Post-Covid consumer insights in wood furniture

 
Europe is home to one of the largest indoor furniture markets in the world; however the market is extremely fragmented, with only the top 10 brands accounting for a quarter of the market. High fragmentation in the market coupled with moderate growth could potentially hinder established brands and new entrants from growing sales and market share without better understanding the needs and satisfaction gaps that exist in the furniture market. This paper will present latest research results around European consumer behavior in a post-COVID world. Consumer satisfaction with the quality of wood furniture is low, offering brands the opportunity to better understand how European consumers define quality when it comes to wood furniture and incorporate new materials and solutions to better meet consumer needs.