Table of Contents
Executive Summary
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- The market
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- Figure 1: Consumer spending on living and dining furniture, 2009-19
- Figure 2: Consumer spending on living and dining furniture, by category, 2010-14 (est)
- Length of time in current home
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- Figure 3: Length of time in current home, December 2014
- Companies, brands and innovation
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- Figure 4: Living and dining furniture, market shares by major retailers, 2014 (est)
- The consumer
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- Figure 5: Living and dining furniture purchased in the last three years, December 2014
- Figure 6: Spend on sofas and chairs in the last three years, December 2014
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- Figure 7: Spend on dining tables and chairs in the last three years, December 2014
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- Figure 8: Factors important for the next purchase of a sofa or easy chair, December 2014
- Figure 9: Has a dining table and/or dining chairs at home, December 2014
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- Figure 10: Factors important for the next purchase of a dining table, December 2014
- Figure 11: The main ways in which respondents and other members of the household and visitors (eg friends) use the living room/lounge area, December 2014
- What we think
Issues and Insights
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- Are people dining and entertaining at home?
- The facts
- The implications
- What is the pattern of house moving?
- The facts
- The implications
- What is the impact of smaller homes?
- The facts
- The implications
Trend Application
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- Trend: Make it Mine
- Trend: Minimise Me
- Trend: Mind Mapped
Internal Market Environment
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- Key points
- Who has a dining area?
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- Figure 12: Rooms people have in their homes, December 2014
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- Figure 13: Kitchens and eating arrangements, June 2014
- Entertaining at home
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- Figure 14: Different forms of entertaining at home, August 2014
- Using media and watching TV
- TV dinners
Broader Market Environment
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- Key points
- Households by tenure
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- Figure 15: Current housing situation, December 2014
- Figure 16: Current housing situation, by age, December 2014
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- Figure 17: Length of time in current home, December 2014
- Figure 18: Length of time in current home, by tenure, December 2014
- Multi-generation homes
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- Figure 19: Households, by composition, 2001 and 2011
- Demographic changes
Market Size and Forecast
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- Key points
- Forecast for consumer spending
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- Figure 20: Consumer spending on living and dining furniture, 2009-19
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- Figure 21: Consumer spending on living and dining furniture, 2010-14
- Market segmentation
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- Figure 22: Consumer spending on living and dining furniture, by category, 2014 (est)
- Figure 23: Consumer spending on living and dining furniture, by category, 2010-14
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key points
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- Figure 24: Consumer spend on living and dining furniture in context, 2009-2014
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- Figure 25: Consumer spend on living and dining furniture as a percentage of spend on furniture, 2010-2014
Who’s Innovating?
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- Key points
- IKEA’s furniture range with built-in chargers
- Solar coffee table
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- Figure 26: The Current Table, February 2014
- Multi-purpose living room furniture
- Tongue-in-cheek advertising
- John Lewis embraces the virtual living room
- Oak Furniture Land expands into upholstery
Channels of Distribution
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- Key points
- Market shares of living and dining furniture
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- Figure 27: Living and dining furniture, market shares, top 10, 2014 (est)
- Category specialists
- DFS buys up existing brands
- General furniture retailers
- Substantial non-specialists
- Other retailers on the march
- Shopping from home or on the move
- Online furniture specialists
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- Figure 28: Online furniture specialists, 2015
- Independents
Company Profiles
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- Corndell Furniture Co. Ltd
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- Figure 29: Corndell financial performance, 2011-12
- JDP Furniture Group
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- Figure 30: JDP financial performance, 2013-14
- Ekornes
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- Figure 31: Ekornes financial performance, 2012-13
- Ercol
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- Figure 32: Ercol financial performance, 2012-13
- Halo
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- Figure 33: Halo financial performance, 2013-14
- Morris Furniture Group
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- Figure 34: H Morris & Co, financial performance, 2012-13
- Sofa Brands International
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- Figure 35: Sofa Brands International, financial performance, 2012-13
- La-Z-boy (Furnico)
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- Figure 36: Furnico, financial performance, 2013-14
- Sherborne Upholstery
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- Figure 37: Sherborne Upholstery, financial performance, 2013-14
- Westbridge Furniture Designs
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- Figure 38: Westbridge Furniture Designs, financial performance, 2012-13
Brand Communication and Promotion
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- Key points
- Advertising spend sees slight increase in 2014
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- Figure 39: Main media advertising expenditure on living/dining room furniture, 2010-14
- October sees spike in advertising
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- Figure 40: Main media advertising expenditure on living/dining room furniture, by month, 2014
- DFS dominates advertising spend
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- Figure 41: Main media advertising expenditure on living/dining room furniture, 2014
- Figure 42: Main media advertising expenditure on living/dining room furniture, 2011-14
- Television now the favoured media type
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- Figure 43: Main media advertising expenditure on living/dining room furniture, by media type, 2011-14
The Consumer – Living and Dining Furniture Purchases
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- Key points
- Living and dining furniture purchases
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- Figure 44: Living and dining furniture purchased in the last three years, repertoire of types bought, December 2014
- Purchases by length of time in current home
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- Figure 45: Living and dining furniture purchased in the last three years, by length of time in current home, December 2014
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- Figure 46: Living and dining furniture purchased in the last three years, all and sofas, by tenure, December 2014
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- Figure 47: Living and dining furniture purchased in the last three years, December 2014
- Dining tables have family associations
- Spend on sofas and chairs
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- Figure 48: Spend on sofas and chairs in the last three years, December 2014
- Spend on dining tables and/or dining chairs
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- Figure 49: Spend on dining tables and chairs in the last three years, December 2014
The Consumer – Factors Important for the Next Purchase of a Sofa or Easy Chair
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- Key points
- Factors important for the next purchase of a sofa or easy chair
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- Figure 50: Factors important for the next purchase of a sofa or easy chair, December 2014
The Consumer – Factors Important for the Next Purchase of a Dining Table
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- Key points
- Who has dining rooms or dining areas?
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- Figure 51: Has a dining table and/or dining chairs at home, December 2014
- Factors Important for the next purchase of a dining table
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- Figure 52: Factors important for the next purchase of a dining table, December 2014
The Consumer – How They Use the Living Room
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- Key points
- How they use the living room
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- Figure 53: The main ways in which respondents and other members of the household and visitors (eg friends) use the living room/lounge area, December 2014
- Television as a key focus
- Relaxing in the living room
- Sitting together while occupied with separate things
- Eating in the living room
- How use of the living room varies by age
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- Figure 54: Top four selected ways in which respondents and other members of the household and visitors (eg friends) use the living room/lounge area, December 2014
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- Figure 55: Other selected ways in which respondents and other members of the household and visitors (eg friends) use the living room/lounge area, December 2014
- Using the room as a play space
- Working in the living room
The Consumer – CHAID Analysis
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- Methodology
- How they use the lounge
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- Figure 56: Living and Dining Room Furniture – CHAID – Tree output, December 2014
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- Figure 57: Living Room and Dining Room Furniture – CHAID – Table output, December 2014
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