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Bedrooms and Bedroom Furniture - UK - October 2016

“Innovation is very important for manufacturers of bedroom furniture, beds and mattresses and this is helping to encourage shoppers to spend a little more. New methods of construction, technical foams and innovative fabrics are promising more hygienic beds, temperature regulation at night and mattresses that stay comfortable for longer. Bed manufacturers have also risen to the challenge of incorporating more accessible storage for today’s crowded homes. Meanwhile bedroom furniture is increasingly optimising storage, as well as helping consumers make more use of their bedrooms for working, playing or relaxing while awake.”

– Jane Westgarth, Senior Market Analyst

This report looks at the following areas:

  • What is the role of online selling in the market for beds and bedroom furniture?
  • Is better storage driving demand in the bedroom market?
  • How is the rise of private renting influencing purchasing patterns for beds and bedroom furniture?

The beds sector covers beds and mattresses and can be divided into the following segments:

  • Divans – complete beds that are usually sold as a unit or set, comprising mattress and base, often with storage drawers built into the base.
  • Bedsteads – bed frames, usually with a slatted base, designed to be used with a separate mattress (or mattresses).
  • Mattresses – includes spring mattresses that may be of open spring or pocket spring construction, and memory foam and latex.
  • Others – including bunk beds, futons, headboards, bed ends, waterbeds and adjustable beds.
  • The bedroom furniture sector refers to all non-upholstered furniture and can be segmented as follows:
  • Fitted bedroom furniture (either ready-made or self-assembly/flat-pack) including built-in wardrobe/drawer units and completely fitted bedrooms incorporating the bed as part of the unit.
  • Non-fitted/freestanding bedroom furniture (either ready-made or self-assembly/flat-pack) and including items such as wardrobes, chests of drawers, dressing tables and bedside tables.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Uncertain consumers may defer big ticket purchasing
              • Figure 1: Consumer spending on beds and bedroom furniture, 2011-21
              • Figure 2: Beds and bedroom furniture, Market segmentation, 2016 (est)
            • Consumers encouraged to spend more
              • Steady growth in household numbers
                • Shifting age structure in the UK
                  • Figure 3: Trends in the age structure of the UK population, 2011-21
                • The impact of private renting
                  • 77 million UK bedrooms
                    • Quality of sleep
                      • Highly competitive market for beds and bedroom furniture
                        • Figure 4: Channels to market, 2015
                      • 12% of the market by value is online
                        • Companies and brands
                          • Expansion of online selling
                            • Many changes of ownership among suppliers
                              • Health issues enjoy a raised profile
                                • The consumer
                                  • Mattresses purchased by 24%
                                    • Figure 5: Purchases of beds and bedroom furniture, July 2016
                                  • 23% of purchasers spent £750+ on bedroom furniture
                                    • IKEA is the most-used retailer for bedroom furniture
                                      • Figure 6: Where bedroom furniture was bought, July 2016
                                    • Where beds and mattresses were bought
                                      • Figure 7: Where beds and mattresses were bought, in-store or online, July 2016
                                    • Multi-channel shopping journey
                                      • Figure 8: Factors influencing choice of retailer, July 2016
                                    • Mattress purchasers focus on comfort, brand and posture
                                      • Figure 9: Factors influencing purchases of mattresses (Buyers), July 2016
                                      • Figure 10: Factors influencing purchases of mattresses (Non-buyers), July 2016
                                    • Storage tops requirements for bedrooms
                                      • Figure 11: Attitudes regarding bedrooms, Agree, July 2016
                                    • What we think
                                    • Issues and Insights

                                      • What is the role of online selling in the market for beds and bedroom furniture?
                                        • The facts
                                          • The implications
                                            • Is better storage driving demand in the bedroom market?
                                              • The facts
                                                • The implications
                                                  • How is the rise of private renting influencing purchasing patterns for beds and bedroom furniture?
                                                    • The facts
                                                      • The implications
                                                      • The Market – What You Need to Know

