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Home and the Media - UK - February 2009

There is increasing coverage of homes and gardens across a range of media, but home interest and gardening magazines are the primary source of detailed and in-depth content and they retain a particular importance since their readers are likely to be more interested than average in the topics.

Although the market for magazines is a sound and resilient one, it has nevertheless lost sales in the face of high quality competition from TV and other non-specialist print media. The market is currently estimated to be worth £104 million, down by 6% on 2003, but market leader IPC has outperformed the average to achieve sales growth.

All evidence suggests that consumers use a range of different sources to give them ideas and help their purchasing decisions. In that sense they are complementary, but inevitably they must also be competitive given finite limits on time and attention.

Major publishers and broadcasters have been at the forefront of investing in a substantial online presence to better secure their position against future developments, and retailers would benefit by similarly improving their online offer to maximise contact with consumers.

This report asks:

How best can media owners, retailers and manufacturers capitalise on the opportunities offered by a changing media landscape?

Key report themes:

  • What are the most important influences on planning and buying for the home and garden?

  • How do consumers use magazines and other media in this sector – are they entertainment, inspiration, practical guidance, or all three?

  • The effects of media convergence between print, TV and the internet in the homes and gardens sector – what are its positive and negative implications?

  • How are specialist home interest and gardening magazines faring against strong competition?

  • How might magazine and TV content change as the economy wavers and the housing market slumps?

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Reaching the consumer in new ways
              • Increasing links between retailers and the media
                • Changing priorities – tougher times and greener attitudes
                  • Back to basics
                  • Market in Brief

                    • Interesting times
                      • The home and garden specialists for depth
                        • TV for bigger reach, but limited coverage
                          • Seizing digital opportunities
                            • What consumers think
                              • To conclude
                              • Internal Market Environment

                                • Key points
                                  • Homes are a source of pleasure
                                    • Figure 1: Attitudes towards the home, 2004-08
                                  • The housing market and its influence on attitudes
                                    • Figure 2: Average house price and number of housing transactions, 2003-13
                                  • Concern for the environment
                                    • Restoring and creating
                                      • Digital evolution or revolution?
                                        • Figure 3: Internet penetration at home/work/place of study or elsewhere, by demographic sub-group, 2003-08
                                    • Broader Market Environment

                                      • Key points
                                        • The impact of a faltering economy
                                          • Figure 4: Trends in GDP, PDI and consumer expenditure, at current prices, 2003-13
                                        • The upmarket will do better
                                          • Figure 5: UK population, by socio-economic group, 2003-13
                                        • Smaller households
                                          • Figure 6: UK households, by size, 2003-13
                                        • The impact of lifestage
                                          • Figure 7: UK adult population, by lifestage, 2003-13
                                        • Shifts in age structure
                                          • Figure 8: Age structure of the UK population, 2003-13
                                      • Competitive Context

                                        • Key points
                                          • It’s a big market out there
                                            • Figure 9: Home and garden goods market, at current prices, 2003-08
                                          • The consumer point of view
                                            • How are other print sectors faring?
                                              • Figure 10: Comparison of home interest, women’s and teen magazines, 2003-08
                                            • Beyond magazines to TV…
                                              • … and to homes and gardens shows
                                                • The advance of the internet
                                                  • Figure 11: Types of websites browsed for information purposes in the last three months, July and October 2008
                                              • Strengths and Weaknesses in the Market

                                                • Strengths
                                                  • Weaknesses
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Investment in online
                                                        • In tune with the times
                                                          • Sponsorship opportunity
                                                            • Multimedia creativity
                                                              • Promoting exhibitions
                                                              • Home and Garden in Print

                                                                • Key points
                                                                  • Home interest and gardening specialists
                                                                    • Decline set to continue
                                                                      • Figure 12: UK retail sales of home interest and gardening titles, 2003-13
                                                                    • Factors used in forecasts
                                                                      • The detailed view
                                                                        • Figure 13: Circulation trends for audited home interest titles (July-December), 2003-07
                                                                        • Figure 14: Circulation trends for audited gardening titles (July-December), 2003-07
                                                                      • Withstanding pressure
                                                                        • The home dominates
                                                                          • Figure 15: UK retail sales of home interest and gardening titles, by sector, 2003-07
                                                                        • The leading publishers
                                                                          • Figure 16: Retail market shares of home interest and gardening titles, by publisher, 2003-07
                                                                        • Other print media
                                                                          • Figure 17: Selected audited consumer titles and their average circulation, 2008
                                                                        • Implications for the sector
                                                                        • Home and Garden on Television

