The decline of the English china sector
I've just taken a call from a journalist at the financial section of a leading UK news paper group. Could I help her with information on what was selling in the UK china market currently and why? I suspect the angle may have been why no one was "investing" in a full dinner service, traditionally part of the wedding gift list any more.
This started me thinking, I've never really offered a full dinner or tea service for sale on our websites. I don't believe this market still exists. I don't see it in our sales, even where we have multiple pieces on catalog. We are far more likely to see bespoke harlequin mix and match collections of 6 to 10 different designs selling. In the last 10 years I can not recall a single email request to source a 6, 10 or 12 person dinner set.
Is this a real change in buying and living habits? or just a myth or quirk from how we have listed and promoted sales through our website?
How modern dining habits and cost have hurt the traditional china dinner service market
The decline in demand, I think mirrors changing living styles and the collapse of the Staffordshire potteries during the 1980's and 1990's was in part the commercial result of this change. High energy costs saw the demise of 2 further English producers in 2025 just leaving a handful of producers still hanging in there. So what are we using to dine these days and wheres it being made?
The answer is very low cost, often unbranded white porcelain or earthenware manufactured in the far east and retailed online by suppliers such as Amazon, or home retailers such as Dunelm and Home Bargains and the Supermarket chains. Global Free Trade low cost freight, little of no import restrictions and high UK production costs have moved the entire Global production to the far East.
The reduced societal pressure to adhere to protocols of entertaining, guest expectations, the rise of ultra processed convenience foods dominating the dining habits of middle England have reduced the demand for high end decorative porcelain, with the majority of daily meals now being eaten off robust, dishwasher, microwave and freezer safe catering grade plates, often not a compete or matched set, but replaceable, low cost, and low value to the user.
Now all that may sound very depressing for the English china industry as a whole, and it has been. The UK end has literally been decimated since the end of the 20th Century. But we are starting to see the emergence of a change. Just a trickle of change on the well off end of the market, driven in some cases from a desire for individuality, some by environmental concerns, and this trickle is leading to the vintage and antique second hand and replacement markets offering a range of options from the last 300 years of porcelain and ironstone production.
They will start with just a couple of pieces, maybe something a coffee espresso cup, found on a vintage market, Worcester or Derby, and find they end up using it daily over the white goods alternative. It may be a vintage teacup trio or and ironstone plate design, reminding them of their childhood or grandparents which starts the collecting habit. They discover the joy of hunting for a particular line or china pattern, it really is the modern day equivalent of treasure hunting, and the dopamine hit from the find can be every bit as intoxicating.
No, they will likely never end up with a traditional 12 person setting dinner service. I still believe the use of these is largely historic. But they can enjoy the harlequin mix and match china collection they build as they explore the rich legacy of English china tableware production the country has to offer, now on every high street charity shop, vintage and antique centre, and of cause, for the final few hard to find bits the online specialist china sellers such as ourselves.