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Consumer Trends, Attitudes and Spending Habits for the Home - UK - March 2017

“Decorating, buying new furniture and flooring top the wish list for 2017. Owner-occupiers are the most engaged with spending on the home. Consumers are seamlessly using a range of channels when shopping, although their desire to judge for themselves remains a major reason why they will continue to visit physical stores when choosing goods for the home.”
– Jane Westgarth, Senior Market Analyst

This Report answers the following key questions:

  • What is the impact of private renting on spending on the home? 
  • Is the smart home of interest to the British consumer? 
  • Will internet shopping take the place of visiting stores for homewares?

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Table of contents

  1. Overview

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

          • The market
            • Market to grow by 14.8%, 2016-21
              • Figure 1: Consumer spending on products for the home, 2011-21
            • Living and dining is the largest market segment
              • Figure 2: Consumer spend on the home, by segment, 2016
            • Growth in numbers of homes will boost spending on the home
              • 23% of private renters moved in the last year
                • Complex housing market in 2016
                  • Surplus space at home creates opportunities for a wider range of interiors and usage
                    • Figure 3: Usable floor area, by tenure, England, 2015
                  • Change to private renting will reduce demand for garden goods
                    • Improved consumer confidence
                      • Intentions to spend on the home slightly down in 2016
                        • Figure 4: Trends in activities done and considering to do, June 2012-December 2016
                      • Launch activity and innovation
                        • Retailers ready for the connected home
                          • DIY retailers are repositioning to overcome lacklustre performance
                            • Investment in online developments
                              • Technology to help visualise products/plans
                                • The consumer
                                  • Enthusiastic intentions for spending on the home
                                    • Figure 5: Purchases and home improvement in the last three years; intentions to spend on the home in the next twelve months, November 2016
                                  • Enjoying the home life
                                    • Figure 6: Reasons for spending on the home, November 2016
                                  • Enthusiasm for connected homes
                                    • Figure 7: Interest in the smart home, November 2016
                                  • Multi-channel shopping and browsing
                                    • Figure 8: Shopping preferences for the home: browsing in-store or online, November 2016
                                  • Speaking to sales people is a key reason for a store visit
                                    • Figure 9: Shopping preferences for the home: speaking to staff, November 2016
                                  • Peer group reviews influence shoppers
                                    • Figure 10: Shopping preferences for the home, looking at catalogues, reading reviews, November 2016
                                  • Home is a centre for leisure time
                                    • Figure 11: Attitudes regarding the home, November 2016
                                  • What we think
                                  • Issues and Insights

                                    • What is the impact of private renting on spending on the home?
                                      • The facts
                                        • The implications
                                          • Is the smart home of interest to the British consumer?
                                            • The facts
                                              • The implications
                                                • Will internet shopping take the place of visiting stores for homewares?
                                                  • The facts
                                                    • The implications
                                                    • The Market – What You Need to Know

                                                      • 2016 was a strong year for spending on the home
                                                        • Consumers’ spending will grow by 14.8% from 2016-21
                                                          • Diverse market with many elements
                                                            • High growth for beds and bedroom
                                                              • Growth in numbers of homes will boost spend on the home
                                                                • Shift in structure of household tenure
                                                                  • Spending on the home is closely linked to the housing market
                                                                    • Confident consumers will spend on the home
                                                                      • Future trends include more use of technology
                                                                        • Retailers adapting for the future
                                                                        • Market Size and Forecast

                                                                          • 2016 was a strong year for spending on the home
                                                                            • Figure 12: Consumer spend on the home, 2011-21
                                                                          • Forecast methodology
                                                                            • Figure 13: Consumer spend on the home, 2011-21
                                                                          • The impact of the EU referendum vote
                                                                            • Spending on the home has been dented by previous slowdowns
                                                                            • Market Segmentation

                                                                              • Market segmentation
                                                                                • Figure 14: Consumer spend on the home, by segment, 2016 (est)
                                                                              • High growth for beds and bedroom furniture
                                                                                • Figure 15: Consumer spend on the home, 2011-16
                                                                            • Market Drivers

                                                                              • Number of UK homes will grow 4.7% between 2016-21
                                                                                • Figure 16: UK households, by size, 2011-21
                                                                              • High growth of the private rented housing sector
                                                                                • Figure 17: Housing by tenure, 2004-15, London and the reminder of England, 2004-15
                                                                              • Profile of private renters is young
                                                                                • Figure 18: Age group, by tenure, November 2016
                                                                              • 23% of private renters moved in the last year
                                                                                • Figure 19: Length of time in current home, by tenure, November 2016
                                                                              • Housing transactions remained strong in 2016
                                                                                • Figure 20: UK Housing transactions, 2012-16
                                                                              • 2016 stamp duty changes disturbed buying patterns
                                                                                • Figure 21: UK Housing transactions, 2015-16 – 2016-17
                                                                              • Close link between buying furniture and moving house
                                                                                • Figure 22: Bought any furniture, by length of time in current home, June 2016
                                                                              • Opportunities for alternatives to buying new homewares
                                                                                • Surplus space at home creates opportunities for a wider range of interiors and usage
                                                                                  • Figure 23: Usable floor area, by tenure, England, 2015
                                                                                • Owner-occupiers most likely to have gardens
                                                                                  • Figure 24: Presence of gardens and allotments, by household tenure, April 2016
                                                                                • Improved consumer confidence
                                                                                  • Figure 25: How consumers describe their financial situation, February 2009-December 2016
                                                                                • Intentions to spend on the home slightly down in 2016
                                                                                  • Figure 26: Trends in activities done and considering to do, June 2012-December 2016
                                                                                • Consumer credit continues to rise
                                                                                  • Scope to extend
                                                                                    • Floods and storm damage
                                                                                    • Launch Activity and Innovation

