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Home Lifestyles - UK - July 2009

An Englishman’s home has always been his castle, but the face of UK homes is continually evolving, in terms of both the type of accommodation and household composition, because of changing lifestyles and how the home is used. Some changes are very gradual such as the trend towards smaller households, but others occur more quickly and are sometimes the result of external factors.

Home lifestyles have an important influence on the demand for household goods, but so does how consumers feel about spending money on the home. While the housing market was buoyant and confidence was high, demand was also strong for goods to improve or be used in the home, but during the downturn and subsequent recession, consumers have been reassessing their spending priorities.

This report focuses on painting a picture of UK homes today, more important than ever to manufacturers and retailers in terms of understanding their customers.

Key themes

  • To what extent will cash-strapped consumers become more home-centred and what impact will this have on spending?

  • In the recession will a greater emphasis on entertaining at home rather than going out mean opportunities for household items connected to socialising in the home?

  • In home improvements, how can companies effectively target those choosing to stay put who still have an interest in inspiring ideas and investing in their home?

  • With a growth in interest in cooking and particularly home baking, how can those involved in kitchenwares capitalise effectively on the range of eating at home occasions?

  • To what extent can the changing composition of homes and type of accommodation influence new product development and marketing?

  • More households may wish to save money in the recession through doing both DIY and more home entertaining, but how can the skills gap be overcome to boost sales?

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Table of contents

  1. Issues in the Market

      • Key themes
        • Abbreviations
        • Future Opportunities

          • Home as chameleon (see Inspire trend – Home of the Senses)
            • Living with the parents (see Inspire trend – Boomerang Generation)
              • Going back to the good old days
              • Market in Brief

                • Households tighten their belts
                  • New homes in the UK getting smaller
                    • Home dining alive and well
                      • Difficulties financing living alone
                        • Improve not move during the slump?
                          • Enjoying cooking and entertaining at home
                            • Home as an investment
                            • Broader Market Environment

                              • Key points
                                • Recession starts to hit home
                                  • Figure 1: Trends in GDP, PDI, consumer expenditure and savings, at current prices, 2004-14
                                • Housing slump hits spending
                                    • Figure 2: UK housing market – number of transactions, average house prices and number of years between moves, 2004-09
                                  • Ageing population, but young families also on the increase
                                    • Figure 3: Structure of the UK population, by age, 2004, 2009 and 2014
                                  • Still opportunities for trading up
                                    • Figure 4: Structure of the UK population, by socio-economic group, 2004, 2009 and 2014
                                  • Shopping from home set to increase
                                    • Figure 5: Internet penetration at home/work/place of study or elsewhere in GB, by gender, age, and socio-economic group, 2003-09
                                • Housing by Type of Accommodation

                                  • Key points
                                    • Owner-occupation levels off
                                      • Figure 6: Dwelling stock in England, by tenure, 1997 and 2007
                                    • One in three live in a semi
                                      • Figure 7: Dwelling stock in England, by type of accommodation and region, 2006/07
                                    • Growth in house building completions
                                      • Figure 8: House building completions in England, by tenure, 1997/98-2007/08
                                    • Boom in the building of flats
                                      • Figure 9: Permanent dwellings completed, by house or flat and number of bedrooms, 1997/98-2007/08
                                    • Only one in ten live in flats/maisonettes
                                      • Figure 10: Type of home, home ownership and length of time in present home, 2004-08
                                    • One living room and three or more beds the norm
                                      • Figure 11: Number of rooms in homes, 2004-08
                                    • Make-up of home and garden
                                      • Figure 12: Make-up of home and garden, April 2009
                                    • Dining rooms still alive
                                      • Completely open-plan not that common
                                        • Gardens for the majority
                                          • Looking for extra space
                                            • Figure 13: Home extensions, 2004-08
                                          • Proportion of households with second homes small
                                          • Household Composition

                                            • Key points
                                              • Smaller households not the whole story
                                                • Figure 14: UK households and size of households, 2004, 2009 and 2014
                                                • Figure 15: Households in Great Britain, by type of household and family, 1971-2007
                                              • Rising number of one-child families
                                                • Figure 16: Presence of children in household and one-adult households with children, 2004-08
                                              • Increasing number of Playschool Parents
                                                • Figure 17: Lifestage analysis, 2004-08
                                              • No children but still plenty of room
                                                • Figure 18: Household composition in Great Britain, by type of dwelling, 2007
                                              • A nation of pet lovers
                                                • Figure 19: Ownership of cats and dogs, 2006-08
                                            • Life Events and What Is In the Home

