Table of Contents
Introduction and Abbreviations
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- - Living Room Furniture – UK, Market Intelligence, February 2006
- Definition
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- The ‘Bellingham’ range
- Lessons from fashion marketing
- Luxury branding
- Changing consumer lifestyles need to be better addressed
- The arrival of children presents a special opportunity
Executive Summary
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- Economic environment providing an unhelpful backdrop
- Population atomising in smaller dwellings
- Individualisation of dining habits
- Self-assembly grows
- Press advertising spend stymies brand building potential
- New challenges for the future
- Branding is a key market opportunity
- Changing the way of life in the future
Market Drivers
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- Figure 1: Total housing stock, 2000-05
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- Figure 2: Household size, 2000 and 2005
- Changing household composition
- The British and their homes
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- Figure 3: Household stock, by tenure, 2000-05
- Impact of the media
- Decline in family eating but…
- …ABC1s like to entertain at home
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- Figure 4: Agreement with the statements ‘We usually have family meals at the weekend’ and ‘I enjoy entertaining people at home’, by gender, age, socio-economic group and Mintel’s Special Groups, 2000-04
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Market Size
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- Changing economic backdrop…
- …continuing to impact on dining room furniture
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- Figure 5: UK retail sales of dining room furniture, by value, 2000-05
Market Segmentation
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- Self-assembly holding up better
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- Figure 6: UK retail sales of dining room furniture, by method of assembly and value, 2002 and 2004
- Market value under pressure
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- Figure 7: UK retail sales of dining room furniture, by piece and value, 2002 and 2004
- Suites declining
- Consumers adopting a mix and match approach
The Supply Structure
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- Company share
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- Figure 8: UK retail sales of dining room furniture*, by manufacturer and value, 2002 and 2004
- A highly fragmented market
- Companies and brands
- DFS
- Ercol Furniture
- IKEA
- MFI Furniture Group
- Silentnight Holdings
- Multiyork
- Vale Upholstery
New Product Developments
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- Demand for versatility is a key driver for new product development
- Matchability is a new demand
- Imports: A challenge to tradition
Advertising and Promotion
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- Above-the-line advertising is a key weapon
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- Figure 9: Main monitored media advertising expenditure on living and dining room furniture, 2000-05
- Company spend
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- Figure 10: Main monitored media advertising expenditure on living and dining room furniture, by company spend, 2003-05
- Advertising around calendar diaries
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- Figure 11: Main monitored media advertising expenditure on living and dining room furniture, by month, October 2003-September 2005
- Media expenditure by media channel
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- Figure 12: Main monitored media advertising expenditure on living and dining room furniture, by media channel, 2004
Distribution
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- Figure 13: UK retail sales of dining room furniture, by type of outlet and value, 2002 and 2004
- Department stores have led the decline
- Internet growing
- Selected leading multiples
- Argos
- Furnitureland
- Furniture Village
- Heals
- Habitat
- Homestyle Group
- House of Fraser
- John Lewis Partnership
- Online buying
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The Consumer – Purchasing Motivations
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- Purchasing motivations
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- Figure 14: Purchasing motivations for dining room furniture, June 2004
- Length of residence is a key determinant
- Replacement is a motivation
- Moving or setting up home
- Redecorating may be a time for change
- Buying on sale
- Internet has greatest potential
Purchasing Motivations – Detailed demographics
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- Figure 15: Purchasing motivations for dining room furniture, by gender, age and socio-economic group, June 2004
- Figure 16: Purchasing motivations for dining room furniture, by presence of children, lifestage and Mintel’s Special Groups, June 2004
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- Figure 17: Purchasing motivations for dining room furniture, by marital status, working status and household size, June 2004
- Figure 18: Purchasing motivations for dining room furniture, by region and ACORN category, June 2004
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- Figure 19: Purchasing motivations for dining room furniture, by media usage, commercial TV viewing and supermarket usage, June 2004
- Figure 20: Purchasing motivations for dining room furniture, by household tenure and length of current residence, June 2004
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The Consumer – Attitudes and Behaviours
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- Figure 21: Attitudes towards living/dining room furniture, June 2005
- Younger consumers have a combined living and dining area
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- Figure 22: Agreement with statement ‘I have a separate living and dining room’, by age, June 2005
- Larger households have a separate living and dining room
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- Figure 23: Agreement with the statement ‘I have a separate dining and living room’, by household size, June 2005
- Income and wealth
- Conservatories new
- Suites and sets vs mix and match – a Boho factor?
