Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Home accessories market, 2007-17
- Market factors
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- Figure 2: Agreement with selected lifestyle statements, 2007 and 2012
- Companies, brands and innovation
- The consumer
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- Figure 3: Consumer attitudes towards home accessories, September 2012
- Figure 4: Percentage of respondents agreeing that they only buy home accessories when the old ones need replacing, October 2008 and September 2012
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- Figure 5: Home accessories bought for yourself or as a gift in the last 12 months, October 2008 and September 2012
- Figure 6: Factors considered important in deciding what to purchase, September 2012
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- Figure 7: Where home accessories have been bought in the last 12 months, September 2012
- What we think
Issues in the Market
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- Are consumers buying home accessories again after the downturn?
- Is retailer competition based on price inevitable or can it be avoided?
- Do specialists have a long-term future in this market?
- What are the prospects for selling home accessories online?
- Which retailers are best placed to take advantage of any growth?
Trend Application
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- Trend: Objectify
- Trend: Let’s make it a deal
- 2015 Trend: Old Gold
Market Environment
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- Key points
- Home accessories hit by waning interest
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- Figure 8: Agreement with selected lifestyle statements, 2007-12
- Higher savings hit discretionary spending
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- Figure 9: GDP, PDI, consumer expenditure and savings, at current prices, 2007-17
- Technology now core to buying process
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- Figure 10: Selected electronic products/services have at home, 2010-12
- Boom in over-55s
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- Figure 11: Trends in the age structure of the UK population, 2007-17
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- Figure 12: Forecast adult population trends, by socio-economic group, 2007-17
- Housing market stagnates
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- Figure 13: Number of residential UK property transactions with a value of £40,000 or above – seasonally adjusted, Q1 2006-Q2 2012
- Small and medium households grow fastest
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- Figure 14: UK households, by size, 2007-17
- Competing markets
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- Figure 15: Retail sales of home and garden products, 2007-12
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Designer and celebrity tie-ups
- Enhancing the in-store experience
- Brand extension
- Ethical developments
- Going online
Market Size and Forecast
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- Key points
- Home accessories market value recovers slowly
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- Figure 16: Total retail value sales of home accessories, at current and constant prices, 2007-17
- Forecast
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- Figure 17: Home accessories market, 2007-17
Segment Performance
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- Key points
- Window furnishings and linens dominate
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- Figure 18: UK home accessories sales, by category, 2007-12
- Window furnishings and accessories
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- Figure 19: UK value sales of window furnishings & accessories, at current and constant prices, 2007-17
- Household linens
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- Figure 20: UK value sales of household linens, at current and constant prices, 2007-17
- Domestic lighting
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- Figure 21: UK value sales of domestic lighting*, at current and constant prices, 2007-17
- Bathroom accessories
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- Figure 22: UK value sales of bathroom accessories, at current and constant prices, 2007-17
- Other home accessories
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- Figure 23: UK value sales of other accessories*, at current and constant prices, 2007-17
Companies and Products
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- Homewares retailers
- IKEA
- Cargo
- Dwell
- The Range
- Dunelm
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- Figure 24: Other homewares retailers, 2012
- Department stores/variety stores/other non-food stores
- John Lewis
- Debenhams
- House of Fraser
- Argos
- Marks & Spencer
- Next
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- Figure 25: Other clothing and variety stores, 2012
- DIY stores
- B&Q
- Homebase
- Grocery multiples
- Tesco
- Asda
- Sainsbury’s
- Key manufacturers
- Household linens
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- Figure 26: Key manufacturers of household linens, 2012
- Lighting
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- Figure 27: Key manufacturers of lighting (Luminaires), 2008
- Window furnishings and accessories
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- Figure 28: Key manufacturers of window furnishings and accessories, 2008
- Other home accessories
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- Figure 29: Key manufacturers of other home accessories, 2012
Channels to Market
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- Key points
- Tesco loses momentum
- DIY chains suffer poor trading
- Department stores gain ground
- Mid-market non-specialists under pressure
- Budget retailers see mixed performance
- Multiple homewares specialists expand
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- Figure 30: Retail distribution of household linens, 2009-12
- Figure 31: UK value sales of window furnishings, by outlet type, 2009-12
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- Figure 32: UK value sales of lighting, by outlet type, 2009-12
Brand Communication and Promotion
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- Key points
- Less ad spend on home accessories
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- Figure 33: Main monitored media advertising spend on furnishing accessories/soft furnishing products, 2009-12
- Figure 34: Main monitored media advertising spend on furnishing accessories/soft furnishing products – by top ten spenders, 2009-12
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- Figure 35: Main monitored media advertising spend on furnishing accessories/soft furnishing products, 2009-11
The Consumer – Buying Accessories for the Home
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- Key points
- Items purchased
- Bed linen and bathroom towels most popular purchase
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- Figure 36: Home accessories bought for yourself or as a gift in the last 12 months, September 2012
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- Figure 37: Home accessories bought for yourself or as a gift in the last 12 months, September 2012
- Young children and large families drive purchasing
- High-income households keen on accessories
- Branding counts when it comes to gifts
- Craft and handmade buyers like home accessories
The Consumer – Where do People Shop for Home Accessories?
