Table of Contents
Executive Summary
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- The market
- Spending on the home to grow by 3% per year
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- Figure 1: Consumer spend on the home, 2010-20
- Living and dining 22% of all
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- Figure 2: Consumer spend on the home, by segment, 2015
- Market factors
- Reshaping home ownership
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- Figure 3: Housing tenure, UK, 2012-15
- Buoyant property market
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- Figure 4: Residential property transactions, UK, 2011-15
- The consumer
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- Figure 5: Purchases and home improvement in the last three years and intention to spend in the next 12 months, November 2015
- Owner-occupiers are a key target group
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- Figure 6: Purchases and home improvement in the last three years, November 2015
- Owner-occupiers are key
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- Figure 7: Purchases and home improvement in the last three years, repertoire, November 2015
- Furniture and decorating top the list of intended spend
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- Figure 8: Intentions to spend on the home in the next 12 months, November 2015
- Happiness is the main motivation for spending on the home
- 20-34s want their own look
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- Figure 9: Reasons for spending on the home, November 2015
- Retailer websites a rich source of ideas
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- Figure 10: Sources of ideas for the home, November 2015
- 73% spend most of their leisure time at home
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- Figure 11: Attitudes towards time at home, November 2015
- Key target groups
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- Figure 12: Customer target groups, November 2015
- What we think
Issues and Insights
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- What impact is the rise in private renting having on demand for products for the home?
- The facts
- The implications
- Is ‘improve not move’ a real phenomenon?
- The facts
- The implications
- What makes people feel happier about their homes?
- The facts
- The implications
The Market – What You Need to Know
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- Buoyant market conditions
- Living and dining is the largest sector
- 4% more UK homes within five years
- Growth of private renting
- Profile of private renters is young
- Growth in housing transactions
- One- and two-person households fastest growing
- 22.8 million gardens
- Improved consumer confidence
- Improve not move
- Storm damage
Market Size and Forecast
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- Growth of some 3% each year
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- Figure 13: Consumer spend on the home, 2010-20
- Figure 14: Consumer spend on the home, 2010-20
- Market segmentation
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- Figure 15: Consumer spend on the home, by segment, 2015
- Figure 16: Consumer spend on the home, 2011-15
Market Drivers
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- The UK’s homes
- Number of UK homes will grow 4% in five years
- High growth of household numbers in London
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- Figure 17: Number of households, England, 2004 and 2014
- Changing pattern of home ownership
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- Figure 18: Number of households, England, 2004 and 2014
- Homeowners in the majority
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- Figure 19: Housing tenure, UK, 2012-15
- Growth in housing transactions
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- Figure 20: Residential property transactions, UK, 2011-15
- One- and two-person households fastest growing
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- Figure 21: UK households, by size, 2009-19
- Changing household structures
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- Figure 22: Families in the UK, by family type, 2004 and 2014
- Profile of private renters is young
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- Figure 23: Housing tenure, by selected demographics, November 2015
- Space in the UK’s homes
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- Figure 24: Floor area, by tenure, England, 2012
- Gardens and outdoor spaces
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- Figure 25: Availability of outside space, by tenure, 2012
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- Figure 26: Availability of gardens and outdoor space, April 2014
- Consumer confidence
- Improved consumer confidence
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- Figure 27: Trends in current financial situation compared a year ago, measured at October, 2011-15
- Other market drivers
- Seasonal priorities
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- Figure 28: Trends in activities done and consider to do an d spend money on my home (new kitchen, redecorate, new furniture etc), July 2012-September 2015
- Improve not move
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- Figure 29: Planning, householder developments, England, 2014 and 2015
- Disruptive influences including floods
Key Players – What You Need to Know
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- Retailers adjusting to new challenges
- Delivery developments
- Wellbeing incorporated into marketing themes
- The retailer as designer
- Modern technology in the home
- Adapting to smaller living spaces
- Improving the virtual experience
- Tapping into retro fashion
Launch Activity and Innovation
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- Opening smaller store formats
- Delivery developments
- Wellbeing incorporated into marketing themes
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- Figure 30: Jardiland focus on wellbeing, 2015
- Getting creative with room planning and design
- Adapting to the demands of modern technology in the home
- Adapting to smaller living spaces
- Improving the virtual experience
- Brand extension
- Encouraging greater footfall
- Working with local artists
- Tapping into retro fashion
The Consumer – What You Need to Know
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- 43% of households have redecorated in the last three years
- 30% of private renters have redecorated
- Over-optimism about future spending
- Happy homes
- Making the place my own
- Boost to property values
- Retailer websites used for ideas
- Catalogues remain important
- Passionate homeowners are the key target group
Purchases and Home Improvement
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- Figure 31: Purchases and home improvement in the last three years and intention to spend in the next 12 months, November 2015
- Profiles of purchasers
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- Figure 32: Purchases and home improvement in the last three years, November 2015
- Owner-occupiers are key
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- Figure 33: Purchases and home improvement in the last three years, repertoire, November 2015
- Extensions and conservatories
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- Figure 34: Extensions and conservatories in the last three years, by age and socio-economic group, November 2015
- Furniture and floorcoverings
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- Figure 35: Furniture and floorcoverings purchased in the last three years, by household tenure, November 2015
- Kitchens and bathrooms
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- Figure 36: Kitchens and bathrooms refitted in the last three years, by household tenure, November 2015
- Major garden projects
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- Figure 37: Major garden projects in the last three years, by socio-economic group and household tenure, November 2015
- Energy efficiency and home security
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- Figure 38: Spend on energy efficiency and security in the last three years, by socio-economic group and household tenure, November 2015
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Intentions to Spend on the Home in the Next 12 Months
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- Figure 39: Intentions to spend on the home in the next 12 months, November 2015
- 57% intend to spend on their homes in 2016
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- Figure 40: Intentions to spend on the home in the next 12 months, any, by socio-economic group and tenure, November 2015
- Owner-occupiers with a mortgage are the most active
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- Figure 41: Intentions to spend on the home in the next 12 months, repertoire, November 2015
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Reasons for Spending on the Home
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- Happiness at home
- Triggers for spending
- 20-34s want their own look
- Green and lean
- Boosting the property value
- Creating better use of space
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- Figure 42: Reasons for spending on the home, November 2015
- One or two reasons stimulate spend
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- Figure 43: Repertoire of reasons given for spending on the home, November 2015
Sources of Ideas for the Home
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- People go straight to websites for ideas
- Younger Millennials making most use of the internet
- The catalogue remains important
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- Figure 44: Sources of ideas for the home, November 2015
- People use a variety of sources
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- Figure 45: Sources of ideas for the home, repertoire, November 2015
Attitudes towards Time at Home
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- Figure 46: Attitudes towards time at home, strongly agree and agree, November 2015
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Customer Target Groups
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- Figure 47: Customer target groups, November 2015
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- Figure 48: Attitudes towards the home, by target groups, November 2015
- Spending on the home by target groups
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- Figure 49: Spending on the home, by target groups, November 2015
- Figure 50: Repertoire of spending on the home, by target groups, November 2015
- Sources of ideas for the home, by target groups
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- Figure 51: Sources of ideas for spending on the home, by target groups, November 2015
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Appendix – Data Sources, Abbreviations and Supporting information
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- Fan chart forecast
- Abbreviations
- Background to planning applications
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