                                                        • Market to grow by 18.5% between 2016-21
                                                          • Market segmentation
                                                            • Highly competitive market for beds and bedroom furniture
                                                              • 12% of spend on beds and bedroom furniture is online
                                                                • Steady growth in household numbers
                                                                  • Impact of private renting
                                                                    • Quality of sleep
                                                                    • Market Size and Forecast

                                                                      • Market to grow by 18.5% between 2016-21
                                                                        • Figure 12: Consumer spending on beds and bedroom furniture, 2011-21
                                                                        • Figure 13: Consumer spending on beds and bedroom furniture, 2011-21
                                                                      • The impact of the EU referendum vote
                                                                        • Spending on beds and mattresses has been resilient in previous slowdowns
                                                                          • Figure 14: Alternative market scenarios for the post-Brexit beds and mattresses market, at current prices, 2016-21
                                                                          • Figure 15: Detailed post-Brexit scenarios for the bed and bedroom furniture market, at current prices, 2016-21
                                                                        • Savvy shopping behaviour
                                                                          • Forecast methodology
                                                                          • Market Segmentation

                                                                            • Everyone has a bed
                                                                              • Figure 16: Consumer spending on beds and mattresses, forecast, 2011-21
                                                                              • Figure 17: Consumer spending on beds and mattresses, 2011-21
                                                                            • Bedroom furniture bounces back
                                                                              • Figure 18: Consumer spending on bedroom furniture, forecast, 2011-21
                                                                              • Figure 19: Consumer spending on bedroom furniture, 2011-21
                                                                          • Channels to Market

                                                                            • Highly competitive market for beds and bedroom furniture
                                                                              • Figure 20: Channels to market, beds and bedroom furniture, estimate, 2015
                                                                            • Market share concentrates into the hands of multiples
                                                                              • Figure 21: Distribution of beds and bedroom furniture, 2013-15
                                                                            • Competition in the bedroom market intensifies
                                                                              • Online browsing and shopping
                                                                                • 12% of spend on beds and bedroom furniture is online
                                                                                • Market Drivers

                                                                                  • Steady growth in household numbers
                                                                                    • Figure 22: UK households, by size, 2011-21
                                                                                  • Shifting age structure in the UK
                                                                                    • Figure 23: Trends in the age structure of the UK population, 2011-21
                                                                                  • One in three aged 25-34 rents from a private landlord
                                                                                    • Figure 24: Housing tenure, UK, 2012-16
                                                                                  • Length of time in current home
                                                                                    • 77 million bedrooms in the UK
                                                                                      • Figure 25: Number of bedrooms in homes, by tenure, England and Wales, 2015
                                                                                    • Spare rooms
                                                                                      • Quality of sleep
                                                                                      • Companies and Brands – What You Need to Know

                                                                                        • Dreams is the dominant specialist bed retailer
                                                                                          • Fitted bedroom specialists enjoyed strong trading in 2015
                                                                                            • Bensons for Beds is a market leader
                                                                                              • Carpetright grows sales of beds and mattresses
                                                                                                • Companies trim out too much space
                                                                                                  • Store chains expanding
                                                                                                    • Bed-in-a-box retailers emerge
                                                                                                      • MFI makes a comeback as an online brand
                                                                                                        • Silentnight is the largest specialist supplier
                                                                                                          • IKEA introduces higher quality
                                                                                                            • Changes of ownership
                                                                                                              • Health issues enjoy a raised profile
                                                                                                                • IKEA develops small footprint stores
                                                                                                                • Companies and Brands – Retailers

