Industry research
Scope
Europe
Companies
91
Table of contents
What does the kitchen & sanitary ware market landscape look like in Europe?
The kitchen and sanitary ware industry is naturally exposed to broader economic cycles, as demand is closely correlated to the wider construction and renovation activities. High CAPEX requirements, efficient supply and distribution networks, as well as brand recognition, constitute the main entry barriers in the market. As a result, the kitchen and sanitary ware segments exhibit a high degree of consolidation, whereas kitchen & bathroom fittings remain more fragmented due to lower entry barriers and less pronounced scale economies. Incumbents differentiate through price-positioning (e.g. manufacturing premium sanitary ware), sustainable initiatives (e.g. smart-waste sorting features in kitchens) and customer service (e.g. providing technical installation support).
What is the level of investor activity in Europe's kitchen & sanitary ware industry?
Sponsor-led interest has been limited, with ~27% of identified European assets backed by financial sponsors (September 2025). This interest is mainly driven by the growing demand for building renovations in Europe, as well as the increasing relevance of kitchen design in modern residential layouts (e.g. open-plan kitchens). On the other hand, long product replacement cycles, high CAPEX needs and demand cyclicality represent key deterrents for investors.
What are the key ESG considerations in Europe's kitchen & sanitary ware industry?
The ESG agenda mostly centres around the environmental aspects of energy- and resource-intensive manufacturing processes. Accordingly, incumbents prioritise sustainable energy, durable materials and lighter products to reduce logistics emissions. Social aspects primarily revolve around employee well-being and workplace safety, with players leveraging a combination of safety training and external certifications.
The EU construction market, comprising building, civil and specialised construction, was estimated at ~€2.3tn in 2023. Following a ~2% decline in 2024, the market is expected to grow at a ~1.3% CAGR from 2025 to 2027 (itec, December 2024; ING, January 2025; Statista, December 2025)
The European kitchen and dining furniture market was estimated at ~€24.4bn in 2025 and is projected to grow to ~€27.6bn by 2030, registering a +2.5% CAGR over the period (Statista, June 2025)
The European Green Deal is set to increase the rate of building renovations. As renovations account for >60% of the sanitary ware business, these developments expand the total addressable market for incumbents (Europe Daily, January 2025; Geberit Group, February 2025; European Comission, August 2025)
The rise of smart integrated kitchen features (e.g. remote- and voice-controlled ovens) enhances product differentiation and customisation options. These features allow for premium pricing and margin expansion in the kitchen segment (Cer Magzine, November 2024)
Kitchens are evolving into one of the most important home spaces, serving not only as places for cooking but also as a central living area (e.g. open-plan kitchens). As a result, consumers are increasingly willing to invest in kitchen furniture and fittings, which supports the top-line growth for manufacturers (Nobia, February 2025)
The stagnant European construction sector is negatively affected by worsening demographics. This depresses the near-term outlook for the kitchen & sanitary ware industry, with a significant share of products directly correlated to new construction (Ceramicworld.web, August 2024; WIFO, June 2025)
Kitchens represent a major and infrequent household investment, replaced every ~15 years on average. Increasing sustainability requirements, particularly the shift towards more durable and resistant materials, are expected to further extend this replacement cycle (Nobia, February 2025; Cer Magazine, November 2024)
Uncertainty around trade tariffs is set to lower demand for European kitchenware, with ~15% of exports historically directed towards the US. Similar risks apply to the sanitary ware segment, where European players rely heavily on exports (Cer Magazine, November 2024; Ceramicworld.web, January 2024)
With the full report, you’ll gain access to:
Detailed assessments of the market outlook
Insights from c-suite industry executives
A clear overview of all active investors in the industry
An in-depth look into 91 private companies, incl. financials, ownership details and more.
A view on all 217 deals in the industry
ESG assessments with highlighted ESG outperformers