                                                                                      • Getting ready for the connected home
                                                                                        • Figure 27: Part of the smart home department, John Lewis Oxford Street, 2016
                                                                                      • DIY retailers repositioning to overcome lacklustre performance
                                                                                        • Bunnings begins its UK conversion from Homebase
                                                                                          • Figure 28: Bunnings St Albans, February 2017
                                                                                        • B&Q’s new superstore formula
                                                                                          • Figure 29: B&Q, Cribbs Causeway, July 2016
                                                                                        • B&Q introduces scaled back format
                                                                                          • Wickes focuses on projects
                                                                                            • Figure 30: Wickes, new store, 2016
                                                                                          • Voice of the customer
                                                                                            • IKEA rolls out user generated content
                                                                                              • Online developments
                                                                                                • Dunelm’s takeover of WorldStores doubles its online business
                                                                                                  • B&Q ramps up analysis of online behaviour
                                                                                                    • Visualising/3D software
                                                                                                      • Wayfair develops 3D visualiser
                                                                                                        • Retailers adapting to the multi-channel environment
                                                                                                          • Figure 31: IKEA, Order and Collection Point, 2016
                                                                                                        • Rise of the home store
                                                                                                          • Figure 32: Next Home and Garden, 2016
                                                                                                        • Adapting to the compact home
                                                                                                          • Catering for the ageing population
                                                                                                            • Faster deliveries
                                                                                                            • The Consumer – What You Need to Know

                                                                                                              • Decorating is the most popular home improvement
                                                                                                                • Positive intentions to spend on the home
                                                                                                                  • Replacement influences 46%
                                                                                                                    • 48% are interested in using smart meters which measure energy use
                                                                                                                      • Customer journey for the home is multi-channel
                                                                                                                        • Home is a centre for leisure time
                                                                                                                        • Purchases and Home Improvement

                                                                                                                          • Decorating is the most common home improvement activity
                                                                                                                            • Figure 33: Purchases and home improvement in the last three years and intention to spend in the next 12 months, November 2016
                                                                                                                          • 45% of consumers have decorated in the last three years
                                                                                                                            • Figure 34: Purchases and home improvement in the last three years, November 2016
                                                                                                                          • Impact of rising numbers renting privately
                                                                                                                            • Figure 35: Purchases and home improvement in the last three years, by household tenure, November 2016
                                                                                                                          • Owner-occupiers are key
                                                                                                                          • Intentions to Spend on the Home

                                                                                                                            • 59% plan to spend on the home in the next twelve months
                                                                                                                              • Plenty of redecorating
                                                                                                                                • Positive momentum for carpets
                                                                                                                                  • Infrequent projects
                                                                                                                                    • Figure 36: Intentions to spend on the home in the next twelve months, November 2016
                                                                                                                                • Reasons for Spending on the Home

                                                                                                                                  • Replacement drives spending on the home
                                                                                                                                    • Figure 37: Reasons for spending on the home, November 2016
                                                                                                                                • Interest in the Smart Home

                                                                                                                                  • High level of interest in the smart home
                                                                                                                                    • Figure 38: Interest in the smart home, November 2016
                                                                                                                                • Shopping Preferences for the Home

                                                                                                                                  • Shopping for the home is a multi-channel activity
                                                                                                                                    • Figure 39: Shopping preferences for the home, browsing in-store or online, November 2016
                                                                                                                                  • Shoppers engage with staff in-stores
                                                                                                                                    • Figure 40: Shopping preferences for the home, speaking to staff, November 2016
                                                                                                                                  • 9% turn to customer reviews when judging quality
                                                                                                                                    • Figure 41: Shopping preferences for the home, looking at catalogues, reading reviews, November 2016
                                                                                                                                • Attitudes Regarding the Home

                                                                                                                                  • Wide range of activities in the home
                                                                                                                                    • Relaxing at home and sharing family time
                                                                                                                                      • Home acts as a social space
                                                                                                                                        • Cooking is a leisure pastime
                                                                                                                                          • 75% of homes with a mortgage take pride in their homes
                                                                                                                                            • Younger consumers engage in practical hobbies at home
                                                                                                                                              • Self-employed and urban dwellers want a space for home working
                                                                                                                                                • Figure 42: Attitudes regarding the home, November 2016
                                                                                                                                              • Entertainers represent the most commercial target group
                                                                                                                                                • Figure 43: Attitudes regarding the home, target groups, November 2016
                                                                                                                                              • Typical characteristics of the target groups
                                                                                                                                                • Figure 44: Target groups for the home, by attitudes, November 2016
                                                                                                                                              • Entertainers are the highest spending target group
                                                                                                                                                • Figure 45: Purchases for the home, by cluster groups, November 2016
                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                    • Forecast Methodology

                                                                                                                                                    Companies Covered

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                                                                                                                                                    Consumer Trends, Attitudes and Spending Habits for the Home - UK - March 2017

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