                                              • Key points
                                                • Major events have big potential to drive spending
                                                  • Figure 20: Life events, 2007 and 2008
                                                • Improve not move could help DIY retailers
                                                  • Window of opportunity for household goods
                                                    • Large appliances a mature, replacement market
                                                      • Figure 21: Ownership of household items – kitchen appliances, 2004-08
                                                    • Potential boost to kitchen gadgets from home baking
                                                      • Figure 22: Ownership of household items – other kitchen equipment and vacuum cleaners, 2006-08
                                                    • Dining room furniture owned by two thirds
                                                      • Figure 23: Ownership of household items – furniture, flooring and textiles/window furnishings, 2005-08
                                                  • Working at Home and Household Chores

                                                    • Key points
                                                      • Men neglecting help with household chores
                                                        • Figure 24: Spending a lot of time at home doing job or household chores, by gender, April 2009
                                                      • ABC1 families putting in the most hours
                                                        • Figure 25: Spending a lot of time at home on job or household chores, by age and socio-economic group, April 2009
                                                        • Figure 26: Time spent on average weekday on household chores, 2004-08
                                                      • Apathy towards doing the housework
                                                      • DIY and Gardening

                                                        • Key points
                                                          • One in four men put in the hours on DIY
                                                            • Figure 27: Spending a lot of time at home on gardening and home improvements, by gender, April 2009
                                                          • Over-55s have more time for serious gardening
                                                            • Figure 28: Spending a lot of time at home on gardening and DIY/home improvements, by age and socio-economic group, April 2009
                                                            • Figure 29: Done DIY in last 12 months, 2004-08
                                                          • Improve not move or no DIY at all
                                                            • Figure 30: Home and garden improvements are a good way of adding value to the home, by age and socio-economic group, April 2009
                                                          • Need to fill the skills gap to get more doing DIY
                                                            • Inspiration from magazines in decline…
                                                              • Figure 31: Agreement with lifestyle statements relating to DIY and the home, 2004-08
                                                            • …but search for new ideas goes on
                                                              • Getting pleasure from the garden
                                                              • Cooking and Entertaining

                                                                • Key points
                                                                  • Opportunities to target home entertainers
                                                                    • Figure 32: Spending a lot of time at home on cooking for the family, having friends around, having visitors to stay and hosting dinner parties, by gender, April 2009
                                                                  • A host of eating at home occasions
                                                                      • Figure 33: Spending a lot of time at home on cooking for the family and having friends around, by age and socio-economic group, April 2009
                                                                    • Growing enthusiasm for cooking
                                                                      • Eating in as good as going out
                                                                        • Figure 34: Entertaining at home is a good way of saving money on going out, by age and socio-economic group, April 2009
                                                                      • Fashion opportunity for home dining
                                                                        • Figure 35: Agreement with lifestyle statements, 2004-08
                                                                    • Use of Other Leisure Time at Home

                                                                      • Key points
                                                                        • Internet challenging other uses of time at home
                                                                          • Figure 36: Spending a lot of time at home watching TV, reading, listening to music, playing video/computer games and doing other games/hobbies, by gender, April 2009
                                                                        • Differing profiles for TV and internet
                                                                          • Figure 37: Spending a lot of time at home watching TV or using the internet, by age and socio-economic group, April 2009
                                                                          • Figure 38: Total hours TV viewed per week, 2004-08
                                                                        • Changing face of home TV programming
                                                                          • TV and internet slowly converging
                                                                            • Figure 39: Hours spent on the internet at home in the last month, 2008
                                                                          • Reading and listening to music in equal measure
                                                                            • Figure 40: Spending a lot of time at home reading or listening to music, by age and socio-economic group, April 2009
                                                                          • New video/computer games widening appeal
                                                                          • Attitudes Towards the Home

                                                                            • Key points
                                                                              • Focusing on the home in the recession
                                                                                • Figure 41: Attitudes towards the home, April 2009
                                                                              • Home as retirement investment
                                                                                • Figure 42: Attitudes towards the home, by age and socio-economic group, April 2009
                                                                              • Home is where people want to be
                                                                                  • Figure 43: Agreement with lifestyle statements, 2004-08
                                                                              • Consumer Typologies

