Giftware & Toys Market Trends

Europe is an interesting market for exporters of home decoration and home textile products. Here you'll find information that can help you get your home products on the market in Europe.

Millennial consumers, who were born between 1980 and 2000, strongly influence today’s popular brands and their strategies in the market. Parts of this consumer cohort require brands to actively participate in making the world a better place, from sustainability to social responsibility, among other issues. The following trends are heavily influenced by this new mentality among millennial consumers and the reaction to them, especially from the boomer generation, born between 1946 and 1964.

The European market for stuffed toys is growing. Most imports originate from developing countries. The middle market has the most potential. Using natural fibres such as bamboo, wool or cotton is a good way to appeal to this segment. Innovation by combining materials and/or hand-made and mechanised processes allows you to develop premium lines. Working with sustainable materials and co-creation can give you a competitive edge.

Whilst the outsourcing of notebook manufacturing has increased over the years, the trend has not gone as far as in other sectors like apparel. Countries like Germany, France and the United Kingdom are still important producers and, in fact, their production expanded during the 2014 to 2018 period. The depreciation of the British currency and trade uncertainties due to the Brexit, may cause buyers from the United Kingdom to start to seek a more local supply. Despite increasing European production creating competition for suppliers from developing countries, the demand for notebooks is strong, with imports growing significantly and consistently in recent years.

The European market for candles offers opportunities, but the competition is strong. China continues to be a fierce competitor and the influence of Eastern European countries is also increasing. Polish suppliers in particular have shown strong growth in the past few years. These countries are well-known for their large-scale production at low cost. To enter the European market, your products need to comply with mandatory (legal) requirements as imposed by the European Union. Moreover, there are additional requirements that can be demanded by European buyers and which may enhance your chances for success.

The European market for vases offers opportunities, but the competition is strong. China continues to dominate the market, alongside competition from within the European Union. Germany, the Netherlands and Spain have shown especially strong growth in the last few years. To enter the European market, your products need to comply with mandatory (legal) requirements as imposed by the European Union. Moreover, there are additional requirements that can be demanded by European buyers and which may enhance your chances for success.