Table of Contents
Introduction
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- Abbreviations
Executive Summary
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- The market
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- Figure 1: Consumer spend on bedroom furniture, 2006-16
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- Figure 2: Consumer spend on beds and mattresses, 2006-16
- Figure 3: Purchases of beds and bedroom furniture, by lifestage, 2011
- Market factors
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- Figure 4: Complaints suffered, 2011
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- Figure 5: Residential property transactions, by quarter, 2006-11
- Figure 6: Number of bedrooms in the home, 2007 and 2011
- Companies, brands and innovation
- Retail distribution
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- Figure 7: Retail distribution of beds and bedroom furniture, 2010
- The consumer
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- Figure 8: Factors influencing choice of beds, July 2011
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- Figure 9: Factors influencing choice of bedroom furniture, July 2011
- Figure 10: Customer typologies for beds and bedrooms, July 2011
- What we think
Issues in the market
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- How important are standard sizes for beds and mattresses?
- Are shoppers influenced by terms like orthopaedic?
- Is sustainability on the increase?
- What do people feel about self-assembly furniture?
- Is there evidence of a slowdown in replacement cycles?
Future Opportunities
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- Premiumisation and Indulgence
- Many Mes
Internal Market Environment
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- Key points
- Ownership and purchasing of beds and bedroom furniture
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- Figure 11: Ownership and purchasing of bedroom furniture and beds, 2007-11
- Ownership of beds and bedroom furniture
- Purchasing levels highest for beds
- How often beds are replaced
- Sharp slowdown in purchasing
- Everyone needs a bed
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- Figure 12: Number of households purchasing beds and bedroom furniture, 2007-11
- Profiling the shoppers
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- Figure 13: Purchasers of beds and bedroom furniture, by age, 2011
- Having a family boosts demand
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- Figure 14: Purchasers of beds and bedroom furniture, by lifestage, 2011
- Price inflation
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- Figure 15: CPI annual price changes for furniture and furnishings, January 2008-June 2011
- Health issues
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- Figure 16: Complaints suffered from and allergies prone to in the last 12 months, 2007-11
- Comfortable at night
- Big sleepers
- Ageing population
- Importance of a good night’s sleep
- Allergies to dust mites
- Sustainable sourcing
Broader Market Environment
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- Key points
- Living in smaller homes
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- Figure 17: Number of bedrooms in home, 2007-11
- More bedrooms in the loft
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- Figure 18: Ownership of home extensions, 2007-11
- Explosion of broadband
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- Figure 19: Broadband penetration, 2004-10
- Saving more in hard times
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- Figure 20: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
- Underlying growth from more households
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- Figure 21: UK households, by size, 2006-16
- Over a quarter of the population will be ABs
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- Figure 22: Forecast adult population trends, by socio-economic group, 2006-16
- House prices are flat
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- Figure 23: Average house prices, 2005-10
- Reluctance to move house
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- Figure 24: Residential property transactions, by quarter, 2006-11
Competitive Context
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- Key points
- Comparing spend on household goods
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- Figure 25: Comparison of spend on bedroom furniture and beds with other household markets, 2006-11
- Weak demand for household products
- High ticket items depressed
- More spending on garden products
- Innovation driving household appliances
- Interest in food at home
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Homebase builds multi-branded furniture offer
- Foam-covered furniture adds a different dimension
- Spaceslide adds new ranges
- Folding furniture – the new flat pack
- Dreams tackles recycling challenge
- Smart fabrics to combat allergies
- Beds that maintain the right temperature
- Beds that massage
- Standardising bed sizes
- Mattresses with an internal frame
- Media beds
- Natural fibres
- Technical selling aids
Market Size and Segmentation
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- Key points
- Bedroom furniture market is down
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- Figure 26: Retail value sales of bedroom furniture, 2006-16
- Sales values hold up in beds
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- Figure 27: Retail value sales of beds and mattresses, 2006-16
- Volumes hold steady in beds
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- Figure 28: Consumer purchases of beds and bedroom furniture, volume, 2007-11
- Forecast
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- Figure 29: Consumer spend on bedroom furniture, 2006-16
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- Figure 30: Consumer spend on beds and mattresses, 2006-16
Companies and Products
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- Key points
- Airsprung Furniture Group
- Hilding Anders
- Silentnight Group
- Simmons Bedding Group
- The Symphony Group
- Tempur
- Vi-Spring
- Major retailers
- Argos
- Dreams
- Hammonds
- IKEA
- Sharps
- Steinhoff UK
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- Figure 31: Retail offering and store portfolio of Steinhoff UK, July 2011
- Other furniture specialists
- And So to Bed
- Carpetright
- Feather & Black
- Furniture Village
- Oak Furniture Land
- Sliderobes
- Strachan Furniture
- Warren Evans
- Other general retailers with beds
- B&Q
- Homebase
- John Lewis
- Laura Ashley
- Marks & Spencer
- Next
- Tesco
- Asda
- Sainsbury’s
- Other
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- Figure 32: Selected other companies in the bedroom market
Channels of Distribution
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- Key points
- Distribution of beds, mattresses and bedroom furniture
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- Figure 33: Distribution of beds, mattresses and bedroom furniture, by store format, 2006, 2008 and 2010
- Furniture specialists having a tough time
- Argos and IKEA lead the way
- Bed specialists dominated by Dreams
- Non-specialists gaining ground
- DIY stores gaining ground
- Huge importance of multi-channel
- Online specialists
Brand Communication and Promotion
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- Key points
- Boost to spending in 2010
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- Figure 34: Main media advertising expenditure for bedroom furniture and beds, 2007-10
- Advertising spend on bedroom furniture
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- Figure 35: Main media advertising for beds and bedroom furniture, by advertiser, 2008-10
- Press is the dominant medium
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- Figure 36: Main media advertising for bedroom furniture, by media type, 2008-10
- Dreams dominates bed advertising
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- Figure 37: Main media advertising for beds, by advertiser, 2008-10
- Figure 38: Main media advertising for beds, by media type, 2008-10
- Seasonal spend backs the Sale
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- Figure 39: Seasonality of main media advertsising for bedroom furniture and beds, by average monthly spend, 2010
The Consumer – Purchasing Patterns
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- Key points
- High level of demand for beds and mattresses
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- Figure 40: Bedroom purchasing patterns over the last three years, August 2009 and July 2011
- Two thirds of online adults are engaged with this market
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- Figure 41: Bedroom purchasing summary, July 2011
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- Figure 42: Purchase of beds and bedroom furniture in the last three years, by socio-economic group and lifestage, July 2011
- How many things did they buy?
