Table of Contents
Executive Summary
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- The market
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- Figure 1: Consumer spend on selected homewares, 2009-19
- Figure 2: The market for homewares (broader definition) by main segment, 2014 (est)
- Market factors
- Companies, brands and innovation
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- Figure 3: Channels to market, 2014 (est)
- The consumer
- High volume of purchases
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- Figure 4: Homewares purchased in the last 12 months, bought for own home, bought as a gift, November 2014
- Linens are the most-purchased category
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- Figure 5: Retailers used for homewares, November 2014
- Six in 10 purchasers bought online
- Argos and IKEA lead the pack
- People consider different factors for different homewares
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- Figure 6: Qualities people look for when shopping for homewares, November 2014
- Choice and lit displays matter for lighting
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- Figure 7: Factors influencing purchasing of lighting, November 2014
- Creating a look matters
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- Figure 8: Important factors when buying decorative accessories eg ornaments, vases, picture frames, November 2014
- What we think
Issues and Insights
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- Are people flocking to the discounters for homewares?
- The facts
- The implications
- Is there a role for specialists in homewares?
- The facts
- The implications
- Is online retailing gaining in importance in homewares?
- The facts
- The implications
- Do people buy homewares as gifts?
- The facts
- The implications
Trend Application
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- Trend: Make it Mine
- Trend: Experience is All
- Trend: Guiding Choice
Internal Market Environment
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- Key points
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- Figure 9: Cooking and eating habits, September 2014
- Home baking popular
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- Figure 10: Frequency of baking at home, March 2014
- Casual dining styles
- More marriages
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- Figure 11: Marriages in England and Wales, 2008-12
- 70 million bedrooms in the UK
- Number of bedrooms in each home
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- Figure 12: Number of bedrooms in homes, England and Wales, 2013
Broader Market Environment
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- Key points
- Internet access more convenient than ever
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- Figure 13: Ownership of selected personal technology, September 2013 and October 2014
- Number of housing transactions
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- Figure 14: Number of housing transactions, 2009-2014
- More households, smaller households
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- Figure 15: UK households, by size, 2008-18
- Expanding population
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- Figure 16: Forecast adult population trends, by socio-economic group, 2008-18
- Shifting lifestages
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- Figure 17: Forecast adult population trends, by lifestage, 2008-18
Competitive Context
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- Key points
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- Figure 18: Consumer spend on selected categories for the home, 2009-2014
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Product innovation
- Innovative lighting casts interesting shadows
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- Figure 19: 8 Cells Ceiling Lamp
- Easy-to-use slicer offers variable thicknesses
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- Figure 20: The Handheld Mandoline by Cuisipro
- New function for a classic product
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- Figure 21: Drinks dispenser jar from Kilner
- Multifunctional utensil
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- Figure 22: The Scooner utensil which converts from a fish slice to a scoop
- Seasonings pestle and mortar
- Retail innovation
- Ever-more convenient shopping
- Digital offerings
- Retail theatre
- New entrant
- Record Black Friday in 2014
Market Size and Segmentation
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- Key points
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- Figure 23: Consumer spend on selected homewares, 2009-19
- Homewares forecast
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- Figure 24: Consumer spend on selected homewares, £m and index, 2009-19
- Broader definition of consumer spending
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- Figure 25: Total sales of homewares (broader definition), 2010-14
- Market segmentation
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- Figure 26: The market for homewares (broader definition), by main segment, 2014 (est)
- Figure 27: Market for homewares, by segment, 2012 and 2014
- Domestic lighting
Channels to Market
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- Key points
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- Figure 28: Channels to market, 2014 (est)
- Department stores
- Debenhams
- House of Fraser
- John Lewis
- Marks & Spencer
- Next
- General value mixed goods retailers
- Value retailers on the march
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- Figure 29: Selected value mixed goods retailers, turnover, year-end 2010-14
- Argos
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- Figure 30: Argos, total turnover year to June 2010-14
- BHS
- HomeSense
- Matalan
- The Range
- Tiger
- Wilko (previously Wilkinson)
- Supermarkets
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- Figure 31: Leading supermarkets, share of selling space allocated to homewares, November 2014
- Tesco
- Asda
- Sainsbury’s
- DIY stores
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- Figure 32: Selected DIY retailers, turnover year-end, 2011-14
