The tableware or tabletop market is part of the multi-billion house ware industry. In the U.S, sales of house ware grew about 7% ($58 billion, retail), according to the National House ware Manufacturers Association. The tableware market represents about 7% of this total or $7.8 billion.

The tableware market can be put under three categories: dinnerware (plates, bowls, cups, saucers and mugs), glassware (beverage ware, stemware and barware of both glass and crystal) and flatware (eating utensils). China bone ceramic dinnerware represents about 74% of all U.S. dinnerware sales, with glass and glass-ceramic representing about 23%.

As with other industries, the tableware industry has seen much consolidation and acquisition in recent years. For example, Royal Copenhagen has merged with Orrefors/Kosta Boda to form Royal Scandinavia.

After gaining control of more than 80% of Germany's Rosenthal AG, Waterford Wedgwood Plc has become the world's largest tabletop company, with estimated sales in excess of $775 million. Five companies -- Lenox, Noritake, Wedgwood, Royal Doulton and Mikasa -- now control 92% of the dinnerware market, according to Macomber Reports.

Joint ventures are also becoming more common. Libbey Inc. became a joint venture partner with Mexico's largest glass tableware company, Vitrocrisa. European tableware companies have also followed this trend, including Royal Doulton and Wedgwood, in the wake competition from Asia and elsewhere.

Tableware manufacturers are expanding their markets in several ways. One way is by tapping into the multi-billion dollar licensing industry. Another approach is to establish exclusive marketing agreements. For instance, Oneida Ltd. has reached an agreement to exclusively market and distribute Schott Zwiesel crystal in the U.S. The agreement provides Oneida with a new product category for its foodservice tableware unit, and significantly broadens its consumer retail line of crystal.

Europe is the largest house ware (tabletop ware) market in the world and sales is projected to exceed US$11 billion by the year 2010, as stated by Global Industry Analysts, Inc. Asia-Pacific is the fastest growing market globally, expanding at a compounded annual rate of more than 4% over the ten-year period. The mix-and-match ensembles in the tabletop ware market offer consumers a wider range of products to choose from. The market has also witnessed new patterns in gold and platinum in the upscale segments of dinnerware and stemware.

According to BSRIA, over 225 million units of sanitary ware were sold in 2004 for a total value of US$7 billion. China and USA accounted for 41% of the total volume followed by Brazil, India, Russia, Germany and the UK. The US was estimated to be the largest sanitary ware market by value (24.8%) in 2004.

Young and unmarried people are usually peripatetic and spend a little on tableware. Employed couples without offspring are quite lavish and are more inclined toward trendy items. Baby boomers spend reasonable time at their homes and are passionate of staying together with their family and friends. Hence, they normally look out for a variety of formal products. They prefer functionality and price of products to embellishments, despite having higher disposable income. Senior citizens segment includes those who have crossed age of superannuation (retirement) and constitute the fastest growing end-user segment. They are traditional and very conscious of price and functionality of the products rather than embellishments.

Retailers and manufacturers operating in the home fashion business target the Generation Xers' consumer group (aged between 20-29). This consumer group usually seeks housewares that are casually styled, properly functioning mix-and-match products, seeking quality for their money. Consumers of the Generation X like to relax, enjoy life, and take chances and have a laid back attitude, because of which they generally go in for products such as mix-and-match dinnerware, and cookware specifically meant for making healthy food.

Retailers offering tabletop collections generally reserve additional floor space for best-selling popular patterns that generate higher sales for them. According to vendors and buyers operating in these categories,

one sure way of keeping the collections up-to-date is by extending outstanding and best-selling patterns and lines into new categories.

Key players dominating the global housewares (tabletopware) market include Guy Degrenne SA, Lenox Group Inc, Libbey Inc, Lifetime Brands Inc, Pfaltzgraff Co, Mikasa & Company, Noritake Co. Ltd., Oneida Ltd., The Zrike Company Inc., The Denby Pottery Company Ltd, Villeroy & Boch AG, Waterford Wedgwood PLC, WMF Württembergische Metallwarenfabrik AG, and World Kitchen, LLC.

Source: Internet