                                                                          • Key points
                                                                            • Homes and gardens as part of the whole
                                                                              • Extending impact
                                                                                • How TV and print differ
                                                                                  • BBC for big numbers
                                                                                    • Channel 4
                                                                                      • Channel Five
                                                                                        • UKTV specialises
                                                                                          • Implications for the sector
                                                                                          • Home and Garden on the Internet

                                                                                            • Key points
                                                                                              • Promising recent developments
                                                                                                • Magazines online – the leaders
                                                                                                  • Some smaller players to the fore
                                                                                                    • BBC, Channel 4 and UKTV committed online
                                                                                                      • BBC continues to build
                                                                                                        • Channel 4 expands and changes
                                                                                                          • UKTV Style a real source for homes and gardens content
                                                                                                            • Other online sources
                                                                                                              • Implications for the sector
                                                                                                              • Home and Garden and Other Media

                                                                                                                • Key points
                                                                                                                  • Radio for keen gardeners
                                                                                                                    • Media convergence
                                                                                                                      • More options for radio stations
                                                                                                                        • The living experience
                                                                                                                          • Figure 18: Visitor attendance at selected consumer exhibitions, 2007-08
                                                                                                                        • The RHS
                                                                                                                          • Sponsorship opportunities
                                                                                                                            • Implications for the sector
                                                                                                                            • Brand Communication and Promotion

                                                                                                                              • Key points
                                                                                                                                • A clamour of voices
                                                                                                                                  • Figure 19: Advertising expenditure on household goods incl retailers, 2004-08
                                                                                                                                • Leading spenders
                                                                                                                                  • Figure 20: Retail household advertising expenditure, by leading advertisers, 2004, 2006 and 2008
                                                                                                                                  • Figure 21: Household goods advertising expenditure, by leading advertisers, 2004, 2006 and 2008
                                                                                                                                • Allocating budgets
                                                                                                                                  • Figure 22: Total adspend, by category and medium, 2008
                                                                                                                              • The Consumer – Sources of Ideas for the Home

                                                                                                                                • Key points
                                                                                                                                  • Consumers primed and ready
                                                                                                                                    • Figure 23: Sources of ideas for changing the look or style of the home, October/November 2008
                                                                                                                                  • Media play a central part
                                                                                                                                    • Their relative strengths
                                                                                                                                      • Personal contacts
                                                                                                                                        • Multiple choices
                                                                                                                                          • Who looks where
                                                                                                                                            • A repertoire of responses
                                                                                                                                              • Figure 24: Number of sources consumers use to get ideas on new looks/styles for their home, October/November 2008
                                                                                                                                            • Enthusiasm for home ideas
                                                                                                                                                • Figure 25: Sources of ideas for changing the look or style of the home, by number of sources used, October/November 2008
                                                                                                                                            • The Consumer – Attitudes Towards Homes and Gardens in the Media

                                                                                                                                              • Key points
                                                                                                                                                • Dual purpose – both entertains and informs
                                                                                                                                                  • Figure 26: Attitudes towards features on homes and gardens in the media, October/November 2008
                                                                                                                                                • Something for all interests
                                                                                                                                                  • Just a bit of fun
                                                                                                                                                    • Independence
                                                                                                                                                      • Practicality
                                                                                                                                                        • The key variations
                                                                                                                                                          • Figure 27: Summary of key variations in attitudes towards features on homes and gardens in the media, October/November 2008
                                                                                                                                                      • Targeting the Key Consumers

                                                                                                                                                        • Key points
                                                                                                                                                          • I feel my home is…
                                                                                                                                                            • Figure 28: Target groups on the type of home consumers feel they have, October/November 2008
                                                                                                                                                          • Simple touch
                                                                                                                                                            • Chaotic
                                                                                                                                                              • Homely feel
                                                                                                                                                                • Modernists
                                                                                                                                                                  • Trendy homes
                                                                                                                                                                    • Descriptions of home
                                                                                                                                                                      • Figure 29: Agreement with attitudinal statements on home and the media, by target groups on the type of home consumers feel they have, October/November 2008
                                                                                                                                                                    • Identifying and targeting the key groups
                                                                                                                                                                      • Figure 30: Target groups on attitudes towards home and the media, October/November 2008
                                                                                                                                                                    • Individualists
                                                                                                                                                                      • Who they are
                                                                                                                                                                        • Marketing to the individualists
                                                                                                                                                                          • Entertainment value
                                                                                                                                                                            • Who they are
                                                                                                                                                                              • Marketing to the entertainment value consumers
                                                                                                                                                                                • Ideas and guidance seekers
                                                                                                                                                                                  • Who they are
                                                                                                                                                                                    • Marketing to the Ideas and guidance seekers
                                                                                                                                                                                      • Uninterested
                                                                                                                                                                                        • Who they are
                                                                                                                                                                                          • Marketing to the Uninterested
                                                                                                                                                                                            • Sources actually used
                                                                                                                                                                                              • Figure 31: Number of sources used to get ideas, by target groups on attitudes towards home and the media, October/November 2008
                                                                                                                                                                                          • Appendix – Home and Garden in Print