                                                                                                                  • Bed and Bedroom Specialist Retailers
                                                                                                                    • Dreams is the dominant specialist bed retailer
                                                                                                                      • Figure 26: Bed and bedroom furniture specialists, total turnover (excl VAT), 2011-15
                                                                                                                    • Buoyant market helps profit growth
                                                                                                                      • Figure 27: Bed and bedroom furniture specialists, operating profit, 2011-15
                                                                                                                    • Turnaround at Dreams
                                                                                                                      • Figure 28: Bed and bedroom furniture specialists, operating margin, 2011-15
                                                                                                                    • Focused efforts on store improvements
                                                                                                                      • Figure 29: Bed and bedroom furniture specialists, store numbers, 2011-15
                                                                                                                    • Other Retailers with Beds
                                                                                                                        • Figure 30: Retail chains with beds and bedroom furniture, total turnover, excl VAT, 2011-15
                                                                                                                      • Operating profits of other retailers with beds
                                                                                                                        • Figure 31: Large retailers with beds and bedroom furniture, operating profit, 2011-15
                                                                                                                      • Vertically integrated retailers are more profitable
                                                                                                                        • Figure 32: Large retailers with beds and bedroom furniture, operating margin, 2011-15
                                                                                                                      • Store numbers, other retailers with beds
                                                                                                                        • Figure 33: Large retailers with beds and bedroom furniture, store numbers, 2011-15
                                                                                                                      • IKEA tops league for sales per outlet
                                                                                                                        • Figure 34: Large retailers with beds and bedroom furniture, sales per store, 2011-15
                                                                                                                      • Bed-in-a-box mattresses simplify mattress choices
                                                                                                                        • Online sellers
                                                                                                                        • Space Allocation Summary

                                                                                                                          • IKEA dedicates more selling space to beds and bedroom furniture than to the living room
                                                                                                                            • Beds and bedrooms account for 18% of space at Oak Furniture Land
                                                                                                                              • Figure 35: Furniture retailers – Detailed space allocation estimates, June 2016
                                                                                                                          • Companies and Brands – Suppliers

                                                                                                                            • Changes of ownership
                                                                                                                              • Airsprung produces 600,000 beds each year
                                                                                                                                • Silentnight displays impressive growth
                                                                                                                                  • Other suppliers
                                                                                                                                    • Figure 36: Leading manufacturers of beds and bedroom furniture, Turnover 2011-15
                                                                                                                                  • Silentnight makes substantial profit gains
                                                                                                                                    • Figure 37: Leading manufacturers of beds and bedroom furniture, operating profit, 2011-15
                                                                                                                                  • Vi-Spring is the most profitable supplier
                                                                                                                                    • Figure 38: Leading manufacturers of beds and bedroom furniture, operating margin, 2011-15
                                                                                                                                  • Other bed and bedroom suppliers
                                                                                                                                    • Figure 39: Selected other companies in the bedroom market
                                                                                                                                • Competitive Strategies

                                                                                                                                  • Improving storage in bedroom furniture
                                                                                                                                    • Exclusive lines
                                                                                                                                      • Promotional strategies
                                                                                                                                        • IKEA re-addresses product quality
                                                                                                                                        • Launch Activity and Innovation

                                                                                                                                          • Dunlopillo wins Which? Best Buy award
                                                                                                                                            • Health issues enjoy a raised profile
                                                                                                                                              • Sports mattresses promise better recovery post-exercise
                                                                                                                                                • IKEA embraces innovation
                                                                                                                                                  • IKEA develops small footprint stores
                                                                                                                                                    • Furniture Village invests in training
                                                                                                                                                    • Advertising and Marketing Activity