- Waiting for delivery
- Self-assembly
- The function of the dining room
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Attitudes and Behaviours – Detailed Demographics
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- Figure 24: Attitudes towards living/dining room furniture, by gender, age and socio-economic group, June 2005
- Figure 25: Attitudes towards living/dining room furniture, by presence of children, lifestage and Mintel’s Special Groups, June 2005
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- Figure 26: Attitudes towards living/dining room furniture, by marital status, working status and household size, June 2005
- Figure 27: Attitudes towards living/dining room furniture, by region and ACORN catgeory, June 2005
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- Figure 28: Attitudes towards living/dining room furniture, by media usage, commercial TV viewing and supermarket usage, June 2005
- Figure 29: Attitudes towards living/dining room furniture, by household tenure and length of time in current residence, June 2005
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- Figure 30: Attitudes towards living/dining room furniture, by gender, age and socio-economic group, June 2005
- Figure 31: Attitudes towards living/dining room furniture, by presence of children, lifestage and Mintel’s Special Groups, June 2005
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- Figure 32: Attitudes towards living/dining room furniture, by marital status, working status and household size, June 2005
- Figure 33: Attitudes towards living/dining room furniture, by region and ACORN catgeory, June 2005
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- Figure 34: Attitudes towards living/dining room furniture, by media usage, commercial TV viewing and supermarket usage, June 2005
- Figure 35: Attitudes towards living/dining room furniture, by household tenure and length of time in current residence, June 2005
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Assessing Key Target Market – Consumer Typologies
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- Figure 36: The four consumer typologies, June 2005
- Cluster 1 – Self-Stylers (14% of sample)
- Cluster 2 – Living Room Diners (40% of sample)
- Cluster 3 – Separate Setters (29% of sample)
- Cluster 4 – Occasional Users (17% of sample)
- Consumer typologies’ purchasing motivations
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- Figure 37: The consumer typolgies, by purchasing motivations, June 2005
- New is better for Self-Stylers
- Redecorating with matching suites
- Changing family needs are a causal factor
- Living Room Diners and Occasional Users value function over style
- Self-Stylers like to add on
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- Figure 38: The consumer typologies, by position of dining room in house, June 2005
- Room configuration is another key differentiator
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Assessing Key Target Market – Consumer Typologies: Detailed Demographics
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- Figure 39: The consumer typologies, by gender, age and socio-economic group, June 2005
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- Figure 40: The consumer typologies, by region, marital status and working status, June 2005
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- Figure 41: The consumer typologies, by presence of children and Mintel’s Special Groups, June 2005
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- Figure 42: The consumer typologies, by media usage, supermarket usage and commercial TV viewing, June 2005
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- Figure 43: The consumer typologies, by household tenure, household size, ACORN category and commercial TV viewing, June 2005
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The Future
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- Imports will continue to grow
- Housing market will remain flat in the medium term
- Versatility is a key requirement
- The dining room is here to stay
- Consumer backlash against convenience foods
- Smaller living spaces will be an issue
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- Figure 39: Household stock, by household size, 2005-10
- A flexible approach to meet the demands of modern living
- From the living room to the dining room
Forecast
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- Gloomy forecast
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- Figure 40: Forecast of UK retail sales of dining room furniture, by value, 2005-10
- The devolution of the dining room
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- Figure 41: Forecast of UK retail sales of dining room and kitchen furniture, in current value terms, 2005-10
- A return to formal family dining?
- Factors used in the forecast
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