Table of Contents
Introduction
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- Definitions
- Broader definitions
- Household textiles
- Glassware, tableware and other homewares
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Consumer spend on homewares, 2008-18
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- Figure 2: The market for homewares (broader definition) by main segment, 2013 (est)
- Market factors
- Staying in, not eating out
- Cooking and baking from scratch
- A brighter housing market
- The connected consumer
- Underlying growth
- Companies, brands and innovation
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- Figure 3: Channels to market, 2013
- The consumer
- What they bought
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- Figure 4: Homewares purchased in the last 12 months, November 2013
- Where they bought homewares
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- Figure 5: Where homewares were purchased, November 2013
- What they think about buying soft furnishings
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- Figure 6: Attitudes towards buying soft furnishings, November 2013
- What they think about buying for kitchen and dining
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- Figure 7: Attitudes towards buying kitchen and dining wares, November 2013
- What qualities they look for in homewares
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- Figure 8: Qualities affecting choice of homewares, November 2013
- What we think
Issues in the Market
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- What is the future for specialist retailers of homewares?
- The market is dominated by low-priced mass market retailers, so how can retailers add value?
- How influential is online retailing in the market for homewares?
- A lot of celebrities endorse homewares but does it influence consumers?
- What role does style play in shaping demand for homewares?
Trend Application
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- Trend: Many Me’s
- Trend: Make it Mine
- Trend: Generation Next
Internal Market Environment
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- Key points
- Entertaining at home
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- Figure 9: Attitudes towards eating out, by age and financial situation, April 2013
- A nation that cooks
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- Figure 10: Cooking and eating habits, October 2013
- Casual dining
- House sales/mortgages
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- Figure 11: Residential property transactions, 2008-15
- DIY intentions
Broader Market Environment
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- Key points
- Seven in ten now own a smartphone
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- Figure 12: Personal ownership of mobile phones, January 2012 – September 2013
- Tablets take off
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- Figure 13: Household ownership of portable computers January 2012-September 2013
- More households, smaller households
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- Figure 14: UK households, by size, 2008-18
- The population will grow
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- Figure 15: Forecast adult population trends, by socio-economic group, 2008-18
- Shifting lifestages
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- Figure 16: Forecast adult population trends, by lifestage, 2008-18
- Personal disposable income will grow
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- Figure 17: GDP, PDI, consumer expenditure and savings, at current prices, 2008-18
Competitive Context
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- Key points
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- Figure 18: Household spend on selected categories, 2009-12
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Dexam helps make Sushi
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- Figure 19: The Rice Cube, Dexam, 2013
- Celebrity tie-ups
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- Figure 20: Sophie Conran for Portmeirion, 2013
- Wow, a new take on doing the dishes
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- Figure 21: Wash & Drain washing up bowl, Joseph Joseph, 2013
- Iconic designs
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- Figure 22: Cook’s Measure, Tala, 2013
- Retail innovation
Market Size and Segmentation
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- Key points
- Forecast
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- Figure 23: Consumer spend on homewares, 2008-18
- A positive big picture
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- Figure 24: Total retail value sales of home accessories (broader definition), at current and constant prices, 2008-18
- Market segmentation
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- Figure 25: The market for homewares (broader definition) by main segment, 2013 (est)
- Figure 26: The market for homewares (broader definition) by main segment, 2008-13
- Household textiles
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- Figure 27: Household textiles by category, 2013
- Glassware and tableware
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- Figure 28: Glassware, tableware and other homewares, by category, 2013
- Household linens and textiles