                                                                                                                                                      • Bensons for Beds and Dreams dominate advertising spend
                                                                                                                                                        • Figure 40: Share of above-the line, online display and direct mail advertising expenditure on beds and bedroom furniture, 2015
                                                                                                                                                      • 6.3% growth in advertising spend between 2014-15
                                                                                                                                                        • Figure 41: Total above-the line, online display and direct mail advertising expenditure on beds and bedroom furniture, 2011-15
                                                                                                                                                      • Bed-in-a-box sellers move up the ad rankings
                                                                                                                                                        • Figure 42: Total above-the line, online display and direct mail advertising expenditure on beds and bedroom furniture, Jan-September 2016
                                                                                                                                                      • Television dominates advertising spend
                                                                                                                                                        • Figure 43: Advertising for beds and bedroom furniture, by media, 2015
                                                                                                                                                      • Bensons for Beds focuses on experience
                                                                                                                                                        • Dreams raises awareness with “replace every eight” campaign
                                                                                                                                                          • Simba adverts ruled as misleading
                                                                                                                                                            • Silentnight creates a VIP bed area at a cricket ground
                                                                                                                                                              • Mattress tie-ups with hotel brands
                                                                                                                                                                • Bed-in-a-box companies launch advertising
                                                                                                                                                                  • Figure 44: Example of advertising for the London underground by Eve, 2016
                                                                                                                                                                • Nielsen Ad Intel coverage
                                                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                                                  • 51% bought beds, mattresses or bedroom furniture in the last three years
                                                                                                                                                                    • 23% of purchasers spent £750+ on bedroom furniture
                                                                                                                                                                      • Spend on beds and mattresses
                                                                                                                                                                        • Spend on beds and mattresses
                                                                                                                                                                          • IKEA has a significant share of shoppers for bedroom furniture
                                                                                                                                                                            • Multi-channel shopping journey
                                                                                                                                                                              • Mattress purchasers focus on comfort, brand and posture
                                                                                                                                                                                • Storage tops requirements for bedrooms
                                                                                                                                                                                  • Multi-use bedrooms identified as the most commercial target customer
                                                                                                                                                                                  • Purchases of Beds and Bedroom Furniture

                                                                                                                                                                                    • 51% bought beds or bedroom furniture in the last three years
                                                                                                                                                                                      • Figure 45: Purchases of beds and bedroom furniture, July 2016
                                                                                                                                                                                    • 45% of purchasers only bought one item
                                                                                                                                                                                      • Figure 46: Purchases of beds and bedroom furniture, repertoire, July 2016
                                                                                                                                                                                    • Younger and wealthier consumers are most likely to buy
                                                                                                                                                                                      • Figure 47: purchases of beds and bedroom furniture, by age and socio-economic groups, July 2016
                                                                                                                                                                                    • Family lifestage influences purchasing patterns
                                                                                                                                                                                      • Figure 48: purchases of beds and bedroom furniture in the last three years, by age of children, July 2016
                                                                                                                                                                                    • Higher purchasing patterns up to five years after moving house
                                                                                                                                                                                      • Figure 49: Purchases of beds and bedroom furniture in the last three years, by length of time in current home, July 2016
                                                                                                                                                                                  • Bedroom Furniture Spend

                                                                                                                                                                                    • One fifth of purchases at prices below £200
                                                                                                                                                                                      • Figure 50: Spend on bedroom furniture, July 2016
                                                                                                                                                                                    • ABs are the highest spenders on bedroom furniture
                                                                                                                                                                                      • Figure 51: Spend on bedroom furniture in the last three years, by socio-economic group, July 16
                                                                                                                                                                                  • Spend on Beds and Mattresses

                                                                                                                                                                                    • High level of purchasing at lower price points
                                                                                                                                                                                      • Figure 52: Spend on beds and mattresses, July 2016
                                                                                                                                                                                    • Wealthier consumers are the highest spenders
                                                                                                                                                                                      • Figure 53: Spend on beds and mattresses, by socio-economic group, July 2016
                                                                                                                                                                                  • Where They Bought Bedroom Furniture and Beds

                                                                                                                                                                                    • IKEA is most used for bedroom furniture
                                                                                                                                                                                      • Dreams and Bensons for Beds level-pegging
                                                                                                                                                                                        • Significant online activity
                                                                                                                                                                                          • Figure 54: Where bedroom furniture was bought, in-store/online, July 2016
                                                                                                                                                                                        • Comparing shopping patterns for bedroom furniture with 2014
                                                                                                                                                                                          • Figure 55: Where they bought bedroom furniture, percentage point change, July 2014-16
                                                                                                                                                                                      • Retailers Used for Purchases of Beds and Mattresses

