Homewares - UK - January 2014

INTRODUCTION
Definitions
Broader definitions
Household textiles
Glassware, tableware and other homewares
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Consumer spend on homewares, 2008-18
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
Figure 3: Channels to market, 2013
The consumer
What they bought
Figure 4: Homewares purchased in the last 12 months, November 2013
Where they bought homewares
Figure 5: Where homewares were purchased, November 2013
What they think about buying soft furnishings
Figure 6: Attitudes towards buying soft furnishings, November 2013
What they think about buying for kitchen and dining
Figure 7: Attitudes towards buying kitchen and dining wares, November 2013
What qualities they look for in homewares
Figure 8: Qualities affecting choice of homewares, November 2013
What we think
ISSUES IN THE MARKET
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
Trend: Many Me’s
Trend: Make it Mine
Trend: Generation Next
INTERNAL MARKET ENVIRONMENT
Key points
Entertaining at home
Figure 9: Attitudes towards eating out, by age and financial situation, April 2013
A nation that cooks
Figure 10: Cooking and eating habits, October 2013
Casual dining
House sales/mortgages
Figure 11: Residential property transactions, 2008-15
DIY intentions
BROADER MARKET ENVIRONMENT
Key points
Seven in ten now own a smartphone
Figure 12: Personal ownership of mobile phones, January 2012 – September 2013
Tablets take off
Figure 13: Household ownership of portable computers January 2012-September 2013
More households, smaller households
Figure 14: UK households, by size, 2008-18
The population will grow
Figure 15: Forecast adult population trends, by socio-economic group, 2008-18
Shifting lifestages
Figure 16: Forecast adult population trends, by lifestage, 2008-18
Personal disposable income will grow
Figure 17: GDP, PDI, consumer expenditure and savings, at current prices, 2008-18
COMPETITIVE CONTEXT
Key points
Figure 18: Household spend on selected categories, 2009-12
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Dexam helps make Sushi
Figure 19: The Rice Cube, Dexam, 2013
Celebrity tie-ups
Figure 20: Sophie Conran for Portmeirion, 2013
Wow, a new take on doing the dishes
Figure 21: Wash & Drain washing up bowl, Joseph Joseph, 2013
Iconic designs
Figure 22: Cook’s Measure, Tala, 2013
Retail innovation
MARKET SIZE AND SEGMENTATION
Key points
Forecast
Figure 23: Consumer spend on homewares, 2008-18
A positive big picture
Figure 24: Total retail value sales of home accessories (broader definition), at current and constant prices, 2008-18
Market segmentation
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
Figure 27: Household textiles by category, 2013
Glassware and tableware
Figure 28: Glassware, tableware and other homewares, by category, 2013
Household linens and textiles
Figure 29: Consumer spend on window, linens and other textiles, 2008-18
Domestic lighting
Figure 30: Consumer spend on Lighting, 2008-18
Cookware and tableware
Figure 31: Consumer spend on Glassware, tableware and other homewares, 2007-13
Other home accessories
COMPANIES AND PRODUCTS
Key points
Curtains and blinds
Household textiles and linens
Tableware and glass
Lighting
Kitchenware and cookware
CHANNELS TO MARKET
Key points
Fragmented distribution
Figure 32: Channels to market, 2012
Winners and losers
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
Figure 34: Selected value mixed goods retailers, turnover, year-end 2009-13
Argos
Figure 35: Argos, total turnover, year to June 2009-13
BHS
Dunelm
Figure 36: Dunelm, turnover, year to June 2009-13
HomeSense
Matalan
The Range
Wilkinson
Supermarkets (6% market share)
Figure 37: Leading supermarkets, share of selling space allocated to homewares, November 2013
Tesco
Asda
Sainsbury’s
DIY stores (5% market share)
Figure 38: Selected DIY retailers, estimated homewares turnover, year-end 2008-2012
B&Q
Figure 39: B&Q, lighting examples, December 2013
Homebase
Figure 40: Habitat, selected products, December 2013
Tiger
Figure 41: Tiger, example of store interior, January 2014
Specialist retailers (5% market share)
Specialist cookshop chains on the up
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)
Figure 43: Shopping for the home online, UK, 2007-13
Figure 44: Amazon UK, total turnover, 2008 -2012
Furniture retailers
Ikea
Figure 45: Ikea, space allocation by product group, 2013
Laura Ashley
Cargo
BRAND COMMUNICATION AND PROMOTION
Key points
£43 million spent on above the line advertising
Figure 46: Topline adspend homewares, 2009-12
Figure 47: Adspend on homewares, by advertiser, 2012
Figure 48: Adspend on homewares, by media type, 2009-13
THE CONSUMER – PURCHASING PATTERNS
Key points
Purchasing patterns for homewares
Figure 49: Homewares purchased in the last 12 months, November 2013
Role of women as homemaker?
