Table of Contents
Issues in the Market
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- Key themes
- Definitions
Insights and Opportunities
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- Any colour you like
- Come on the lads
- A silver lining
- A hands on experience
- A spa at home
Fast Forward Trends
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- Trend 1: Hire Hire
- Definition
- What next?
- Trend 2: Home of the Senses
- Definition
- What next?
Market in Brief
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- Grinding to a halt
- All segments sluggish
- Prices tumble
- There’s no place like home
- Am I bothered?
- Looking forward
Internal Market Environment
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- Key points
- Cheap and cheerful
- Home sweet home
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- Figure 1: Attitudes towards the home, 2002-07
- Bathrooms galore
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- Figure 2: Number of bathrooms in the home, 2002-07
- Death of the dining table?
- The dishwasher dynasty
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- Figure 3: Ownership of dishwashers, 2001-07
- Consumers find their consciences
Broader Market Environment
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- Key points
- Mortgaged to the hilt
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- Figure 4: Average house price and number of house transactions, UK, 2002-12
- A greying population
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- Figure 5: Trends and projections in UK population (‘000s), by age group, 2002-12
- The single life
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- Figure 6: Changes in UK household sizes, 2002-12
- Gift lists go upmarket
- Potential for premiumisation
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- Figure 7: PDI and consumer expenditure, at constant 2002 prices, 2002-12
Competitive Context
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- Key points
- A blinding time…
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- Figure 8: Market size and forecast of the window furnishings & accessories market, by value, 2001-11
- Lighting the way
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- Figure 9: Market size of the luminaires (lights, lamps or light fittings) market, by value, 2001-06
- Accessorize your bathroom
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- Figure 10: Market size of the bathroom accessories market, by value, 2002-07
- Living it up in the living room
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- Figure 11: Retail sales of furniture, by value, 2002-06
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Still interested?
- Ultimate luxury
- Cheap at half the price
- Ethical issues take hold
- Not just for pandas
- Going green…
- Materials get high-tech
- Future
Market Size and Forecast
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- Key points
- Sales stagnate
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- Figure 12: UK value sales of household linens, 2002-12
- Bedroom bliss
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- Figure 13: UK value sales of household linens, by type, 2005 and 2007
- The future of the market
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- Figure 14: UK value sales of segments within household linens, at current and constant prices, 2002-12
- Factors used in the forecast
Segment Performance
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- Key points
- More bedding, for less
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- Figure 15: UK value sales of bedding products, 2002-07
- Duvets descend
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- Figure 16: UK value sales of bedding products, by type, 2005 and 2007
- Sinking bathroom sales
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- Figure 17: UK value sales of bathroom textiles, 2002-07
- Bargain bales
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- Figure 18: UK value sales of bathroom textiles, by type, 2005 and 2007
- Dining goes casual
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- Figure 19: UK value sales of other linen, 2002-07
- Tea towels dominate
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- Figure 20: UK value sales of other linen, by type, 2005 and 2007
Market Share
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- Key points
- A retailers market
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- Figure 21: Manufacturers’ shares of bedding products market, 2005-07
- Opting for own brand duvets and pillows
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- Figure 22: Manufacturers’ shares of market for duvets and pillows, 2005-07
- Bathroom manufacturers lose out
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- Figure 23: Manufacturers’ shares of bathroom textiles/other linen market, 2005-07
Companies and Products
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- Key points
- Bedding products
- Dorma Group
- Faupel
- Bedeck
- John Cotton
- Fogarty
- Other suppliers
- Bathroom textiles
- Christy
- Chortex
- Other suppliers
- Other linen
- Ferguson’s
- Ewart Liddell
Brand Communication and Promotion
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- Key points
- Avoiding the limelight
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- Figure 24: Main monitored media advertising spend on household linen products, 2003-07
- Retailers fight it out
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- Figure 25: Main monitored media expenditure on household linen, by leading advertiser, 2003-07
- A passion for press
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- Figure 26: Main monitored media advertising spend on household linen, by media, 2003-07
- Below-the-line activity
Channels to Market
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- Key points
- Two pints of milk and a duvet cover
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- Figure 27: Retail distribution of household linens, 2005-07
- A mixed variety bag
- Location, location, location
- Sending consumers to sleep
Consumer Purchase
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- Key points
- Items purchased
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- Figure 28: Items of household linen bought in the last 12 months, October 2007
- Following the fashion
- It’s a woman’s world
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- Figure 29: Items of household linen bought in the last 12 months, by gender, October 2007
- A family thing
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- Figure 30: Items of household linen bought in the last 12 months, by lifestage, October 2007
- Number of product categories purchased
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- Figure 31: Number of household linens categories bought from in the last 12 months, October 2007
- One category
- Four or more product categories
Why Purchase?
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- Key points
- Feathering the empty nest
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- Figure 32: Reasons for purchasing household linen in the last 12 months, October 2007
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- Figure 33: Reasons for buying household linens – Previous items needed replacing, by age and socio-economic group, October 2007
- Changing rooms
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- Figure 34: Reasons for buying household linens – A new look, a different colour scheme and completely redecorating, by age and socio-economic group, October 2007
- Acting on impulse
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- Figure 35: Reasons for buying household linens – Saw items I liked and bought on impulse, by age and socio-economic group, October 2007
- The price is right
Consumer Attitudes
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- Key points
- Attitudes
- Any brand will do
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- Figure 36: Attitudes towards bedroom linen, October 2007
- Age versus beauty
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- Figure 37: Attitudes towards bedroom linen – Fabric quality versus Latest fashions, by age and socio-economic group, October 2007
- Young women are slaves to fashion
- Middle-aged women
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- Figure 38: Attitudes towards bedroom linen – Matching bedlinens reflecting personal sense of style, by age and socio-economic group, October 2007
- Family purse strings
- Identifying targets
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- Figure 39: Consumer typologies for household linens, October 2007
- Matchers (21% of respondents)
- Designers (14% of respondents)
- Replacement (65% of respondents)
Appendix
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- Advertising data
- Abbreviations
Appendix: Consumer Purchase – Detailed Demographics
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- Figure 40: Items of household linen bought in the last 12 months, by demographic sub-group, October 2007
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- Figure 41: Items of household linen bought in the last 12 months, by demographic sub-group, October 2007
- Number of product categories purchased
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- Figure 42: Items of household linen bought in the last 12 months, by number of product categories purchased, October 2007
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- Figure 43: Number of household linens categories bought from in the last 12 months, by demographic sub-group, October 2007
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Appendix: Consumer – Why Purchase? – Detailed Demographics
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- Figure 44: Reasons for purchasing household linen in the last 12 months, by demographic sub-group, October 2007
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Appendix: Consumer – Attitudes – Detailed Demographics
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- Figure 45: Attitudes towards bedroom linen, by demographic sub-group, October 2007
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- Figure 46: Attitudes towards bedroom linen, by demographic sub-group, October 2007
- Identifying targets
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- Figure 47: Consumer typologies, by demographic sub-group, October 2007
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- Figure 48: Number of household linens bought in the last 12 months, by consumer typologies, October 2007
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- Figure 49: Attitudes towards bedroom linen, by consumer typologies, October 2007
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