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- Figure 29: Consumer spend on window, linens and other textiles, 2008-18
- Domestic lighting
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- Figure 30: Consumer spend on Lighting, 2008-18
- Cookware and tableware
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- Figure 31: Consumer spend on Glassware, tableware and other homewares, 2007-13
- Other home accessories
Companies and Products
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- Key points
- Curtains and blinds
- Household textiles and linens
- Tableware and glass
- Lighting
- Kitchenware and cookware
Channels to Market
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- Key points
- Fragmented distribution
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- Figure 32: Channels to market, 2012
- Winners and losers
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- Figure 33: Channels to market, 2010 and 2012
- Department stores (39% market share)
- Debenhams
- House of Fraser
- John Lewis
- Marks & Spencer
- Next
- General value mixed goods retailers (33% market share)
- Value retailers on the march
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- Figure 34: Selected value mixed goods retailers, turnover, year-end 2009-13
- Argos
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- Figure 35: Argos, total turnover, year to June 2009-13
- BHS
- Dunelm
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- Figure 36: Dunelm, turnover, year to June 2009-13
- HomeSense
- Matalan
- The Range
- Wilkinson
- Supermarkets (6% market share)
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- Figure 37: Leading supermarkets, share of selling space allocated to homewares, November 2013
- Tesco
- Asda
- Sainsbury’s
- DIY stores (5% market share)
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- Figure 38: Selected DIY retailers, estimated homewares turnover, year-end 2008-2012
- B&Q
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- Figure 39: B&Q, lighting examples, December 2013
- Homebase
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- Figure 40: Habitat, selected products, December 2013
- Tiger
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- Figure 41: Tiger, example of store interior, January 2014
- Specialist retailers (5% market share)
- Specialist cookshop chains on the up
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- Figure 42: Turnover for Steamer Trading and Lakeland, 2008-12
- Lakeland
- Steamer Trading
- Ponden (Ponden Home and Ponden Mill)
- Hillary’s Blinds
- Home shopping (6% market share)
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- Figure 43: Shopping for the home online, UK, 2007-13
- Figure 44: Amazon UK, total turnover, 2008 -2012
- Furniture retailers
- Ikea
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- Figure 45: Ikea, space allocation by product group, 2013
- Laura Ashley
- Cargo
Brand Communication and Promotion
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- Key points
- £43 million spent on above the line advertising
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- Figure 46: Topline adspend homewares, 2009-12
- Figure 47: Adspend on homewares, by advertiser, 2012
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- Figure 48: Adspend on homewares, by media type, 2009-13
The Consumer – Purchasing Patterns
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- Key points
- Purchasing patterns for homewares
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- Figure 49: Homewares purchased in the last 12 months, November 2013
- Role of women as homemaker?
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- Figure 50: Homewares purchased in the last 12 months, November 2013
- Homewares as gifts
- People are shopping for a wide range of homewares
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- Figure 51: Repertoire of homewares purchased in the last 12 months, November 2013
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- Figure 52: Repertoire of homewares purchased in the last 12 months, by age, November 2013
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- Figure 53: Repertoire of homewares purchased in the last 12 months, by socio-economic group, November 2013
The Consumer – Where Homewares Were Purchased
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- Key points
- Where homewares were purchased
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- Figure 54: Where homewares were purchased, November 2013
- The online shopping phenomenon
- C2s favour discount shops, supermarkets and Argos
- Department/variety stores favoured by ABs
- Plenty of shopping for homewares at Ikea
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- Figure 55: Where homewares were purchased, November 2013
- Plenty of shopping around
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- Figure 56: Repertoire of where homewares were purchased, November 2013
The Consumer – Attitudes towards Buying Soft Furnishings/Textiles
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- Key points
- Attitudes towards buying soft furnishings and textiles
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- Figure 57: Attitudes towards buying soft furnishings, November 2013
- Tactile sensations
- Women like co-ordination
- Younger people opt for inexpensive homewares
- Impulse shapes habits
- Inspiration from displays
- Brand or own-label?
