Table of Contents
Issues in the Market
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- Key themes
- Abbreviations
Future Opportunities
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- Home as chameleon (see Inspire trend – Home of the Senses)
- Living with the parents (see Inspire trend – Boomerang Generation)
- Going back to the good old days
Market in Brief
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- Households tighten their belts
- New homes in the UK getting smaller
- Home dining alive and well
- Difficulties financing living alone
- Improve not move during the slump?
- Enjoying cooking and entertaining at home
- Home as an investment
Broader Market Environment
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- Key points
- Recession starts to hit home
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- Figure 1: Trends in GDP, PDI, consumer expenditure and savings, at current prices, 2004-14
- Housing slump hits spending
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- Figure 2: UK housing market – number of transactions, average house prices and number of years between moves, 2004-09
- Ageing population, but young families also on the increase
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- Figure 3: Structure of the UK population, by age, 2004, 2009 and 2014
- Still opportunities for trading up
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- Figure 4: Structure of the UK population, by socio-economic group, 2004, 2009 and 2014
- Shopping from home set to increase
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- Figure 5: Internet penetration at home/work/place of study or elsewhere in GB, by gender, age, and socio-economic group, 2003-09
Housing by Type of Accommodation
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- Key points
- Owner-occupation levels off
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- Figure 6: Dwelling stock in England, by tenure, 1997 and 2007
- One in three live in a semi
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- Figure 7: Dwelling stock in England, by type of accommodation and region, 2006/07
- Growth in house building completions
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- Figure 8: House building completions in England, by tenure, 1997/98-2007/08
- Boom in the building of flats
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- Figure 9: Permanent dwellings completed, by house or flat and number of bedrooms, 1997/98-2007/08
- Only one in ten live in flats/maisonettes
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- Figure 10: Type of home, home ownership and length of time in present home, 2004-08
- One living room and three or more beds the norm
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- Figure 11: Number of rooms in homes, 2004-08
- Make-up of home and garden
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- Figure 12: Make-up of home and garden, April 2009
- Dining rooms still alive
- Completely open-plan not that common
- Gardens for the majority
- Looking for extra space
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- Figure 13: Home extensions, 2004-08
- Proportion of households with second homes small
Household Composition
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- Key points
- Smaller households not the whole story
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- Figure 14: UK households and size of households, 2004, 2009 and 2014
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- Figure 15: Households in Great Britain, by type of household and family, 1971-2007
- Rising number of one-child families
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- Figure 16: Presence of children in household and one-adult households with children, 2004-08
- Increasing number of Playschool Parents
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- Figure 17: Lifestage analysis, 2004-08
- No children but still plenty of room
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- Figure 18: Household composition in Great Britain, by type of dwelling, 2007
- A nation of pet lovers
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- Figure 19: Ownership of cats and dogs, 2006-08
Life Events and What Is In the Home
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- Key points
- Major events have big potential to drive spending
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- Figure 20: Life events, 2007 and 2008
- Improve not move could help DIY retailers
- Window of opportunity for household goods
- Large appliances a mature, replacement market
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- Figure 21: Ownership of household items – kitchen appliances, 2004-08
- Potential boost to kitchen gadgets from home baking
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- Figure 22: Ownership of household items – other kitchen equipment and vacuum cleaners, 2006-08
- Dining room furniture owned by two thirds
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- Figure 23: Ownership of household items – furniture, flooring and textiles/window furnishings, 2005-08
Working at Home and Household Chores
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- Key points
- Men neglecting help with household chores
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- Figure 24: Spending a lot of time at home doing job or household chores, by gender, April 2009
- ABC1 families putting in the most hours
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- Figure 25: Spending a lot of time at home on job or household chores, by age and socio-economic group, April 2009
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- Figure 26: Time spent on average weekday on household chores, 2004-08
- Apathy towards doing the housework
DIY and Gardening
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- Key points
- One in four men put in the hours on DIY
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- Figure 27: Spending a lot of time at home on gardening and home improvements, by gender, April 2009
- Over-55s have more time for serious gardening
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- Figure 28: Spending a lot of time at home on gardening and DIY/home improvements, by age and socio-economic group, April 2009
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- Figure 29: Done DIY in last 12 months, 2004-08
- Improve not move or no DIY at all
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- Figure 30: Home and garden improvements are a good way of adding value to the home, by age and socio-economic group, April 2009
- Need to fill the skills gap to get more doing DIY
- Inspiration from magazines in decline…
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- Figure 31: Agreement with lifestyle statements relating to DIY and the home, 2004-08
- …but search for new ideas goes on
- Getting pleasure from the garden
Cooking and Entertaining
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- Key points
- Opportunities to target home entertainers
