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Household Linen - UK - January 2008

ISSUES IN THE MARKET
Key themes
Definitions
INSIGHTS AND OPPORTUNITIES
Any colour you like
Come on the lads
A silver lining
A hands on experience
A spa at home
FAST FORWARD TRENDS
 TREND 1: HIRE HIRE
Definition
What next?
 TREND 2: HOME OF THE SENSES
Definition
What next?
MARKET IN BRIEF
Grinding to a halt
All segments sluggish
Prices tumble
There’s no place like home
Am I bothered?
Looking forward
INTERNAL MARKET ENVIRONMENT
Key points
Cheap and cheerful
Home sweet home
Figure 1: Attitudes towards the home, 2002-07
Bathrooms galore
Figure 2: Number of bathrooms in the home, 2002-07
Death of the dining table?
The dishwasher dynasty
Figure 3: Ownership of dishwashers, 2001-07
Consumers find their consciences
BROADER MARKET ENVIRONMENT
Key points
Mortgaged to the hilt
Figure 4: Average house price and number of house transactions, UK, 2002-12
A greying population
Figure 5: Trends and projections in UK population (‘000s), by age group, 2002-12
The single life
Figure 6: Changes in UK household sizes, 2002-12
Gift lists go upmarket
Potential for premiumisation
Figure 7: PDI and consumer expenditure, at constant 2002 prices, 2002-12
COMPETITIVE CONTEXT
Key points
A blinding time…
Figure 8: Market size and forecast of the window furnishings & accessories market, by value, 2001-11
Lighting the way
Figure 9: Market size of the luminaires (lights, lamps or light fittings) market, by value, 2001-06
Accessorize your bathroom
Figure 10: Market size of the bathroom accessories market, by value, 2002-07
Living it up in the living room
Figure 11: Retail sales of furniture, by value, 2002-06
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Still interested?
Ultimate luxury
Cheap at half the price
Ethical issues take hold
Not just for pandas
Going green…
Materials get high-tech
Future
MARKET SIZE AND FORECAST
Key points
Sales stagnate
Figure 12: UK value sales of household linens, 2002-12
Bedroom bliss
Figure 13: UK value sales of household linens, by type, 2005 and 2007
The future of the market
Figure 14: UK value sales of segments within household linens, at current and constant prices, 2002-12
Factors used in the forecast
SEGMENT PERFORMANCE
Key points
More bedding, for less
Figure 15: UK value sales of bedding products, 2002-07
Duvets descend
Figure 16: UK value sales of bedding products, by type, 2005 and 2007
Sinking bathroom sales
Figure 17: UK value sales of bathroom textiles, 2002-07
Bargain bales
Figure 18: UK value sales of bathroom textiles, by type, 2005 and 2007
Dining goes casual
Figure 19: UK value sales of other linen, 2002-07
Tea towels dominate
Figure 20: UK value sales of other linen, by type, 2005 and 2007
MARKET SHARE
Key points
A retailers market
Figure 21: Manufacturers’ shares of bedding products market, 2005-07
Opting for own brand duvets and pillows
Figure 22: Manufacturers’ shares of market for duvets and pillows, 2005-07
Bathroom manufacturers lose out
Figure 23: Manufacturers’ shares of bathroom textiles/other linen market, 2005-07
COMPANIES AND PRODUCTS
Key points
 BEDDING PRODUCTS
Dorma Group
Faupel
Bedeck
John Cotton
Fogarty
Other suppliers
 BATHROOM TEXTILES
Christy
Chortex
Other suppliers
 OTHER LINEN
Ferguson’s
Ewart Liddell
BRAND COMMUNICATION AND PROMOTION
Key points
Avoiding the limelight
Figure 24: Main monitored media advertising spend on household linen products, 2003-07
Retailers fight it out
Figure 25: Main monitored media expenditure on household linen, by leading advertiser, 2003-07
A passion for press
Figure 26: Main monitored media advertising spend on household linen, by media, 2003-07
Below-the-line activity
CHANNELS TO MARKET
Key points
Two pints of milk and a duvet cover
Figure 27: Retail distribution of household linens, 2005-07
A mixed variety bag
Location, location, location
Sending consumers to sleep
CONSUMER PURCHASE
Key points
 ITEMS PURCHASED
Figure 28: Items of household linen bought in the last 12 months, October 2007
Following the fashion
It’s a woman’s world
Figure 29: Items of household linen bought in the last 12 months, by gender, October 2007
A family thing
Figure 30: Items of household linen bought in the last 12 months, by lifestage, October 2007
 NUMBER OF PRODUCT CATEGORIES PURCHASED
Figure 31: Number of household linens categories bought from in the last 12 months, October 2007
One category
Four or more product categories
WHY PURCHASE?
Key points
Feathering the empty nest
Figure 32: Reasons for purchasing household linen in the last 12 months, October 2007
Figure 33: Reasons for buying household linens – Previous items needed replacing, by age and socio-economic group, October 2007
Changing rooms
Figure 34: Reasons for buying household linens – A new look, a different colour scheme and completely redecorating, by age and socio-economic group, October 2007
Acting on impulse
Figure 35: Reasons for buying household linens – Saw items I liked and bought on impulse, by age and socio-economic group, October 2007
The price is right
CONSUMER ATTITUDES
Key points
 ATTITUDES
Any brand will do
Figure 36: Attitudes towards bedroom linen, October 2007
Age versus beauty
Figure 37: Attitudes towards bedroom linen – Fabric quality versus Latest fashions, by age and socio-economic group, October 2007
Young women are slaves to fashion
Middle-aged women
Figure 38: Attitudes towards bedroom linen – Matching bedlinens reflecting personal sense of style, by age and socio-economic group, October 2007
Family purse strings
 IDENTIFYING TARGETS
Figure 39: Consumer typologies for household linens, October 2007
Matchers (21% of respondents)
Designers (14% of respondents)
Replacement (65% of respondents)
APPENDIX
Advertising data
 ABBREVIATIONS
APPENDIX: CONSUMER PURCHASE – DETAILED DEMOGRAPHICS
Figure 40: Items of household linen bought in the last 12 months, by demographic sub-group, October 2007
Figure 41: Items of household linen bought in the last 12 months, by demographic sub-group, October 2007
Number of product categories purchased
Figure 42: Items of household linen bought in the last 12 months, by number of product categories purchased, October 2007
Figure 43: Number of household linens categories bought from in the last 12 months, by demographic sub-group, October 2007
APPENDIX: CONSUMER – WHY PURCHASE? – DETAILED DEMOGRAPHICS
Figure 44: Reasons for purchasing household linen in the last 12 months, by demographic sub-group, October 2007
APPENDIX: CONSUMER – ATTITUDES – DETAILED DEMOGRAPHICS
Figure 45: Attitudes towards bedroom linen, by demographic sub-group, October 2007
Figure 46: Attitudes towards bedroom linen, by demographic sub-group, October 2007
Identifying targets
Figure 47: Consumer typologies, by demographic sub-group, October 2007
Figure 48: Number of household linens bought in the last 12 months, by consumer typologies, October 2007
Figure 49: Attitudes towards bedroom linen, by consumer typologies, October 2007

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