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Bedrooms and Bedroom Furniture - UK - October 2011

"Bedrooms are becoming places where people need to store a lot of possessions, often in tricky or small spaces. So bedroom furniture is designed to be much more adaptable to allow shoppers a range of options, so they can customise the kind of storage they need. Also, customers tell us that they want more flexibility to customise the appearance of their bedrooms, with a choice of handles, door finishes and shelving options."

– Neil Mason, Head of Retail Research

This report answers the following questions, among others:

  • How important are standard sizes for beds and mattresses?
  • Are shoppers influenced by terms like orthopaedic?
  • Is sustainability on the increase?
  • What do people feel about self-assembly furniture?
  • Is there evidence of a slowdown in replacement cycles?

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Table of contents

  1. Introduction

      • Abbreviations
      • Executive Summary

          • The market
            • Figure 1: Consumer spend on bedroom furniture, 2006-16
            • Figure 2: Consumer spend on beds and mattresses, 2006-16
            • Figure 3: Purchases of beds and bedroom furniture, by lifestage, 2011
          • Market factors
            • Figure 4: Complaints suffered, 2011
            • Figure 5: Residential property transactions, by quarter, 2006-11
            • Figure 6: Number of bedrooms in the home, 2007 and 2011
          • Companies, brands and innovation
            • Retail distribution
              • Figure 7: Retail distribution of beds and bedroom furniture, 2010
            • The consumer
              • Figure 8: Factors influencing choice of beds, July 2011
              • Figure 9: Factors influencing choice of bedroom furniture, July 2011
              • Figure 10: Customer typologies for beds and bedrooms, July 2011
            • What we think
            • Issues in the market

                • How important are standard sizes for beds and mattresses?
                  • Are shoppers influenced by terms like orthopaedic?
                    • Is sustainability on the increase?
                      • What do people feel about self-assembly furniture?
                        • Is there evidence of a slowdown in replacement cycles?
                        • Future Opportunities

                          • Premiumisation and Indulgence
                            • Many Mes
                            • Internal Market Environment

                              • Key points
                                • Ownership and purchasing of beds and bedroom furniture
                                  • Figure 11: Ownership and purchasing of bedroom furniture and beds, 2007-11
                                • Ownership of beds and bedroom furniture
                                  • Purchasing levels highest for beds
                                    • How often beds are replaced
                                      • Sharp slowdown in purchasing
                                        • Everyone needs a bed
                                          • Figure 12: Number of households purchasing beds and bedroom furniture, 2007-11
                                        • Profiling the shoppers
                                          • Figure 13: Purchasers of beds and bedroom furniture, by age, 2011
                                        • Having a family boosts demand
                                          • Figure 14: Purchasers of beds and bedroom furniture, by lifestage, 2011
                                        • Price inflation
                                          • Figure 15: CPI annual price changes for furniture and furnishings, January 2008-June 2011
                                        • Health issues
                                          • Figure 16: Complaints suffered from and allergies prone to in the last 12 months, 2007-11
                                        • Comfortable at night
                                          • Big sleepers
                                            • Ageing population
                                              • Importance of a good night’s sleep
                                                • Allergies to dust mites
                                                  • Sustainable sourcing
                                                  • Broader Market Environment

                                                    • Key points
                                                      • Living in smaller homes
                                                        • Figure 17: Number of bedrooms in home, 2007-11
                                                      • More bedrooms in the loft
                                                        • Figure 18: Ownership of home extensions, 2007-11
                                                      • Explosion of broadband
                                                        • Figure 19: Broadband penetration, 2004-10
                                                      • Saving more in hard times
                                                        • Figure 20: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
                                                      • Underlying growth from more households
                                                        • Figure 21: UK households, by size, 2006-16
                                                      • Over a quarter of the population will be ABs
                                                        • Figure 22: Forecast adult population trends, by socio-economic group, 2006-16
                                                      • House prices are flat
                                                        • Figure 23: Average house prices, 2005-10
                                                      • Reluctance to move house
                                                        • Figure 24: Residential property transactions, by quarter, 2006-11
                                                    • Competitive Context

                                                      • Key points
                                                        • Comparing spend on household goods
                                                          • Figure 25: Comparison of spend on bedroom furniture and beds with other household markets, 2006-11
                                                        • Weak demand for household products
                                                          • High ticket items depressed
                                                            • More spending on garden products
                                                              • Innovation driving household appliances
                                                                • Interest in food at home
                                                                • Strengths and Weaknesses in the Market