Figure 50: Homewares purchased in the last 12 months, November 2013
Homewares as gifts
People are shopping for a wide range of homewares
Figure 51: Repertoire of homewares purchased in the last 12 months, November 2013
Figure 52: Repertoire of homewares purchased in the last 12 months, by age, November 2013
Figure 53: Repertoire of homewares purchased in the last 12 months, by socio-economic group, November 2013
THE CONSUMER – WHERE HOMEWARES WERE PURCHASED
Key points
Where homewares were purchased
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
Figure 55: Where homewares were purchased, November 2013
Plenty of shopping around
Figure 56: Repertoire of where homewares were purchased, November 2013
THE CONSUMER – ATTITUDES TOWARDS BUYING SOFT FURNISHINGS/TEXTILES
Key points
Attitudes towards buying soft furnishings and textiles
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?
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
Key points
Attitudes towards buying kitchen and dining wares
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
Key points
Qualities affecting choice of homewares
Figure 60: Qualities affecting choice of homewares, November 2013
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
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
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
APPENDIX – CHANNELS TO MARKET
Figure 70: Leading mixed-goods retailers’ net revenues, 2008-12
Figure 71: Leading mixed goods retailers, store numbers, 2008-12
APPENDIX – THE CONSUMER – HOMEWARES PURCHASED IN THE LAST 12 MONTHS
Figure 72: Most popular homewares purchased in the last 12 months – Bought for own home in the last 12 months, by demographics, November 2013
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
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
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
Figure 76: Repertoire of homewares purchased in the last 12 months, by demographics, November 2013
APPENDIX – THE CONSUMER – WHERE HOMEWARES WERE PURCHASED
Figure 77: Most popular place where homewares were purchased – Bought in-store, by demographics, November 2013
Figure 78: Next Most popular place where homewares were purchased – Bought in-store, by demographics, November°2013
Figure 79: Most popular place where homewares were purchased – Bought online, by demographics, November 2013
Figure 80: Next most popular place where homewares were purchased – Bought online, by demographics, November°2013
Figure 81: Repertoire of where homewares were purchased, by demographics, November 2013
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS BUYING SOFT FURNISHINGS
Figure 82: Most popular attitudes towards buying soft furnishings, by demographics, November 2013
Figure 83: Next most popular attitudes to buying soft furnishings, by demographics, November 2013
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS BUYING KITCHEN AND DINING WARES
Figure 84: Most popular attitudes towards buying kitchen and dining wares, by demographics, November 2013
Figure 85: Next most popular attitudes towards buying kitchen and dining wares, by demographics, November 2013
APPENDIX – THE CONSUMER – QUALITIES AFFECTING CHOICE OF HOMEWARES
Figure 86: Qualities affecting choice of homewares – High quality finish/feel, by demographics, November 2013
Figure 87: Qualities affecting choice of homewares – Something unique, by demographics, November 2013
Figure 88: Qualities affecting choice of homewares – Lowest price, by demographics, November 2013
Figure 89: Qualities affecting choice of homewares – Stylish appearance, by demographics, November 2013
Figure 90: Qualities affecting choice of homewares – Functional design, by demographics, November 2013
Figure 91: Qualities affecting choice of homewares – a brand I like, by demographics, November 2013
Figure 92: Qualities affecting choice of homewares – Made in the latest style, by demographics, November 2013
Figure 93: Qualities affecting choice of homewares – Produced in an environmentally friendly way, by demographics, November 2013