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- Key points
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- Figure 38: Where home accessories have been bought in the last 12 months, September 2012
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- Figure 39: Where home accessories have been bought in-store the last 12 months, September 2012
- Market polarised by age and affluence
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- Figure 40: Relative positioning of retailers’ customer bases, by average age and socio-economic group, September 2012
- Leader Argos attracts C2 families
- Where people buy online
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- Figure 41: Where home accessories have been bought online in the last 12 months, September 2012
- Amazon on top online
- John Lewis’s online appeal focused upmarket
- Tesco missing out on luxury feeling
The Consumer – Why People Buy Home Accessories
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- Key points
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- Figure 42: Factors considered important in deciding what to purchase, September 2012
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- Figure 43: Factors considered important in deciding what to purchase, September 2012
- Durability and quality the top priority
- Older consumers like durability and quality most
- 25-34s like Fairtrade fabrics
- Large households and young families like designer labels
The Consumer – Attitudes Towards Home Accessories
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- Key points
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- Figure 44: Consumer attitudes towards home accessories, September 2012
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- Figure 45: Consumer attitudes towards home accessories, September 2012
- Consumers only buying when items wear out
- Women and 45-54s shift to replacement only
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- Figure 46: Percentage of respondents agreeing that they usually only buy home accessories when the old ones need replacing, October 2008 and September 2012
- Men lose interest in the home
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- Figure 47: Percentage of respondents agreeing the look of my home is very important to me, October 2008 and September 2012
- Families and 55-64s are impulse buyers
- Women are potential gift buyers but limited by their budget
- Look of the home important to 55-64s
Appendix – The Consumer – Buying Accessories for the Home
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- Figure 48: Most popular home accessories bought in the last 12 months, by demographics, September 2012
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- Figure 49: Next most popular home accessories bought in the last 12 months, by demographics, September 2012
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- Figure 50: Other home accessories bought in the last 12 months, by demographics, September 2012
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- Figure 51: Home accessories bought for yourself or as a gift in the last 12 months by, importance of quality of product in purchase decisions, September 2012
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- Figure 52: Home accessories bought for yourself or as a gift in the last 12 months by, importance of durability in purchase decisions, September 2012
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- Figure 53: Home accessories bought for yourself or as a gift in the last 12 months by, importance of easy-care in purchase decisions, September 2012
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- Figure 54: Home accessories bought for yourself or as a gift in the last 12 months by, importance of Colour/pattern in purchase decisions, September 2012
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- Figure 55: Home accessories bought for yourself or as a gift in the last 12 months by, importance of matching or co-ordinating with other items in the room in purchase decisions, September 2012
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- Figure 56: Home accessories bought for yourself or as a gift in the last 12 months by, importance of modern styles in purchase decisions, September 2012
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- Figure 57: Home accessories bought for yourself or as a gift in the last 12 months by, importance of timelessness in purchase decisions, September 2012
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- Figure 58: Home accessories bought for yourself or as a gift in the last 12 months by, importance of brand or designer label in purchase decisions, September 2012
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- Figure 59: Home accessories bought for yourself or as a gift in the last 12 months by, importance of own-label brand in purchase decisions, September 2012
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- Figure 60: Home accessories bought for yourself or as a gift in the last 12 months by, importance of made in the UK in purchase decisions, September 2012
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- Figure 61: Home accessories bought for yourself or as a gift in the last 12 months by, importance of an item made with fair trade fabrics or materials in purchase decisions, September 2012
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- Figure 62: Home accessories bought for yourself or as a gift in the last 12 months by, importance of special offer or sale prices in purchase decisions, September 2012
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- Figure 63: Home accessories bought for yourself or as a gift in the last 12 months, by most popular consumer attitudes towards home accessories, September 2012
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- Figure 64: Home accessories bought for yourself or as a gift in the last 12 months, by next most popular consumer attitudes towards home accessories, September 2012
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- Figure 65: Home accessories bought for yourself or as a gift in the last 12 months, by other consumer attitudes towards home accessories, September 2012
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Appendix – The Consumer – Where do People Shop for Home Accessories?
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- Figure 66: Most popular retailer to buy from in-store in the last 12 months, by demographics, September 2012
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- Figure 67: Next Most popular retailer to buy from in-store in the last 12 months, by demographics, September 2012
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- Figure 68: Other retailer to buy from in-store in the last 12 months, by demographics, September 2012
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- Figure 69: Most popular online website have bought from in the last 12 months, by demographics, September 2012
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- Figure 70: Next most popular online website have bought from in the last 12 months, by demographics, September 2012
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Appendix – The Consumer – Why People Buy Home Accessories
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- Figure 71: Importance of durability in purchase decisions, September 2012
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- Figure 72: Importance of quality of product in purchase decisions, September 2012
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- Figure 73: Importance of colour/pattern in purchase decisions, September 2012
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- Figure 74: Importance of matching or co-ordinating with other items in the room in purchase decisions, September 2012
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- Figure 75: Importance of special offer or sale prices in purchase decisions, September 2012
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- Figure 76: Importance of easy-care in purchase decisions, September 2012
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- Figure 77: Importance of modern styles in purchase decisions, September 2012
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- Figure 78: Importance of timelessness in purchase decisions, September 2012
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- Figure 79: Importance of made in the UK in purchase decisions, September 2012
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- Figure 80: Importance of an item made with fair trade fabrics or materials in purchase decisions, September 2012
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- Figure 81: Importance of brand or designer label in purchase decisions, September 2012
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- Figure 82: Importance of own-label brand in purchase decisions, September 2012
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Appendix – The Consumer – Attitudes Towards Home Accessories
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- Figure 83: Most popular consumer attitudes towards home accessories, by demographics, September 2012
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- Figure 84: Next most popular consumer attitudes towards home accessories, by demographics, September 2012
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- Figure 85: Other consumer attitudes towards home accessories, by demographics, September 2012
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