                                                                                                                                                                                        • Dreams is the dominant bed specialist
                                                                                                                                                                                          • Significant proportion of purchasers buy online
                                                                                                                                                                                            • Figure 56: Retailers used for purchases of beds and mattresses, in-store/online, July 2016
                                                                                                                                                                                          • Comparing shopping patterns for beds and mattresses, 2014-16
                                                                                                                                                                                            • Figure 57: Where they bought beds and mattresses, percentage-point change, July 2014-16
                                                                                                                                                                                          • Shoppers most inclined to just use one outlet
                                                                                                                                                                                            • Figure 58: Where bedroom furniture was bought, repertoire, July 16
                                                                                                                                                                                          • 70% of purchasers of beds and mattresses use just one store
                                                                                                                                                                                            • Figure 59: Where beds and mattresses were bought, repertoire, July 2016
                                                                                                                                                                                          • All age groups are shopping online
                                                                                                                                                                                            • Figure 60: Where beds and mattresses were bought (summary), by age group, July 2016
                                                                                                                                                                                          • ABs most inclined to buy in-store
                                                                                                                                                                                            • Figure 61: Where beds and mattresses were bought (summary), by socio-economic group, July 2016
                                                                                                                                                                                        • Factors Influencing Choice of Retailer

                                                                                                                                                                                          • Low prices are a driving force
                                                                                                                                                                                            • 32% judge products in-store
                                                                                                                                                                                              • Figure 62: Factors influencing choice of retailer, July 2016
                                                                                                                                                                                              • Figure 63: Factors influencing choice of retailer, by age group, July 2016
                                                                                                                                                                                              • Figure 64: Factors influencing choice of retailer, by retailer used for bedroom furniture, selected retailers, July 2016
                                                                                                                                                                                          • Factors Influencing Purchases of Mattresses

                                                                                                                                                                                            • Influential factors for buyers of mattresses
                                                                                                                                                                                              • Figure 65: Factors influencing purchases of mattresses (buyers), July 2016
                                                                                                                                                                                            • Influential factors for those who have not bought mattresses in the last three years
                                                                                                                                                                                              • Figure 66: Factors influencing purchases of mattresses (non-buyers), July 2016
                                                                                                                                                                                              • Figure 67: Factors influencing purchases of mattresses (non-buyers), by age group, July 2016
                                                                                                                                                                                          • Attitudes Regarding Bedrooms

                                                                                                                                                                                            • 84% mention importance of plenty of storage
                                                                                                                                                                                              • Figure 68: Attitudes regarding bedrooms (summary), July 2016
                                                                                                                                                                                            • Using technology in the bedroom
                                                                                                                                                                                              • Four main target groups
                                                                                                                                                                                                • Figure 69: Customer target groups, bedrooms, July 2016
                                                                                                                                                                                              • Multi-use Bedrooms (32%)
                                                                                                                                                                                                • Attitudes towards the bedroom
                                                                                                                                                                                                  • Bedroom Organisers (23%)
                                                                                                                                                                                                    • Attitudes towards the bedroom
                                                                                                                                                                                                      • Underwhelmed Bedroomers (24%)
                                                                                                                                                                                                        • Attitudes towards the bedroom
                                                                                                                                                                                                          • Quality Bedrooms
                                                                                                                                                                                                            • Attitudes towards the bedroom
                                                                                                                                                                                                              • Multi-use Bedrooms are the most active shoppers for beds and bedroom furniture
                                                                                                                                                                                                                • Figure 70: Bedroom furniture purchases, by customer target groups, July 2016
                                                                                                                                                                                                              • IKEA is a destination for bedroom furniture for every target group
                                                                                                                                                                                                                • Figure 71: Retailers used for purchases of bedroom furniture, by target group, July 2016
                                                                                                                                                                                                              • Shoppers use a broader range of retailers for beds than for bedroom furniture
                                                                                                                                                                                                                • Figure 72: Retailers used for purchases of beds and mattresses, by target group, July 2016
                                                                                                                                                                                                              • What drives store choice for the target groups?
                                                                                                                                                                                                                • Figure 73: Factors influencing choice of retailer, by target group, July 2016
                                                                                                                                                                                                                • Figure 74: Factors influencing choice of mattress, purchasers, by target group, July 2016
                                                                                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                                                                  • Abbreviations
                                                                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                                                                    • Forecast Methodology

                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                    Bedrooms and Bedroom Furniture - UK - October 2016

                                                                                                                                                                                                                    US $2,672.70 (Excl.Tax)