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- Figure 58: Attitudes towards buying soft furnishings/textiles, branded or own-label, by age and socio-economic group, November 2013
- Fashion
- Shopping on price
The Consumer – Attitudes towards Buying Kitchen and Dining Wares
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- Key points
- Attitudes towards buying kitchen and dining wares
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- Figure 59: Attitudes towards buying kitchen and dining wares, November 2013
- Function matters in the kitchen
- Easy to clean up
- Special things for occasions
- Arranging the dinner table
- Keeping things co-ordinated
- Ideas from the television
- Getting the right tin
The Consumer – Qualities Affecting Choice of Homewares
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- Key points
- Qualities affecting choice of homewares
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- Figure 60: Qualities affecting choice of homewares, November 2013
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- Figure 61: Qualities affecting choice of homewares, top three by homewares category, November 2013
- Where style really matters
- Touch and feel the textiles
- Basics for the kitchen
Appendix – Market Segmentation and Forecasts
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- Figure 62: Consumer spend on window furnishings and accessories, 2008-18
- Figure 63: Consumer spend on household linens, 2008-18
- Figure 64: consumer spend on other household textiles, 2008-18
- Figure 65: Consumer spend on glassware and tableware, 2008-18
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- Figure 66: Consumer spend on kitchenware, 2008-18
- Figure 67: Consumer spend on other decorative housewares, 2008-18
- Figure 68: Consumer spend on lighting, 2008-18
- Figure 69: Consumer spend on other homewares, 2008-18
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Appendix – Channels to Market
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- Figure 70: Leading mixed-goods retailers’ net revenues, 2008-12
- Figure 71: Leading mixed goods retailers, store numbers, 2008-12
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Appendix – The Consumer – Homewares Purchased in the Last 12 Months
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- Figure 72: Most popular homewares purchased in the last 12 months – Bought for own home in the last 12 months, by demographics, November 2013
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- Figure 73: Next most popular homewares purchased in the last 12 months – Bought for own home in the last 12 months, by demographics, November 2013
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- Figure 74: Most popular homewares purchased in the last 12 months – Bought as a gift for someone else in the last 12 months, by demographics, November 2013
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- Figure 75: Next most popular homewares purchased in the last 12 months – Bought as a gift for someone else in the last 12 months, by demographics, November 2013
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- Figure 76: Repertoire of homewares purchased in the last 12 months, by demographics, November 2013
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Appendix – The Consumer – Where Homewares Were Purchased
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- Figure 77: Most popular place where homewares were purchased – Bought in-store, by demographics, November 2013
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- Figure 78: Next Most popular place where homewares were purchased – Bought in-store, by demographics, November°2013
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- Figure 79: Most popular place where homewares were purchased – Bought online, by demographics, November 2013
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- Figure 80: Next most popular place where homewares were purchased – Bought online, by demographics, November°2013
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- Figure 81: Repertoire of where homewares were purchased, by demographics, November 2013
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Appendix – The Consumer – Attitudes towards Buying Soft Furnishings
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- Figure 82: Most popular attitudes towards buying soft furnishings, by demographics, November 2013
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- Figure 83: Next most popular attitudes to buying soft furnishings, by demographics, November 2013
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Appendix – The Consumer – Attitudes towards Buying Kitchen and Dining Wares
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- Figure 84: Most popular attitudes towards buying kitchen and dining wares, by demographics, November 2013
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- Figure 85: Next most popular attitudes towards buying kitchen and dining wares, by demographics, November 2013
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Appendix – The Consumer – Qualities Affecting Choice of Homewares
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- Figure 86: Qualities affecting choice of homewares – High quality finish/feel, by demographics, November 2013
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- Figure 87: Qualities affecting choice of homewares – Something unique, by demographics, November 2013
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- Figure 88: Qualities affecting choice of homewares – Lowest price, by demographics, November 2013
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- Figure 89: Qualities affecting choice of homewares – Stylish appearance, by demographics, November 2013
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- Figure 90: Qualities affecting choice of homewares – Functional design, by demographics, November 2013
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- Figure 91: Qualities affecting choice of homewares – a brand I like, by demographics, November 2013
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- Figure 92: Qualities affecting choice of homewares – Made in the latest style, by demographics, November 2013
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- Figure 93: Qualities affecting choice of homewares – Produced in an environmentally friendly way, by demographics, November 2013
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