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Accessories for the Home - UK - November 2012

“In a situation where consumers’ focus has shifted to core priorities like food and energy costs, it is a tough task to rekindle their enthusiasm for their homes and for spending on items that may seem like non-essentials. Nevertheless, the internet and mobile technology offer opportunities to inspire consumers and encourage them to review these priorities, start to value their home environment once more and begin spending again.”

– Neil Mason, Head of Retail Research

Some questions answered in this report include:

  • 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?

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Table of contents

  1. 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

                                                                                                                                                            Companies Covered

                                                                                                                                                            • Amazon.co.uk
                                                                                                                                                            • Arcadia Group
                                                                                                                                                            • Argos
                                                                                                                                                            • Armitage Shanks
                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                            • Bank of England
                                                                                                                                                            • Bedeck Ltd
                                                                                                                                                            • Bentalls Plc
                                                                                                                                                            • Bhs Ltd
                                                                                                                                                            • Cath Kidston Group
                                                                                                                                                            • Chortex Ltd
                                                                                                                                                            • Christy UK Ltd
                                                                                                                                                            • Debenhams (UK and Republic of Ireland)
                                                                                                                                                            • Dorma Group
                                                                                                                                                            • Dunelm (Soft Furnishings) Ltd
                                                                                                                                                            • Dwell
                                                                                                                                                            • Fogarty Limited
                                                                                                                                                            • H&M Hennes & Mauritz
                                                                                                                                                            • Habitat
                                                                                                                                                            • Heal's Plc
                                                                                                                                                            • Hillarys Blinds Ltd
                                                                                                                                                            • Home Retail Group
                                                                                                                                                            • Homebase Ltd
                                                                                                                                                            • House of Fraser Plc
                                                                                                                                                            • Hunter Douglas (UK) Ltd
                                                                                                                                                            • IKEA
                                                                                                                                                            • Ipsos MORI
                                                                                                                                                            • Jasper Conran
                                                                                                                                                            • JML Group
                                                                                                                                                            • John Cotton Group
                                                                                                                                                            • John Lewis Plc (department store)
                                                                                                                                                            • John Rocha
                                                                                                                                                            • Kingfisher UK & Ireland
                                                                                                                                                            • Laura Ashley UK (Stores)
                                                                                                                                                            • Mamas & Papas Ltd
                                                                                                                                                            • Maplin Electronics Ltd
                                                                                                                                                            • Marks & Spencer
                                                                                                                                                            • Matalan Ltd
                                                                                                                                                            • Micromark
                                                                                                                                                            • Missoni S.p.A
                                                                                                                                                            • Montgomery Interior Fabrics
                                                                                                                                                            • Morris & Co (Shrewsbury) Ltd
                                                                                                                                                            • Mulberry Group
                                                                                                                                                            • Next Group
                                                                                                                                                            • Paul Simon (London) Ltd
                                                                                                                                                            • Primark Stores Ltd
                                                                                                                                                            • Roberto Cavalli
                                                                                                                                                            • Roper Rhodes Ltd
                                                                                                                                                            • Silent Gliss Ltd
                                                                                                                                                            • Silentnight Holdings
                                                                                                                                                            • Snuggledown of Norway (UK) Ltd
                                                                                                                                                            • Thomas Sanderson
                                                                                                                                                            • Walker Greenbank PLC
                                                                                                                                                            • Waterford Wedgwood Plc
                                                                                                                                                            • Wilko
                                                                                                                                                            • Yankee Candle Company Inc., The

                                                                                                                                                            Accessories for the Home - UK - November 2012

                                                                                                                                                            US $2,570.96 (Excl.Tax)