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- Figure 43: Repertoire of bedroom purchasing patterns, July 2011
- Families are key players
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- Figure 44: Repertoire of bedroom purchases, by lifestage, July 2011
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- Figure 45: Bedroom purchasing patterns, by repertoire of bedroom purchasing patterns, July 2011
The Consumer – What Influences Bed Purchasers?
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- Key points
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- Figure 46: Factors influencing choice of beds, July 2011
- Quality tops the list
- Standard sizes please
- Stylish first homes
- Comfort factors
- A bit of ‘medical’ jargon?
- Store my stuff
- Knowing your own mind
The Consumer – What Influences Bedroom Furniture Purchasers?
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- Key points
- Factors influencing choice of bedroom furniture
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- Figure 47: Factors influencing choice of bedroom furniture, July 2011
- Clever storage is way out in front
- Dream bedrooms
- Made-to-measure please
- Is self-assembly a barrier?
- The bedroom as a multi-purpose space
- Lighting in the plans
The Consumer – How They Shop
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- Key points
- How consumers shop for beds and bedroom furniture
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- Figure 48: Statements on beds and bedroom furniture, July 2011
- Connected consumers
- Touch and feel matter
- Guarantees
- Caution because of the economy
- Fewer allergies
Target Groups
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- Customer typologies for bedrooms
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- Figure 49: Customer typologies for beds and bedrooms, July 2011
- Co-ordinators
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- Figure 50: Factors important when buying beds, Co-ordinators target group, July 2011
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- Figure 51: Factors important when buying bedroom furniture, Co-ordinators target group, July 2011
- Bedroom Enthusiasts
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- Figure 52: Factors important when buying beds, Bedroom Enthusiasts target group, July 2011
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- Figure 53: Factors important when buying bedroom furniture, bedroom enthusiasts target group, July 2011
- Basic Bedroomers
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- Figure 54: Factors important when buying beds, Basic Bedroomers target group, July 2011
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- Figure 55: Factors important when buying bedroom furniture, Basic Bedroomers target group, July 2011
- Uninterested (28%)
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- Figure 56: Factors important when buying beds, Uninterested target group, July 2011
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- Figure 57: Factors important when buying bedroom furniture, Uninterested target group, July 2011
Appendix – Internal Market Environment
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- Figure 58: Ownership and purchasing of beds, by demographics, 2011
- Figure 59: Ownership and purchasing of bedroom furniture, by demographics, 2011
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- Figure 60: Complaints suffered in the last 12 months, by demographics, 2011
- Figure 61: Allergies prone to in the last 12 months, by demographics, 2011
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Appendix – Broader Market Environment
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- Figure 62: Number of bedrooms in home, by demographics, 2011
- Figure 63: Ownership of home extensions, by demographics, 2011
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Appendix – The Consumer – Purchasing Patterns
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- Figure 64: Most popular bedroom purchasing patterns, by demographics, July 2011
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- Figure 65: Next most popular bedroom purchasing patterns, by demographics, July 2011
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- Figure 66: Other bedroom purchasing patterns, by demographics, July 2011
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- Figure 67: Repertoire of bedroom purchasing patterns, by demographics, July 2011
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- Figure 68: Bedroom purchasing patterns by most popular bedroom purchasing patterns, July 2011
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- Figure 69: Bedroom purchasing patterns, by next most popular bedroom purchasing patterns, July 2011
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- Figure 70: Bedroom purchasing patterns, by other bedroom purchasing patterns, July 2011
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Appendix – The Consumer – What Influences Bed Purchasers?
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- Figure 71: Factors influencing choice of beds, July 2011
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- Figure 72: Most popular factors influencing choice of beds, by demographics, July 2011
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- Figure 73: Next most popular factors influencing choice of beds, by demographics, July 2011
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- Figure 74: Other factors influencing choice of beds, by demographics, July 2011
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Appendix – The Consumer – What Influences Bedroom Furniture Purchasers?
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- Figure 75: Most popular factors influencing choice of bedroom furniture, by demographics, July 2011
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- Figure 76: Next most popular factors influencing choice of bedroom furniture, by demographics, July 2011
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Appendix – Target Groups
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- Figure 77: Target groups, by demographics, July 2011
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Appendix – The Consumer – How They Shop
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- Figure 78: Most popular statements on beds and bedroom furniture, by demographics, July 2011
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- Figure 79: Next most popular statements on beds and bedroom furniture, by demographics, July 2011
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