Table of Contents
Executive Summary
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- The market
- Market growth slows in 2017
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- Figure 1: Consumer spending on beds and bedroom furniture, 2013-23
- Beds and mattress market stronger than bedroom furniture
- Furniture specialists account for 65% of sales
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- Figure 2: Channels to market for beds and bedroom furniture, 2017
- Extra 139,000 households helps grow the market
- Number of housing transactions lower in 2017, but still historically high
- Companies and brands
- Bensons for Beds the largest specialist
- Dreams is catching up
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- Figure 3: Beds, mattresses and bedroom furniture specialists, UK turnover, 2017
- IKEA is the leading non-specialist
- Oak Furniture Land the non-specialist that gives greatest focus to the bedroom
- Silentnight the leading manufacturer
- Boxed mattress brands sign-up retailers to get closer to consumers
- Adspend jumps by a third
- The consumer
- 52% bought beds or bedroom furniture in the last three years
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- Figure 4: What they bought in the last three years, July 2018
- 54% spend less than £500 on bedroom furniture
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- Figure 5: What they spent on bedroom furniture (excluding beds and mattresses), July 2018
- IKEA the most popular for bedroom furniture
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- Figure 6: Where they shopped for bedroom furniture (excluding beds and mattresses), July 2018
- Balancing price, quality and style
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- Figure 7: Important factors in deciding where to shop for bedroom furniture (excluding beds and mattresses), July 2018
- People spend what they can on beds and mattresses
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- Figure 8: What they spent on beds and mattresses in the last 3 years, July 2018
- Amazon and Argos share top spot for most-popular beds and mattress retailer
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- Figure 9: Where they shop for beds and mattresses, July 2018
- Comfort is more important than price
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- Figure 10: Important factors in deciding which beds and mattress to buy, July 2018
- More than half visit stores for advice
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- Figure 11: How they shopped for beds, mattresses or bedroom furniture in the last 3 years, July 2018
- Consumers recognise the importance of the right mattress
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- Figure 12: Attitudes towards beds and bedroom furniture, July 2018
- What we think
Issues and Insights
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- What next for the boxed mattress brands?
- The facts
- The implications
- What does the furniture showroom of the future look like?
- The facts
- The implications
- Goodbye bed specialists, hello ‘sleep brands’
- The facts
- The implications
The Market – What You Need to Know
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- Market growth slows in 2017
- Beds and mattress market stronger than bedroom furniture
- Furniture specialists account for 65% of sales
- Extra 139,000 households helps grow the market
- Fall in housing transactions in 2017, but remains historically high
Market Size and Forecast
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- Growth slows in 2017
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- Figure 13: Consumer spending on beds and bedroom furniture, 2013-23
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- Figure 14: Consumer spending on beds and bedroom furniture, in current and constant prices, 2013-23
- Forecast methodology
Market Segmentation
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- Beds and mattress market boosted by disruptors
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- Figure 15: Consumer spending on beds and mattresses, 2013-23
- Figure 16: Consumer spending on beds and mattresses, in current and constant prices, 2013-23
- Spending on bedroom furniture weakens
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- Figure 17: Consumer spending on bedroom furniture, 2013-23
- Figure 18: Consumer spending on bedroom furniture, in current and constant prices, 2013-23
Channels to Market
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- Specialists account for a little over half of all sales
- Lack of presence from some of retail’s non-specialist giants
- The DIY channel hit by difficulties at Homebase
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- Figure 19: Channels to market for beds and bedroom furniture, 2017
Market Drivers
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- Growth in household numbers
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- Figure 20: Number of UK households, by household size, 2012-22
- State of consumers’ finances improves
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- Figure 21: Consumers’ confidence in the state of the finances and their finances compared to the previous year, August 2016-July 2018
- Shift to renting is changing how we shop
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- Figure 22: Trends in housing tenure, 2003-2016/17
- Slowdown in housing transactions
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- Figure 23: Residential housing transactions in the UK over £40,000, 2008-17
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- Figure 24: Monthly year-on-year percentage change in residential housing transactions over £40,000, non-seasonally adjusted, July 2017-June 2018
- Campaigns raise awareness of the impact of a lack of sleep
