Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Buoyant market stimulated by stylish affordable items
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- Figure 1: Consumer spend on accessorising the home, 2011-21
- Curtains and blinds account for 49% of market spend
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- Figure 2: Consumer spending on accessorising the home, by segment, 2016 (est)
- Leading retailers in a fragmented market place
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- Figure 3: Distribution of home accessories, 2016 (est)
- Online selling increases to 21% by value
- Rise of 3 percentage points among those who feel their finances are healthy
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- Figure 4: Consumer financial confidence, September 2015-16
- 1.3 million more households create underlying market growth
- Companies, brands and innovation
- Dunelm adds established brands
- Smart home developments and remote control will grow for curtains and lighting
- Product innovation is relevant in home accessories
- In-store concessions on the rise
- IKEA launches small format shops
- The consumer
- Household textiles are purchased most frequently
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- Figure 5: Purchases of home accessories, October 2016
- Wide range of shopping patterns for home accessories
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- Figure 6: In-store and online shopping for home accessories, October 2016
- 55% bought online
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- Figure 7: Retailers used for home accessories, October 2016
- Choice, quality and convenience are key factors
- Something out of the ordinary
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- Figure 8: Factors influencing choice of retailer for home accessories, October 2016
- Bed and bath linens driven by high quality, but low prices
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- Figure 9: Important qualities when choosing home accessories, bed/bath linens, October 2016
- Styling influences customers of curtains and blinds
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- Figure 10: Important qualities when choosing home accessories, curtains/blinds, October 2016
- Fashionable styling for cushions and throws
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- Figure 11: Important qualities when choosing home accessories, cushions/throws, October 2016
- Unique touches with lighting
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- Figure 12: Important qualities when choosing home accessories, lighting, October 2016
- Uniqueness and low prices matter for decorative accessories
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- Figure 13: Important qualities when choosing home accessories, decorative accessories, October 2016
- Personality, ambience and sentimental touches influence choices
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- Figure 14: Attitudes regarding home accessories, October 2016
- What we think
Issues and Insights
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- How does private renting influence demand for home accessories?
- The facts
- The implications
- What can retailers do to be chosen for home accessories?
- The facts
- The implications
- What is the future for online shopping in the home accessories market?
- The facts
- The implications
The Market – What You Need to Know
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- Buoyant market stimulated by stylish affordable items
- Curtains and blinds account for 49% of market spend
- Broadening distribution of bed and bath textiles
- Candles boom while table linens fade
- Leading retailers in a fragmented marketplace
- Online selling increases to 21% by value
- Healthy finances are a positive indicator for sales of home accessories.
- 1.3 million more households create underlying market growth
Market Size and Forecast
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- 13.9% growth forecast by 2021
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- Figure 15: Consumer spending on home accessories, 2011-21
- 9% growth forecast at constant prices over 2016-21
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- Figure 16: Consumer spending on home accessories, 2011-21
- Forecast methodology
- The impact of the EU referendum vote
Market Segmentation
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- Diverse market with many elements
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- Figure 17: Consumer spending on accessorising the home, by segment, 2012-16 (est)
- Curtains and blinds see downward price pressures
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- Figure 18: Consumer spending on accessorising the home, curtains and blinds, 2011-21(est)
- Bed and bath linens highly competitive
- Cushions remain popular
- Table linens lose relevance
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- Figure 19: Consumer spending on accessorising the home, bed, bath and other household textiles, 2011-21(est)
- Adding a personal touch
- Explosion of demand for candles, holders and fragrance
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- Figure 20: Consumer spending on accessorising the home, decorative accessories, 2011-21(est)
- Lighting lifted by buoyant housing market
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- Figure 21: Consumer spending on accessorising the home, lighting, 2011-21(est)
Channels to Market
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- Broad distribution of home accessories
- Online selling increases to 21% by value
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- Figure 22: Distribution of home accessories, 2016 (est)
Market Drivers
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- Air of caution about spending on the home
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- Figure 23: Trends in activities done and considering to do, spend money on the home, June 2012 – December 2016
- Financial confidence is up in 2016
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- Figure 24: Consumer financial confidence, December 2015-16
- 77 million bedrooms in the UK
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- Figure 25: Number of bedrooms in homes, by tenure, England and Wales, 2015
- Buoyant housing market stimulates spending on home accessories
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- Figure 26: Housing transactions, UK, March-September, 2015-16
- Steady growth in household numbers underpins market growth
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- Figure 27: UK households, by size, 2011-21
- One in three aged 25-34 rents from a private landlord
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- Figure 28: Housing tenure, UK, 2012-16
- Shifting age structure in the UK
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- Figure 29: Trends in the age structure of the UK population, 2011-21
Companies and Brands –What You Need to Know
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- Own branding becomes more sophisticated
- Dunelm adds established brands
- Smart home developments and remote control will grow for curtains and lighting
- Product innovation is relevant in home accessories
- In-store concessions on the rise
- IKEA launches small format shops
- 3D Design developments
Companies and Brands
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- IKEA is widely used for home accessories
- Argos is a leading retailer