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Homebase builds multi-branded furniture offer
                                                                          • Foam-covered furniture adds a different dimension
                                                                            • Spaceslide adds new ranges
                                                                              • Folding furniture – the new flat pack
                                                                                • Dreams tackles recycling challenge
                                                                                  • Smart fabrics to combat allergies
                                                                                    • Beds that maintain the right temperature
                                                                                      • Beds that massage
                                                                                        • Standardising bed sizes
                                                                                          • Mattresses with an internal frame
                                                                                            • Media beds
                                                                                              • Natural fibres
                                                                                                • Technical selling aids
                                                                                                • Market Size and Segmentation

                                                                                                  • Key points
                                                                                                    • Bedroom furniture market is down
                                                                                                      • Figure 26: Retail value sales of bedroom furniture, 2006-16
                                                                                                    • Sales values hold up in beds
                                                                                                      • Figure 27: Retail value sales of beds and mattresses, 2006-16
                                                                                                    • Volumes hold steady in beds
                                                                                                      • Figure 28: Consumer purchases of beds and bedroom furniture, volume, 2007-11
                                                                                                    • Forecast
                                                                                                      • Figure 29: Consumer spend on bedroom furniture, 2006-16
                                                                                                      • Figure 30: Consumer spend on beds and mattresses, 2006-16
                                                                                                  • Companies and Products

                                                                                                    • Key points
                                                                                                      • Airsprung Furniture Group
                                                                                                        • Hilding Anders
                                                                                                          • Silentnight Group
                                                                                                            • Simmons Bedding Group
                                                                                                              • The Symphony Group
                                                                                                                • Tempur
                                                                                                                  • Vi-Spring
                                                                                                                    • Major retailers
                                                                                                                      • Argos
                                                                                                                        • Dreams
                                                                                                                          • Hammonds
                                                                                                                            • IKEA
                                                                                                                              • Sharps
                                                                                                                                • Steinhoff UK
                                                                                                                                    • Figure 31: Retail offering and store portfolio of Steinhoff UK, July 2011
                                                                                                                                  • Other furniture specialists
                                                                                                                                    • And So to Bed
                                                                                                                                      • Carpetright
                                                                                                                                        • Feather & Black
                                                                                                                                          • Furniture Village
                                                                                                                                            • Oak Furniture Land
                                                                                                                                              • Sliderobes
                                                                                                                                                • Strachan Furniture
                                                                                                                                                  • Warren Evans
                                                                                                                                                    • Other general retailers with beds
                                                                                                                                                      • B&Q
                                                                                                                                                        • Homebase
                                                                                                                                                          • John Lewis
                                                                                                                                                            • Laura Ashley
                                                                                                                                                              • Marks & Spencer
                                                                                                                                                                • Next
                                                                                                                                                                  • Tesco
                                                                                                                                                                    • Asda
                                                                                                                                                                      • Sainsbury’s
                                                                                                                                                                        • Other
                                                                                                                                                                          • Figure 32: Selected other companies in the bedroom market
                                                                                                                                                                      • Channels of Distribution

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Distribution of beds, mattresses and bedroom furniture
                                                                                                                                                                            • Figure 33: Distribution of beds, mattresses and bedroom furniture, by store format, 2006, 2008 and 2010
                                                                                                                                                                          • Furniture specialists having a tough time
                                                                                                                                                                            • Argos and IKEA lead the way
                                                                                                                                                                              • Bed specialists dominated by Dreams
                                                                                                                                                                                • Non-specialists gaining ground
                                                                                                                                                                                  • DIY stores gaining ground
                                                                                                                                                                                    • Huge importance of multi-channel
                                                                                                                                                                                      • Online specialists
                                                                                                                                                                                      • Brand Communication and Promotion

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Boost to spending in 2010
                                                                                                                                                                                            • Figure 34: Main media advertising expenditure for bedroom furniture and beds, 2007-10
                                                                                                                                                                                          • Advertising spend on bedroom furniture
                                                                                                                                                                                            • Figure 35: Main media advertising for beds and bedroom furniture, by advertiser, 2008-10
                                                                                                                                                                                          • Press is the dominant medium
                                                                                                                                                                                            • Figure 36: Main media advertising for bedroom furniture, by media type, 2008-10
                                                                                                                                                                                          • Dreams dominates bed advertising
                                                                                                                                                                                            • Figure 37: Main media advertising for beds, by advertiser, 2008-10
                                                                                                                                                                                            • Figure 38: Main media advertising for beds, by media type, 2008-10
                                                                                                                                                                                          • Seasonal spend backs the Sale
                                                                                                                                                                                            • Figure 39: Seasonality of main media advertsising for bedroom furniture and beds, by average monthly spend, 2010
                                                                                                                                                                                        • The Consumer – Purchasing Patterns

