Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Consumer expenditure on beds and mattresses, 2007-17
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- Figure 2: Consumer spend on bedroom furniture, 2007-17
- Figure 3: Purchasers of beds and bedroom furniture, by age, 2012
- Market factors
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- Figure 4: Purchasers of beds and bedroom furniture, by length of time in present home, 2012
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- Figure 5: Number of bedrooms in home, 2008-12
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- Figure 6: Complaints suffered, 2008 and 2012
- Companies, brands and innovation
- Retail distribution
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- Figure 7: Retail distribution of beds and bedroom furniture, 2011
- The consumer
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- Figure 8: Any bedroom furniture; any beds; purchased in the last three years, July 2012
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- Figure 9: Bedroom furniture and bed purchases, last three years, July 2012
- Figure 10: Beds and bedroom furniture, factors influencing purchases, July 2012
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- Figure 11: Beds and mattresses, factors influencing choice, July 2012
- Figure 12: Bedroom furniture, factors influencing choice, July 2012
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- Figure 13: Customer target groups, beds and bedroom furniture, by factors influencing choice of retailer, July 2012
- What we think
Issues in the Market
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- Is premiumisation helping to sell more beds?
- Are consumers influenced by sustainability?
- How can retailers break out of a discounting culture?
- What do people think about self-assembly furniture?
- Is there too much capacity in the market?
Trend Application
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- Minimise Me
- Boomerang Generation
- 2015 trend – Old Gold
Internal Market Environment
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- Key points
- Purchasing bed and bedroom furniture by age band
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- Figure 14: Purchasers of beds and bedroom furniture, by age, 2012
- Families drive demand
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- Figure 15: Purchasers of beds and bedroom furniture, by lifestage, 2012
- Moving house helps stimulate demand
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- Figure 16: Purchasers of beds and bedroom furniture, by length of time in present home, 2012
- Prices bubble upwards
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- Figure 17: CPI for furniture and furnishings, January 2008-June 2012
- Beds to deal with health issues
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- Figure 18: Complaints suffered from and allergies prone to in the last 12 months, 2008-12
- Dust mite allergies
- Putting a price on the environment
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- Figure 19: Agreement with attitudinal statement relating to propensity to pay more for environmentally friendly products, 2008-12
- Controls for marketing store cards
- Competition from biomass use
- Stamping out illegal timber
- Science of comfort
- Sleep research
- … the comforting noise of traffic
- … there is some truth in beauty sleep
- … buy a bed that fits!
- … backaches are common
Broader Market Environment
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- Key points
- Fewer bedrooms per household
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- Figure 20: Number of bedrooms in the home, 2008-12
- Improve not move?
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- Figure 21: Ownership of home extensions, 2008-12
- The connected society
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- Figure 22: Broadband penetration, 2008-12
- Figure 23: Ownership of smartphones and tablet computers, January 2011 and January 2012
- Reduced house buying activity
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- Figure 24: Number of residential UK property transactions with a value of £40,000 or above – seasonally adjusted, Q1 2006-Q1 2012
- Adding to the housing stock
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- Figure 25: UK households, by size, 2007-17
- Mote 25-34s will help boost demand
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- Figure 26: Trends in the age structure of the UK population, 2007-17
- Growth in ABs will help premiumisation
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- Figure 27: Forecast adult population trends, by socio-economic group, 2007-17
- Interest in the home
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- Figure 28: Agreement with selected lifestyle statements, 2007-11
Competitive Context
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- Key points
- Comparing spend on household goods
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- Figure 29: Comparison of spend on bedroom furniture and beds with other consumer markets, 2007-11
- Weak demand for furniture
- Beds outplay bedroom furniture
- Floorcoverings bottom of the pile
- Small appliances an affordable treat
- Garden spend robust
- Soft furnishings do well
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Homebase adds Habitat to its brand stable
- Next opens more superstores
- Not on the high street sources the unusual
- Stuff for smaller rooms
- Banana veneer
- Privacy for room-mates
Market Size and Forecast
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- Key points
- Spending on beds loses its bounce
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- Figure 33: Consumer spending on beds and mattresses, 2007-17
- Bedroom furniture sees a real dip
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- Figure 34: Consumer spending on bedroom furniture, 2007-17
- Forecast
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- Figure 35: Consumer expenditure on beds and mattresses, 2007-17
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- Figure 36: Consumer spend on bedroom furniture, 2007-17
Companies and Products
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- Key points
- Leading manufacturers and brands
- Airsprung Furniture Group
- Hilding Anders
- Silentnight Group
- Simmons Bedding Group
- Symphony Group
- Vi-Spring
- Other manufacturers
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- Figure 37: Selected other companies in the bedroom market
Channels of Distribution
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- Key points
- Channels of distribution
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- Figure 38: Distribution of beds and bedroom furniture, 2007-11
- Difficult times for furniture specialists
- Tough times precipitate change
- Who’s expanding?
