China and Earthenware

Market Report Plus 2008

Publication Date	April 2008
Publisher	Key Note
Product Type	Report
Pages	90
ISBN Number	not applicable
Product Code	KEY00010

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Summary

The china and earthenware market is one of the UK's most traditional manufacturing industries. Synonymous with Staffordshire, the market is renowned throughout the world for its craftsmanship and design skills.

Brands, some of which go back to the 1700s, are respected and sought after worldwide. However, these same companies have found it impossible to compete at the bottom end of the market. Cheap imports have flooded the market, with 2004 marking a poignant turning point for the UK ceramics industry as its once substantial trade surplus turned into a deficit.

In 2007, manufacturer's sales for the UK china and earthenware market fell, by over a third since 2003, to around 256m. Retail sales grew by 0.8% from 2006 to 2007, to around 1.31bn. The market can be split into three sectors: tableware; oven-to-tableware/kitchenware; and ornamental ware.

The UK china and earthenware market's future, as in other manufacturing sectors, lies in producing low-volume, high-quality products or in identifying niche markets. Many manufacturers are addressing the problem by collaborating with celebrities, such as fashion designers and celebrity chefs.

Despite positive trends like this, the domestic manufacturing industry has suffered corporate casualties and thousands of jobs have been lost as businesses downsize, move production overseas and/or source from abroad.

Nevertheless, considerable cost-cutting efforts such as these have, for some companies, fine-tuned operations, improved supplier chains and distribution, and cut excessive delivery times. Most encouragingly, in such difficult trading times, some companies have increased their turnover and/or pre-tax profit, or reduced losses. Concentration on the export markets has also generated success.

The value of retailers' sales, meanwhile, has been virtually static in an environment of overcapacity and of growing competition from supermarkets and discount stores selling cheap imports. Consumer confidence is weakening due to the 'credit crunch' on money markets, a downturn in the housing market, and rising energy and food prices.

A more positive future trend for the china and earthenware market is that the UK population is forecast to exceed 61 million in 2008; this along, with an increase in household numbers, will benefit the tableware market, ensuring some duplication in demand. Although an ageing population means a fall in the number of people aged between 15 and 29, who are likely, as first-time homeowners, to require tableware and household items, the so-called 'grey population' tends to have a higher disposable income.

Expenditure on household goods, including tableware and ornamental ware, has to compete with other consumer goods and with leisure and savings, while overcapacity in the industry has led to discounting and increased availability of cheap, contemporary china and earthenware, now favoured by many consumers. These factors, along with high levels of personal debt, suggest only modest growth in the value of retail sales in the coming years.