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- Figure 32: Spending a lot of time at home on cooking for the family, having friends around, having visitors to stay and hosting dinner parties, by gender, April 2009
- A host of eating at home occasions
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- Figure 33: Spending a lot of time at home on cooking for the family and having friends around, by age and socio-economic group, April 2009
- Growing enthusiasm for cooking
- Eating in as good as going out
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- Figure 34: Entertaining at home is a good way of saving money on going out, by age and socio-economic group, April 2009
- Fashion opportunity for home dining
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- Figure 35: Agreement with lifestyle statements, 2004-08
Use of Other Leisure Time at Home
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- Key points
- Internet challenging other uses of time at home
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- Figure 36: Spending a lot of time at home watching TV, reading, listening to music, playing video/computer games and doing other games/hobbies, by gender, April 2009
- Differing profiles for TV and internet
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- Figure 37: Spending a lot of time at home watching TV or using the internet, by age and socio-economic group, April 2009
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- Figure 38: Total hours TV viewed per week, 2004-08
- Changing face of home TV programming
- TV and internet slowly converging
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- Figure 39: Hours spent on the internet at home in the last month, 2008
- Reading and listening to music in equal measure
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- Figure 40: Spending a lot of time at home reading or listening to music, by age and socio-economic group, April 2009
- New video/computer games widening appeal
Attitudes Towards the Home
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- Key points
- Focusing on the home in the recession
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- Figure 41: Attitudes towards the home, April 2009
- Home as retirement investment
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- Figure 42: Attitudes towards the home, by age and socio-economic group, April 2009
- Home is where people want to be
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- Figure 43: Agreement with lifestyle statements, 2004-08
Consumer Typologies
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- Figure 44: Consumer typologies, 2008
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- Figure 45: Cluster formation, 2008
- Food and Garden (27%)
- Home Improvers (25%)
- Home Away (30%)
- Apathetic (18%)
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Appendix – Housing by Type of Accommodation
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- Figure 46: Most popular type of home, home ownership and length of time in present home, by demographics, 2008
- Figure 47: Next most popular type of home, home ownership and length of time in present home, by demographics, 2008
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- Figure 48: Make-up of home and garden, by detailed demographics, April 2009
- Figure 49: Make-up of home and garden, by detailed demographics, April 2009
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Appendix – Household Composition
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- Figure 50: Detailed lifestage classifications
- Figure 51: Ownership of cats and dogs, by demographics, 2008
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Appendix – Life Events and What Is In the Home
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- Figure 52: Life events, by detailed demographics, 2008
- Figure 53: Life events, by detailed demographics, 2008
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- Figure 54: Purchasing of household items in the last 12 months – kitchen appliances, 2004-08
- Figure 55: Purchasing of household items in the last 12 months – other kitchen equipment and vacuum cleaners, 2006-08
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- Figure 56: Purchasing of household items in the last 12 months – furniture, flooring and textiles/window furnishings, 2005-08
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Appendix – Working at Home and Household Chores
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- Figure 57: Spending a lot of time at home doing household chores or job, by detailed demographics, April 2009
- Figure 58: Time spent on average weekday on household chores, by demographics, 2008
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Appendix – DIY and Gardening
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- Figure 59: Spending a lot of time at home doing DIY/home improvements or gardening, by detailed demographics, April 2009
- Figure 60: Done DIY in last 12 months, by demographics, 2008
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- Figure 61: Home and garden improvements are a good way of adding value to the home, by detailed demographics, April 2009
- Figure 62: Agreement with lifestyle statements relating to DIY and the home, by demographics, 2008
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Appendix – Cooking and Entertaining
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- Figure 63: Spending a lot of time at home cooking for the family, having friends around, having visitors to stay or hosting dinner parties, by detailed demographics, April 2009
- Figure 64: Entertaining at home is a good way of saving money on going out, by detailed demographics, April 2009
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- Figure 65: Agreement with lifestyle statements relating to cooking, eating in the home and entertaining, by demographics, 2008
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Appendix – Use of Other Leisure Time at Home
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- Figure 66: Spending a lot of time at home watching TV, reading, listening to music, using the internet, most popular activities consumers spend a lot of time doing at home, by demographics, April 2009
- Figure 67: Hours spent on the internet in the last month, by demographics, 2008
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- Figure 68: Total hours TV viewed per week, by demographics, 2008
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Appendix – Attitudes Towards the Home
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- Figure 69: General attitudes towards the home, by detailed demographics, April 2009
- Figure 70: Agreement with general lifestyle statements, by demographics, 2008
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Appendix – Consumer Typologies
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- Figure 71: Home typologies, by demographics, 2008
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