- March of the supermarkets
- Emerging businesses
- Online shopping
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- Figure 39: Consumer spending on home goods and home goods online, 2007-11
- Argos
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- Figure 40: Argos: Space allocation, June 2012
- Dreams
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- Figure 41: Dreams financial performance, 2006-10
- Hammonds Furniture
- IKEA
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- Figure 42: IKEA: Space allocation, June 2012
- Steinhoff UK
- Other furniture specialist retailers
- And So to Bed
- Carpetright
- Feather & Black
- Furniture in Fashion
- Furniture Village
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- Figure 43: Furniture Village: Space allocation, June 2012
- Oak Furniture Land
- Sharps
- Sliderobes
- Starplan
- Strachan Furniture
- Tempur
- Warren Evans
- Other general retailers with beds
- B&Q
- Homebase
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- Figure 44: Homebase: Space allocation, June 2012
- John Lewis
- Laura Ashley
- Marks & Spencer
- Next
- Tesco
- Asda
- Sainsbury’s
- Other
Brand Communication and Promotion
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- Key points
- Brand communication and promotion
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- Figure 45: Main media advertising expenditure for bedroom furniture and beds, by company, 2008-12
- Television dominates media choice
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- Figure 46: Main media advertising expenditure for bedroom furniture and beds, by media type, 2008-11
- Dreams is the largest advertiser in the sector
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- Figure 47: Main media advertising expenditure for bedroom furniture and beds, by company, 2011
- Figure 48: Main media advertising expenditure for bedroom furniture and beds, by company, 2008-12
- Advertising specifics
The Consumer – Who is Buying Beds and Bedroom Furniture?
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- Key points
- Purchasing overview
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- Figure 49: Any bedroom furniture; any beds; purchased in the last three years, July 2012
- Purchases in the last three years
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- Figure 50: Bedroom furniture and bed purchases, last three years, July 2012
- Creating a kids room
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- Figure 51: Bedroom furniture and bed purchases, last three years, July 2012
- Repertoire
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- Figure 52: Repertoire for beds or bedroom furniture purchased in the last three years, July 2012
The Consumer – Factors Influencing Choice of Retailer
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- Key points
- What consumers feel is important about their retailers
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- Figure 53: Beds and bedroom furniture, factors influencing purchases, July 2012
- Service is king
- Great availability
- Genuine discounts
- Exchange deal
- Touch before you buy?
- A new competitive landscape
- Easy payment plans popular
- Nice but not necessary?
- The Consumer – Factors Influencing Choice of Beds
- Key points
- Factors influencing choice of beds
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- Figure 54: Beds and mattresses, factors influencing choice, July 2012
- All out for quality
- Stylish beds for younger consumers
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- Figure 55: Beds and mattresses, factors influencing choice, stylish appearance/colour, by age, July 2012
- Standardising sizes
- Storage is at a premium
- Young customers crave co-ordination
- Foam or springs?