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- Figure 25: Average amount of hours slept each day, August 2017
- A focus on health highlights the importance of sleep
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- Figure 26: Attitudes towards sleep, August 2017
Companies and Brands – What You Need to Know
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- Bensons for Beds the largest specialist
- Dreams is catching up
- IKEA is the leading non-specialist
- Oak Furniture Land the non-specialist that gives greatest focus to the bedroom
- Silentnight the leading manufacturer
- Boxed mattress brands sign-up retailers to get closer to consumers
- Advertising spend jumps by a third
Specialist Retailers
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- Bensons for Beds still on top
- But Dreams is catching up
- Boxed mattress brands take the market by storm
- A changing market leads to casualties
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- Figure 27: Beds, mattresses and bedroom furniture specialists, total turnover (excluding VAT), 2013-17
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- Figure 28: Beds, mattresses and bedroom furniture specialists, operating profit, 2013-17
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- Figure 29: Beds, mattresses and bedroom furniture specialists, operating margin, 2013-17
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- Figure 30: Beds, mattresses and bedroom furniture specialists, number of outlets, 2013-17
Non-Specialist Retailers
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- IKEA the leading non-specialist
- J Sainsbury Group in second place
- Sofa retailers turn to beds to fill space
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- Figure 31: Non-specialists selling beds and bedroom furniture, 2017
Space Allocation Summary
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- Oak Furniture Land gives the largest proportion of space to beds
- IKEA dedicates more space to bedrooms than other rooms
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- Figure 32: Furniture retailers – Detailed space allocation estimates, July 2018
Suppliers and Manufacturers
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- Silentnight continues to experience strong growth
- Steinhoff Companies face uncertainty
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- Figure 33: Leading manufacturers of beds and bedroom furniture, total turnover, 2013-17
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- Figure 34: Leading manufacturers of beds and bedroom furniture, operating profit, 2013-17
- Figure 35: Leading manufacturers of beds and bedroom furniture, operating margin, 2013-17
Launch Activity and Innovation
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- Boxed mattress brands turn to established retailers
- Sealy highlights the use of bacteria to live life to the full
- Silentnight rolls out eco-friendly range
- Silentnight opens showrooms
- Sofology launches Sleepology
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- Figure 36: Sleepology from Sofology, August 2018
- Amazon pushes Eve mattresses on Prime Day
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- Figure 37: Amazon Prime day and Eve, July 2018
- Argos introduces ‘100-night Comfort Promise’ on mattresses
- Simba launches adjustable bed frame
- La-Z-Boy launches beds and mattress range
- Coop launches new website to sell beds
Advertising and Marketing Activity
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- Adspend jumps by a third
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- Figure 38: Total above-the-line, online display and direct mail advertising expenditure on beds and bedroom furniture, 2013-17
- Dreams grows adspend for fourth consecutive year
- IKEA chooses to focus on sleep in 2017
- Boxed-mattress brands battle to build brand recognition
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- Figure 39: Total above-the-line, online display and direct mail advertising expenditure on beds and bedroom furniture, by advertiser, 2013-17
- TV cements its dominance as press spend declines
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- Figure 40: Above-the-line, online display and direct mail advertising expenditure on beds and bedroom furniture, by media type, 2013-17
- New boxed mattress brands increase adspend in 2018
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- Figure 41: Above-the-line, online display and direct mail advertising expenditure on beds and bedroom furniture in the year to July, by advertiser, January 2018-July 2018
- Campaign highlights
- Dreams focus on the importance of sleep and UK manufacturing
- Bensons for Beds focused on price, IFC and British manufacturing
- Sharps launches ‘Beautifully Organised’ campaign
- IKEA reworks ‘Wonderful Everyday’ tagline to focus on sleep
- Eve Sleep encourages people to join the ‘sleep rich’
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- 52% bought beds or bedroom furniture in the last three years
- 54% spend less than £500 on bedroom furniture
- IKEA is most popular for bedroom furniture
- Balancing price, quality and style
- More than half spend £101-£500
- Amazon and Argos most popular for beds and mattresses
- Comfort is more important than price
- 51% visit stores for advice
- Consumers recognise the importance of the right mattress
What They Bought
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- Half have bought beds or bedroom furniture in the last three years
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- Figure 42: What they bought in the last three years (netted), July 2018
- Buying peaks 1-2 years after moving
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- Figure 43: What they bought in the last three years (netted), by time since moving in, July 2018
- Memory foam mattresses are most popular
