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Accessories for the Home - UK - November 2012

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Home accessories market, 2007-17
Market factors
Figure 2: Agreement with selected lifestyle statements, 2007 and 2012
Companies, brands and innovation
The consumer
Figure 3: Consumer attitudes towards home accessories, September 2012
Figure 4: Percentage of respondents agreeing that they only buy home accessories when the old ones need replacing, October 2008 and September 2012
Figure 5: Home accessories bought for yourself or as a gift in the last 12 months, October 2008 and September 2012
Figure 6: Factors considered important in deciding what to purchase, September 2012
Figure 7: Where home accessories have been bought in the last 12 months, September 2012
What we think
ISSUES IN THE MARKET
Are consumers buying home accessories again after the downturn?
Is retailer competition based on price inevitable or can it be avoided?
Do specialists have a long-term future in this market?
What are the prospects for selling home accessories online?
Which retailers are best placed to take advantage of any growth?
TREND APPLICATION
Trend: Objectify
Trend: Let’s make it a deal
2015 Trend: Old Gold
MARKET ENVIRONMENT
Key points
Home accessories hit by waning interest
Figure 8: Agreement with selected lifestyle statements, 2007-12
Higher savings hit discretionary spending
Figure 9: GDP, PDI, consumer expenditure and savings, at current prices, 2007-17
Technology now core to buying process
Figure 10: Selected electronic products/services have at home, 2010-12
Boom in over-55s
Figure 11: Trends in the age structure of the UK population, 2007-17
Figure 12: Forecast adult population trends, by socio-economic group, 2007-17
Housing market stagnates
Figure 13: Number of residential UK property transactions with a value of £40,000 or above – seasonally adjusted, Q1 2006-Q2 2012
Small and medium households grow fastest
Figure 14: UK households, by size, 2007-17
Competing markets
Figure 15: Retail sales of home and garden products, 2007-12
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Designer and celebrity tie-ups
Enhancing the in-store experience
Brand extension
Ethical developments
Going online
MARKET SIZE AND FORECAST
Key points
Home accessories market value recovers slowly
Figure 16: Total retail value sales of home accessories, at current and constant prices, 2007-17
Forecast
Figure 17: Home accessories market, 2007-17
SEGMENT PERFORMANCE
Key points
Window furnishings and linens dominate
Figure 18: UK home accessories sales, by category, 2007-12
Window furnishings and accessories
Figure 19: UK value sales of window furnishings & accessories, at current and constant prices, 2007-17
Household linens
Figure 20: UK value sales of household linens, at current and constant prices, 2007-17
Domestic lighting
Figure 21: UK value sales of domestic lighting*, at current and constant prices, 2007-17
Bathroom accessories
Figure 22: UK value sales of bathroom accessories, at current and constant prices, 2007-17
Other home accessories
Figure 23: UK value sales of other accessories*, at current and constant prices, 2007-17
COMPANIES AND PRODUCTS
 HOMEWARES RETAILERS
IKEA
Cargo
Dwell
The Range
Dunelm
Figure 24: Other homewares retailers, 2012
 DEPARTMENT STORES/VARIETY STORES/OTHER NON-FOOD STORES
John Lewis
Debenhams
House of Fraser
Argos
Marks & Spencer
Next
Figure 25: Other clothing and variety stores, 2012
 DIY STORES
B&Q
Homebase
 GROCERY MULTIPLES
Tesco
Asda
Sainsbury’s
 KEY MANUFACTURERS
Household linens
Figure 26: Key manufacturers of household linens, 2012
Lighting
Figure 27: Key manufacturers of lighting (Luminaires), 2008
Window furnishings and accessories
Figure 28: Key manufacturers of window furnishings and accessories, 2008
Other home accessories
Figure 29: Key manufacturers of other home accessories, 2012
CHANNELS TO MARKET
Key points
Tesco loses momentum
DIY chains suffer poor trading
Department stores gain ground
Mid-market non-specialists under pressure
Budget retailers see mixed performance
Multiple homewares specialists expand
Figure 30: Retail distribution of household linens, 2009-12
Figure 31: UK value sales of window furnishings, by outlet type, 2009-12
Figure 32: UK value sales of lighting, by outlet type, 2009-12
BRAND COMMUNICATION AND PROMOTION
Key points
Less ad spend on home accessories
Figure 33: Main monitored media advertising spend on furnishing accessories/soft furnishing products, 2009-12
Figure 34: Main monitored media advertising spend on furnishing accessories/soft furnishing products – by top ten spenders, 2009-12
Figure 35: Main monitored media advertising spend on furnishing accessories/soft furnishing products, 2009-11
THE CONSUMER – BUYING ACCESSORIES FOR THE HOME
Key points
Items purchased
Bed linen and bathroom towels most popular purchase
Figure 36: Home accessories bought for yourself or as a gift in the last 12 months, September 2012
Figure 37: Home accessories bought for yourself or as a gift in the last 12 months, September 2012
Young children and large families drive purchasing
High-income households keen on accessories
Branding counts when it comes to gifts
Craft and handmade buyers like home accessories
THE CONSUMER – WHERE DO PEOPLE SHOP FOR HOME ACCESSORIES?