- B&Q
- Homebase
- Specialist retailers
- Specialist cookshop chains on the up
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- Figure 33: Turnover for Steamer Trading and Lakeland, 2010-14
- Lakeland
- Steamer Trading
- Dunelm
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- Figure 34: Dunelm, turnover, year to June 2010-14
- Ponden Home
- Hillarys Blinds
- Home shopping
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- Figure 35: Amazon UK, total turnover, 2010-14
- Furniture retailers
- IKEA
- IKEA space allocation
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- Figure 36: IKEA, space allocation by product group, 2014
- Laura Ashley
- Cargo
Brand Communication and Promotion
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- Key points
- £34.2 million spent advertising homewares
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- Figure 37: Topline advertising spend on homewares, 2010-14
- Lakeland is the largest spender
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- Figure 38: Media advertising expenditure on homewares, by advertiser, 2013
- Press dominates expenditure
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- Figure 39: Media advertising expenditure on homewares, by media type, 2013
The Consumer – Which Homewares They Have Bought
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- Key points
- How 2014 compares with 2013
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- Figure 40: Homewares purchased in the last 12 months, bought for own home, November 2013 and 2014
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- Figure 41: Homewares purchased in the last 12 months, bought as a gift for someone else, November 2013 and 2014
- Buying home accessories in 2014
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- Figure 42: Homewares purchased in the last 12 months, bought for own home, bought as a gift, November 2014
- 42% of 25-34s bought decorative accessories
- Household linens widely purchased
- Cookware captures older shoppers
- Crockery and cutlery biased to 25-34s
- Lighting
- People buy from several categories
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- Figure 43: Any homewares purchased in the last 12 months, Repertoire, November 2014
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- Figure 44: Any homewares purchased in the last 12 months, repertoire, November 2014
- Retailers used by homewares purchased
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- Figure 45: Homewares bought (All homewares buyers) in the last 12 months, by Retailers used for homewares in the last 12 months, November 2014
The Consumer – Retailers Used For Homewares
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- Key points
- Retailers used for homewares
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- Figure 46: Retailers used for homewares, any in-store or online, November 2014
- March of the value chains
- Convenient supermarket shopping
- Argos – a store for everyman
- Department stores are key players
- Plenty of shopping for homewares at the DIY shops
- IKEA captures 40% of 25-34s
- Internet-only sellers capture over a third
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- Figure 47: Retailers used for homewares, November 2014
- Number of retailers used
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- Figure 48: Repertoire of retailers used for homewares, November 2014
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- Figure 49: Types of retailer used for homewares in the last 12 months, by repertoire of retailers used for homewares in the last 12 months, November 2014
The Consumer – Qualities Important When Shopping for Homewares
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- Key points
- Qualities important when shopping for homewares
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- Figure 50: Qualities people look for when shopping for homewares, November 2014
- Qualities for lighting
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- Figure 51: Qualities people look for when shopping for homewares, lighting, November 2014
- Qualities for decorative accessories
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- Figure 52: Qualities people look for when shopping for homewares, decorative accessories, November 2014
- Qualities for household linens
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- Figure 53: Qualities people look for when shopping for homewares, household linens, November 2014
- Qualities for kitchen and tableware
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- Figure 54: Qualities people look for when shopping for homewares, kitchen and tableware, November 2014
- Qualities for curtains and blinds
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- Figure 55: Qualities people look for when shopping for homewares, window furnishings, November 2014
- Qualities for cushions and throws
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- Figure 56: Qualities people look for when shopping for homewares, Accessories eg cushions and throws November 2014
The Consumer – Factors Influencing Purchases of Lighting
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- Key points
- Factors influencing purchases of lighting
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- Figure 57: Factors influencing purchasing of lighting, November 2014
- Large choice and lit displays
- Styling matters
- Mixing up the styles
- What triggers a purchase?
- Varying lighting levels
- Advice is of little interest
- Energy savings
The Consumer – Factors Influencing Purchases of Home Accessories
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- Key points
- Factors influencing purchases of home accessories
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- Figure 58: Important factors when buying decorative accessories eg ornaments, vases, picture frames, November 2014
- Getting the right look
- Half of purchasers go for low-cost accessories
- Younger shoppers want the latest trends
- Creating a co-ordinated look
- Six in 10 prefer browsing to impulse
- Custom-made
- Recycled please
- Enjoy choosing accessories as gifts
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