Europe Glassware Market Size, Share & Trends Analysis Report By Product (Wine Glass, Beer Glass), By Distribution Channel (Specialty Stores, Online Retail), By Branding (Branded, Non-branded), And Segment Forecasts, 2021 - 2028

Report Overview         

The Europe glassware market size to be valued at USD 4.01 billion by 2028 and is expected to grow at a compound annual growth rate (CAGR) of 8.8% during the forecast period. The expansion of residential and commercial places, rising disposable income, and changing lifestyles are expected to drive the product demand over the forecast period. The growing commercial sectors, especially the hospitality sector, are influencing market growth. As per Horwath HTL, Germany has witnessed a 9% increase in hotel brand, Poland has witnessed a 12% increase in hotel brand, and Croatia has witnessed a 115% increase in hotel brand, among others. This has prompted other players in the hospitality sector to upgrade their products and services to gain a competitive advantage over new entrants. This factor is expected to majorly contribute to the demand for glassware in the hospitality sector over the coming years. 

Moreover, numerous bars and pubs in the region are acting as a major driver for the market. Royal wedding, heatwave, and football world cup in 2018 saw a significant increase in the demand for bars and pubs. Consumers have continued to be resilient, despite the uncertain political and economic environment that we currently live in, and actual spending in pubs and bars increased in 2019.

Wine consumption at pubs and bars has grown strongly over the past five years and is expected to generate 11% of industry revenue in 2018-19. As a more sophisticated approach to wine drinking has become a trend, pubs and bars have responded by increasing their range of wines available, resulting in an increase in wine sales. 71% of the adult drinking population drinks wine, which is around 30 million wine drinkers in the U.K. (WSTA).

Stringent government regulations pertaining to the use of lead in glassware are increasing the transparency of the products among consumers in the market. Under Glazed Ceramics and Glassware Regulations (GCGR), the government protected the public by setting legal limits on the amount of leachable lead or cadmium in all glazed ceramic or glass food ware products.

The regulations apply to all the glazed ceramic and glass products imported, advertised, or sold that are intended to be used or may be used in storing, preparing, or serving food and drinks. However, glass drinking vessels that are not coated with a glaze but have exterior decorative glazing within 20 millimeters of the lip or rim must meet the leachable lead and cadmium limits.

The growing popularity of the direct-to-consumer business model is supporting the growth of new entrants in the market. Companies are focusing on this sales channel in order to increase profit margins. For instance, in 2017, Kathryn Duryea, a Stanford MBA graduate, launched Year & Day, a direct-to-consumer tableware and wine glasses, tall glasses, and short glasses company. As per Forbes, Year & Day has witnessed approximately 300% year-to-date revenue growth in 2019 over 2018. In order to increase penetration among consumers, manufacturers are increasingly spending on advertising and marketing. Social media and e-commerce are likely to create and open new opportunities for companies operating in the market for glassware.

Europe Glassware Market Trends

One of the primary factors driving the transformation in consumer purchasing behavior is increasing urbanization. The expanding population in the region due to the migration of people from other countries has increased the number of glassware purchases based on personal choice, thereby pushing the product demand. Additionally, growing investments in the hotel and catering industry are also driving the market growth.

The rising cost of raw materials is the primary restraint on market growth. Industries use raw materials such as soda ash, dolomite, and silica sand to create glass products. Consequently, the global glass product industry is being restrained by rising prices for ash and industrial salt, and a reduction in the availability of fuel required in glass manufacturing.

The primary opportunity for the glass product market is the growth of research & development departments that innovate specialized, sophisticated, and customized goods. Furthermore, the development of eco-friendly glass products is also creating growth opportunities in the market. Additionally, changes in the lifestyle of the consumers and the rising popularity of fine dining across the globe are expected to drive the market during the forecast period.

Distribution Channel Insights

In terms of value, the specialty stores segment dominated the market with a share of over 37.0% in 2020. This is attributed to the consumers who are foreseen to seek more specialty, unique products for their table, particularly consumers in luxurious restaurants and hotels. Nowadays, consumers are looking for glassware pieces that are unique and a better reflection of their lifestyle. Hence, they opt for specialty stores as these products are not always found at traditional retail outlets. Specialty stores are gaining popularity as they have a wide range of products with unique features, such as a whimsical graphic or elegant motif, and offer trend-driven glassware that may exceed consumers’ expectations. These factors are expected to boost the segment growth in the coming years.

The online retail segment is expected to expand at the highest CAGR of 10.5% from 2021 to 2028. Although specialty stores dominated the European market in 2020, the online retail distribution channel has been gaining popularity over the past few years. This is attributed to technological advancements and a rising preference for online platforms to purchase glassware products as they offer convenience right from product selection to delivery. E-commerce is foreseen to continue its march toward becoming the most popular shopping medium across the region. Currently, most major brands have an online presence, and they all offer glassware products at comparable prices.

Branding Insights

In terms of value, the non-branded glassware segment dominated the market with a share of over 63.0% in 2020. This is attributed to the fact that non-branded glassware is economical as compared to its counterparts and is easily available in numerous local stores. Thus, many small pubs, bars, and restaurants prefer non-branded glassware as they have a fixed budget for tableware products. Most households in the region also prefer buying high-quality non-branded glassware due to their easy availability in supermarkets and hypermarkets as well as their reasonable prices. These factors are expected to fuel the segment growth in the coming years.

