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Home Textiles
‘Broadcasting your trade statistics’
Consumption
The European home textiles market remains fragile and quite volatile, but
modest growth is predicted. In the short term, the positive prognosis for GDP
and new housing favours consumption, while growth markets in Eastern Europe
provide opportunities in the long term.
20,000
Textile wallcoverings
18,000 Bedspreads
16,000 Bathrobes
12,000 Blankets
Sleepware
8,000
Cushion covers
6,000
Curtains
4,000
Oilcloth
2,000
Bedlinen
0
Carpets
2008 2009 2010 2011 2012
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: marketintel@cbi.eu • www.cbi.eu/disclaimer
CBI Tradewatch for Home Textiles
Figure 2: Leading EU/EFTA markets of Figure 3: Leading EU/EFTA mature and emerging
home textiles in 2012, share in markets of home textiles, value in
value * € million
4,000
3,500
Other UK 3,000 UK
19% 21%
Poland
3%
2,500 Germany
2,000 France
Netherlands
3% 1,500 Romania
Romania Germany
4% Spain 18% 1,000 Poland
6%
500 Hungary
Italy
11% France 0
15%
* Excludes data on Switzerland, aprons, stuffed * Excludes data on Switzerland, aprons, stuffed toys
toys Source: Prodcom, Eurostat, 2014
Source: Prodcom, Eurostat, 2014
Figure 4: GDP and new housing, % Figure 5: Consumer confidence indicator EU27,
change on previous year 2012-2014
5 0
Jun/13
Oct/12
Jul/13
Sep/13
Oct/13
Nov/12
Dec/12
Jan/13
Nov/13
Dec/13
Jan/14
Mar/13
Mar/14
Feb/13
Apr/13
May/13
Feb/14
Aug/13
-5
0
2009 2010 2011 2012 2013 2014 2015
-10
-5
-15
GDP
-10 -20
New -25
-15 hous
ing -30
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: marketintel@cbi.eu • www.cbi.eu/disclaimer
CBI Tradewatch for Home Textiles
Leading sub-sectors are carpets, bed linen, oilcloth, curtains and cushion
covers. The market for carpets showed an increase of 1.5% annually and the
market for bed linen increased by 1.0% annually during the review period.
Demand for blankets increased by a promising 2.5% annually; the only other
product group with a significant increase.
Consumer confidence has remained low in the EU. After the extreme dip in
2009, consumer confidence increased during 2011, but declined again
significantly in 2012. Consumer confidence has steadily increased since
2013, but still remains negative. Consumer confidence is expected to
increase slightly, in line with forecast growth in GDP2.
With the exception of Cyprus, European GDP forecasts are positive, boosting
demand for home textiles in the near future. The European housing market,
however, remains insecure for 2014 although an increase in new-build
housing is forecast for 2015 (except for Italy, Portugal and the Czech
Republic). This could have a positive impact on the consumption of home
textiles.
In the long term, the market is expected to pick up again, especially in the
growth markets in Eastern Europe, forming a promising target market for DC
exporters in the future. The purchasing power of Eastern Europeans is
expected to converge with Western European standards, enabling them to
spend more on non-essential items for the home.
CFA: In the longer term, consider targeting Eastern European countries, where
market growth is expected in the coming years.
Politics will also have an impact on the long term market situation in
Europe. The continuing Euro crisis, which is heavily dependent on politics,
negatively affects the future of home textiles consumption as it brings
instability to the market. Political intervention in the housing market to
stimulate home sales can have a substantial positive influence on the
demand for home textiles.
1
Consideration for action
2 Gross Domestic Product: is commonly used as an indicator of the economic health of a country, as
well as to determine a country's standard of living.
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: marketintel@cbi.eu • www.cbi.eu/disclaimer
CBI Tradewatch for Home Textiles
Production
Bedspreads
12,000
Bath robes
10,000 Table linen
Blankets
8,000
Bath and kitchen linen
6,000 Sleepwear
Bedlinen
4,000
Cushion covers
2,000 Curtains
Oilcloth
0
Carpets
2008 2009 2010 2011 2012
Figure 7: Leading EU/EFTA producers of home Figure 8: Leading EU/EFTA mature and
textiles in 2012, share in value* emerging producers of home
textiles 2009-2012, value in
€ million
2,500
Germany
2,000
Germany United
Other 16% Kingdom
28% 1,500 Italy
United
Kingdom
Poland
14% 1,000
Netherlands
8% Romania
Italy 500
Belgium 13%
Hungary
10% France
0
11%
2008 2009 2010 2011 2012
* Excludes data on Switzerland, aprons, stuffed toys * Excludes data on Switzerland, aprons,
Source: Prodcom, 2014 stuffed toys
Source: Prodcom, 2014
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: marketintel@cbi.eu • www.cbi.eu/disclaimer
CBI Tradewatch for Home Textiles
CFA: Try to convince European producers who are looking to outsource their
production that you are a suitable partner for the production of their products.
