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Living and Dining Room Furniture - UK - March 2015

INTRODUCTION
Definitions
Financial definitions
Abbreviations
EXECUTIVE SUMMARY
The market
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
Figure 3: Length of time in current home, December 2014
Companies, brands and innovation
Figure 4: Living and dining furniture, market shares by major retailers, 2014 (est)
The consumer
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
Figure 7: Spend on dining tables and chairs in the last three years, December 2014
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
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
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
Trend: Make it Mine
Trend: Minimise Me
Trend: Mind Mapped
INTERNAL MARKET ENVIRONMENT
Key points
Who has a dining area?
Figure 12: Rooms people have in their homes, December 2014
Figure 13: Kitchens and eating arrangements, June 2014
Entertaining at home
Figure 14: Different forms of entertaining at home, August 2014
Using media and watching TV
TV dinners
BROADER MARKET ENVIRONMENT
Key points
Households by tenure
Figure 15: Current housing situation, December 2014
Figure 16: Current housing situation, by age, December 2014
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
Figure 19: Households, by composition, 2001 and 2011
Demographic changes
MARKET SIZE AND FORECAST
Key points
Forecast for consumer spending
Figure 20: Consumer spending on living and dining furniture, 2009-19
Figure 21: Consumer spending on living and dining furniture, 2010-14
Market segmentation
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
Strengths
Weaknesses
COMPETITIVE CONTEXT
Key points
Figure 24: Consumer spend on living and dining furniture in context, 2009-2014
Figure 25: Consumer spend on living and dining furniture as a percentage of spend on furniture, 2010-2014
WHO’S INNOVATING?
Key points
IKEA’s furniture range with built-in chargers
Solar coffee table
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
Key points
Market shares of living and dining furniture
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
Figure 28: Online furniture specialists, 2015
Independents
COMPANY PROFILES
Corndell Furniture Co. Ltd
Figure 29: Corndell financial performance, 2011-12
JDP Furniture Group
Figure 30: JDP financial performance, 2013-14
Ekornes
Figure 31: Ekornes financial performance, 2012-13
Ercol
Figure 32: Ercol financial performance, 2012-13
Halo
Figure 33: Halo financial performance, 2013-14
Morris Furniture Group
Figure 34: H Morris & Co, financial performance, 2012-13
Sofa Brands International
Figure 35: Sofa Brands International, financial performance, 2012-13
La-Z-boy (Furnico)
Figure 36: Furnico, financial performance, 2013-14
Sherborne Upholstery
Figure 37: Sherborne Upholstery, financial performance, 2013-14
Westbridge Furniture Designs
Figure 38: Westbridge Furniture Designs, financial performance, 2012-13
BRAND COMMUNICATION AND PROMOTION
Key points
Advertising spend sees slight increase in 2014
Figure 39: Main media advertising expenditure on living/dining room furniture, 2010-14
October sees spike in advertising
Figure 40: Main media advertising expenditure on living/dining room furniture, by month, 2014
DFS dominates advertising spend
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
Figure 43: Main media advertising expenditure on living/dining room furniture, by media type, 2011-14
THE CONSUMER – LIVING AND DINING FURNITURE PURCHASES
Key points
Living and dining furniture purchases
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
Figure 45: Living and dining furniture purchased in the last three years, by length of time in current home, December 2014
Figure 46: Living and dining furniture purchased in the last three years, all and sofas, by tenure, December 2014
Figure 47: Living and dining furniture purchased in the last three years, December 2014
Dining tables have family associations
Spend on sofas and chairs
Figure 48: Spend on sofas and chairs in the last three years, December 2014
Spend on dining tables and/or dining chairs
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
Key points
Factors important for the next purchase of a sofa or easy chair
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
Key points
Who has dining rooms or dining areas?
Figure 51: Has a dining table and/or dining chairs at home, December 2014
Factors Important for the next purchase of a dining table
Figure 52: Factors important for the next purchase of a dining table, December 2014
THE CONSUMER – HOW THEY USE THE LIVING ROOM
Key points
How they use the living room
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
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
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
Methodology
How they use the lounge
Figure 56: Living and Dining Room Furniture – CHAID – Tree output, December 2014
Figure 57: Living Room and Dining Room Furniture – CHAID – Table output, December 2014

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