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- Figure 30: Argos, example of bedroom ‘look’, 2016
- Department stores
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- Figure 31: Leading Department Stores: Estimated share of sales by broad product category, 2015/16
- Value stores – ones to watch
- Growth of the ‘home’ concept store
- All change in the DIY sector
- B&Q on a mission to reinvigorate the business
- Bunnings transforming Homebase with a hardware focus
- Clothing retailers selling home accessories
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- Figure 32: H&M Home, example of home accessories, 2016
- Miscellaneous specialists
- Online retailers a major force
- Shop Direct offers a variety of links to home accessories
- Hillarys Blinds expands into carpets
- The return of BHS as an online business
Competitive Strategies
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- Branding becomes more sophisticated
- John Lewis is developing own brands
- Debenhams’ brand strategy is based around exclusive designer tie-ups
- Argos Heart of House brand is now two years old
- Dunelm buys in established brands
Launch Activity and Innovation
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- Smart home developments are moving into the mainstream
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- Figure 33: John Lewis, smart home department, 2016
- Smart lighting will be in stores at IKEA in 2017
- Honeycomb blinds with insulating properties help lower the heating bills
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- Figure 34: Hunter Douglas, Honeycomb blinds with insulating properties, 2016
- Pillows with memory foam target health and comfort
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- Figure 35: Tempur Ergonomic memory foam pillow, 2016
- Sainsbury’s begins the rollout of mini Habitat shop-in-shops
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- Figure 36: Mini Habitat in Sainsbury’s supermarket, 2016
- H&M Home opens concessions
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- Figure 37: H&M, Home accessories in Selfridges, 2015
- IKEA launches small format shops building multi-channel growth
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- Figure 38: IKEA Order and Collection Point, 2016
- Hillarys opens a retail showroom
- 3D Design developments
Advertising and Marketing Activity
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- £16 million of ad spend in 2015
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- Figure 39: Total above-the line, online display and direct mail advertising expenditure on housewares, 2011-2015 and Jan-Sep 2016
- IKEA is the largest advertiser
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- Figure 40: Total above-the line, online display and direct mail advertising expenditure on housewares, by Advertiser. 2011-15 and Jan-Sep 2016
- Press is the dominant medium
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- Figure 41: Total above-the line, online display and direct mail advertising expenditure on housewares, by medium, 2015
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- 73% of respondents bought in the last year
- 81% of shoppers bought something in-store
- Wide range of retailers used for home accessories
- Choice, quality and convenience at low prices
- Older consumers are focussed on quality, while fashion influences younger shoppers for textiles
- Unique touches with lighting and decorative items
- Importance of the female shopper
- Low-cost transformations
- Popularity of candles
Purchases of Home Accessories
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- More than seven in ten have made a purchase
- Older bias for bed and bath textiles
- Young audience for decorative accessories
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- Figure 42: Purchases of home accessories, October 2016
- Opportunity for selling more items
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- Figure 43: Purchases of home accessories, repertoire, October 2016
In-store and Online Shopping for Home Accessories
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- Wide range of shopping patterns for home accessories
- Online shopping for home delivery remains the most popular choice
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- Figure 44: In-store and online shopping for home accessories, October 2016
- Evolution of shopping habits
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- Figure 45: In-store and online shopping for home accessories, repertoire, October 2016
Retailers Used for Home Accessories
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- Argos popular for London and male shoppers
- 45-64s favour supermarkets
- DIY stores are a destination for male shoppers
- Dunelm is strongest outside London
- IKEA popular in the capital
- John Lewis shoppers are young and well-off
- Least wealthy shoppers go to variety shops and value stores
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- Figure 46: Retailers used for home accessories, October 2016
- Little loyalty when shopping for accessories
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- Figure 47: Retailers used for home accessories, October 2016
Factors Influencing Choice of Retailer for Home Accessories
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- Choice, quality and convenience
- Low prices please
- High proportion shopping online
- Something out of the ordinary
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- Figure 48: Factors influencing choice of retailer for home accessories, October 2016
- Complex choices for home accessories
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- Figure 49: Factors influencing choice of retailer for home accessories, repertoire, October 2016
Important Qualities When Choosing Home Accessories
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- Choice of bed and bath linens driven by high quality, but low prices
- Target younger shoppers with fashion and style
- Private renters make their money count
- Opportunity to encourage more purchases
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- Figure 50: Important qualities when choosing home accessories, bed/bath linens, October 2016
- Styling influences customers of curtains and blinds
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- Figure 51: Important qualities when choosing home accessories, curtains/blinds, October 2016
- Fashionable styling for cushions and throws
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- Figure 52: Important qualities when choosing home accessories, cushions/throws, October 2016
- Unique touches with lighting
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- Figure 53: Important qualities when choosing home accessories, lighting, October 2016
- Uniqueness and low prices matter for decorative accessories
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- Figure 54: Important qualities when choosing home accessories, decorative accessories, October 2016
Attitudes Regarding Home Accessories
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- Personality and sentimental touches
- Strong associations with sentimental themes
- Low-cost transformations
- Clear out the old stuff
- Popularity of candles
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- Figure 55: Attitudes regarding home accessories, October 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast Methodology
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