The branded glassware segment is expected to expand at the fastest CAGR of 9.2% from 2021 to 2028. Glassware is one of the universally enjoyed items and probably the most used item in households, bars, and restaurants. On a daily basis, people utilize quality glassware to drink beverages while at home, office, or restaurants/bars. Manufacturers of branded glassware choose specific shapes and designs, which play an integral role in enhancing the flavor and aroma of the drink so that customers can relish the perfect experience.

Branded glassware outperforms non-branded glass in nearly all aspects. Neurometric analysis revealed that emotional response is more positive when participants drink from a branded glassware. Therefore, any branded glass will be a more effective tool as compared to non-branded glassware.

Product Insights                                                                                                    

In terms of value, the others segment dominated the market with a share of over 28.0% in 2020. The wine glass segment held the second-largest share in 2020 and is expected to witness the fastest growth over the forecast period. This is attributed to the increasing number of individuals in the region being accustomed to the consumption of different kinds of wine, which is positively affecting the sales of wine glasses in the region. Europe is home to some of the most established wine markets in the world, with countries such as Portugal, Italy, and France having the highest per capita annual consumption of over 35 liters. Eastern European wine sales were more than three times higher in April 2018, compared to 2017. This scenario backs the growing demand for wine glasses in the European region.  

The beer glass segment is projected to expand at a CAGR of 8.6% from 2021 to 2028. High beer production in the region, combined with increasing beer consumption in certain European countries, is paving the way for higher demand for beer glassware in the market. Europe is home to 80 beer styles and 50,000 beer brands. The number of active breweries has increased by 1000 from 2017 to 2018. Among the 9500 breweries in Europe, around three fourth are micro-breweries and small and medium enterprises (SMEs). In addition, the growing culture of home brewing and house parties has fueled the product demand in the region.

Country Insights

The U.K. dominated the European market by accounting for around 16.0% share in 2020. It is also expected to witness the fastest growth over the forecast period. This is attributed to the robust growth of the hospitality sector in the country, which is fueling the demand for premium glassware. The growing trend of Filipino restaurants in the country is further widening the scope of premium glassware products. For instance, in December 2018, Jollibee, a Filipino multinational chain with 4,300 restaurants across the globe, opened its flagship store in the U.K. and plans to expand its presence with 25 additional stores in the country over the forecast period.

Germany is projected to expand at a CAGR of 8.6% over the forecast period. Increasing urbanization and expenditure on home decoration are driving the demand for glassware in Germany. An increasing number of households and rising consumer demand for premium products that serve the purpose as well as offer a luxurious experience are boosting the market growth. The presence of a large number of independent and chain cafes is also boosting the demand for glassware in the region. As per the SCA, in 2018, there were around 28,930 cafes in Germany and 2,160 coffee-focused cafes.

Key Companies & Market Share Insights

The European market is characterized by the presence of various well-established players. These players are characterized by a diverse product portfolio, along with a vast distribution network across the European region. They account for a significant market share and serve their customers across the globe. Besides, the market comprises small-to-mid-sized players that have a selected range of product portfolios and mostly serve local customers.

In order to bolster their brand visibility, gain new customers, and boost revenue growth, several glassware manufacturers are participating in national as well as international events to showcase their innovative product offerings. For instance, in February 2019, Arc International, under the banner of responsible innovation, presented some of its innovations for Luminarc, Arcopal, and Chef & Sommelier brands at the Ambiente Fair.

Recent Developments

• In October 2021, Oneida Consumer LLC was acquired by Lenox Corporation, along with its line of tabletop items such as flatware, tableware, and cutlery. The alliance was formed in order to advertise a significant portfolio of brands and advanced products with excellent client awareness through a variety of retail channels

• In October 2020, Libbey Inc. declared the approval of a reorganization plan, aiming to finish its court-supervised restructure and emerge with a stronger balance sheet. This announcement was issued by the corporation in order to prosper in the present business operating climate

Some prominent players in the Europe glassware market include:

• Villeroy & Boch AG

• Arc International

• Fiskars Group

• Lifetime Brands, Inc.

• ÅžiÅŸecam Glassware

• Ritzenhoff AG

• Steelite International

• Alessi S.p.A.

• Joh. Oertel & Co. Kristallglas

• Bormioli Rocco S.p.A.    

Europe Glassware Market Report Scope

Europe Glassware Market Segmentation 

This report forecasts revenue growth at the regional and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2016 to 2028. For the purpose of this study, Grand View Research has segmented the Europe glassware market report on the basis of product, distribution channel, branding, and country:

• Product Outlook (Revenue, USD Million, 2016 - 2028)

  • Beer Glass

  • Wine Glass

  • Cocktail Glass

  • Spirits Glass

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2016 - 2028)

  • Supermarkets & Hypermarkets

  • Specialty Stores

  • Online Retail

  • Others

• Branding Outlook (Revenue, USD Million, 2016 - 2028)

  • Branded Glassware

  • Non-branded Glassware

• Country Outlook (Revenue, USD Million, 2016 - 2028)

  • Europe

    • U.K.

    • Germany

    • France

    • Italy

    • Spain

    • Benelux

    • Russia