Content

Executive Summary
1. Market Definition
- MARKET SECTORS
- Tableware
- Oven-to-Tableware/Kitchenware
- Ornamental Ware
- MARKET TRENDS
- The Bridal Market
- Commemorative Tableware and Collectibles
- Second Homes
- ECONOMIC TRENDS
- Population
  - Table 1: UK Resident Population Estimates by Sex (000), Mid-Years 2003-2007
- Gross Domestic Product
  - Table 2: UK Gross Domestic Product at Current and Annual Chain-Linked Prices (m), 2003-2007
- Inflation
  - Table 3: UK Rate of Inflation (%), 2003-2007
- Unemployment
  - Table 4: Actual Number of Unemployed Persons in the UK (million), 2003-2007
- Household Disposable Income
  - Table 5: UK Household Disposable Income Per Capita (), 2003-2007
- MARKET POSITION
- Household Expenditure on Glassware, Tableware and Household Utensils
  - Table 6: Household Expenditure on Glassware, Tableware and Household Utensils (m), 2002-2006
- Europe
2. Market Size
- THE TOTAL MARKET
- Manufacturers' Sales of Ceramic Household and Ornamental Articles
  - Table 7: UK Manufacturers' Sales of Ceramic Household and Ornamental Articles by Value at Current Prices (000 at msp), 2003-2006
  - Figure 1: UK Manufacturers' Sales of Ceramic Household and Ornamental Articles by Value at Current Prices (000 at msp), 2003-2006
- China & Earthenware Contents
- Key Note Ltd 2008
- Retail Sales of China and Earthenware
  - Table 8: The Estimated Total UK Retail Market for China and Earthenware by Value at Current Prices (m at rsp), 2003-2007
  - Figure 2: The Estimated Total UK Retail Market for China and Earthenware by Value at Current Prices (m at rsp), 2003-2007
- BY MARKET SECTOR
- Ovenware, Tableware and Kitchenware
  - Table 9: The Estimated UK Retail Market for the Ovenware, Tableware and Kitchenware Sector by Value at Current Prices (m at rsp), 2003-2007
- Ornamental Ware
  - Table 10: The Estimated UK Retail Market for the Ornamental Ware Sector by Value at Current Prices (m at rsp), 2003-2007
- OVERSEAS TRADE
  - Table 11: UK Imports and Exports of Ceramic Tableware, Kitchenware, Household and Ornamental Articles by Value (000), 2005 and 2006
  - Table 12: UK Imports and Exports of Ceramic Tableware, Kitchenware, Household and Ornamental Articles by Value (000), 1st January 2007-31st October 2007
- Imports
  - Table 13: UK Imports of Ceramic Tableware, Kitchenware, Household and Ornamental Articles by Value (000), 1st January 2007-31st October 2007
- Exports
  - Table 14: UK Exports of Ceramic Tableware, Kitchenware, Household and Ornamental Articles by Value (000), 1st January 2007-31st October 2007
3. Industry Background
- RECENT HISTORY
- NUMBER OF COMPANIES
  - Table 15: Number of UK VAT-Based Enterprises Engaged in the Manufacture of Ceramic Household and Ornamental Articles by Turnover Sizeband
- (000), 2006 and 2007
- EMPLOYMENT
  - Table 16: Number of UK VAT-Based Enterprises Engaged in the Manufacture of Ceramic Household and Ornamental Articles by Employment Sizeband (number),
- 2006 and 2007
- REGIONAL VARIATIONS IN THE MARKETPLACE
- DISTRIBUTION
- Manufacturers
- Importers and Distributors
- Specialist Retailers
- Department and Variety Stores
- Supermarket Chains
- Tourist Attractions
- Home Shopping via Mail Order, Direct Selling, Catalogues, Television and the Internet
- Collectors' Market
- Promotional Market
- HOW ROBUST IS THE MARKET?
- China & Earthenware Contents
- Key Note Ltd 2008
- LEGISLATION
- The Ceramic Articles in Contact with Food (England) Regulations 2006
- REACH
- Trade Unions
- TRADE ASSOCIATIONS
- Association for Ceramic Training and Development
- British Ceramic Confederation
- British Ceramic Plant and Machinery Manufacturers' Association
- Ceramic Industry Forum
- Craft Potters' Association
- European Ceramic Society
- Guild of Specialist China and Glass Retailers
4. Competitor Analysis
- THE MARKETPLACE
- MARKET LEADERS
- Churchill China PLC
  - Table 17: Churchill China PLC Financial Results (000), Years Ending 31st December 2005 and 31st December 2006