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- Figure 44: Type of mattress purchased in the last three years, July 2018
- Drawers and bedside tables are most purchased
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- Figure 45: Type of bedroom furniture purchased in the last three years, July 2018
- 44% of bed buyers opt for a basic frame
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- Figure 46: Type of bed purchased in the last three years, July 2018
- Young people more likely to make multiple purchases
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- Figure 47: Repertoire analysis of beds or bedroom furniture purchased in the last three years, July 2018
What They Spent on Bedroom Furniture
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- 54% spend less than £500
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- Figure 48: What they spent on bedroom furniture (excluding beds and mattresses), July 2018
- Buyers over the age of 55 like to spend big
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- Figure 49: What they spent on bedroom furniture (excluding beds and mattresses), by age, July 2018
- 40% of fitted wardrobe buyers spent over £1000
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- Figure 50: What they spent on bedroom furniture, by what they bought, July 2018
Where They Shop for Bedroom Furniture
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- Non-specialists are the most popular places to shop
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- Figure 51: Where they shopped for bedroom furniture (excluding beds and mattresses), July 2018
- But the biggest spenders head for the specialists
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- Figure 52: What they spent on bedroom furniture, by where they shopped for bedroom furniture, July 2018
Choosing Bedroom Furniture to Buy
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- Balancing price, quality and style
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- Figure 53: Important factors in deciding where to shop for bedroom furniture (excluding beds and mattresses), July 2018
- Young people value a good returns period over showrooms
- While the availability of credit is important for filling a new home
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- Figure 54: Important factors in deciding where to shop for bedroom furniture, by customer profile, July 2018
- Product quality becomes most important for higher spenders
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- Figure 55: Most important factor in deciding where to shop for bedroom furniture, by what they spend on bedroom furniture in the last three years, July 2018
Spending on Beds and Mattresses
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- More than half spend £101-500
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- Figure 56: What they spent on beds and mattresses in the last 3 years, July 2018
- People spend what they can on beds and mattresses
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- Figure 57: What they spent on beds and mattresses in the last 3 years, by SEG, July 2018
Where They Shop for Beds and Mattresses
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- Amazon ties with Argos for the top spot
- Boxed mattress brands make a mark
- Local independents make up a fragmented sector
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- Figure 58: Where they shop for beds and mattresses, July 2018
- High spenders go to specialists
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- Figure 59: What they spent on beds and mattresses by where they shopped for beds or mattresses in the past three years, July 2018
Choosing Beds and Mattresses
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- Comfort is more important than price
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- Figure 60: Important factors in deciding which beds and mattress to buy, July 2018
- Comfort even more important to those spending over £500
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- Figure 61: Most important factor in deciding which bed or mattress to buy, by what they spent in in the last three years, July 2018
- Younger buyers more likely to seek out advice
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- Figure 62: Important factors in deciding which beds and mattress to buy, by customer profile, July 2018
How They Shop
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- More than half visited a store for advice
- But half are happy to buy without seeing the product first
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- Figure 63: How they shopped for beds, mattresses or bedroom furniture in the last 3 years, July 2018
- Reason for visiting stores differs by age
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- Figure 64: Reasons for visiting a store, by age, July 2018
- Millennials are most likely to get someone in
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- Figure 65: Furniture buyers who paid someone to construct/install bedroom furniture in the past three years, by generation, July 2018
Attitudes towards Beds and Bedroom Furniture
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- Consumers recognise the importance of the right mattress
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- Figure 66: Attitudes towards beds and bedroom furniture, July 2018
- Young people think bedrooms are for more than just sleeping
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- Figure 67: Agreement with the statement: “A bedroom should have multiple uses”, by age group, July 2018
- Older shoppers could be a target for home-trial periods
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- Figure 68: Attitudes towards beds and bedroom furniture, by age group, July 2018
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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