Boston, MA -- (SBWIRE) -- 08/25/2014 -- Homewares are starting to become smaller to better fit more restricted urban living spaces. This has led to a reduction in the size of many of the multipack offerings by companies, which are attempting to put out more products that fit the needs of one-person and two-person households, instead of small families. In addition, the actual size of many homewares products, namely cookware, is becoming more compact to make them easier and more convenient to store. Many companies are also introducing products with multiple functions to cut down on the overall number of kitchen utensils needed to cook a meal.

Competitive Landscape:

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Newell Rubbermaid was the largest company in homewares, with a value share of 7% in 2013. The company competes in both cookware, in which it was the second largest player with a value share of 10%, and kitchenware, in which it was the top ranking player with a value share of 12% in 2013. Newell Rubbermaid's Calphalon brand is a higher-end brand in both cookware and kitchenware, which maintains strong brand equity amongst consumers, whilst the company's Rubbermaid brand is the leading brand in kitchenware, with a vast range of food storage products. One of the company's greatest strengths is its broad retail distribution. Calphalon, for instance, sells different product lines across a range of price points at speciality stores (Willams-Sonoma, Crate & Barrel and Bed, Bath & Beyond), department stores (Bloomingdale's, Macy's, Dillard's, JCPenney, Bon-Ton and Kohl's), and mass merchandisers (Target).

Industry Prospects:

Consumer demand for homewares is expected to increase strongly over the forecast period. Growth is expected to continue due to aspirational cooking by food enthusiasts, fuelled by television networks, which are seeing an ever-expanding array of cooking shows and the cult of celebrity chefs. In addition, consumers are searching for ways to live healthier lives, as the federal government and other interest groups educate people on the growing obesity crisis in the US. This should also drive more cooking at home, as home-cooked meals are generally perceived to be healthier than eating out or simply warming frozen ready meals. These factors should contribute to renewed investment in cooking/meal preparation products, and are expected to drive growth of 6% in constant value terms in homewares between 2013 and 2018.