                                                                                  • Figure 44: Consumer typologies, 2008
                                                                                  • Figure 45: Cluster formation, 2008
                                                                                • Food and Garden (27%)
                                                                                  • Home Improvers (25%)
                                                                                    • Home Away (30%)
                                                                                      • Apathetic (18%)
                                                                                      • Appendix – Housing by Type of Accommodation

                                                                                          • Figure 46: Most popular type of home, home ownership and length of time in present home, by demographics, 2008
                                                                                          • Figure 47: Next most popular type of home, home ownership and length of time in present home, by demographics, 2008
                                                                                          • Figure 48: Make-up of home and garden, by detailed demographics, April 2009
                                                                                          • Figure 49: Make-up of home and garden, by detailed demographics, April 2009
                                                                                      • Appendix – Household Composition

                                                                                          • Figure 50: Detailed lifestage classifications
                                                                                          • Figure 51: Ownership of cats and dogs, by demographics, 2008
                                                                                      • Appendix – Life Events and What Is In the Home

                                                                                          • Figure 52: Life events, by detailed demographics, 2008
                                                                                          • Figure 53: Life events, by detailed demographics, 2008
                                                                                          • Figure 54: Purchasing of household items in the last 12 months – kitchen appliances, 2004-08
                                                                                          • Figure 55: Purchasing of household items in the last 12 months – other kitchen equipment and vacuum cleaners, 2006-08
                                                                                          • Figure 56: Purchasing of household items in the last 12 months – furniture, flooring and textiles/window furnishings, 2005-08
                                                                                      • Appendix – Working at Home and Household Chores

                                                                                          • Figure 57: Spending a lot of time at home doing household chores or job, by detailed demographics, April 2009
                                                                                          • Figure 58: Time spent on average weekday on household chores, by demographics, 2008
                                                                                      • Appendix – DIY and Gardening

                                                                                          • Figure 59: Spending a lot of time at home doing DIY/home improvements or gardening, by detailed demographics, April 2009
                                                                                          • Figure 60: Done DIY in last 12 months, by demographics, 2008
                                                                                          • Figure 61: Home and garden improvements are a good way of adding value to the home, by detailed demographics, April 2009
                                                                                          • Figure 62: Agreement with lifestyle statements relating to DIY and the home, by demographics, 2008
                                                                                      • Appendix – Cooking and Entertaining

                                                                                          • Figure 63: Spending a lot of time at home cooking for the family, having friends around, having visitors to stay or hosting dinner parties, by detailed demographics, April 2009
                                                                                          • Figure 64: Entertaining at home is a good way of saving money on going out, by detailed demographics, April 2009
                                                                                          • Figure 65: Agreement with lifestyle statements relating to cooking, eating in the home and entertaining, by demographics, 2008
                                                                                      • Appendix – Use of Other Leisure Time at Home

                                                                                          • Figure 66: Spending a lot of time at home watching TV, reading, listening to music, using the internet, most popular activities consumers spend a lot of time doing at home, by demographics, April 2009
                                                                                          • Figure 67: Hours spent on the internet in the last month, by demographics, 2008
                                                                                          • Figure 68: Total hours TV viewed per week, by demographics, 2008
                                                                                      • Appendix – Attitudes Towards the Home

                                                                                          • Figure 69: General attitudes towards the home, by detailed demographics, April 2009
                                                                                          • Figure 70: Agreement with general lifestyle statements, by demographics, 2008
                                                                                      • Appendix – Consumer Typologies

                                                                                          • Figure 71: Home typologies, by demographics, 2008

                                                                                      Companies Covered

                                                                                      • Asda Group Ltd
                                                                                      • British Market Research Bureau (BMRB)
                                                                                      • Co-operative Group
                                                                                      • Energy Saving Trust
                                                                                      • Homebase Ltd
                                                                                      • J. Sainsbury
                                                                                      • Lloyds TSB Insurance
                                                                                      • Marks & Spencer
                                                                                      • Northern Rock plc
                                                                                      • Somerfield
                                                                                      • Tesco Plc
                                                                                      • Waitrose
                                                                                      • Wm Morrison Supermarkets

                                                                                      Home Lifestyles - UK - July 2009

                                                                                      £1,995.00 (Excl.Tax)