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • High level of demand for beds and mattresses
                                                                                                                                                                                                • Figure 40: Bedroom purchasing patterns over the last three years, August 2009 and July 2011
                                                                                                                                                                                              • Two thirds of online adults are engaged with this market
                                                                                                                                                                                                • Figure 41: Bedroom purchasing summary, July 2011
                                                                                                                                                                                                • Figure 42: Purchase of beds and bedroom furniture in the last three years, by socio-economic group and lifestage, July 2011
                                                                                                                                                                                              • How many things did they buy?
                                                                                                                                                                                                • Figure 43: Repertoire of bedroom purchasing patterns, July 2011
                                                                                                                                                                                              • Families are key players
                                                                                                                                                                                                • Figure 44: Repertoire of bedroom purchases, by lifestage, July 2011
                                                                                                                                                                                                • Figure 45: Bedroom purchasing patterns, by repertoire of bedroom purchasing patterns, July 2011
                                                                                                                                                                                            • The Consumer – What Influences Bed Purchasers?

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                  • Figure 46: Factors influencing choice of beds, July 2011
                                                                                                                                                                                                • Quality tops the list
                                                                                                                                                                                                  • Standard sizes please
                                                                                                                                                                                                    • Stylish first homes
                                                                                                                                                                                                      • Comfort factors
                                                                                                                                                                                                        • A bit of ‘medical’ jargon?
                                                                                                                                                                                                          • Store my stuff
                                                                                                                                                                                                            • Knowing your own mind
                                                                                                                                                                                                            • The Consumer – What Influences Bedroom Furniture Purchasers?

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Factors influencing choice of bedroom furniture
                                                                                                                                                                                                                  • Figure 47: Factors influencing choice of bedroom furniture, July 2011
                                                                                                                                                                                                                • Clever storage is way out in front
                                                                                                                                                                                                                  • Dream bedrooms
                                                                                                                                                                                                                    • Made-to-measure please
                                                                                                                                                                                                                      • Is self-assembly a barrier?
                                                                                                                                                                                                                        • The bedroom as a multi-purpose space
                                                                                                                                                                                                                          • Lighting in the plans
                                                                                                                                                                                                                          • The Consumer – How They Shop

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • How consumers shop for beds and bedroom furniture
                                                                                                                                                                                                                                • Figure 48: Statements on beds and bedroom furniture, July 2011
                                                                                                                                                                                                                              • Connected consumers
                                                                                                                                                                                                                                • Touch and feel matter
                                                                                                                                                                                                                                  • Guarantees
                                                                                                                                                                                                                                    • Caution because of the economy
                                                                                                                                                                                                                                      • Fewer allergies
                                                                                                                                                                                                                                      • Target Groups

                                                                                                                                                                                                                                        • Customer typologies for bedrooms
                                                                                                                                                                                                                                            • Figure 49: Customer typologies for beds and bedrooms, July 2011
                                                                                                                                                                                                                                          • Co-ordinators
                                                                                                                                                                                                                                            • Figure 50: Factors important when buying beds, Co-ordinators target group, July 2011
                                                                                                                                                                                                                                            • Figure 51: Factors important when buying bedroom furniture, Co-ordinators target group, July 2011
                                                                                                                                                                                                                                          • Bedroom Enthusiasts
                                                                                                                                                                                                                                            • Figure 52: Factors important when buying beds, Bedroom Enthusiasts target group, July 2011
                                                                                                                                                                                                                                            • Figure 53: Factors important when buying bedroom furniture, bedroom enthusiasts target group, July 2011
                                                                                                                                                                                                                                          • Basic Bedroomers
                                                                                                                                                                                                                                            • Figure 54: Factors important when buying beds, Basic Bedroomers target group, July 2011
                                                                                                                                                                                                                                            • Figure 55: Factors important when buying bedroom furniture, Basic Bedroomers target group, July 2011
                                                                                                                                                                                                                                          • Uninterested (28%)
                                                                                                                                                                                                                                            • Figure 56: Factors important when buying beds, Uninterested target group, July 2011
                                                                                                                                                                                                                                            • Figure 57: Factors important when buying bedroom furniture, Uninterested target group, July 2011
                                                                                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                                                                                            • Figure 58: Ownership and purchasing of beds, by demographics, 2011
                                                                                                                                                                                                                                            • Figure 59: Ownership and purchasing of bedroom furniture, by demographics, 2011
                                                                                                                                                                                                                                            • Figure 60: Complaints suffered in the last 12 months, by demographics, 2011
                                                                                                                                                                                                                                            • Figure 61: Allergies prone to in the last 12 months, by demographics, 2011
                                                                                                                                                                                                                                        • Appendix – Broader Market Environment

