenware at Current Prices (£m at rsp), 1994-1998

Table 4: Breakdown of the China and Earthenware Market by Sector (£m), 1997 and 1998

Table 5: UK Imports and Exports of China and Earthenware by Value (£m), 1993-1997

Table 6: UK Exports of China and Earthenware by Value (£m), 1997

Table 7: UK Exports of China and Earthenware by Value (£m and percent), 1997

Table 8: UK Exports of China and Earthenware by Value (£m and percent), 1997

Table 9: UK Imports of China and Earthenware by Value (£m), 1997

Table 10: UK Imports of China and Earthenware by Value (£m and percent), 1997

Table 11: UK Imports of China and Earthenware by Value (£m and percent), 1997

Industry Background

HISTORY

INDUSTRY CONCENTRATION

EMPLOYMENT

DISTRIBUTION

TRADE ASSOCIATIONS

EXHIBITIONS

OVERSEAS EVENTS

UK EXHIBITIONS

Table 12: Number of Business Units of UK Manufacturers of Ceramic Household Articles and Ornaments by Turnover Size (£000), 1998

Table 13: Number of Local Units of UK Manufacturers of Ceramic Household Articles and Ornaments by Employment Size, 1998

Brands

INTRODUCTION

MAJOR MANUFACTURERS' BRANDS

Competitor Analysis

THE MARKETPLACE

LEADING COMPETITORS

ADVERTISING AND PROMOTION

Table 14: Leading UK China and Earthenware Manufacturers by Turnover (£m), 1997/1998

Table 15: Main Media Advertising Expenditure on China and Earthenware (£000), 12 months to September 1995-1998

Table 16: Quarterly Breakdown of Main Media Advertising Expenditure on China and Earthenware (£000), 1998

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

CONSUMER PENETRATION

REASONS FOR BUYING

EXPENDITURE LEVELS

WEEKLY HOUSEHOLD EXPENDITURE ON HARDWARE

Table 17: Households Owning China Crockery by Social Grade ( percent adults), 1998

Table 18: Households Owning China Crockery by Annual Income ( percent adults), 1998

Table 19: Households Owning Crockery Other Than China by Social Grade ( percent adults), 1998

Table 20: Households Owning Crockery Other Than China by Annual Income ( percent adults), 1998

Table 21: Consumer Purchase of Crockery in the Last 12 Months ( percent adults), 1998

Table 22: Expenditure on China Crockery in the Last 12 Months ( percent adults), 1998

Table 23: Expenditure on Crockery Other Than China ( percent adults), 1998

Outside Suppliers to the Industry

RAW MATERIALS

EQUIPMENT

Current Issues

ACQUISITIONS, MERGERS AND CLOSURES

OTHER CORPORATE NEWS

NEW PRODUCTS

HAZARDOUS SUBSTANCES

CERAMICS CHALLENGE FOR THE 21ST CENTURY

THE ECONOMIC AND SOCIAL CONVERSION OF THE WEST MIDLANDS

Forecasts

FORECAST 1999 TO 2003

Table 24: Forecast UK China and Earthenware Market at Current Prices (£m at rsp), 1999-2003

Market Growth

A DECADE OF GROWTH

Figure 1: The China and Earthenware Market at Current Prices (£m at rsp), 1993-2003

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Company Financials

Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

Text © 1999 Key Note

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