Key points
Figure 38: Where home accessories have been bought in the last 12 months, September 2012
Figure 39: Where home accessories have been bought in-store the last 12 months, September 2012
Market polarised by age and affluence
Figure 40: Relative positioning of retailers’ customer bases, by average age and socio-economic group, September 2012
Leader Argos attracts C2 families
Where people buy online
Figure 41: Where home accessories have been bought online in the last 12 months, September 2012
Amazon on top online
John Lewis’s online appeal focused upmarket
Tesco missing out on luxury feeling
THE CONSUMER – WHY PEOPLE BUY HOME ACCESSORIES
Key points
Figure 42: Factors considered important in deciding what to purchase, September 2012
Figure 43: Factors considered important in deciding what to purchase, September 2012
Durability and quality the top priority
Older consumers like durability and quality most
25-34s like Fairtrade fabrics
Large households and young families like designer labels
THE CONSUMER – ATTITUDES TOWARDS HOME ACCESSORIES
Key points
Figure 44: Consumer attitudes towards home accessories, September 2012
Figure 45: Consumer attitudes towards home accessories, September 2012
Consumers only buying when items wear out
Women and 45-54s shift to replacement only
Figure 46: Percentage of respondents agreeing that they usually only buy home accessories when the old ones need replacing, October 2008 and September 2012
Men lose interest in the home
Figure 47: Percentage of respondents agreeing the look of my home is very important to me, October 2008 and September 2012
Families and 55-64s are impulse buyers
Women are potential gift buyers but limited by their budget
Look of the home important to 55-64s
APPENDIX – THE CONSUMER – BUYING ACCESSORIES FOR THE HOME
Figure 48: Most popular home accessories bought in the last 12 months, by demographics, September 2012
Figure 49: Next most popular home accessories bought in the last 12 months, by demographics, September 2012
Figure 50: Other home accessories bought in the last 12 months, by demographics, September 2012
Figure 51: Home accessories bought for yourself or as a gift in the last 12 months by, importance of quality of product in purchase decisions, September 2012
Figure 52: Home accessories bought for yourself or as a gift in the last 12 months by, importance of durability in purchase decisions, September 2012
Figure 53: Home accessories bought for yourself or as a gift in the last 12 months by, importance of easy-care in purchase decisions, September 2012
Figure 54: Home accessories bought for yourself or as a gift in the last 12 months by, importance of Colour/pattern in purchase decisions, September 2012
Figure 55: Home accessories bought for yourself or as a gift in the last 12 months by, importance of matching or co-ordinating with other items in the room in purchase decisions, September 2012
Figure 56: Home accessories bought for yourself or as a gift in the last 12 months by, importance of modern styles in purchase decisions, September 2012
Figure 57: Home accessories bought for yourself or as a gift in the last 12 months by, importance of timelessness in purchase decisions, September 2012
Figure 58: Home accessories bought for yourself or as a gift in the last 12 months by, importance of brand or designer label in purchase decisions, September 2012
Figure 59: Home accessories bought for yourself or as a gift in the last 12 months by, importance of own-label brand in purchase decisions, September 2012
Figure 60: Home accessories bought for yourself or as a gift in the last 12 months by, importance of made in the UK in purchase decisions, September 2012
Figure 61: Home accessories bought for yourself or as a gift in the last 12 months by, importance of an item made with fair trade fabrics or materials in purchase decisions, September 2012
Figure 62: Home accessories bought for yourself or as a gift in the last 12 months by, importance of special offer or sale prices in purchase decisions, September 2012
Figure 63: Home accessories bought for yourself or as a gift in the last 12 months, by most popular consumer attitudes towards home accessories, September 2012
Figure 64: Home accessories bought for yourself or as a gift in the last 12 months, by next most popular consumer attitudes towards home accessories, September 2012
Figure 65: Home accessories bought for yourself or as a gift in the last 12 months, by other consumer attitudes towards home accessories, September 2012
APPENDIX – THE CONSUMER – WHERE DO PEOPLE SHOP FOR HOME ACCESSORIES?
Figure 66: Most popular retailer to buy from in-store in the last 12 months, by demographics, September 2012
Figure 67: Next Most popular retailer to buy from in-store in the last 12 months, by demographics, September 2012
Figure 68: Other retailer to buy from in-store in the last 12 months, by demographics, September 2012
Figure 69: Most popular online website have bought from in the last 12 months, by demographics, September 2012
Figure 70: Next most popular online website have bought from in the last 12 months, by demographics, September 2012
APPENDIX – THE CONSUMER – WHY PEOPLE BUY HOME ACCESSORIES
Figure 71: Importance of durability in purchase decisions, September 2012
Figure 72: Importance of quality of product in purchase decisions, September 2012
Figure 73: Importance of colour/pattern in purchase decisions, September 2012
Figure 74: Importance of matching or co-ordinating with other items in the room in purchase decisions, September 2012
Figure 75: Importance of special offer or sale prices in purchase decisions, September 2012
Figure 76: Importance of easy-care in purchase decisions, September 2012
Figure 77: Importance of modern styles in purchase decisions, September 2012
Figure 78: Importance of timelessness in purchase decisions, September 2012
Figure 79: Importance of made in the UK in purchase decisions, September 2012
Figure 80: Importance of an item made with fair trade fabrics or materials in purchase decisions, September 2012
Figure 81: Importance of brand or designer label in purchase decisions, September 2012
Figure 82: Importance of own-label brand in purchase decisions, September 2012
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS HOME ACCESSORIES
Figure 83: Most popular consumer attitudes towards home accessories, by demographics, September 2012
Figure 84: Next most popular consumer attitudes towards home accessories, by demographics, September 2012
Figure 85: Other consumer attitudes towards home accessories, by demographics, September 2012

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