- Brands are well down the pecking order
- Orthopaedic means more to 55-64s
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- Figure 56: Beds and mattresses, factors influencing choice, orthopaedic, by age, July 2012
- Certification – no thanks
The Consumer – Factors Influencing Choice of Bedroom Furniture
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- Key points
- Factors influencing choice of bedroom furniture
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- Figure 57: Bedroom furniture, factors influencing choice, July 2012
- Quality before low prices
- Style please
- Wardrobe wars
- Standardising?
- Do people like self-assembly?
- Fitted furniture
- Hidden storage
The Consumer – Target Groups
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- Key points
- Target groups
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- Figure 58: Customer target groups, beds and bedroom furniture, by factors influencing choice of retailer, July 2012
- Enthusiasts (35%)
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- Figure 59: Customer target groups, by factors influencing choice of retailer, enthusiasts, July 2012
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- Figure 60: Factors influencing choice of beds and mattresses, Enthusiasts, July 2012
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- Figure 61: Factors influencing choice of beds and mattresses, Enthusiasts, July 2012
- Discounters (22%)
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- Figure 62: Customer target groups, by factors influencing choice of retailer, Discounters, July 2012
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- Figure 63: Factors influencing choice of beds, Discounters, July 2012
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- Figure 64: Factors influencing choice of bedroom furniture, Discounters, July 2012
- Value Seekers (23%)
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- Figure 65: Customer target groups, by factors influencing choice of retailer, Value Seekers, July 2012
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- Figure 66: Factors influencing choice of beds, Value Seekers, July 2012
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- Figure 67: Factors influencing choice of bedroom furniture, Value Seekers, July 2012
- Consulters (20%)
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- Figure 68: Customer target groups, by factors influencing choice of retailer, Consulters, July 2012
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- Figure 69: Factors influencing choice of beds, Consulters, July 2012
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- Figure 70: Factors influencing choice of bedroom furniture, Consulters, July 2012
Appendix – Internal Market Environment
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- Figure 71: Purchasing of beds and bedroom furniture in the last 12 months, by demographics, 2012
- Figure 72: Ownership of home extensions, by demographics, 2012
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- Figure 73: Complaints suffered from and allergies prone to in the last 12 months, by demographics, 2012
- Figure 74: Agreement with attitudinal statement relating to the home, by demographics, 2012
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- Figure 75: Broadband penetration, by demographics, 2012
- Figure 76: Number of bedrooms in home, by demographics, 2012
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Appendix – The Consumer – Who is Buying Beds and Bedroom Furniture?
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- Figure 77: Beds or bedroom furniture purchased in the last three years, top five responses, by demographics, July 2012
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- Figure 78: Beds or bedroom furniture purchased in the last three years, next five responses, by demographics, July 2012
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- Figure 79: Beds or bedroom furniture purchased in the last three years, last five responses, by demographics, July 2012
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- Figure 80: Repertoire for beds or bedroom furniture purchased in the last three years, by demographics, July 2012
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Appendix – The Consumer – Factors Influencing Choice of Retailer
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- Figure 81: Beds and bedroom furniture, factors influencing choice of retailer, July 2012
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- Figure 82: Beds and bedroom furniture, good after-sales service influencing purchases, by demographics, July 2012
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- Figure 83: Beds and bedroom furniture, installation service available influencing purchases, by demographics, July 2012
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Appendix – The Consumer – Factors Influencing Choice of Beds
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- Figure 84: Most popular beds and mattresses, factors influencing choice, by demographics, July 2012
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- Figure 85: Next most popular beds and mattresses, factors influencing choice, by demographics, July 2012
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Appendix –The Consumer – Factors Influencing Choice of Bedroom Furniture
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- Figure 86: Bedroom furniture, factors influencing choice, top six, by demographics, July 2012
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- Figure 87: Bedroom furniture, factors influencing choice, lowest six, by demographics, July 2012
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Appendix – The Consumer – Target Groups
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- Figure 88: Target groups, by demographics, July 2012
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