                                                                                                                                                                                                                                            • Figure 62: Number of bedrooms in home, by demographics, 2011
                                                                                                                                                                                                                                            • Figure 63: Ownership of home extensions, by demographics, 2011
                                                                                                                                                                                                                                        • Appendix – The Consumer – Purchasing Patterns

                                                                                                                                                                                                                                            • Figure 64: Most popular bedroom purchasing patterns, by demographics, July 2011
                                                                                                                                                                                                                                            • Figure 65: Next most popular bedroom purchasing patterns, by demographics, July 2011
                                                                                                                                                                                                                                            • Figure 66: Other bedroom purchasing patterns, by demographics, July 2011
                                                                                                                                                                                                                                            • Figure 67: Repertoire of bedroom purchasing patterns, by demographics, July 2011
                                                                                                                                                                                                                                            • Figure 68: Bedroom purchasing patterns by most popular bedroom purchasing patterns, July 2011
                                                                                                                                                                                                                                            • Figure 69: Bedroom purchasing patterns, by next most popular bedroom purchasing patterns, July 2011
                                                                                                                                                                                                                                            • Figure 70: Bedroom purchasing patterns, by other bedroom purchasing patterns, July 2011
                                                                                                                                                                                                                                        • Appendix – The Consumer – What Influences Bed Purchasers?

                                                                                                                                                                                                                                            • Figure 71: Factors influencing choice of beds, July 2011
                                                                                                                                                                                                                                            • Figure 72: Most popular factors influencing choice of beds, by demographics, July 2011
                                                                                                                                                                                                                                            • Figure 73: Next most popular factors influencing choice of beds, by demographics, July 2011
                                                                                                                                                                                                                                            • Figure 74: Other factors influencing choice of beds, by demographics, July 2011
                                                                                                                                                                                                                                        • Appendix – The Consumer – What Influences Bedroom Furniture Purchasers?

                                                                                                                                                                                                                                            • Figure 75: Most popular factors influencing choice of bedroom furniture, by demographics, July 2011
                                                                                                                                                                                                                                            • Figure 76: Next most popular factors influencing choice of bedroom furniture, by demographics, July 2011
                                                                                                                                                                                                                                        • Appendix – Target Groups

                                                                                                                                                                                                                                            • Figure 77: Target groups, by demographics, July 2011
                                                                                                                                                                                                                                        • Appendix – The Consumer – How They Shop

                                                                                                                                                                                                                                            • Figure 78: Most popular statements on beds and bedroom furniture, by demographics, July 2011
                                                                                                                                                                                                                                            • Figure 79: Next most popular statements on beds and bedroom furniture, by demographics, July 2011

                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                        • Airsprung Furniture Group PLC
                                                                                                                                                                                                                                        • Argos
                                                                                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                                                                                        • Carpetright UK
                                                                                                                                                                                                                                        • Collins and Hayes Furniture
                                                                                                                                                                                                                                        • Dolphin
                                                                                                                                                                                                                                        • Dunlopillo
                                                                                                                                                                                                                                        • Ercol Furniture Ltd
                                                                                                                                                                                                                                        • Forest Stewardship Council
                                                                                                                                                                                                                                        • Harrods Group Total
                                                                                                                                                                                                                                        • Home Retail Group
                                                                                                                                                                                                                                        • IKEA
                                                                                                                                                                                                                                        • John Lewis Plc (department store)
                                                                                                                                                                                                                                        • Kitchen Bathroom Bedroom Specialists Association (The)
                                                                                                                                                                                                                                        • Moben
                                                                                                                                                                                                                                        • Myer's Beds
                                                                                                                                                                                                                                        • Oak Furniture Land
                                                                                                                                                                                                                                        • Sealy UK
                                                                                                                                                                                                                                        • Silentnight Holdings
                                                                                                                                                                                                                                        • Sleepmasters Plc
                                                                                                                                                                                                                                        • Slumberland, Inc.
                                                                                                                                                                                                                                        • Steinhoff UK Furniture
                                                                                                                                                                                                                                        • Tempur-Pedic International Inc.
                                                                                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                                                                                        • Vi-Spring Ltd
                                                                                                                                                                                                                                        • Wade Furniture

                                                                                                                                                                                                                                        Bedrooms and Bedroom Furniture - UK - October 2011

                                                                                                                                                                                                                                        £1,995.00 (Excl.Tax)