- Portmeirion Group PLC
- Royal Worcester and Spode Ltd
- Villeroy & Boch (UK) Ltd
- Waterford Wedgwood PLC
  - Table 18: Waterford Wedgwood PLC Financial Results (€m) Years Ending 31st March 2006 and 31st March 2007
- Other Companies
- Burgess Dorling & Leigh Ltd
- Caverswall China Co Ltd
- Emma Bridgewater Ltd
- OUTSIDE SUPPLIERS
- The Manufacturing Process
- Suppliers of Raw Materials, Glazes, etc
- Suppliers of Kilns and Accessories
- Consultancy
- MARKETING ACTIVITY
- Main Media Advertising Expenditure
  - Table 19: Main Media Advertising Expenditure by Leading Companies Involved in the Manufacture of Tableware, Sculptures and Figurines (000), Year Ending December 2007
- Recent Promotions
- Villeroy & Boch
- OTHER MARKETING ACTIVITIES
- Fund-Raising
  - Exhibitions
- UK Exhibitions
- China & Earthenware Contents
- Key Note Ltd 2008
- Exclusively Housewares
- Home & Gift
- Pulse
- Spring and Autumn Fairs
- Stoke-on-Trent Ceramics Festival
- Summer Fair
- Top Drawer
- International Exhibitions
- Ambiente Frankfurt
- The Gourmet Housewares Show
- International Home & Housewares Show
5. Brand Strategy
- INTRODUCTION
- BRANDS OF LEADING COMPETITORS
- Churchill China
- Denby
- Portmeirion Group
- Royal Worcester and Spode
- Villeroy & Boch
- Waterford Wedgwood
6. Strengths, Weaknesses, Opportunities and Threats
- STRENGTHS
- WEAKNESSES
- OPPORTUNITIES
- THREATS
7. Buying Behaviour
- HOUSEHOLD EXPENDITURE ON GLASSWARE, TABLEWARE
- AND HOUSEHOLD UTENSILS
  - Table 20: Average Weekly Household Expenditure on Glassware, Tableware and Household Utensils by Gross Income Decile Group (), 2006
  - Table 21: Average Household Expenditure on Glassware, Tableware and Household Utensils by Age of Household Reference Person (), 2006
- China & Earthenware Contents
- Key Note Ltd 2008
8. Current Issues
- CLOSURES, MERGERS AND ACQUISITIONS
- Aynsley China Ltd
- Lifestyle Group Acquires Royal Stafford and Poole Pottery
- Moorcroft
- BOARD AND SENIOR MANAGEMENT CHANGES
- Churchill China PLC
- Waterford Wedgwood PLC
- NEW PRODUCTS
- Jamie at Home
- vivo
9. The Global Market
- THE US
- ASIA
  - Table 22: Exports of Ceramic Articles from Mainland China ($000), Years Ending December 2005 and 2006
- EUROPE
- SELECTED GLOBAL COMPETITORS
- Churchill China PLC
  - Table 23: Turnover for Churchill China PLC by Geographic Region (000), Years Ending 31st December 2005 and 2006
- HAG Import Inc (Australia) Pty Ltd
- Hankook Chinaware Co Ltd
- The Homer Laughlin China Company
- Lenox, Inc
- Noritake Co Inc
- Portmeirion Group PLC
  - Table 24: Turnover for Portmeirion Group PLC by Region of Destination (000), Years Ending 31st December 2005 and 2006
- Villeroy & Boch AG
  - Table 25: Villeroy & Boch Total Group Sales Outside its Domestic Market by Country/Region (€m and %), 2006
- Waterford Wedgwood PLC
  - Table 26: Waterford Wedgwood PLC Revenue by Geographic Region (€m), Years Ending 31st March 2006 and 31st March 2007
- Williams-Sonoma Inc
10. Forecasts
- THE ECONOMY
  - Table 27: Economic Forecasts (000, % and million), 2008-2012
- FORECASTS 2008 TO 2012
- China & Earthenware Contents
- Key Note Ltd 2008
  - Table 28: The Forecast Total UK Retail Market for China and Earthenware by Value at Current Prices (m at rsp), 2008-2012
  - Figure 3: The Forecast Total UK Retail Market for China and Earthenware by Value at Current Prices (m at rsp), 2008-2012
- MARKET GROWTH
  - Figure 4: Forecast Growth in the Total UK Retail Market for China and Earthenware by Value at Current Prices (m at rsp), 2003-2012
- FUTURE TRENDS
- Future Demographics
- Industry Trends
11. Company Profiles
- Churchill China PLC
- Portmeirion Group PLC
- Royal Worcester And Spode Ltd
- Villeroy & Boch (UK) Ltd
- Waterford Wedgwood PLC
12. Company Financials
13. Further Sources
- Associations
- Publications
- General Sources
- Government Publications
- Other Sources
- Bisnode Sources
- Key Note Research
- The Key Note Range of Reports