                                                                                                                                                                                              • Figure 32: Home interest and gardening titles, 2009
                                                                                                                                                                                              • Figure 33: UK retail sales of home interest titles, 2003-13
                                                                                                                                                                                              • Figure 34: UK retail sales of gardening titles, 2003-13
                                                                                                                                                                                              • Figure 35: Retail market shares of home interest titles, by publisher, 2003-07
                                                                                                                                                                                              • Figure 36: Retail market shares of gardening titles, by publisher, 2003-07
                                                                                                                                                                                          • Appendix – Brand Communication and Promotion

                                                                                                                                                                                              • Figure 37: Main media retail advertising expenditure, by leading advertisers, by media, 2008
                                                                                                                                                                                              • Figure 38: Main media household goods advertising expenditure, by leading advertisers, by media, 2008
                                                                                                                                                                                          • Appendix – Sources of Ideas for the Home

                                                                                                                                                                                              • Figure 39: Sources of ideas for changing the look or style of the home, by detailed demographics, October/November 2008
                                                                                                                                                                                              • Figure 40: Sources of ideas for changing the look or style of the home, by detailed demographics, October/November 2008
                                                                                                                                                                                              • Figure 41: Number of sources consumers use to get ideas for changing the look or style of the home, by detailed demographics, October/November 2008
                                                                                                                                                                                          • Appendix – Attitudes Towards Homes and Gardens in the Media

                                                                                                                                                                                              • Figure 42: Attitudes towards features on homes and gardens in the media, by detailed demographics, October/November 2008
                                                                                                                                                                                              • Figure 43: Attitudes towards features on homes and gardens in the media, by detailed demographics, October/November 2008
                                                                                                                                                                                          • Appendix – Targeting the Key Consumers

                                                                                                                                                                                              • Figure 44: Target groups on attitudes towards home and the media, by detailed demographics, October/November 2008
                                                                                                                                                                                              • Figure 45: Attitudes towards features on homes and gardens in the media, by target groups on attitudes towards home and the media, October/November 2008

                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                          • Aceville Publications
                                                                                                                                                                                          • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                          • Archant
                                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                                          • British Broadcasting Corporation (BBC)
                                                                                                                                                                                          • British Market Research Bureau (BMRB)
                                                                                                                                                                                          • Brooklands Group
                                                                                                                                                                                          • Carpetright UK
                                                                                                                                                                                          • Co-operative Group
                                                                                                                                                                                          • Comet Group Ltd
                                                                                                                                                                                          • Daily Express
                                                                                                                                                                                          • Daily Mail
                                                                                                                                                                                          • Daily Star (The)
                                                                                                                                                                                          • Fortnum & Mason Plc
                                                                                                                                                                                          • Good Housekeeping
                                                                                                                                                                                          • Hachette Filipacchi UK
                                                                                                                                                                                          • Harveys Furnishing Plc
                                                                                                                                                                                          • Heal's
                                                                                                                                                                                          • Homebase Ltd
                                                                                                                                                                                          • IKEA
                                                                                                                                                                                          • IPC Media Ltd.
                                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                                          • John Lewis Partnership
                                                                                                                                                                                          • Land of Leather Ltd
                                                                                                                                                                                          • Laurent-Perrier (UK) Ltd
                                                                                                                                                                                          • Lidl (UK)
                                                                                                                                                                                          • Marks & Spencer
                                                                                                                                                                                          • National Exhibition Centre
                                                                                                                                                                                          • Nestlé UK Ltd
                                                                                                                                                                                          • Nielsen Media Research, Inc.
                                                                                                                                                                                          • Procter & Gamble UK & Ireland
                                                                                                                                                                                          • Reckitt Benckiser (UK)
                                                                                                                                                                                          • Royal Horticultural Society
                                                                                                                                                                                          • SC Johnson UK
                                                                                                                                                                                          • Somerfield
                                                                                                                                                                                          • Tesco Plc
                                                                                                                                                                                          • The Sun
                                                                                                                                                                                          • Thompson & Morgan (Group) Ltd
                                                                                                                                                                                          • Travis Perkins Retail
                                                                                                                                                                                          • UKTV
                                                                                                                                                                                          • Waitrose
                                                                                                                                                                                          • Wm Morrison Supermarkets

                                                                                                                                                                                          Home and the Media - UK - February 2009

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