Stress your unique selling points, i.e. why your company is a better counterpart
than a company in Eastern Europe or Portugal.
CFA: Create long-term relationships with your buyers; this can prevent them
from easily switching to other suppliers. Moreover, their input can help you
make your product more suitable for the European market.
Imports
The share of DCs in imports continues to grow. Opportunities can be found both
in Western and Eastern European markets.
18,000
16,000
14,000
Other DC
12,000
Bangladesh
10,000 Pakistan
India
8,000
Turkey
6,000 China
Non DC
4,000
2,000
0
2009 2010 2011 2012 2013
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: marketintel@cbi.eu • www.cbi.eu/disclaimer
CBI Tradewatch for Home Textiles
Figure 10: Leading EU/EFTA mature and emerging Figure 11: EU/EFTA imports per sub-sector
importers of home textiles, value in in 2013
€ billion
Table
4,000
Blankets linen Other
3% 2%
Cushion 4%
3,500
covers
5%
3,000
UK Curtains
Carpets
7%
25%
2,500
Germany
2,000 France
Netherla
1,500
nds
Bedlinen
Italy Sleepwa 20%
1,000 re
Bath &
kitchenli 12%
Oilcloth
500 nen
12%
10%
0
2009 2010 2011 2012 2013
CFA: In the short term, consider countries in Scandinavia, which have witnessed
moderate growth in imports from DCs, in line with the increase in consumer
confidence in this region. Although they are not the largest markets, they offer
stable growth opportunities.
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: marketintel@cbi.eu • www.cbi.eu/disclaimer
CBI Tradewatch for Home Textiles
are doing well. It is the mid-market that is most affected, perhaps through
lack of cost advantages and differentiation. Online marketing is growing, in
line with greater consumer demand for lower prices and convenience.
CFA: Develop a keen interest in your importer’s situation in relation to his role
in the chain, so that you can better understand his/her considerations. The
greater the convenience the importer experiences in working with his suppliers,
the more he/she will cherish and develop the relationship. All angles of the
supplier’s business are relevant when it comes to assisting a buyer under
pressure: e.g. logistical advantages, cost reduction, increasingly taking the
initiative in product development, more ‘story’ (in terms of manufacture,
background of products, green values) and better communication throughout
the process.
Opportunities for DCs can be found in both mature Western European and
emerging Eastern European markets. DCs can profit from declining
production in the West and a growing demand for home textiles in the East.
Important Eastern European importers include Poland and Czech Republic.
CFA: Consider Western Europe where the leading importers from DCs can be
found: Germany, UK, France, the Netherlands, these countries are showing
modest growth in imports from DCs in value. In the longer term, consider
Eastern Europe, where growth opportunities for DC exporters are expected. The
Czech Republic, as well as Romania, Bulgaria and Lithuania have emerged as
importers of home textiles from DCs during the review period.
Exports
Figure 12: EU/EFTA home textile exports including destinations, value in € million
12,000
10,000
USA
8,000
Poland
Netherlands
6,000
UK
France
4,000 Germany
Other
2,000
0
2009 2010 2011 2012 2013
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: marketintel@cbi.eu • www.cbi.eu/disclaimer
CBI Tradewatch for Home Textiles
Figure 13: Leading EU/EFTA exporters of home Figure 14: EU/EFTA exports per sub-
textiles, value in € billion sector, value in € million
2,500 Cushion
covers
4%
Other
2,000 Curtains 7%
6%
Germany
Bath &
kitchenlin Carpets
1,500 Belgium en 34%
7%
Netherlan
ds Sleepwar
1,000
Italy e
7%
France
500 Bedlinen
14%
Oilcloth
21%
0
2009 2010 2011 2012 2013
In the same way, trading hubs can also play a more important role in the
future, meaning that imports from DCs could become more concentrated
and increasingly re-exported to other European countries. Germany, the
Netherlands and Belgium usually fulfil such a role due to their large ports.
Their imports are much higher than their domestic consumption, while
exports exceed production.
CFA: Consider trade hubs, such as the Netherlands, and, to a lesser extent,
Belgium, to reach your target market indirectly through re-exports.
Find out about the major trade hubs for your product as this can vary per
product and target country/region.
CFA: Monitor the role of China, since it can alter your position on the European
market. With European suppliers targeting China, there will be more room for
foreign suppliers on the European market. At the same time, if you target BRIC
markets as well, it could increase your bargaining power in general (also refer to
CBI Field of Competition for Home Textiles).
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: marketintel@cbi.eu • www.cbi.eu/disclaimer
CBI Tradewatch for Home Textiles
in collaboration with
CBI sector expert Steve Pepper
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: marketintel@cbi.eu • www.cbi.eu/disclaimer